B2B Customer Experience: The Complete Guide

Managing the B2B customer experience is a key growth strategy for organizations across a wide variety of industries. For good reason: delivering great customer experience (CX) leads to increased loyalty, lower churn, more referrals, positive word of mouth, and higher-value customers.

B2B (business-to-business) transactions often involve ongoing relationships and partnerships. Effective customer experience management helps build and maintain strong, long-term relationships by meeting the needs and expectations of your business customers consistently.

What is B2B Customer Experience?

B2B customer experience can refer to the interactions and overall relationship between a business and its business customers. It may also refer to a digital benchmark: your customers’ interactions on your website, mobile app, or software dashboard. The B2B CX may also refer to a company’s ability to respond to customer questions and cases. 

Given these various interpretations, we can define the B2B customer experience as the cumulative impact of all interactions and experiences between your business and your business customers, at every touch point across the entire customer journey. 

Why is B2B CX Important?

The B2B customer experience is a crucial aspect of building and maintaining successful and long-lasting relationships in the business world. Organizations that strategically allocate their resources to strengthen their customer experience focus stand to gain an edge over the competition.

  • Great customer experiences foster loyalty. B2B customers are more likely to continue doing business with a company that consistently delivers value, meets their expectations, and provides excellent service. Loyal customers are also more likely to recommend the business to others.
  • Great customer experiences help your brand achieve differentiation. In competitive B2B markets, where products and services may be similar, customer experience becomes a key differentiator. A great customer experience can set your company apart from competitors and help you win and retain clients. 
  • Great customer experiences bolster your Customer Lifetime Value (CLV). When customers are satisfied and engaged, they are more likely to make repeat purchases, upgrade services, enter into partnerships with your company, and explore additional offerings over time.
  • Great customer experiences improve brand reputation. If you consistently deliver positive experiences, your brand is more likely to be seen as reliable, trustworthy, and customer-centric. This positive reputation can attract new customers and partners.

Ultimately, a positive B2B customer experience contributes to customer satisfaction, loyalty, and the potential for long-term partnerships and repeat business. It goes beyond individual transactions and focuses on building a strong foundation for ongoing collaboration.

What are Some B2B Customer Experience Examples?

Here are some examples of how B2B companies are applying tactics designed to improve the customer experience:

  • CRM platform HubSpot utilizes chatbots to connect with customers and encourage open communication. The chatbots automatically help users find responses to their questions and discover helpful content like help center articles, blogs, and resource pages.
  • Social media marketing platform Hootsuite leverages InMoment to make the Net Promoter Score (NPS) methodology central to its operation. By utilizing the in-app customer feedback software tool, Hootsuite can prioritize CX improvements that will have the most business impact and has been able to triple its Net Promoter Score.
  • Transport and business services brand FedEx launched a single external newsletter to streamline its communication with customers, instead of sending out multiple emails from various departments within the organization. This helped break down silos and made things simpler not only for FedEx’s customers, but also for each of the company’s internal teams working together to deliver meaningful information and valuable content to customers. 
  • Software company PandaDoc uses multiple surveys to monitor customer sentiment and improve product experience. The company also acts on insights from customer feedback in order to understand improve the skills of its support agents, enabling them to become better at serving PandaDoc customers. 
  • Every time a customer buys its cloud storage suite, tech company IBM assigns specialists to help with onboarding and setup. This gives customers a hassle-free experience at a critical stage of their purchase journey. Additionally, IBM specialists educate customers with tutorials, expert advice, recommendations, and best practices to foster long-lasting relationships. 
  • High-tech industrial company GE operates customer experience centers to showcase the company’s capabilities. Customers can visit these centers to see GE’s manufacturing systems in action and discuss a personalized plan with the company’s CX representatives.

How Does the B2B Customer Experience Differ from B2C?

B2B CX strategies are often inspired by best practices in B2C customer experience management. However, there are key differences and nuances between the two due to the nature of the relationships, the complexity of transactions, and the unique needs of each type of customer. 

  • Decision-making: B2B transactions are often characterized by a more complex decision-making process involving a group of decision-makers within the business, and the sales cycle may be longer. Relationship-building and addressing the needs of multiple stakeholders are crucial in B2B interactions.
  • Customer relationships. In B2B transactions, business customers often seek long-term partnerships, and the relationship extends beyond individual transactions. Personalized service, understanding the client’s business, and collaboration are key elements.
  • Customization and personalization. Unlike B2C products and services, B2B offerings usually present various options for customization and personalization in order to meet the particular needs of the business customer. 
  • Support and service. B2C customer support often focuses on scalable solutions, such as online chat, email support, or call centers, to address the needs of a larger customer base. In B2B, customer support tends to be more hands-on and personalized, with dedicated account managers, CX representatives, and specialized support teams.

How Has the B2B Customer Experience Evolved? 

The evolution of B2B customer experience has been influenced by various factors, including advancements in technology, changes in buyer behavior, and shifts in business practices. Here are some stats that reflect some of the ways CX has changed for B2B brands today.

  • B2B companies that offer a customized eCommerce experience tend to outsell their competitors by 30%.
  • Mobile ordering in the B2B sector has surged by 250% since the COVID-19 pandemic, highlighting a notable transformation in digital practices within the realm of professional procurement and purchasing.
  • 100% of B2B customers want self-service options for at least some parts of the buying process.
  • Buyers increasingly look to B2B companies as thought leaders and strategic partners, with 84% of B2B executives saying it is very important to lean into their new positions as trusted thought leaders.
  • 52% of B2B buyers say the buying cycle for new purchases has gotten longer, proving that the B2B customer experience journey is more non-linear than ever. 

B2B CX continues to change as companies adapt to new technologies and expectations. Successful B2B companies recognize the importance of staying agile, customer-centric, and responsive to emerging trends in order to maintain a competitive edge in the marketplace.

How to Improve the B2B Customer Experience: Best Practices

Improving the B2B customer experience involves a combination of strategic planning, effective communication, and a customer-centric approach. Here are some best practices to improve B2B CX.

Create an Integrated CX Approach

In the B2B world, customers use a wide variety of channels to interact with your brand. However, the data most companies collect stays in those channels, and it is analyzed independently of the broader experience. 

To improve customer experience, your organization must adopt an integrated CX approach so that you can unlock valuable insights from all sources of customer data, then take action and drive measurable outcomes for your customers. This means collecting and connecting CX data from every touchpoint and channel for a complete view of the B2B customer journey, then navigating and interpreting that data to understand where to focus for the highest impact for your customer and for your business.

Collect Customer Feedback

Invest time in understanding the unique needs and pain points of your B2B customers. Conduct surveys, interviews, and regular feedback sessions to gather insights into their challenges and expectations.

Using information from unsolicited feedback, companies can gain valuable insights into how to improve their brand, products, services, and overall customer experience. B2B companies that are able to monitor and manage customer feedback also often have a more complete understanding of their customers, and can easily measure customer satisfaction and loyalty. 

Common sources of customer feedback include:

  • Customer feedback surveys 
  • Comment cards 
  • Emails and phone calls 
  • Focus group discussions and roundtables
  • Online reviews and ratings
  • Social media comments
  • Customer interviews and business reviews
  • User experience and usability tests

The most successful companies listen to and act on feedback in order to understand their customers better and deliver improved customer experiences. The challenge is to move beyond simply collecting data. A number of successful B2B brands today deploy Voice of the Customer programs to ensure they are really hearing their customers and extracting rich, meaningful insights from their feedback.

Map the B2B Customer Journey

A customer journey map is a visualization of each step your customers take — from the moment they encounter your brand to when they make a purchase and how they react afterward. Using a customer journey map can help your company continuously identify and anticipate the needs, motivations, and actions of your customers. 

Through customer journey mapping, your organization can construct customers’ decision-making scenarios — and better understand the factors that influence purchase decisions and move sales cycles forward. This then aids your efforts to deliver improved customer experiences, drive more sales, acquire and retain more customers, and improve your business processes.

Offer More Personalized Experiences

In a world where consumers are bombarded by hundreds or even thousands of marketing and sales messages every day, personalization holds the key to standing out and cutting through the noise. 

There’s a wide range of personalization tactics, both online and offline, that you can apply to improve the B2B buyer’s customer experience — from customer-specific content and personalized packaging to responsive website design and insight into customers’ order histories. 

By increasing personalization in interactions, touchpoints, and engagements, you give customers a sense of identity and can more easily attract their attention that way. 

