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Customer Experience Research 101: A Comprehensive Guide

Ruthie Carey
Ruthie Carey Content Strategist

Every customer expects quality treatment from the company they interact with, seeking positive interactions to nurture lasting relationships. The key to ensuring this consistency at every touchpoint lies in customer experience research. By understanding and addressing the customer's journey, identifying gaps, and actively working to fill them, your brand can guarantee a positive experience every single time.

Keep reading to explore more about CX research, understand its importance, and find effective strategies for its successful implementation.

What is Customer Experience Research?

Customer Experience Research is a systematic and comprehensive approach to collecting, analyzing, and interpreting data related to customers' interactions with a company's products or services. It encompasses various research methods, such as surveys, interviews, and feedback analysis, with the goal of understanding, improving, and optimizing the overall customer experience.

​​CER is essential for enhancing customer satisfaction, reducing churn, and gaining a competitive edge. It empowers businesses to make informed decisions, delivering better-tailored solutions and fostering loyalty. Positive customer experiences, guided by CER insights, not only ensure brand loyalty but also contribute to a favorable reputation, attracting new customers and establishing the company as a customer-centric leader in the market.

Types of Customer Experience Research

Now that we have understood what is customer experience research, let us explore popular customer experience research methods.

Surveys and Questionnaires

Surveys and questionnaires involve structured sets of questions designed to gather quantitative data about customer experiences. These can be distributed through various channels, including online platforms or email.

Benefits: Surveys allow for the collection of large-scale, quantitative data, providing measurable insights into customer satisfaction, preferences, and trends.

When to Use: Surveys are effective when seeking to quantify specific aspects of the customer experience, such as overall satisfaction, likelihood to recommend, or feedback on specific products or services.

Example: Airbnb utilizes Net Promoter Score (NPS) surveys to gather valuable feedback from both guests and hosts. By employing this customer-centric approach, Airbnb gains insights into user satisfaction, identifies areas for improvement, and hones in on the elements that resonate positively with their community.

In-Depth Interviews

In-depth interviews involve one-on-one conversations between a researcher and a customer, allowing for open-ended discussions about their experiences. These interviews provide qualitative insights into customer perceptions and emotions.

Benefits: In-depth interviews offer a deep understanding of individual perspectives, motivations, and underlying reasons behind customer behaviors.

When to Use: Use in-depth interviews when you need detailed, nuanced insights into customer experiences, especially for complex products or services.

Example: As per the State of UX in the Enterprise survey conducted by UserZoom, in-depth interviews have emerged as the preferred UX research method, surpassing A/B testing, surveys, and focus groups. This underscores their effectiveness in capturing valuable insights directly from users.

Customer Feedback and Reviews Analysis

Analyzing customer feedback and reviews involves collecting and interpreting data from various online platforms, such as social media, review sites, and customer support interactions.

Benefits: This method provides real-time, unfiltered insights into customer sentiments, opinions, and concerns, helping businesses stay attuned to customer feedback and make timely improvements.

When to Use: Customer feedback and reviews analysis is valuable for continuous monitoring and responding to customer sentiments. It is particularly useful for identifying emerging issues and trends.

Example: Amazon utilizes advanced Generative AI to analyze extensive customer feedback, identifying patterns, sentiments, and emerging trends in real-time. This technology provides deeper insights into customer preferences, informing strategic decision-making for product development and customer service improvements.

Customer Journey Mapping

Customer journey mapping involves visualizing and understanding the entire customer experience, from the initial interaction to post-purchase support. It helps identify touchpoints, pain points, and opportunities for improvement.

Benefit: Customer journey mapping provides a holistic view of the customer experience, enabling businesses to optimize interactions at each stage and create a seamless and satisfying journey.

When to Use: Use customer journey mapping when you want to identify and improve specific touchpoints within the customer journey or when launching a new product or service.

Example: Starbucks leverages customer journey mapping to enhance the overall customer experience. By visualizing the entire customer journey, Starbucks identifies and refines key touchpoints, streamlining processes and improving specific interactions. This approach guides informed decision-making, contributing to Starbucks' success in delivering exceptional and seamless customer experiences.

Why Is Customer Experience Research Important?

