Learn how to understand your customers, their wants, needs and desires, so you can build amazing experiences.

Customer experience (CX) relates to the overall experience that a customer has with a company or brand, from their initial contact or interaction with the company, to their ongoing relationship with the company over time.

This means all of the interactions, communications, and touchpoints that the customer has with the company, such as using the company’s products or services, interacting with the company’s website or customer service representatives, or engaging with the company’s marketing or advertising.

One of the ways to measure Customer Experience, is through the Net Promoter System (NPS).

Customer experience is important because it can have a significant impact on a company’s success. A positive customer experience can lead to increased customer satisfaction and loyalty, which can drive business growth and profitability.

On the other hand, a negative customer experience can lead to decreased customer satisfaction and loyalty, which can result in lost business and revenue.

By focussing on delivering a positive customer experience in order to retain and attract customers, you can help your business be more successful.

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How to measure Customer Satisfaction

There’s a handful of ways to get feedback from customers and actually calculate a score to represent how your customers are feeling.

  1. Surveys and questionnaires. Surveys and questionnaires are a common and effective way to gather feedback from customers about their satisfaction with a company or its products or services. Surveys can be administered online, by phone, or in person, and can include both closed-ended and open-ended questions to gather detailed and specific feedback from customers.
  2. Net Promoter Score (NPS). The Net Promoter Score (NPS) is a measure of customer satisfaction that asks customers to rate their likelihood to recommend a company or its products or services to others on a scale from 0 to 10. The NPS is calculated by subtracting the percentage of customers who are “detractors” (those who rate the company 0-6) from the percentage of customers who are “promoters” (those who rate the company 9-10). A higher NPS indicates higher customer satisfaction.
  3. Customer Effort Score (CES). The Customer Effort Score (CES) is a measure of customer satisfaction that asks customers to rate the effort required to resolve a problem or issue with a company or its products or services on a scale from 1 to 7. A lower CES indicates higher customer satisfaction.
  4. Customer Satisfaction Index (CSI). The Customer Satisfaction Index (CSI) is a measure of customer satisfaction that is based on a combination of customer feedback and objective data about a company or its products or services. The CSI is calculated by weighting different factors, such as product quality, customer service, and overall value, to create a single overall score. A higher CSI indicates higher customer satisfaction.

Of course, you don’t need to build the survey from scratch. Try these proven tools to get started:

  • Medallia — A Net Promoter Score (NPS) represents the Voice of the Customer by measuring customer loyalty to a product or service and if they would recommend it.
  • Qualtrics — Qualtrics is a powerful survey and research platform that enables users to create, distribute, and analyze surveys.
  • Confirmit — Confirmit is a market research and customer experience management software platform.
  • Kampyle — Kampyle is a customer feedback and analytics platform that helps businesses collect, analyze, and act on customer feedback.
  • UserVoice — B2B user feedback software to help you listen to and guide your customers, prioritize product features that matter, and innovate efficiently.
  • Delighted — The fastest and easiest way to gather actionable customer, product, and employee feedback
  • Retently — Retently is a customer feedback platform that helps businesses collect, analyze, and act on customer feedback. It helps businesses understand customer sentiment, identify trends, and improve customer experience.
  • AskNicely — AskNicely provides a platform for service businesses to empower their frontline teams, make every customer experience awesome, and accelerate growth.
  • Wootric — Wootric helps companies measure and improve customer experience. It provides customer feedback surveys, NPS scores, and analytics to help businesses understand customer sentiment and take action to improve customer loyalty.
  • GetFeedback — The GetFeedback customer experience (CX) platform helps you understand why, so you can take action when it matters most.
  • Feedier — Feedier is a customer feedback platform that helps businesses collect, analyze, and act on customer feedback. It provides customizable surveys, automated insights, and actionable reports to help businesses understand their customers better.
  • InMoment — InMoment’s Experience Improvement (XI) approach goes beyond traditional customer experience (CX) management and combines data, technology & industry expertise.
  • SurveyMonkey — Use SurveyMonkey to drive your business forward by using a free online survey tool to capture the voices and opinions of the people who matter most to you.
  • NICE Satmetrix — With NICE Satmetrix holistic VOC solution drive dynamic omnichannel experiences with the most complete and unified platform on the market.

How to create a great Customer Experience

To improve customer experience, listen to your customers and improve your business process:

  1. Listen to and understand customer needs and preferences. By actively listening to customers and gathering feedback, a business can gain valuable insights into what customers want and need, and can use this information to improve their products, services, and overall customer experience.
  2. Make customer service a priority. Providing high-quality customer service can help a business build trust and loyalty with customers, and can improve the overall customer experience. This can involve offering multiple channels of support, such as phone, email, and live chat, and ensuring that customer service representatives are knowledgeable, helpful, and responsive.
  3. Create a seamless and intuitive customer journey. The customer journey refers to the series of interactions and experiences that a customer has with a business, from their initial contact with the business to their ongoing relationship with the business. By designing a customer journey that is seamless, intuitive, and easy to navigate, a business can improve the overall customer experience.
  4. Personalize the customer experience. Personalization involves tailoring the customer experience to the individual needs and preferences of each customer. By using data and technology to personalize the customer experience, a business can make customers feel valued and understood, and can improve the overall customer experience.
  5. Continuously measure and improve the customer experience. To continuously improve the customer experience, a business must regularly measure and evaluate the customer experience, and use this information to identify areas for improvement and make changes as needed. This can involve using customer feedback and data analytics to understand customer needs and preferences, and implementing changes to improve the customer experience.

Here’s some tools you can use to design great customer experiences:

  • Adobe Creative Cloud — Adobe Creative Cloud is a suite of creative tools and services that allow users to create, collaborate, and share their work.
  • Optimizely — Creating digital experiences that transform your company takes data-driven decisions, continued experimentation and constant invention.
  • Notion — We’re more than a doc. Or a table. Customize Notion to work the way you do.
  • Crazy Egg — Use Crazy Egg to see what’s hot and what’s not, and to know what your web visitors are doing with tools, such as heatmaps, recordings, surveys, A/B testing & more.
  • ContentSquare — ContentSquare is a digital experience insights platform that helps businesses understand how customers interact with their digital products. It provides data-driven insights to optimize user experience, increase conversions, and maximize revenue.
  • — Whether you’re focused on UI, UX Research, Design, or CX, with the UserTesting Platform you can get customer feedback to improve digital experiences and drive innovation
  • AB Tasty — Revolutionize brand and product experiences with AB Tasty: AI-powered experimentation & personalization, feature management and product optimization.
  • FullStory — FullStory’s intuitive digital experience intelligence provide you with critical insights so you can drive high-impact digital improvements & revenue.
  • Moqups — Make wireframes, mockups, diagrams, charts, and prototypes within one creative context.
  • Kameleoon — Kameleoon is an AI-powered A/B testing platform that helps businesses optimize their websites and apps for better user experience. It provides powerful insights and analytics to help you make data-driven decisions and increase conversions.
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