Personalization also serves as a sign of respect for customers’ loyalty and business. It signals that your business is interested in strengthening the relationship by providing relevant suggestions, better service, and more informed support. This is why IBM assigns specialists to help its cloud storage suite customers get set up: not only does it help customers maximize the value of IBM’s products and services; it also drives personalized experiences that resonate with individual organizations. 

Ensure Timely Response, Delivery, and Resolution

Great customer service is a major component of great CX. This means ensuring timely response, delivery, and resolution of issues; it means attending to customer needs and solving their specific problems. It’s important to provide responsive customer service through various channels, including email, phone, and live chat. Also, be sure you work closely with customers to address challenges, gather their input, and implement solutions that align with their business objectives.

Maintaining open and proactive communication throughout the customer journey is also a critical aspect of B2B CX management. Keep customers informed about product updates, new features, and relevant industry trends. Clearly communicate pricing, terms, and conditions. Through proactive communication and transparency, you can inspire brand trust and establish a solid foundation for long-term relationships.

Provide Self-Service Options

With research showing that B2B customers want self-service options for parts of the buying process, it’s essential for your organization to explore and invest in self-service technologies. 

Just as a person shopping online has a wide range of products and services to choose from, your B2B buyers should also be able to access content, support, scheduling, and purchasing independently, without direct assistance from a representative. 

Examples of self-service tools that B2B businesses can use include:

  • Customer portals for account management, order history, and invoice tracking
  • E-commerce platforms for product catalog, online ordering, secure payment processing
  • Knowledge bases and customer support portals for ​​troubleshooting guides, FAQs, ticket submission, case tracking, and self-help resources
  • Feedback and survey tools for sharing input on customers’ experiences and gathering insights for improvement
  • Collaboration tools for document sharing, project management, and communication channels
  • Chatbots for responses to common queries, product recommendations, and product and service guides

Offering self-service tools and options can directly impact customer satisfaction, as well as contribute to operational efficiency, allowing your team to focus on more strategic aspects of your relationship with clients. 

Digitize the B2B Journey

B2B buyers demand tools that simplify and streamline the entire buying process — from research and planning, through engagement, to the post-sales phase. This makes it critical to invest in technology that will better engage consumers and make every part of the customer journey pain-free.

You can implement user-friendly online platforms, intuitive interfaces, and streamlined procedures for ordering, invoicing, and payment. Another good example is utilizing digital “track and trace” systems so that clients can see the status of their orders and actions in real time. As you digitize the B2B journey, ensure robust data security measures to instill trust in your B2B customers and help them build confidence in your partnership.

Achieve B2B Customer Experience Excellence with InMoment

Managing the B2B customer experience is not just about individual transactions but about building and sustaining successful, long-term relationships with your customers. With InMoment, you can integrate customer signals across all relevant channels, gain deeper insights into the B2B buyer’s journeys and experiences, and take informed action with the world’s most recommended CX platform.


SmartKarrot. “75 Must-Know Customer Experience Statistics to Move Your Business Forward” (https://www.smartkarrot.com/resources/blog/customer-experience-statistics/). Access 1/3/2024.

TrustRadius. “022 B2B Buying Disconnect: The Age of the Self-Serve Buyer” (https://solutions.trustradius.com/vendor-blog/2022-b2b-buying-disconnect-the-age-of-the-self-serve-buyer). Access 1/3/2024.

Edelman. “How B2B Companies are Adapting Customer Engagement Strategies During COVID” (https://www.edelman.com/expertise/business-marketing/how-b2b-companies-are-adapting-covid). Access 1/3/2024.

Korn Ferry. “The 2021 Buyer Preferences Study: Reconnecting with Buyers” (https://www.kornferry.com/content/dam/kornferry-v2/featured-topics/pdf/2021-Buyer-Preferences-Study.pdf). Access 1/3/2024.

Customer Survey Statistics: Everything You Need to Know

As businesses continue to evolve their customer listening channels as a part of their Integrated CX strategy, one source of feedback will always be around – customer surveys.

All types of businesses leverage customer surveys, and they’re as important for small, growing businesses as they are for established corporations. When you’re creating a customer survey, whether it’s for the first time, or something you do each year, it’s helpful to understand what to expect. What is a good survey response rate? What are best practices for customer surveys? What is the competition encountering?

We’ve collected customer survey statistics to help you understand the customer survey landscape. Whether you send out a standard survey via email or leverage the Net Promoter Score question in-app, knowing some statistics and trends can help you ensure that you get adequate feedback that helps build your business.

Customer Survey Statistics You Need to Know About…

Hearing from Customers

  • The average business hears from 4% of its dissatisfied customers. (Source: “Understanding Customers” by Ruby Newell-Legner via Help Scout)
  • For every customer who complains to a business, 26 other customers don’t voice their feelings. (Source: White House Office of Consumer Affairs via Help Scout)
  • 95% of customers share bad experiences with others. (Source: Zendesk)

Asking for Feedback via Customer Surveys Statistics

  • Monday is the best day to get the highest amount of complete email surveys for B2B businesses. (Source: CheckMarket).
  • For B2C companies, there is not a best day to send surveys: Tuesdays, Wednesdays and Fridays all lead to a relative high response rates and Thursdays and Sundays can better be avoided. (Source: CheckMarket and SurveyMonkey)
  • The average response rate for email surveys is roughly 24.8%, according to a calculation by FluidSurveys.
  • The average response rate for telephone surveys are in the 8-12% range  (Source: FluidSurveys)
  • Response rates can soar past 85% when the respondent population is motivated and the survey is well-executed. (Source: People Pulse)
  • Response rates can also fall below 2% when the respondent population is less-targeted, when contact information is unreliable, or where there is less incentive or little motivation to respond. (Source: People Pulse)
  • Best practice is to keep your survey as short as possible. Data suggests that if a respondent begins answering a survey, there is a sharp increase in drop-off rate that occurs with each additional question up to 15 questions. (Source: SurveyMonkey)

Responding to Feedback Statistics

Net Promoter Score (NPS) Survey Statistics & Benchmarks

  • Entelo saw 2x response rate using in-app NPS surveys versus email. For example, when Entelo, a recruiting software, first began to use in-app NPS survey, their response rate quickly jumped from around 24 percent to around 60 percent, before leveling off at about 50 percent. (Source: InMoment)
  • The average American company scores less than +10 NPS, while the highest performing organizations are situated between +50 and +80. (Source: Reichheld via CheckMarket)

Get the ebook, The Modern Guide to Winning Customers with Net Promoter Score. Learn how to modernize your NPS program for growth and higher loyalty.

  • The top 10 NPS leaders (those with the highest NPS scores) are USAA Insurance (80%), USAA Banking (78%), Costco (78%), Apple – Laptop (76%), Dillards (75%), and Nordstrom (75%). (Source: Customer Guru)
  • Fortune 500 companies such as Delta Air Lines, General Motors, Zappos, Lego, and Procter & Gamble all use NPS to help gauge customer happiness. (Source: Net Promoter System)

Thinking Beyond Customer Surveys

While surveys remain a great way to learn about the experiences you are providing your customers, you are more than likely only hearing from 10% of them.  To understand the other 90% companies are moving to a more integrated feedback signal approach to their customer listening.  With InMoment’s Integrated CX, companies are now able to easily combine, analyze and act on multiple signals (i.e. surveys, phone/chat transcriptions, social, CRM notes, etc..) to improve CX.


The Art and Science of Email Survey Invitations

The problem with your survey response rate may not be the survey itself. In fact, most non-responses are due to people not participating in the survey at all. Hence the question: what is in an invitation?

If you are looking for technical and non-technical solutions to create the ultimate e-mail survey invitation, look no further. Take a step towards higher response rates by downloading the document below!

Download the White Paper

Start measuring Net Promoter Score with InMoment.

Voluntary Response Bias in Sampling

If you received an invitation to take a survey, you would probably be more likely to actually participate if the topic of the survey interested you. That’s the heart of voluntary response sampling. Like all other methods of sampling, voluntary surveys have their pros and cons. It’s one of the easiest ways to sample quickly and get responses, but it can also result in voluntary response bias.

What is Voluntary Response Bias? 

A voluntary response is when someone volunteers to be a part of your sample. In doing so, you’re allowing them to skew your data and you don’t get results that are representative of the whole population. Thus, you get biased feedback. 

Voluntary response bias refers to how allowing your sample to self-select skews your data, and you don’t actually get results that are representative of your whole population. Voluntary response bias isn’t always inherently bad; it’s not considered the worst of the biases that could arise in your sampling. But it can lead to more extreme results than would actually be true for your population as a whole. 

