Ten Customer Experience (CX) Research Methods
Listed are ten of the most common CX research methods used to gather and analyze customer data.
1: Customer Satisfaction Surveys
A structured questionnaire asks customers to rate their satisfaction with a product or service.
Example: Customers are sent a survey asking them to rate their overall satisfaction with a recent purchase on a scale of 1-5.
2: Net Promoter Score (NPS) Tracking
Customers are asked to rate their likelihood of recommending a company or product to others on a scale of 0-10.
Example: "On a scale of 0-10, how likely are you to recommend our brand to a friend or colleague?"
3: Customer Interviews
A one-on-one interview with customers to understand their experiences, preferences, and opinions about a company or its products/services.
Example: "What made you choose our brand over others?"
- Here is an example of how I wrote customer interview questions for a large research project.
4: Customer Feedback
Companies provide various channels for customers to share their thoughts, opinions, and experiences with their products or services.
Example: A company creates a dedicated email address or online form for customers to submit feedback or complaints.
5: Social Media Monitoring
Companies track and analyze customer comments, mentions, and reviews on social media platforms to gain insights into their experiences and opinions.
Example: A company uses a social listening tool on X (Twitter) to monitor customer sentiment about its brand.
6: Sentiment Analysis
You analyze customer feedback, reviews, or social media posts to assess their overall sentiment (positive, negative, or neutral) toward a company or product.
Example: A company uses natural language processing software to analyze customer reviews and identify trends in sentiment.
7: Churn Analysis
You would examine why customers stop using a product or service to identify patterns and inform retention strategies.
Example: A company analyzes customer churn data to determine if customers are more likely to leave after a specific event or milestone.
8: Customer Segmentation
You are grouping customers based on shared characteristics (e.g., demographics, behaviors, preferences) to inform targeted marketing and sales strategies.
Example: A company segments its customer base into different groups based on age, income, and location.
9: Customer Journey Mapping
Creating a visual representation of customers' different stages when interacting with a company or product. (Read the ultimate guide on journey mapping here)
Example: A company maps out the customer journey from awareness to purchase and beyond, highlighting key touchpoints and potential pain points.
- Check out of this case study how I built a sales journey map of B2B customers.
10: Voice of the Customer (VoC) Program
Companies collect, analyze, and act on customer feedback to drive improvements in their products, services, and overall customer experience.
Example: A company creates a VoC program with regular customer surveys, feedback analysis, and cross-functional action plans.
- Check out this case study on how I created a VoC program at Lowe's.
Written by Leo Vroegindewey, B2B CX Consultant
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