Mastering the Art of Measuring Customer Experience

Customer experience (CX) has risen to become a key differentiator in today’s competitive business landscape. According to a Gartner survey, 81% of companies expect to compete mostly or completely on the basis of customer experience. But how exactly can businesses measure this elusive concept?

Understanding Customer Experience

CX is the culmination of every interaction a customer has with your business, whether that’s browsing your website, engaging with customer service, or discussing your brand on social media. As Forrester explains, it is “how customers perceive their interactions with your company.” It’s subjective and complex, yet vital for success.

According to a PwC report, 32% of all customers would stop doing business with a brand they loved after just one bad experience. Therefore, measuring customer experience is vital to understanding your customers’ needs and improving their satisfaction.

Methods of Measuring Customer Experience

1. Customer Surveys

Surveys are one of the most common and straightforward methods for measuring CX. The most popular types include Customer Satisfaction (CSAT) surveys, which ask customers to rate their satisfaction with a product or service, and Net Promoter Score (NPS) surveys, which measure customer loyalty by asking how likely they are to recommend your business to a friend.

2. Interviews and Focus Groups

While surveys can provide quantitative data, interviews and focus groups allow for a deeper understanding of customers’ thoughts and feelings. They can uncover the reasons behind customer behaviors and opinions, providing valuable qualitative data.

3. Social Media Monitoring

With more and more customers expressing their opinions online, social media has become a gold mine for CX data. By monitoring comments and reviews, businesses can gain insight into how customers perceive their brand and where improvements can be made.

4. Customer Journey Analytics

Customer journey analytics track and analyze the ways customers use combinations of channels to interact with an organization. The objective is to understand and improve customers’ experiences. It provides a quantitative measure of customer engagement at each touchpoint, helping businesses identify friction points in the customer journey.

McKinsey research indicates that organizations that take a journey-based approach can increase customer satisfaction by 20% and lower the cost of serving customers by up to 20%.

The Emojot Advantage

Emojot’s advanced CXM platform is designed to measure and enhance the customer experience effectively. Our platform uses Emotion Sensors™ to capture customer feedback across the customer journey, providing powerful, real-time, journey-oriented analytics. Moreover, Emojot incorporates generative AI to deliver predictive insights, helping businesses understand customer needs and satisfaction even before they do. It not only measures but also helps improve customer experiences, driving customer engagement, retention, and loyalty.

Furthermore, Emojot’s SLT platform harnesses the power of social media, monitoring customer sentiments about your brand in real-time. This ability to ‘listen’ to customer conversations about your brand across various digital platforms can reveal insightful trends and areas for improvement that traditional methods might miss.


In the words of Jeff Bezos, founder of Amazon, “We see our customers as invited guests to a party, and we are the hosts.” By effectively measuring customer experience, businesses can ensure that the ‘party’ leads to satisfied customers who come back for more.

With a comprehensive approach to measuring customer experience and superior tools like Emojot and its SLT platform, businesses can foster a customer-centric culture, propelling growth and success. In today’s competitive business landscape, understanding and optimizing the customer experience is not just a nice-to-have; it’s a must-have.