Why Is Voluntary Response Sampling Biased? 

When you create a survey, you want to get results that are representative of your population, so you can make the right decisions based on the data. If you’re allowing your sample to self-select, you’re not getting data that shows your entire population. You’re only getting data that reflects your sample. That leaves you with results that aren’t generalizable, and generalizing them anyway is where bias becomes a real problem. 

Voluntary response also opens your survey up to the possibility of favoring more extreme results than your population actually experiences. Think about it this way: respondents are more likely to volunteer for a survey if they’re passionate about the topic. The passionate responses can skew your results. You’ll have the customers who loved your product the most (or had a terrible experience) responding instead of your average customer. That could lead to bias problems. You could end up making decisions on products and services that are slightly skewed by voluntary response bias. 

What Is an Example of Voluntary Response Bias?

To illustrate voluntary response bias, let’s consider a scenario involving a survey on customer satisfaction with an online retail platform.

Survey Design:

Imagine a company conducts an online survey to gather feedback on customer satisfaction with its e-commerce platform. The survey is distributed through email newsletters and social media, allowing customers to voluntarily respond to questions about their shopping experience.

Voluntary Response Bias in Action:

  • Customers who had an exceptionally positive or negative experience with the online retail platform may be more motivated to participate in the survey.
  • Customers with neutral or average experiences may be less inclined to take the time to provide feedback, potentially leading to a skewed representation of customer satisfaction.

Resulting Bias:

  • The survey results may disproportionately reflect the views of customers who had either highly positive or negative experiences.
  • The findings might inaccurately suggest that the majority of customers either love or strongly dislike the platform, creating a potential misrepresentation of overall customer sentiment.

Impact on Generalization:

  • If the company relies solely on these biased survey results, they may make decisions based on an exaggerated understanding of customer satisfaction, potentially overlooking the needs and opinions of the more moderate majority.

This example emphasizes how voluntary response bias can manifest in retail surveys when individuals with extreme opinions are more likely to participate, leading to a sample that may not accurately represent the broader spectrum of customer experiences. Recognizing and addressing such biases is crucial for obtaining a more balanced and reliable understanding of customer sentiments in the retail sector.

How to Avoid Voluntary Response Bias

Voluntary response bias can significantly impact the quality of your research results, and potentially lead to skewed and inaccurate conclusions. There are several steps researchers can take to minimize or avoid voluntary response bias and enhance the overall quality of their research. 

1. Use Random Sampling Techniques

Employing random sampling methods such as systematic sampling ensures that every member of the population has an equal chance of being selected. This reduces the likelihood of biased participation and contributes to a more representative sample.

2. Ensure Anonymity and Confidentiality 

Assure participants of the anonymity and confidentiality of their responses. When individuals feel that their privacy is protected, they may be more willing to participate, reducing concerns about potential repercussions and encouraging a broader range of participants.

3. Implement Post-Stratification Techniques

After data collection, post-stratification techniques can be used to adjust the weights of different groups to match the known population distribution. This helps correct any imbalances that may have occurred during the voluntary response process.

4. Pilot Test Surveys

Before launching a full-scale survey, conduct pilot tests to identify and address any issues with clarity, wording, or potential biases in the questions. Pilot testing helps refine the survey instrument and improve the quality of data collected.

5. Be Transparent About Study Objectives

Clearly communicate the objectives and goals of the research to participants. Providing transparency can attract individuals who are genuinely interested in the topic, rather than those with extreme opinions or biases, leading to a more balanced representation.

By incorporating these strategies into the research design, researchers can minimize the impact of voluntary response bias and enhance the reliability and validity of their study findings. It’s essential to carefully consider the potential biases inherent in voluntary response sampling and take proactive steps to address them throughout the research process.

Advantages of Voluntary Response Sampling

Voluntary response sampling has its own set of advantages in certain situations. Randomly selecting a population and getting those chosen to participate in the survey can be difficult, time-consuming, and expensive. Voluntary response bias can eliminate that. You aren’t spending time tracking down participants and designing your survey since your sample is just those who are already willing to participate in your survey. Here are some key advantages to consider:

1. Cost-Effective

Voluntary response sampling is often a cost-effective method as it involves minimal resources to collect data. Participants voluntarily choose to respond, reducing the need for extensive outreach efforts or financial investment.

2. Quick Data Collection

The process of collecting data through voluntary responses is generally rapid. Since individuals willingly participate, there is no need for lengthy recruitment processes or follow-ups, making it a swift method for gathering information.

3. Ease of Implementation

Implementing voluntary response sampling is relatively simple. Researchers can easily distribute surveys or questionnaires through online platforms, social media, or other accessible channels, allowing for a quick and straightforward data collection process.

4. Wide Geographic Reach

Voluntary response sampling often allows for a broad geographical reach. Through online surveys or other digital means, researchers can attract participants from diverse locations, contributing to a more extensive and varied dataset.

5. Potential for Unbiased Insights

In some cases, voluntary response sampling may provide insights into niche or underrepresented groups. Participants who choose to respond may have a genuine interest in the topic, leading to a diverse set of perspectives that might not be captured through other sampling methods.

Disadvantages of Voluntary Response Sampling

Voluntary response sampling has some very obvious disadvantages. Using voluntary responses can allow bias to creep in on the results and skew data. Voluntary response also can introduce undercoverage bias. Your population could potentially be a complex and diverse group of people. When you use voluntary responses, only those who are inclined to respond are represented in the results. While voluntary response sampling has its advantages, it is crucial to be aware of its limitations and potential drawbacks. Here are some key disadvantages to keep in mind when deciding to participate in voluntary response sampling: 

1. Selection Bias

One of the most significant challenges with voluntary response sampling is the potential for selection bias. Individuals who choose to participate may differ systematically from those who do not, leading to a skewed representation of the population and compromising the generalizability of the findings.

2. Lack of Randomization

Voluntary response sampling lacks the randomization inherent in more rigorous sampling methods. This absence of random selection can contribute to a non-representative sample, making it difficult to draw accurate conclusions about the broader population.

3. Limited Control Over Sample Composition

Researchers have limited control over the composition of the sample in voluntary response sampling. Certain demographic groups may be overrepresented or underrepresented, impacting the reliability of the collected data and potentially introducing confounding variables.

4. Potential for Misleading Conclusions

Participants in voluntary response surveys may have strong opinions or experiences related to the subject matter, leading to biased results. This can result in findings that are not reflective of the overall population and may lead to misleading conclusions.

5. Difficulty in Establishing Causation

Establishing causal relationships is challenging with voluntary response sampling, as the self-selected nature of participants makes it difficult to determine whether observed correlations are causal or influenced by other factors.

When utilizing voluntary response sampling, researchers should be aware of these disadvantages and carefully consider the appropriateness of this method for their specific research goals and the nature of the population under study.

Collecting Responses and Feedback

Voluntary response bias is a real risk researchers face when using voluntary response sampling. But considering what voluntary response bias does to a survey also opens up a discussion of the larger challenges with surveying. Choosing methods and creating accurate, simple, and powerful surveys is important, and shouldn’t be taken lightly. With InMoment, you’ll have access to best-in-class survey tools that will help you collect, analyze, and act on customer feedback. Schedule a demo today to see it for yourself!

How to Create Winning CX Surveys for Bank Customers

Constant engagement is key to creating a quality, meaningfully improved customer experience (CX). And for banks especially, the quality of the experiences customers have with a brand is the key factor in determining a customer’s longevity and willingness to maintain a relationship with a company. While an integrated CX approach demands that you go beyond the survey and look at data from everywhere – social reviews, call transcripts, chat logs, email threads, and more, CX surveys are the foundation. Banks can and should engage with customers via CX surveys and other feedback methods to see what customers love about the experience and what might need a little tweaking. Even more importantly, banks should engage with customers to let them know that they’re cared for not just as customers, but people.

Customers who feel heard and seen in this way will keep coming back even when the competition out there is fierce (and as you well know, it’s always fierce in the banking world). But what best practices should you follow to create winning CX surveys for bank customers?

Most banks rely on surveys to engage with their customers and gather this valuable intelligence, which is why today’s conversation focuses not ‘just’ on how to build a great survey, but how to do so in a way that speaks effectively to banking customers. So, with that in mind, let’s kick things off by going over our two favorite survey types: relationship surveys and transactional surveys.

Relationship Surveys

Relationship surveys are all about the big picture—brands in every industry use them to get a glimpse of the entire customer-company relationship instead of one or two transactions. A good relationship survey gives banks not only how their customers feel about experiences now, but also helps highlight which experience elements might be even more influential tomorrow.

