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Customer Experience Research: All That You Need to Know


12 September 2023

5 min read

Ever wondered why some brands skyrocket to fame while others fade into obscurity? It often boils down to one thing: understanding the customer’s experience. The heart of CX is about making your customers’ lives easier and growing your business much faster.

In that spirit, let’s dive deep into the world of customer experience research, a field that’s reshaping the future of business.

What is Customer Experience Research?

If the business world were a stage, customer experience research would be the director. It choreographs every interaction between your brand and customers, ensuring an awe-inspiring performance that keeps the audience coming back for more.

In simple terms, customer experience research is the process of gathering and analyzing data relevant to the experiences your customers have with your company, product, or service. It provides an intimate look at your customers’ journey, illuminating their thoughts, emotions, and behaviors at every touchpoint with your business. 

So, what’s the ultimate goal? To improve your products, services, and overall customer experience.

Customer experience research is a business’s sixth sense, a way to anticipate your customers’ needs before they even realize they have them. 

As a wise man once said, “Customers may forget what you said, but they’ll never forget how you made them feel.” 


Why is Customer Experience Research Important?

customer expereince research

In a word? Survival. With customers increasingly empowered and competition heating up, you can’t afford to take your customers’ loyalty for granted. The simple truth is customer experience research isn’t just important—it’s essential.

Many studies show that 58% of American consumers would switch companies after a negative customer service experience. A positive customer experience, on the other hand, fosters brand loyalty and increases the likelihood of repeat business.

Hence, by delving into customer experience research, you can tease out key insights that enhance your overall customer experience design and elevate customer satisfaction. It’s about tuning in to the voice of your customer, understanding their unmet needs and expectations, and then leveraging this insight to drive business growth and deliver exceptional experiences that delight customers.

How to Conduct Customer Experience Research?

Imagine you’re an explorer on a voyage to discover the hidden facets of your customer’s experience. Your research journey begins with a clear question: What is the current state of our customer experience, and how can we make it better?

There’s no one-size-fits-all method, but successful research typically involves three stages:

  1. Strategy Development: Craft your vision, outline your goals, and map out the current customer journey.
  2. Data Collection & Analysis: Gather customer data pre-and post-sale, then analyze it for trends and insights that can drive improvements.
  3. Tracking & Implementation: Use your findings as a foundation for continuous enhancements to the CX design

A customer experience research expedition may seem challenging, but it’s well worth it. After all, it’s better to journey into the unknown with a map and a plan rather than to wander aimlessly.

Remarkable Tools for Customer Experience Research

to begin with you’ll need the right tools to get the job done. Fortunately, technology has furnished us with an impressive toolkit to streamline and enhance customer experience research.

To be precise, Surveys are versatile tools to collect varied data from customers, such as satisfaction, opinions on new products, or understanding of customer behavior. Provides qualitative insights into customer experiences.

Here are three types of surveys that can be used for research. 

  1. Net Promoter Score (NPS): Measures customer loyalty by asking customers their likelihood of recommending a company. Assesses the overall customer-company relationship.
  2. Customer Satisfaction Score (CSAT): Measures customer satisfaction with a product, service, or interaction on a 1 to 5 scale. It can be used to gauge both overall relationships and specific interactions.
  3. Customer Effort Score (CES): Assesses the effort a customer puts in to resolve an issue or answer a question. It helps identify and rectify specific pain points.

These tools together give a holistic view of the customer experience, guiding businesses to enhance customer loyalty.


Furthermore, for survey-based data, consider platforms like SurveySparrow.It is also indispensable to gain insight into customer behavior. Moreover, CRM systems like HubSpot or Salesforce are also a gold mine of customer data.

And, with SurveySparrow, monitor online conversations about your brand. Remember, your customer experience extends into the digital realm!

Customer Experience Research Methods

Moving on, there’s a buffet of research methods available, each with its own strengths and limitations. Let’s delve into a few:

  1. Surveys: A classic tool for collecting quantitative data. They’re quick, easy, and can provide a wealth of insight.
  2. Interviews: A fantastic method for gathering qualitative data. While they can be time-consuming, the depth of insight gained is invaluable.
  3. Focus Groups: These allow a deep dive into customer thoughts and feelings. But remember, group dynamics can influence them.
  4. Usability Testing: Observing customers as they interact with your product or service is an effective way to identify pain points and areas for improvement.
  5. Social Listening: Monitor online conversations about your brand to gain insight into how customers view your company.

Remember, the best research approach combines several methods for a more holistic view of the customer experience.

Tips to Effectively Do a Successful Customer Experience Research

Most importantly, having the right tools is just half the battle.  But you need to know how to use them effectively. Here are some pro tips for successful CX research:

  1. Understand Your Customers: Develop buyer personas and use them to guide your research. Understanding who your customers are will help you make sense of their behavior.
  2. Embrace Multiple Data Sources: Combine data from surveys, web analytics, social media, and customer feedback for a well-rounded view of your customer experience.
  3. Act on Feedback: Use customer feedback to drive improvements. Let your customers see that their voice matters.
  4. Foster a Culture of Learning: Customer experience research isn’t a one-off event. It’s a continuous process. Foster a culture of learning and adaptation within your organization.

Final Thoughts

In a nutshell, creating a strong customer experience isn’t just good for your customers; it’s good for your entire business.” Customer experience research offers a roadmap to meeting and exceeding customer expectations.

Finally, it’s an exciting journey into the heart of your business, filled with invaluable insights that can drive growth, foster loyalty, and create memorable experiences that keep customers coming back. After all, as we’ve learned from industry leaders, your business doesn’t exist without your customers. 

So, what are you waiting for? It’s time to roll up your sleeves and embark on your customer experience research journey. Your customers—and your bottom line—will thank you.



Passionate, eidetic, and a writer at large.

Growth Marketer at SurveySparrow

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