Customer experience (CX) research

Customer experience, also known as CX, is the entire experience a customer has with a business when using a service or buying a product. It includes each step of the buying process, from navigating the website to buying the product and then receiving the product/service in person. In a shortened term, it is a holistic view of the whole interaction between a customer/potential customer and the business or brand.

Customer experience is no longer a unique thing that differentiates a company, as now it is one of the most important things people think about when making purchases, almost as important as the actual product itself. In fact, 80% of people consider CX to be as important as the product itself, meaning it can be the difference between someone buying your product and a competitor's product, as 4 in 5 people are looking out for the best experience with a company as possible.

Customer experience also ties in very closely with user experience (UX). User experience is almost the opposite of CX. It adopts a more reductionist view because it is all about a singular customer touchpoint (interaction) - rather than the entire process a customer goes through. For example, the first customer touchpoint might be seeing a brand's advert on social media, so the UX would be purely focused on the customer's interaction when seeing the advert for the first time.

In terms of customer experience research, many methods are involved in conducting the research. A few of these which we use are:

Customer journey mapping

Interviews, surveys and focus groups

Ethnography

Behavioural science

The benefits of conducting CX research are that you can begin to see where improvements are needed to attract new customers or repeatedly bring back old customers, you can begin to strengthen or build a relationship between you and your customers, you can gain a positive reputation and you can also grow your business as a whole from the information discovered when conducting CX research.

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