What follows is the secret sauce for a great relationship survey. You want to include metrics that measure overall satisfaction and loyalty. You also need questions about brand perception, channel usage and satisfaction, product usage and satisfaction, and the experiences that impacted, or are impacting, your customers the most. Questions about marketing communication perception never hurt either! All of these questions, when used together, will give your bank a 360-degree view of customer relationships that goes a long way toward Experience Improvement (XI).

Transactional Surveys

As its name suggests, a transactional survey is all about how well (or not) a transaction at your bank went for your customer. These surveys can be tuned to both in-person interactions and online banking. Though transactional surveys are of a smaller scale than relationship ones, they’re also much more specific, which is great when you’re trying to get into the details of individual interactions.

Generally speaking, you want your transactional survey to ask how well the transaction went, overall satisfaction with elements like application processes and bank teller interactions, and whether there were any problems with either the transaction itself or the resolution that followed. All of that makes for a good enough survey, but we challenge you to go beyond by also asking about elements like how knowledgeable your customers think your reps are, how complete your information is, and whether it’s easy to jump between channels for a more fluid experience.

The Next Step

Whether you’re looking to design your first survey or double-checking whether your current one is up to scratch, we also challenge you to bear something else in mind: having a survey is great, but knowing when and where to deploy it is even better. Hot alerts, contextual survey deployments, and being able to analyze unstructured survey feedback can help take your bank straight to the top.

Interested in learning more on how to do all that? Click here to read our full-length eBook on how banks like yours can use surveys to meaningfully improve experiences, strengthen your bottom line, and build meaningful relationships with customers!

Top Customer Survey Questions for Valuable Feedback

How do you respond when someone asks, “Are you doing okay today?” What if someone asked, “How do you feel today?” Most likely, you would answer these two questions slightly differently. One question asks you just generally how you feel while the other implies that you might not be doing well in the first place, so you might answer differently. There was bias in the wording of one question while the other stayed more open-ended. 

You have possibly come across this phenomenon in your customer surveying experiences. Asking the right question to get responses from customers is crucial to making surveys a valuable tool. When your business decisions are influenced by the feedback you get in customer surveys, it’s even more important to make sure you’re asking the right questions to get the right feedback. But what are the right questions to ask? Read on to learn more about the different types of customer survey questions and what questions can help you get the most valuable feedback. 

What Are the Different Types of Customer Survey Questions?

There are different types of questions you can ask customers for different types of surveys. A great survey will include a variety of questions to gather a variety of feedback. Depending on your goal for the feedback, you’ll want to focus on different aspects of the problem you’re exploring. We’ll walk you through four different types of survey questions to consider. 

Open-Ended Questions

If you’re looking for deeper insights, open-ended questions can be extremely beneficial. These questions will include a section for customers to fill in or answer with more in-depth thoughts. These types of questions are sometimes more complex and can’t be answered in a word or two. The feedback you collect may also be complex, so it’s important to have a good way to understand and utilize the data. When you get longer answers, it can be difficult to mine for the key insights, so it’s important to have a strong analytics system in place. 

Open-ended questions also run the risk of customers choosing to skip these questions. These questions require more thought and effort to write up or talk about their answers that some customers may choose to go onto the next question. So open-ended questions can be extraordinarily valuable, but they need to be used sparingly to help customers finish the survey. Save open-ended questions for the insights you need that can’t be gathered from another question type. 

Yes or No Questions

While open-ended questions can provide deep insight, simple questions still serve a valuable purpose in a customer survey. A yes or no question just asks customers to select an option between yes or no. These questions are simple for customers to answer, so very few will skip the question. The main drawback of this type of question is that it will only provide a little information about how the customer feels about a topic. But, despite that, these questions prove valuable to revealing a problem. For more insight, you may need a follow-up question, but a simple yes or no question can still give you a good idea of where a problem may lie. 

Options Questions

Options questions are another simple question type that gets more specific than just yes or no questions. For these types of questions, customers will choose from a predetermined set of options. Sometimes it’s beneficial to allow customers to select more than one option, and you should make that clear to customers. Option questions are also often very useful to find insight into if something is a problem—without requiring too much effort on the customer’s part to answer the question. The data you gather from options questions can be more manageable since it’s already decently organized, and the insights can still be incredibly valuable. 

Scale Questions

Scale questions allow customers to slide or select a numeric value that aligns with their answer. Often these numbers are attached to an answer or feelings. For example, a scale question might have three numbers for disagree, neutral, and agree. Scale questions give less detailed insight than open-ended questions, but they can give more detail than some yes or no questions. Scale questions, though, can involve more effort on the part of the customer—depending on how complex the scale is. On the other hand, scale questions data is very easy to use, find the average of, and begin implementing. 

Overall, these are some of the types of questions that many people use in customer surveys. All of these questions can be utilized in many different survey formats. These are some of the most common survey formats used. 

Survey Formats

  • Email surveys. These surveys typically include a link to questions that target a customer’s experience. Sometimes email surveys come after a purchase or to just check in with customers at any point in their journey. These online surveys are usually easy for customers to respond to, but sometimes the extra step of following the link can lose some customers and potential respondents. 
  • Pop-up surveys. Instead of sending out an email, you could use a pop-up survey to ask customers about their experience. For example, after a purchase, you might have a brief pop-up survey that asks them to rate their experience and to illustrate any challenges they faced on your website. 
  • Exit surveys. When a customer decides to leave your company, an exit survey can be a valuable tool to find out why. These are often online surveys that pop up after a customer unsubscribes, or they could be email surveys that are delivered when a customer hasn’t purchased a product in a long time. 
  • Receipt surveys. If you use a brick and mortar store, you probably hand out receipts to most customers. A link to a survey on the receipt can be a way to learn more about customers’ experiences. These links also work well for digital receipts. 
  • Comment card surveys. These surveys are an old staple, but they’re a staple for a reason. Using pen and paper, you can leave physical cards for customers to fill out and leave comments on their experience. It can take more of your time to enter this data (as online surveys are fairly simple to begin analyzing), but this survey type can reach other customers online surveys may not. 
  • In-store surveys. If you have a brick and mortar store, you can set up a survey system inside the store. Kiosks by entrances and exits are a great way to reach customers who may not subscribe to your email list or visit your website. 

What Are the Top Customer Questions to Get the Most Valuable Feedback?

The type of question and the format of the survey all influence how customers may respond, but the actual content of the questions can also have a large impact on how customers respond. What are the most valuable questions to ask in a survey? These are some of the main categories of questions and the specific questions that can help you get the most valuable feedback from customers. 

Demographic Questions

  • What is your name? This question is simple for customers to answer and can give you a way to organize the rest of the data you collect. 
  • What is your age/gender? These are more simple questions that customers likely won’t skip, but they can help you determine if there are any trends among certain demographics for your products or services. 
  • Where do you access your news? Understanding where your customers are going for information can help you determine where they could come across your products and how to best reach them in the future. 

Psychographic Questions

  • Do you prefer reading online or through a physical copy? Knowing where your customers want to get their information is important to know how to reach certain groups of customers and potential customers. If you know that your customers like to read physical copies, you’ll know it could be advantageous to have physical copies of materials for customers. 
  • How do you prefer to receive information? It can be valuable to simply ask how your customers prefer to receive information from you. If you know how they want to receive information, you can then focus your efforts on particular channels. 

For Marketing

  • How did you learn about our company? If you know how your customers learned about your company, you can begin focusing your marketing efforts on particular areas to reach more potential customers. 
  • How often do you use our product/service? Knowing when your customers use your products can help you find the specific areas where you could improve your marketing efforts to reach your customers. For example, if you learn your customers use your products or services three times a week, you could better market to future customers about how your products could be used. 
  • What made you decide to purchase from us? Learning about what drew customers to go through with a purchase can help you know where and how to enhance that to draw more customers through the marketing funnel and to commit to purchasing. 

For the Website

  • Have you used our website before? This question is simple and takes little time for customers to respond to, but it can inform you on whether or not customers use your website in the first place. 
  • Did you find what you were looking for on the website? It’s important to know how easy it is to navigate your website and how easy it is for customers to find what they’re looking for. It’s even more important to know if customers aren’t finding what they’re looking for, so you can begin to improve your website to facilitate ease and help customers make purchases. 
  • What would you change about the website? Customers may point out weak places on your website, or they might point out little points that could’ve prevented them from going through with a purchase. Knowing these things can help you fine tune your website to enhance the customer experience. 