In the fiercely competitive business landscape, where companies lose $1.6 trillion annually due to customers switching brands because of poor customer experience (CX), the significance of Customer Experience Research (CER) cannot be overstated. Successful organizations prioritize customer loyalty, understanding that strong correlations exist between delivering exceptional CX and increased sales. A staggering 87% of customers who perceive a great experience with a company express their likelihood to make repeat purchases.

CX Research is crucial for businesses, serving as a strategic tool to gauge satisfaction, identify needs, enhance CX, and foster increased loyalty.

Other key benefits of customer experience research include:

  • Increased Customer Retention: CER helps businesses understand the reasons behind customer churn and provides actionable insights to improve customer retention.
  • Improved Customer Experience: Through CER, businesses identify customer pain points, enabling the development of targeted strategies for enhancing overall customer experience.
  • More Effective Marketing: CER aids in understanding customer behavior, leading to the development of effective marketing strategies.
  • Improved Customer Segmentation: CER assists in identifying distinct customer segments and developing strategies to target each segment effectively.
  • Increased Sales: By identifying customer needs and crafting strategies based on deep customer understanding, CER becomes a catalyst for increased sales..

Key Metrics in Customer Experience Research

Here are three key contact center metrics that will help you in customer experience research.

Net Promoter Score (NPS)

NPS, or Net Promoter Score®, gauges customer satisfaction by asking, "On a scale of 0 to 10, how likely is it that you would recommend company/organization X to family, friends, or colleagues?" Widely used and recognized, NPS provides a quick snapshot of a brand's overall image. A low NPS score means more Detractors than Promoters, suggesting customers are dissatisfied with a company's overall performance.


​​While NPS provides a valuable numerical benchmark for gauging customer loyalty and satisfaction, complement it with qualitative feedback for a deeper understanding of customer sentiments and actionable insights.

Customer Satisfaction (CSAT)

CSAT measures post-purchase or post-service satisfaction, predicting loyalty and revealing customer experience weaknesses. It uses a quick survey with a simple question like, "How satisfied are you with your recent experience with or purchase from company X?" often employing a five-point scale.


While CSAT offers a prompt measure of customer satisfaction and loyalty, it enhances its effectiveness by incorporating qualitative research through feedback. This deeper insight into customer sentiments provides actionable insights, enriching decision-making and driving continuous improvements.

Customer Effort Score (CES)

CES is an index measuring the effort customers invest in their interactions with your company. Respondents rate their effort on a 5- or 7-point scale. A higher CES is favorable, indicating an effortless experience.


Map Customer Journeys for Targeted Improvements - Identify high-effort points in the customer journey, map these touchpoints, and focus on streamlining processes or providing additional support to enhance the overall customer experience.

How to do Customer Experience Research?

Improve customer experiences with this 7-step guide, offering a thorough and organized approach to successful Customer Experience Research.

Step 1: Team Building

Form a diverse team with members from CX, UX, and market research, fostering collaboration and leveraging varied perspectives.

Step 2: Objective Setting

Clearly define research objectives, outlining what you aim to achieve and the specific information you seek to uncover about the customer experience.

Step 3: Context Establishment

Understand the broader market context to align research objectives with market dynamics, providing a comprehensive understanding of your business landscape.

Step 4: Key Performance Indicators (KPI) Identification

Identify contact center KPIs such as Likelihood to Recommend, NPS, Overall Satisfaction, Response and Wait Times, and Overall Value Delivered.

Step 5: Timeframe and Scope Definition

Set specific timeframes and scope objectives to maintain focus and ensure a manageable research process.

Step 6: Research Method Selection

Choose appropriate research methods, including surveys, interviews, focus groups, customer feedback analysis, field research, online collection, and data analysis.

Step 7: Data Gathering and Analysis

Implement chosen research methods to collect qualitative and quantitative data. Utilize data analysis tools to identify trends and insights, translating data into actionable strategies for improving customer experience.

This comprehensive guide ensures you can effectively navigate the complexities of understanding and improving customer experiences.

Five9: Your Ally for a Successful Customer Experience Research

Five9, a premier cloud-based contact center solution, is your ally for successful CX research. It ensures efficient and focused customer feedback analysis through:

Together, these features empower organizations to excel in customer experience research, leveraging comprehensive capabilities of Five9. Discover more about Five9 through success stories showcasing how companies have elevated their CX. 

Ruthie Carey
Ruthie Carey Content Strategist

Call 1-800-553-8159 to learn more about Five9