Customer Experience

Customer Experience (CX) research, measurement and analysis involves gathering insights about customers’ perceptions, feelings and interactions with an organisation.

Various methods including as surveys, observations, and data analytics are used to understand customer expectations, satisfaction and loyalty.

Service industries, public sector organisations and business with on-going customer relationships attach great importance to understanding and improving their customer experience.

Common CX research approaches include continuous feedback surveys (such as Customer Satisfaction (CSat) and Net Promoter Score (NPS): feedback analytics (using AI to understand the content of comments in reviews, complaints and other sources); journey mapping & analytics (learning how users interact with different touchpoints over time); and social listening.