For Product Improvements

  • Which features do you love about this product? If you know what customers love, you’ll know what’s working well. If you know what’s working well, you’ll be better able to improve your products to enhance what works. If customers love a particular part of your product, you can bring that out more, adjust the parts that aren’t working, and add what customers love to new products. 
  • What would you change about the product? If a customer would change something about the product, it’s worth knowing about. Those suggestions can help you pinpoint areas for improvement and how a customer might like to see the product improved. 
  • What do you like the least about this product? Asking customers about what they don’t like can show you where the weak spots are with your product, so you can begin finding the right ways to improve it. 

For Products That Aren’t Selling

  • What challenges are you trying to solve with this product? If you know why a customer bought the product, you can figure out how you might market the product that isn’t selling better. For example, if customers use a product that’s not selling well to solve a problem that you hadn’t intended the product for, you could shift marketing to begin targeting customers with that particular problem. 
  • What would have stopped you from buying the product? If you know where a customer would have given up, you can work to keep future customers from stopping at that point. 
  • Do you feel that the product is worth the cost? Sometimes a product isn’t selling because the price doesn’t match the product. Knowing this can help you adjust and find ways to make a product be successful. 

To Measure Customer Experience

  • How likely are you to recommend this product or service? This simple question has customers rank the likelihood of recommending the product on a scale of 1 to 10. Ultimately, this question can help you determine your Net Promoter Score
  • How satisfied are you with your experience with our company? You likely want to know how satisfied your customer is with your company and products, and customer satisfaction survey questions can help you understand that​​. Using this survey question can also help you determine your Customer Satisfaction score
  • How well did our company help you handle an issue you had? Customers come across issues regularly, and your customer service representatives will often help them. It’s important to know how your team is working and where your customer effort score is. 

5 Things Good Customer Survey Questions Should Do

Customer surveys play a pivotal role in understanding and improving the customer experience. The effectiveness of these surveys hinges on the quality of the questions posed. Let’s delve into the key attributes that define what good customer survey questions should do:

1. Elicit Specific and Actionable Responses

The hallmark of effective survey questions is their ability to extract clear and actionable feedback. Ambiguous or convoluted queries can muddy the waters, making it essential to craft questions that lead to precise and useful insights.

2. Address Relevant Topics

Good survey questions are purpose-driven, focusing on topics that directly align with the objectives of the survey. Whether gauging satisfaction levels or exploring product preferences, questions should be tailored to the specific goals at hand.

3. Consider the Customer’s Perspective

Crafting questions from the customer’s viewpoint is crucial. Language should be accessible, avoiding industry jargon or technical terms that might alienate respondents. Questions should resonate with customers, ensuring clarity and ease of understanding.

4. Encourage Honest and Unbiased Feedback

Neutral wording and a balanced approach characterize questions that elicit honest feedback. Customers should feel empowered to express their opinions candidly, even if they are critical. Minimizing bias in the questions contributes to the reliability of the responses.

5. Offer a Range of Response Options

Versatility in response formats—whether scales, multiple-choice, or open-ended—enables customers to express their sentiments in ways that suit them best. This flexibility enhances the richness of the data and ensures a comprehensive understanding of customer attitudes.

In essence, the success of customer survey questions lies in their capacity to generate actionable insights. By considering the customer’s perspective, maintaining clarity, and aligning questions with the survey’s objectives, businesses can gather valuable information to enhance their offerings and cultivate strong customer relationships.

Best Practices to Make Your Customer Questions More Fruitful

Once you have your survey questions designed, there are a few more best practices to keep in mind as you prepare your customer surveys: 

  • Always A/B test your surveys before sending them out to customers. It’s important to figure out what will work well in your survey early on. 
  • Make sure you ask satisfied customers and unsatisfied customers. Both types of customers will give you different results, so it’s important to ask both how they feel about something. 
  • Always ask short and relevant questions. Longer questions are complicated and hard to answer, and short questions will get your more response and better data. 
  • Send the surveys at the right time. Timing is key to nearly everything, including surveys. Research to determine when it would be best to send your particular surveys. 
  • Thank your customers for their feedback. People love to be valued for the work they do, so thanking your customers will help them feel valued and encourage them to respond to future surveys.

Overall, focusing on your survey questions can help you gain valuable feedback and insights from your customers. Surveys aren’t the only way to get information, but they are certainly a valuable tool to utilize. Asking the right survey questions reduces the bias that can come from wording questions in particular ways, which can lead to false information. Information gathered that is inaccurate, untruthful, or not useful can actually harm a company in the long run because there should always be a constant improvement.

Instead, it’s important to focus on choosing good survey questions that are both accurate and valuable. To learn more about how to improve your surveys, talk with an expert today!

Your Guide to Managing and Measuring Customer Experience KPIs and Metrics

As competition and buyer empowerment compound, customer experience (CX) is proving to be the only truly durable competitive advantage. Organizations must learn how to measure, manage, and act on customer experience KPIs and metrics so that they can deliver experiences that lead to increased loyalty, lower churn, more referrals, positive word of mouth, and higher-value customers.

  • Companies that earn $1 billion annually can expect to earn on average an additional $700 million within 3 years of investing in customer experience. 
  • Customer-centric companies are 60% more profitable than companies that don’t focus on customers.

As your organization starts your customer experience management efforts, you need to consider how to measure it. CX is a multi-layered concept, and to truly understand customer experience at scale, you need to have a good understanding of customer experience KPIs and metrics. 

How to Measure Customer Experience

Measuring customer experience is a strategic imperative that helps your company build strong, long-lasting relationships with your customers, stay competitive, and adapt to changing market dynamics.

Measuring CX requires a layered approach that can include in-depth user interviews and gathering data at key points of contact, as well as tracking customer experience metrics like NPS, CSAT, and CES, among others. It is an ongoing process that requires attention to customer feedback, continuous improvement, and a commitment to delivering value.

It also involves collecting and connecting customer experience data from every touchpoint and channel for a complete view of the customer journey. After all, customers use a variety of channels to interact with your brand, such as your store, website, mobile app, contact center, social media, online review websites, and so much more. 

As your company looks to measure customer experience KPIs and metrics, it’s important to integrate data from all the touchpoints and channels that matter to your business so that metrics are not analyzed independently of the broader experience.

Keep in mind that no single customer experience KPI or metric will give you a complete picture, and you will have to discover how to adapt the metrics you’re tracking to your business case. Nonetheless, various customer experience survey methodologies and metrics are used across industries and serve as a great place to start as you grow your program.

What Are Customer Experience KPIs and Metrics?

Customer experience KPIs and metrics are indicators that enable your organization to gain a comprehensive understanding of your customer experience performance. Regularly tracking and analyzing these metrics can guide your business as you look to make informed decisions that enhance customer satisfaction and loyalty.

Net Promoter Score (NPS)

Net Promoter Score (NPS) is a CX metric that surveys customers based on one question: “On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?”

  • Promoters (score 9-10) are loyal, satisfied customers who will help fuel your business growth by buying and referring other customers to your business. 
  • Passives (score 7-8) are also satisfied customers, but their lack of enthusiasm may render them vulnerable to offerings from the competition. 
  • Detractors (score 0-6) are unhappy customers who may impede your growth and spread negative word of mouth about your business.

To calculate your Net Promoter Score, simply subtract the percentage of Detractors from the percentage of Promoters.

NPS Survey Powered by InMoment

NPS is a valuable tool for measuring not just customer experience, but also customer loyalty, since it transcends single experiences. It is often referred to as a brand or relationship metric. The NPS question asks the customer to draw on the sum of their experiences with your company, not just the most recent, making it a good indicator for repurchasing (and growth). As a result, it is often considered a “board-level” metric.

NPS is a great place to start when you’re looking to measure customer experience. However, if you would like to learn more about the experience you provide at specific touchpoints or transactions along your customer’s journey, Customer Satisfaction Score (CSAT) should be one of the customer experience KPIs to track.

Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) is the most popular transactional metric. A customer satisfaction survey asks a customer how satisfied they are with a recent interaction — often a purchase or a customer service call — on a rating scale. CSAT is flexible and highly customizable. In some cases, emojis (smileys, frowns) are used instead of numerical scales to overcome any language barrier.

CSAT Survey
Above is a 2-step CSAT survey on a mobile app powered by InMoment

In the realm of CX, a short CSAT survey is most often used to gauge customer satisfaction with interactions with support personnel. It’s a great tool for identifying support agents who may need more training or for quantifying the impact of your last team-wide training effort. You will need to dig into the qualitative feedback you receive to understand which attributes of satisfaction are most important to your customers and which areas require improvement. 

