Customer Experience
Measuring your products’ performance
Are your customers benefitting from the best experience?
UX and CX: understanding, measuring and improving are your key challenges
Studying customer experience is essential to understand customers’ expectations and needs, improve their satisfaction and increase loyalty, solve problems, stand out from the competition and optimise operational efficacy Our customer experience studies aim at helping companies create positive and memorable experiences for their customers, thus fostering their long term success.
By combining various satisfaction indicators, analysing purchase journeys, and measuring the produced quality, our solutions enable you to obtain in-depth information on customers’ satisfaction, effort and loyalty, and to take appropriate measures to improve performance.
Discover our qualitative, quantitative, and hybrid research solutions.
KPIs of customer satisfaction
AD’HOC RESEARCH supports you occasionally or longitudinally to measure the key indicators of your performance.
Consumers’ experiences are complex – in order to measure the efficacy of your CX programme, it is important to assess the different components of your customers’ satisfaction.
CSAT
The Customer Satisfaction Score is an indicator that measures customers’ overall satisfaction using a rating scale. The average score provided is an aggregated measure that makes it possible to compare different products and services over time.
NPS
The Net Promoter Score is an indicator of customers’ propensity to recommend the company, its products or services to other consumers. It measures the loyalty and engagement of customers towards the brand.
CES
The Customer Effort Score assesses the effort perceived by customers when they interact with the company. It measures the easiness of use and the efficacy of the customer service process. It aims at identifying sticking points that could cause customer satisfaction or loyalty to drop.
CX: the Purchase Journey
Recognition of the need, search for information, comparison, decision/purchase, and post-purchase phase are all steps and opportunities for customers to interact with your category, your brand, your store and your facility, that purchase journeys can decipher to maintain and develop your position on the market.
We offer two approaches to study the purchase journey
Inlab approach
Inlab approach with qualitative in-depth and/or hybrid quali/quanti interview.
Immersive approach
Immersive approach with the QUALICO® SHOPPER EXPERIENCE™ method
Measuring of service quality
Quality monitoring
Whether it be measuring the inherent quality of the proposed services and thus their capacity to satisfy customers’ expressed or implicit needs, or measuring the engagement towards the objectified quality level of a service, our service quality monitoring tools will enable you to manage the attractiveness of your offer depending on your expectations and your customers’ expectations.
Our one-time or longitudinal studies provide you with key indicators via a dynamic dashboard.
Our solutions
qualitative studies
quantitative studies
social media studies
What is customer feedback ?
Customer feedback includes all the methods used to collect and analyze customer feedback on their experience with a brand, product, or service.
The goal is to measure customer perceptions, identify areas of satisfaction and dissatisfaction, and identify the main irritants encountered throughout the customer journey. These insights make it possible to track changes in the customer experience and inform decisions regarding marketing, product, and relationship optimization.
What is the customer feedback process?
Customer insights are based on a variety of sources and channels:
- Declarative data: satisfaction surveys, NPS, verbatim comments, customer reviews, panels
- Behavioral data: web/app journeys, purchase history, abandoned carts, product usage
- Interactional data: customer service calls, emails, chats, service tickets, in-store conversations
- Social and public data: social media, forums, online reviews, review platforms
- Operational data: delivery times, incidents, complaints, product returns
- CRM data: customer profile, tenure, segment, value, relationship history
The necessary integration of these data sources allows for the cross-referencing of multiple types of customer signals to gain a more comprehensive, reliable, and actionable understanding of the customer experience.
The customer listening process must evolve from occasional, declarative customer listening to continuous, multi-source, and contextualized customer listening.
Why study the customer journey?
The customer journey is fragmented, multichannel, and not linear. Purchasing behaviors do not follow a single, predictable pattern but vary depending on product categories, contexts, and levels of engagement.
Touchpoints are multiplying across digital channels, information platforms, and direct interactions with brands. Information gathering, comparison, and decision-making can occur at different points along the journey, with no fixed sequence.
In this context, analyzing the customer journey makes it possible to reconstruct the actual stages of decision-making, identify the touchpoints that were engaged, and measure their role in shaping the final choice. It thus provides a structured understanding of the journeys and the factors that influence their effectiveness.
How do you calculate the NPS?
The Net Promoter Score (NPS) is calculated based on a single recommendation question, typically phrased on a scale from 0 to 10: “Would you recommend the brand/product/service to your friends and family?”
Respondents are then divided into three categories:
Detractors (0 to 6): dissatisfied or critical customers
Passives (7 to 8): satisfied but not very engaged customers
Promoters (9 to 10): highly satisfied customers who actively recommend the brand
The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters:
NPS = % of promoters − % of detractors
The resulting score can range from -100 to +100. Passives are not included in the calculation, but they are generally analyzed separately to understand the level of moderate satisfaction.
When should a U&A study be conducted?
There is no universal “good” NPS score. Its interpretation depends on the industry, the competitive landscape, and the standards typically observed in that category. A score may be considered satisfactory in one market, while expected levels may be much higher in other environments.
The NPS reflects the intention to recommend and should be analyzed as an indicator of perception. It is particularly relevant when tracked over time to observe changes in the customer relationship.
Its interpretation must always be cross-referenced with other satisfaction metrics (CSAT, CES) as well as behavioral data such as loyalty, repeat purchases, or the duration of the customer relationship, in order to obtain a comprehensive view of customer relationship performance.
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