CX Researcher (Customer Journey) in London

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. We are seeking an experienced and insight-led CX Researcher to join a dedicated Customer Journey workstream supporting a high-profile automotive client. This role is focused on understanding and improving the end-to-end customer journey across key automotive experiences — from initial brand discovery and vehicle research through to purchase, ownership, servicing, retention, and loyalty interactions.

Working closely with CX Strategists, UX Designers, Service Designers, Analysts, Content Strategists, Product teams, and client stakeholders, you will help uncover customer needs, pain points, behavioural patterns, and opportunity areas across both digital and broader connected customer experiences. You will play a critical role in ensuring customer insight directly informs journey design, prioritisation, service improvements, and strategic decision-making across the account. This is a highly collaborative role suited to someone who enjoys connecting customer behaviour, operational realities, and business objectives into actionable recommendations that improve experience quality and drive measurable outcomes.

Key Responsibilities:

• Plan and conduct qualitative and quantitative customer research focused on understanding end-to-end automotive customer journeys across multiple touchpoints and channels.
• Identify customer pain points, unmet needs, behavioural drivers, and moments of friction throughout the ownership and purchase lifecycle.
• Conduct a range of research methodologies including customer interviews, contextual research, surveys, usability testing, diary studies, journey reviews, ethnographic research, and stakeholder workshops.
• Synthesise complex research findings into clear, actionable insights that inform customer journey improvements and strategic recommendations.
• Support journey-focused discovery initiatives across areas such as vehicle research, online and offline purchasing experiences, ownership journeys, servicing, aftersales, retention, and loyalty.
• Create and maintain customer journey maps, service blueprints, personas, behavioural frameworks, and ecosystem maps that help visualise and communicate customer experiences.
• Analyse interactions across digital and non-digital touchpoints to identify opportunities for greater consistency, efficiency, and customer satisfaction.
• Collaborate with analytics and optimisation teams to combine behavioural data with qualitative customer insight.
• Use customer feedback, analytics, VOC data, operational insight, and performance reporting to identify emerging trends and opportunities.
• Work collaboratively with CX Strategists, UX Designers, Service Designers, Analysts, Product Owners, Content Strategists, Developers, Program Managers, and client stakeholders.

What we want from you:

• Strong experience in CX Research, UX Research, Service Design Research, Customer Insight, or related disciplines.
• Proven experience researching and analysing end-to-end customer journeys across digital and service ecosystems.
• Strong understanding of customer-centred design principles, behavioural insight, and journey mapping methodologies.
• Experience conducting both qualitative and quantitative research using a variety of methodologies.
• Ability to synthesise large volumes of research and operational information into clear, actionable recommendations.
• Strong experience creating customer journey maps, service blueprints, personas, insight reports, and strategic frameworks.
• Strong stakeholder management, workshop facilitation, and presentation skills.
• Excellent communication and storytelling skills with the ability to make complex customer insight accessible and impactful.

What we can offer you:

Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are. We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more.