A related survey metric is the PSAT or Product Satisfaction Score. This is an adaption of the CSAT survey that is popular with software developers and advocates of product-led growth. An example is an in-app survey that asks a software user, “How satisfied are you with this product or feature?”  The specific, contextual feedback that users provide in a PSAT survey helps to prioritize a roadmap of product improvements.

Customer Effort Score (CES)

Customer Effort Score (CES) surveys ask the customer, “How much effort did you have to expend to handle your request?” This is scored on a numeric scale. It’s a customer service metric that is typically used to improve systems that may frustrate customers. 

Customers may then respond on a 5- or 7-point scale, and scores are calculated simply by getting the average of all the collected responses. Reducing customer effort can be a valuable marketing investment that makes your brand stand out in a sea of unaccommodating, not-very-helpful competitors.

CES advocates believe that when it comes to customer service or support, “effortlessness” is the most relevant attribute of customer satisfaction. Tracking Customer Effort Score helps you identify and remove obstacles, and solve problems, so your customers can find success with ease. According to the Harvard Business Review, CES can predict repurchasing even better than CSAT, making it a go-to critical metric for companies that depend heavily on successful onboarding and customer success to lay the foundation for repeat purchases.

Churn Rate

Customer churn or attrition is defined as the loss of clients or customers and is also one of the first and most obvious indicators of customer dissatisfaction. This makes churn rate one of your most important customer experience metrics; it is especially critical if your business model is subscription-based (example: software companies and membership-based services).

To calculate the customer churn rate, first determine the period for which you want to calculate the churn rate (e.g., monthly, quarterly, or annually). Then count the customers at the start of the period, as well as the number of customers lost during the period. Use the following formula to calculate the churn rate: 

  • Churn Rate (C) = (Number of Customers Lost % Number of Customers at the Start of the Period) × 100

This formula expresses the churn rate as a percentage.

It’s important to note that while calculating the churn rate provides valuable insights, understanding the reasons behind customer churn is equally crucial. Analyzing customer feedback, conducting surveys, and identifying patterns can help you take proactive measures to reduce churn and improve overall customer satisfaction.

Tracking churn rate will also allow you to see and apply new ways to handle the challenging situation of customers canceling their plans or subscriptions as well as to overcome other roadblocks to fostering customer loyalty. Organizations that consistently keep an eye on this customer experience KPI are also better at predicting if and when a customer is at risk of churning so that they can take the next step and close the loop with at-risk customers.

Retention Rate

Customer retention rate is a customer experience KPI that measures the percentage of customers your business retains over a specific period. It’s a great way to assess your customer experience performance as well as the effectiveness of your customer retention strategies. A higher customer retention rate typically indicates that a company is keeping its existing customers satisfied. 

To calculate your retention rate as a percentage, simply follow this formula: customer retention Rate = (Retained Customers % Number of Customers at the Start of the Period) × 100.

Monitoring and improving customer retention rates are essential for the long-term success of your organization. A high retention rate is often associated with increased customer lifetime value (CLV) and reduced customer acquisition costs. To make the most out of this metric, you should complement retention rate analysis with customer feedback to continuously enhance the customer experience and address potential areas of concern.

Customer Lifetime Value (CLV)

Customer lifetime value (CLV) is a metric that represents the predicted net profit your company can expect to earn from a long-term relationship with a single customer. This will tell you what a single customer is worth to your business throughout the course of the relationship.

Learning how to measure and increase customer lifetime value will help your company forge stronger customer relationships and achieve a competitive edge in the market. Increasing CLV will also improve the long-term profitability of your business, allowing your company to identify which customers are most valuable over time and determine how to allocate resources more efficiently to serve and retain those customers.

The simplest formula for calculating customer lifetime value is: CLV = customer value (average purchase value x average purchase frequency) x average customer lifespan.

First Response Time (FRT)

First Response Time (FRT) is a crucial metric for measuring customer experience, particularly in customer support and service environments. It represents the time it takes for a customer to receive an initial response after making a query or reporting an issue.

This CX metric matters because quick responses contribute to higher customer satisfaction. Customers appreciate the timely acknowledgment of their concerns, which demonstrates that the company values their time and is committed to addressing their needs promptly. First Response Time can even influence your company’s reputation: brands that are known for quick and efficient customer service are likely to be perceived positively, while a reputation for slow response times can harm your overall brand image. 

Average Resolution Time

Average Resolution Time is a customer experience KPI that provides insights into customer service efficiency and directly impacts customer experience and satisfaction. By tracking this actionable CX metric, your company can set goals to reduce the time it takes to resolve issues, while also continually improving support processes, leading to an enhanced customer experience over time. 

When quick and efficient issue resolution contributes to a positive overall experience, your company is better equipped to foster customer loyalty. Understanding how much time is typically spent on resolving customer issues can even help your company allocate resources appropriately. This can involve adjusting staffing levels, providing additional training, or implementing new technologies to improve efficiency.


There are always conversations around the three most popular customer experience KPIs: CSAT vs NPS vs CES. Which of these CX metrics are most suitable for your company? What are the advantages and limitations of each? These metrics differ in terms of the insights they provide and the areas of customer satisfaction they focus on. 

CSAT captures satisfaction with specific interactions, NPS evaluates loyalty and advocacy, and CES assesses the ease of the customer experience. By utilizing a combination of these metrics, businesses can gain a more comprehensive understanding of customer satisfaction, identify areas for improvement, and develop strategies to enhance the overall customer experience.


Net Promoter Score (NPS) is a useful customer experience KPI because it’s an easy-to-calculate metric that provides actionable insights. Your team can follow up with detractors to understand the reasons for their dissatisfaction and take corrective action. NPS also allows you to benchmark your score against competitors and industry standards, providing context for your overall performance. 

Meanwhile, Customer Satisfaction Score (CSAT) surveys are relatively easy to administer and understand. They often use a simple scale and provide immediate feedback, with some surveys being conducted right after a specific customer interaction or transaction, providing real-time feedback.

Advocates of Customer Effort Score (CES) often highlight the ease with which they can gather actionable insights from responses. CES results often offer specific areas for improvement, helping companies identify and address high-impact pain points in the customer journey. 


For larger organizations, NPS on its own may be too simplistic of a metric. It helps you understand that customers have had a positive or negative experience, but not necessarily why that’s the case. NPS works best if paired with other customer experience metrics, or when you utilize a secondary follow-up question to investigate the customer experience in greater detail.

CSAT, meanwhile, may not provide the most comprehensive view of the overall customer experience since it focuses on satisfaction at a particular point in time. The interpretation of satisfaction scores can also vary between individual customers, and what one considers satisfactory might not be the same for another.

The same goes with CES: it may not necessarily capture the entire customer experience and may focus more on transactional aspects. Interpreting CES scores on their own also often requires a broader understanding of the context of the customer experience, and a low score doesn’t always indicate a systemic issue.

Should You Measure All the CX Metrics?

Given the advantages and limitations of the customer experience KPIs listed above, should you measure all these CX metrics?

The short answer is: no. While tracking and measuring as many CX metrics as possible can be helpful in understanding and improving your performance, it’s not always necessary or practical to monitor every possible KPI or metric. The choice of metrics is not even as important as you might think, since driving improvement is what’s important.

With that in mind, choose metrics based on what you’ll be able to do with the data they provide. Are the results going to enable you to take action? If not, don’t spend time on them. The selection of specific metrics should align with your business goals, industry, and the nature of your customer interactions. It’s also important to regularly reassess your customer experience KPIs and metrics to ensure they remain relevant as your business evolves.

How Can I Use KPIs to Improve Customer Experience?

Improving customer experience starts with tracking your current CX metrics, listening to customers, and analyzing data for insights that will be essential to forming an action plan. Keep in mind that this is a cycle that your organization has to do consistently and regularly.

Instead of sending out feedback or customer satisfaction surveys only once or twice a year, you may consider investing in a customer experience management software platform that enables your organization to achieve always-on listening. This means that you’re able to capture CX data and feedback from various touchpoints and channels, such as social media, website and mobile app analytics, call center transcripts, and online reviews, as well as from targeted surveys that deliver results in real time. 

After you take these actions, you measure the response to your improvements and determine the success of your efforts. And once you’ve completed the cycle, you must do it all over again.

Tracked and managed the right way, the customer experience KPIs and metrics listed above should help support your organization’s commitment to putting customers first. They’re useful for collecting valuable sentiment data, generating actionable insights, and predicting future behavior. Most importantly, these metrics enable your organization to take the guesswork out of your strategy, accurately measure customer experience, and inspire more moments of customer delight.

