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CX Researcher (Customer Journey)
Experienced & Insight-Led CX Researcher – Automotive Customer Journey Specialist
VML, part of WPP
About VML
VML, a leading creative company within the WPP group, specialises in driving growth by delivering connected brand experiences, combining brand experience, customer experience (CX), and commerce. Our award-winning work supports iconic clients like AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy’s.
Celebrated for innovative and human-centred approaches, VML is recognised as a Forrester Wave™ Leader in marketing creativity, content, commerce and broader CX services. Our VML Health network is one of the world’s largest and most awarded health agencies.
About WPP
WPP powers global growth for leading brands by blending creativity, data intelligence, and enterprise solutions. Our agency, WPP Open, enables bold marketing strategies to navigate change—and unlock opportunity.
The Role
VML is seeking an experienced CX Researcher to join a Customer Journey workstream for a high-profile automotive client. Your mission? Map, refine, and champion the end-to-end customer experience—from brand discovery and vehicle research to purchase, ownership, servicing, retention, and loyalty.
You will deeply understand customer needs, behavioural patterns, and friction points across digital and physical touchpoints, translating insights into actionable recommendations that inform strategy and drive measurable business impact.
✨ This is a highly collaborative role for a researcher who loves connecting human behaviour, operational realities, and business objectives to create compelling experiences.
Key Responsibilities
🌐 Customer Journey Research & Insight Generation
- Design and execute qualitative and quantitative research to uncover end-to-end automotive customer journeys.
- Identify pain points, unmet needs, and behavioural drivers across purchasing and ownership stages.
- Employ diverse methodologies like customer interviews, contextual research, surveys, usability testing, diary studies, journey reviews, and stakeholder workshops.
- Distil research findings into clear, actionable insights that inform customer experience improvements.
- Focus on vehicle research, online/offline purchasing, ownership, servicing, aftersales, retention, and loyalty.
- Stay ahead of evolving customer expectations in the automotive space.
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🗺️ Customer Journey Mapping & Experience Strategy
- Create and maintain journey maps, service blueprints, personas, and ecosystem maps to visualise and communicate customer experiences.
- Assess multichannel touchpoints (digital and non-digital) to identify consistency, efficiency, and satisfaction opportunities.
- Work with CX Strategists, UX Designers, Product, Marketing, and Operations to embed customer insights into design and decision-making.
- Prioritise journey improvements based on customer impact, feasibility, and commercial value.
📊 Data, Insight & Continuous Improvement
- Collaborate with analytics and optimisation teams to blend behavioural data with qualitative insights.
- Analytically track voice of customer (VOC), operational insights, and performance KPIs to spot emerging trends.
- Drive experience measurement frameworks and evaluate ongoing journey performance.
- Validate hypotheses, track outcomes, and refine recommendations for iterative improvement.
🤝 Collaboration & Stakeholder Engagement
- Partner with CX Strategists, UX Designers, Service Designers, Analysts, Product Owners, and client stakeholders.
- Facilitate workshops, co-creation sessions, and playbacks with both internal and external teams.
- Present findings clearly to senior leadership and cross-functional teams.
- Foster alignment on customer-centric strategies and opportunity areas.
What We’re Looking For
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🔍 Required Skills & Experience
- Strong background in CX Research, UX Research, Service Design, Customer Insight, or related fields.
- Deep experience researching end-to-end customer journeys across digital, service, or physical ecosystems.
- Expertise in customer-centred design, behavioural insight, and journey mapping.
- Proficiency conducting both qualitative and quantitative research (interviews, surveys, etc.).
- Ability to synthesise vast datasets into clear strategic recommendations.
- Hands-on experience creating journey maps, service blueprints, personas, and insight reports.
- Track record working in complex, enterprise, or multi-channel environments.
- Exceptional stakeholder management, workshop facilitation, and storytelling skills.
⚙️ Bonus Experience
- Automotive, retail, mobility, or financial services industry experience.
- Portfolio highlighting journey research, analysis, and measurable impact.
💡 Mindset & Culture Fit
- Proactive, curious, and empathetic; passionate about insight-driven CX.
- Thrives in fast-paced environments while balancing strategy and delivery.
Why Join VML?
- Work with some of the world’s most innovative brands.
- A competitive benefits package including:
- Bonus scheme
- Training & career development
- Competitive pension/life insurance
- Remote/hybrid work policy (4+ days in-office)
- Our culture is built on Heart, Brains, and Courage:
- Heart: Build trust, connect with purpose.
- Brains: Harness curiosity and collaborative intelligence.
- Courage: Speak up, experiment, and champion bold ideas.
VML is a proud equal opportunity employer, committed to diversity, inclusion, and belonging.
World-Class Work. Global Impact.
For more info: www.vml.com – Follow VML on Instagram, LinkedIn, & X.
Want to be part of shaping transformational customer journeys? Apply today.
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