Customer Experience & User Research

Customer Experience and User Research Services

More and more, the customer experience (CX) and user experience (UX) terms are used interchangeably nowadays. After all, customers use your products and services, and users are your customers, right?

However, when it comes to research, they tend to be associated with different research approaches and methods that focus on different areas of the customer journey continuum.

Customer experience (CX) research is the updated name for research that comes from traditional market research conducted to understand brand usage, customer satisfaction, loyalty, and market segmentation with its corresponding customer profiling.

On the other hand, user experience (UX) research has its origins in the science of human factors and ergonomics. Its focus has been on understanding how customers interact with products and services, particularly on the usability of digital interfaces (websites and apps).

Both fields of research are now converging within many organizations. Some look at UX as a subset of CX, while other organizations associate CX with the customer acquisition experience, relegating UX to product interactions. Still, others extend these interactions to all touchpoints a company may have with its customers (advertising, website, customer service, product upgrades, etc.) as they follow different customer journeys.

In the end, both research fields can steer companies to provide the best experience possible for customer acquisition and retention.

All of this is to say that Relevant Insights has years of research expertise in both fields. We see both as integral parts of the customer journey by focusing on different phases of the journey.

Our Research Capabilities

Customer Experience Research

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Journey Mapping

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Personas Research

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Qualitative Usability Testing

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Quantitative Usability Testing

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Usability Expert Review

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Information Architecture Testing

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Contextual Inquiry

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Why You Should Do Customer Experience (CX) Research

It can help your business to:

  • Identify key drivers of loyalty, advocacy and repeat purchase related to product/service attributes, company operation, customer service, pricing, etc.
  • Monitor overall satisfaction, recommendation likelihood, and likelihood to buy/use again
  • Provide warnings about gaps in product/service performance, customer service, and processes that can lead to customer defection
  • Indicate which product/service improvements are needed to meet changing needs
  • Guide the development of customer loyalty and retention programs
  • Provide key performance indicators (KPI) for the management of internal resources and business performance optimization
  • Point out organizational changes needed to improve operations and customer retention

Why You Should Do User Experience (UX) Research

It can help your business to:

  • Assess a website or app’s ability to generate leads and increase conversion.
  • Select the most effective design among several creative solutions before going into development.
  • Measure the effectiveness of communicating a service/product’s value proposition to its target audience.
  • Pinpoint weak elements within a design and provide guidance on how to improve it.
  • Prioritize the development of new features and services where investment is needed.
  • Identify the right conversion path for paid online services and e-commerce.
  • Detect usability problems that can lead to customer dissatisfaction and defection.
  • Discover competitive advantages in comparison with key competitors’ websites and apps.