Your Next Steps: Taking Action

Customer experience involves multiple touchpoints and interactions across various channels and stages of the customer journey. Capturing and measuring the entire, multi-faceted experience requires a comprehensive approach that takes into account diverse customer interactions.

This is where InMoment comes in. Combining award-winning technology with expert services in customer experience measurement and management, InMoment helps today’s top brands deploy programs that are designed to measure customer experience KPIs and metrics in ways that are simple, speedy, and scalable.


SuperOffice. 32 Customer Experience Statistics You Need to Know for 2024 (https://www.superoffice.com/blog/customer-experience-statistics/). Access 12/1/2023.

Forbes. 50 Stats That Prove The Value Of Customer Experience (https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/). Access 12/1/2023.

Harvard Business Review. Stop Trying to Delight Your Customers (https://hbr.org/2010/07/stop-trying-to-delight-your-customers). Access 11/30/2023.


CX Metrics Cheat Sheet

Get Away From Confusion & Gain a Clear Understanding of Your Customer Experience with the Right Metric

This CX Metrics Cheat Sheet details the top three CX metrics leveraged by world-class programs:

  • Net Promoter Score (NPS)
  • Customer Satisfaction Score (CSAT)
  • Customer Effort Score (CES)

You’ll gain an understanding of how they work as well as the pros and cons of each measurement so you can choose the best match for your business.

Download the cheat sheet and do away with segmented views of your customer experience and gain a clear, integrated understanding so you can take action today!

Download Cheat Sheet

Everything You Need to Know About Customer Experience Transformation

Customer experience transformation is the key to staying ahead of your competitors and connecting with your customers. With 93% of companies embarking on a digital transformation and taking a digital-first approach to their business, it is important that your business keeps up in an increasingly online world by practicing customer experience transformation to ensure you are being proactive—not reactive—about your customer’s expectations.

What is Customer Experience Transformation?

Customer experience transformation refers to the strategic and holistic process by which a business fundamentally reimagines and reshapes its entire approach to interacting with customers across various touchpoints and throughout the customer journey. This transformation is driven by the recognition that providing an exceptional customer experience is not merely a nice-to-have, but a critical element for business success in today’s competitive landscape.

Customer experience transformation goes beyond cosmetic changes and surface-level improvements. It involves a comprehensive overhaul of internal processes, technologies, organizational culture, and customer engagement strategies. The ultimate goal is to create meaningful, seamless, and personalized experiences that meet and exceed customer expectations, fostering customer loyalty, advocacy, and ultimately driving business growth.

If you do not undergo continuous customer experience management to help your business keep up with customer and industry competitors, you may develop a static CX program. A stagnant CX program, or stagnant customer experience strategy, can lead to declining customer satisfaction, loss of competitive edge, and missed growth opportunities. As customer preferences change and new technologies emerge, businesses that fail to adapt risk being left behind.

Signs that Customer Experience Transformation is Needed

The signs of a static CX program are not only signals of current shortcomings but also alarm bells indicating the need for immediate transformation. These signs act as wake-up calls that should prompt businesses to reassess their strategies and take proactive steps toward revitalizing their approach to customer engagement.

  • Consistent customer complaints: Consistent and recurring customer complaints are undeniable indicators that something isn’t working with your CX program. When customers express frustration, dissatisfaction, or disappointment through repeated complaints, it suggests that their expectations are not being met. These complaints highlight areas where your business is falling short of delivering the experiences that customers desire. Ignoring these complaints or treating them as isolated incidents can result in a negative impact on your brand reputation management strategy and customer loyalty.
  • Outdated processes: As technology evolves and customer behaviors change, outdated processes can hinder your ability to provide seamless and efficient experiences. If customers find themselves navigating convoluted processes, encountering unnecessary delays, or facing unnecessary hurdles, it’s likely that your CX program is stuck in the past. 
  • Low employee engagement: The quality of customer experiences is closely tied to employee commitment. If your employees are disengaged or disconnected from the company’s mission, values, and customers, it will inevitably reflect in customer interactions. Employees who feel unsupported, undervalued, or disconnected from the organization are less likely to provide exceptional service.

Acknowledging these signs of a static CX program is the crucial first step toward igniting a transformational journey. Businesses must confront these indicators head-on and view them as opportunities for growth. Each complaint, outdated process, missed personalization opportunity, and instance of low employee engagement holds valuable insights that can guide strategic changes. 

5 Ways to Begin Your Customer Experience Transformation

When looking at ways to revive your CX program, it can be easy to get overwhelmed. But, we’ve narrowed down five of the most important things you need to focus on when undergoing a customer experience transformation. These five areas will make sure you are developing a CX program that is efficient, scalable, and successful!

#1: Collect and Analyze Real-time Data

Gone are the days of relying solely on periodic surveys to understand your customers. Real-time data collection, unstructured data analytics, and predictive customer analytics are essential for gaining insights into customer sentiment and behavior. Leveraging this data empowers you to make informed decisions and address issues promptly, ensuring a more satisfying customer experience.

#2: Implement Personalization Strategies

Customers today expect personalized experiences that cater to their unique preferences. Implementing personalization strategies, such as tailored product recommendations and customized communications, can greatly enhance the customer journey. By showing that you understand and care about each individual, you create a stronger emotional connection.

Learn how InMoment client, FootLocker, was able to consolidate all of its Voice of the Customer (VoC) programs and operational data into one platform, giving it the intelligence needed to create a unique experience for every customer.

#3: Embrace Omnichannel Engagement

Customers interact with businesses across various channels, both digital and physical. To provide a seamless experience, it’s essential to embrace an omnichannel customer experience approach. Integrating these channels ensures that customers receive consistent service and information, regardless of where they choose to engage.

La-Z-Boy partnered with InMoment to do just that. By using the XI Platform and InMoment’s Integrated CX approach, they were able to get structured and unstructured feedback from their customers into one hub. 

#4: Empower Employees

Happy employees lead to happy customers. Fostering a customer-centric culture and empowering your employees to take ownership of customer interactions can make a significant impact. When employees feel valued and motivated, they are more likely to go the extra mile to create exceptional experiences.

#5: Continuous Improvement

Innovation is the lifeblood of any successful CX transformation. Staying ahead requires a commitment to continuous innovation, adapting your approach to new technologies and customer trends. Companies that dare to innovate often find themselves leading the pack in customer satisfaction and loyalty.

At InMoment, we utilize the Continuous Improvement Framework with our clients to help them set their CX program up in a way that can change with their business and customer expectations. 

Driving Your Customer Experience Transformation

Undergoing customer experience transformation can be a daunting task. Luckily, we’re here to help! Schedule a demo today to chat with one of our experts and see what InMoment can do for you!


Foundry. Digital Business Study 2023 (https://resources.foundryco.com/download/digital-business-executive-summary). Access 12/1/23.

Your Guide to Mastering Brand Reputation Management

Your company’s reputation is arguably more important than your product or service. That’s why maintaining a positive brand reputation is crucial for business success. Consumers today rely heavily on online information and reviews, making brand reputation management a top priority. In this comprehensive guide, we will delve into the intricacies of brand reputation management, exploring strategies, key components, pitfalls to avoid, and the role of online and employee reputation management.

What is Brand Reputation Management?

Brand reputation management is the proactive effort to shape and control the public’s perception of a brand. It involves monitoring, influencing, and maintaining the overall sentiment surrounding a business to ensure a positive image.

How to Create a Brand Reputation Strategy

Creating a brand reputation strategy may seem daunting at first. But it may be easier than you might think. Creating a business reputation management strategy starts with defining who you are as a business, and then making sure you are acting in accordance with that. 

1. Define Your Brand Identity:

Establish a clear and consistent brand identity that aligns with your values and resonates with your target audience. Doing this allows you to cultivate a strong and recognizable presence in the market. When your brand identity is cohesive and mirrors the values that matter most to your business, it becomes a powerful tool for connecting with consumers on a deeper level.

2. Monitor Online Presence:

Use tools to monitor mentions of your brand across various online platforms. Google Alerts, social media monitoring tools, and specialized software can help you stay informed. These tools are essential for understanding how your customers are talking about your brand.

3. Engage with Your Audience:

Build strong relationships with your audience through active engagement. Respond to customer feedback, both positive and negative, to show transparency and dedication to customer satisfaction. Doing this will help you foster a community around your brand, where customers feel heard, valued, and connected.

