How To Do Customer Experience Research?

There are many methods and frameworks to do customer experience research, pick one and create a process that works best for your business.

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Customer experience research is all about making sure that the customer’s experience of your product or service is as great as it can be.

A good customer experience (CX) is not just about providing a great product or service, but also about how you interact with your customers when they need help or have questions.

Customer experience research can help you identify areas where customers are having problems and where you could improve the way you work with them. It can also help you find ways to improve your products and services so that they meet the needs of your customers better than ever before.

Customer experience research typically uses surveys and interviews to gather information from customers on how they feel about their experiences with your company. The results of this research is useful to make changes in how you do business so that your products and services are more likely to meet the needs of your customers.

In this article, we’ll cover some of the best practices for conducting customer research and uncovering the answers that will help you improve your business.

Defining Customer Experience Research

Customer experience research is a discipline that focuses on understanding the relationship between customers and brands. It’s about uncovering what makes customers happy, sad, angry, and satisfied with the products and services they receive from your brand.

Defining Customer Experience Research

The term “customer experience” (CX) refers to a customer’s holistic, subjective impression of their interaction with a company’s brand, product, or service. Every time a customer interacts with your business, product, or service, it affects the brand’s reputation. This can be anything from placing an order in your online store to having the item sent to their home to signing up for your newsletter.

Research on the customer experience is the process of gathering and analyzing any information that relates to the service or product your brand provides to its customers. The purpose of customer experience research is to help businesses get an edge in the market. It does so by learning more about their customers’ wants, requirements, and frustrations so that they can provide a better service overall.

What Advantages Can Customer Experience Research Offer?

Customer experience research is important for any business because it helps you understand what your customers want, what they need, and how you can improve your products and services.

Customer experience research can help businesses in several ways:

Advantages Can Customer Experience Research Offer

  1. Insights into what customers like and don’t like about your product or service. This will help you make improvements that keep them coming back for more.
  2. A better understanding of what customers want from you in the future. This will help you stay ahead of competitors who may be gaining market share by doing things differently than you do now.
  3. Information on how well-known your brand is among people who might use it (or not). This will help with marketing efforts like rebranding or advertising campaigns that target new audiences.
  4. Customer experience research helps businesses identify the most common issues faced by their customers. This information is useful to improve existing products or services, develop new products and services, or reposition an existing brand.
  5. Customer experience research is useful to benchmark your performance against competitors in your industry. For example, if your competitor has introduced a new feature on its website, you can survey customers to find out how useful it is for them and whether they would like something similar on your website as well.

Tools For Conducting Customer Experience Research

Customer experience research is a great way to get in touch with customers, understand their needs and expectations, and predict future trends. It’s also a great way to deepen your understanding of your brand, products, and services.

Here are some tools and resources that will help you conduct customer experience research:

Customer Interviews

Interviewing customers allows you to hear firsthand how they feel about your products and services.

Usability Testing

Watching people interact with your website or app allows you to understand their pain points and determine where improvements need to be made.

Tools For Conducting Customer Experience Research

Customer Journey Mapping

This involves analyzing every touchpoint in your customers’ journey. From the moment they become aware of your brand to the moment they leave it forever — to understand how each step affects their perception of your product or service. In this way, you can identify opportunities for improvement while also gaining valuable insight into how to improve their overall experience.

Customer Feedback Surveys

Customer feedback surveys are an essential part of any CX program because they help uncover exactly what frustrates or delights your customers most about your business. These surveys often include multiple-choice questions or open-ended questions. The results of these surveys can help you determine what your customers like most about your business, as well as where there are opportunities for improvement.

NPS (Net Promoter Score)

NPS is a metric which measures loyalty in a company’s customer base. It asks customers if they would recommend a product or service to others. And then categorizes them into three groups: promoters (those who would recommend), passives (those who neither promote nor discourage), and detractors (those who would not).

How To Conduct Customer Experience Research?

Regardless of the specific approach, a firm takes to studying customer experiences, top-level buy-in is required to ensure success. Considering that some estimates place the failure rate of customer experience (CX) projects at as high as 93%, you’ll want to make sure your CX research efforts aren’t wasted.

Here are a few recommendations to keep in mind as you develop the most effective possible customer experience research.

· Define CX Research Objective

Before you conduct any kind of customer experience research, it is important to know what you want to achieve with the research. You may be looking for feedback on your website or asking customers about their experience with your product or service. The objective will guide you through the entire process of conducting customer experience research and help you make better decisions based on the results.

Define CX Research Objective

· Identify Data Sources

Customer insights can come from various sources including social media channels, blogs, forums, surveys, interviews and focus groups, etc. Identifying these sources will help you decide which ones are best suited for your purpose so that you can collect useful data quickly and cost-effectively.

· Identify Research Questions

Once you have selected appropriate tools and identified your research objective, it’s time to define questions that will help you answer those objectives. These questions should be specific and directly related to your goal; otherwise, they will not provide useful insights into how people behave and how they feel about certain issues related to your business area.

· Choose Sample Size & Recruitment Strategy

If you want to study how customers feel about a product or service, you need to find the proper people to study. Sometimes people are hesitant to volunteer for qualitative studies because of the time commitment involved. Market research firms might be called in to handle participant recruiting for customer journey mapping studies if an organization does not have ready access to potential participants. Motivating participants actively in your customer journey mapping study might be difficult, thus offering incentives (both monetary and otherwise) can be helpful.

· Predict Customer Needs And Actions

As part of the research, you can get an idea of what kind of products or services your customers need and what actions they want from your company. For example, if you own a restaurant, you can ask your customers what dishes they like most and which dishes they don’t like so much. You can then use this information to make changes to your menu or design new menus based on their preferences.

Predict Customer Needs And Actions

· Act On Data In Real Time

Customer relationship management systems allow businesses to collect data in real time, analyze it quickly, and act on it immediately. This means that if one customer complains about something or praises another aspect of the business, the owner can respond immediately by thanking them or making any necessary changes right away.


When you conduct customer experience research, several tools will help you analyze the data you collect. One of the most powerful tools for this kind of analysis is Speak Ai, which gives you an overview of the aggregate sentiment and tone of your customer base.

The software uses machine learning to understand what people are saying about your brand or product and how they feel about it. It can also be used to predict future trends based on current trends in social media posts, reviews, and ratings.

Therefore, you must use Speak Ai to examine qualitative research data like 7,000 satisfied customers. Request a demo or start a trial if you need assistance with scraping, analyzing, and understanding data results.

Get insights from your language data - fast and with no code.

Join 100,000+ individuals and teams who rely on Speak Ai to capture and analyze unstructured language data for valuable insights. Streamline your workflows, unlock new revenue streams and keep doing what you love.100

Get a 14-day fully-featured trial. No credit card is required.

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