Analysing Customer Experience — Where To Start & What To Review

When analysing the experience of your customers, it can be challenging to know where to start and what to review. Many of us grew up in a business environment which said “if you build it, they will come,” but with so many options out there and global competition, that’s no longer a viable strategy.

Customers want and expect a great experience, and they’re willing to expend substantial effort trying to find it. Your business needs to know how to evaluate and adjust customer experience to remain competitive and attract the best clients. Yes, it makes your job harder, but it’s also an opportunity for you to shine where others in your industry don’t.

What Is Customer Experience Analysis?

Customer experience analysis is the process of finding out where you’re delighting customers and meeting their expectations, and where you’re falling short. The purpose is to find out what you’re doing right and how you can improve.

Major companies conduct customer experience analyses all the time. Chain Reaction Cycles, a large cycle-based e-commerce retailer, regularly sends customers emails asking them a series of questions about the ease with which they used its website, the speed of the delivery, and the quality of the products. The company uses these…