4. Establish Brand Guidelines:

Define clear guidelines for how your brand should be represented across different channels. Establishing brand guidelines is a pivotal step in creating a cohesive and recognizable brand identity. These guidelines serve as a roadmap for how your brand is visually and verbally presented across various channels. Consistency builds trust and recognition.

5. Employee Training:

Train employees to be brand ambassadors. Ensure they understand the brand values and guidelines, especially those who interact with customers directly.

6. Measure Your Success:

Crafting an effective brand reputation strategy is not a one-time endeavor; it’s an ongoing process that requires continuous evaluation and adaptation. Tracking results and measuring the impact of your strategies are essential components of ensuring your brand reputation management efforts align with your business objectives. 

In order to do that, you need to adopt an integrated CX approach to brand reputation management that makes data from multiple sources easily digestible in user-friendly reports. 

What are the Key Components of Brand Reputation Management?

Brand reputation management is a multifaceted discipline that involves strategic planning, continuous monitoring, and proactive engagement. Understanding the key components is essential for developing a comprehensive approach to safeguarding and enhancing your brand’s image. Let’s delve into the core elements that constitute effective brand reputation management. 

1. Trust Building

Trust is the cornerstone of a positive brand reputation. Establishing and nurturing trust requires consistent delivery on promises, transparency in communication, and a commitment to ethical business practices. Building trust is a continuous process that involves every interaction your brand has with its audience.

2. Customer Satisfaction

The satisfaction of your customers directly influences your brand’s reputation. Providing high-quality products or services, responsive customer support, and personalized experiences contribute to positive reviews and recommendations. Happy customers become brand advocates, amplifying positive sentiments.

3. Online Presence and Perception

Your online presence significantly shapes your brand’s perception. Monitoring and managing online reviews, social media mentions, and search engine results are critical. Strategic online reputation management ensures that your brand is portrayed positively across various online platforms.

4. Employee Engagement

Your employees are integral to your brand’s reputation. A positive internal culture translates into positive external perceptions. Investing in employee training, recognizing achievements, and fostering a workplace that aligns with your brand values contributes to a harmonious and authentic brand representation.

5. Crisis Management

No brand is immune to challenges, and how you navigate crises profoundly impacts your reputation. Developing a robust crisis management plan that includes timely communication, genuine apologies, and proactive solutions is essential for mitigating the potential damage to your brand.

What to Avoid with Brand and Business Reputation Management

While there are proactive steps to take for a positive image, it’s equally important to be aware of potential pitfalls that could tarnish your reputation. Here are key aspects to avoid when navigating the realm of brand and business reputation management:

1. Ignoring Customer Feedback

One of the most common mistakes is neglecting customer feedback, both positive and negative. Ignoring customer comments, reviews, or complaints can create the impression that your brand is indifferent to customer concerns. Actively engage with your audience, address issues promptly, and demonstrate a commitment to customer satisfaction.

2. Reacting Emotionally to Criticism

Criticism, whether justified or not, is inevitable. Reacting emotionally or defensively to negative feedback can escalate the situation and harm your reputation further. Instead, approach criticism with a calm and constructive mindset. Acknowledge concerns, address them professionally, and seek solutions.

3. Lack of Social Responsibility

In today’s socially conscious environment, consumers appreciate brands that contribute positively to society. Avoid the perception of being solely profit-driven by actively engaging in social responsibility initiatives. Showcase your commitment to ethical practices, sustainability, and community involvement.

Reputation Management Software

Managing your brand and business reputation requires more than just vigilance; it demands strategic precision and technological assistance. That’s where reputation management software comes into the picture. Reputation management software should be a part of your brand reputation strategy, but it is also an important factor in ensuring your success with online brand reputation management. Here is a brief overview on what it is, and how it can help your business. 

What is Reputation Management Software?

Reputation management software is a specialized set of tools and applications designed to help businesses proactively monitor, analyze, and influence their online reputation management. These platforms aggregate data from various online sources, including social media, review sites, news articles, and other digital channels, providing comprehensive insights into how a brand is perceived.

Key Features and Functions

1. Sentiment Analysis

Reputation management software employs advanced sentiment analysis algorithms to assess the tone of online mentions related to your brand. This feature helps you understand the overall sentiment—positive, negative, or neutral—surrounding your business.

2. Review Monitoring

Online review management is crucial to efficiently keep track of customer feedback across multiple platforms. From popular review sites to social media, reputation management software consolidates reviews, allowing you to respond promptly to customer feedback and address concerns before they escalate.

3. Competitor Analysis

Many reputation management tools offer features that enable you to monitor the online reputation of your competitors. Analyzing competitor strategies and market perceptions provides valuable insights for refining your own brand positioning.

4. Customizable Alerts

Receive real-time alerts when your brand is mentioned online. Customizable notification settings ensure that you stay informed about both positive and negative mentions, allowing for swift responses and proactive reputation management.

5. Data Visualization and Reporting

These tools often provide intuitive dashboards and reports that present key performance indicators, sentiment trends, and other crucial metrics. Data visualization simplifies the interpretation of complex information, facilitating informed decision-making.

How Reputation Management Software Helps Your Brand

1. Proactive Issue Resolution

By monitoring online mentions in real-time, reputation management software allows you to address potential issues swiftly. Proactive issue resolution can prevent negative sentiments from escalating and protect your brand from reputational harm.

2. Strategic Decision-Making

Data-driven insights provided by these tools empower businesses to make strategic decisions. Whether refining marketing strategies, responding to customer trends, or adapting to market shifts, reputation management software supports informed decision-making.

3. Time-Efficiency

Monitoring your brand manually across various online channels can be time-consuming. Reputation management software streamlines this process, providing a centralized platform for monitoring, analysis, and response, saving valuable time for your team.

4. Enhanced Customer Engagement

Responding promptly to customer feedback, whether positive or negative, demonstrates attentiveness and dedication to customer satisfaction. Reputation management software facilitates streamlined engagement, fostering stronger connections with your audience.

5. Competitive Advantage

By staying ahead of industry trends and monitoring competitor activities, reputation management software provides a competitive advantage. This foresight allows you to position your brand effectively and capitalize on emerging opportunities.

Reputation management software is a strategic ally for businesses seeking to maintain and enhance their brand and business reputation. Investing in these tools not only streamlines the monitoring process but also equips your business with the insights needed to navigate the complex landscape of online perception effectively. By leveraging the power of reputation management software, you can stay ahead of the curve, mitigate potential risks, and ensure a positive and influential brand presence.

Online Reputation Management

It is hard to discuss business reputation management without discussing online reputation management. Understanding and controlling your online reputation has never been more important than it is today. 

Online reputation management is the practice of actively monitoring and influencing the way a brand is perceived on the internet. It encompasses various strategies aimed at shaping positive online narratives, addressing negative content, and fostering a strong, trustworthy digital presence.

2 Strategies to Kickstart Your Online Reputation

While online reputation management is a complex topic that can be approached in a number of different ways, there are two things that every brand should have on their online reputation management checklist, and you should too! 

1. Monitor Online Mentions

Utilize tools like Google Alerts, social media monitoring platforms, and reputation management software to keep a close eye on online mentions of your brand. Real-time monitoring allows you to swiftly respond to customer feedback, engage in relevant conversations, and stay ahead of potential reputation issues.

2. Respond to Customer Reviews

Actively engage with customer reviews across platforms such as Yelp, Google Reviews, and industry-specific review sites. Responding promptly and professionally to both positive and negative reviews demonstrates your commitment to customer satisfaction and showcases transparency.

The Impact of Thought Leadership and Expertise in Reputation Management

Thought leadership plays a pivotal role in shaping how your brand is perceived. By positioning your brand as an authority in your industry, you not only enhance credibility but also proactively manage your reputation. Let’s explore how cultivating thought leadership can be a game-changer in your brand reputation management strategy.

1. Establishing Authority in the Industry

Thought leadership positions your brand as an authority in your field. By consistently producing high-quality, insightful content—whether through blog posts, whitepapers, or speaking engagements—you demonstrate a deep understanding of industry trends, challenges, and solutions. This positioning contributes to a positive brand image, as consumers are more likely to trust and engage with brands they perceive as experts.

2. Positive Media Coverage

Media outlets are drawn to thought leaders. A strong thought leadership presence can attract positive media coverage. Journalists often seek expert opinions to provide valuable insights in their articles. This positive media attention contributes to a favorable public perception and enhances your brand’s reputation.

3. Differentiating Your Brand

In a crowded market, thought leadership sets your brand apart. It differentiates your brand from competitors by showcasing unique perspectives, innovative solutions, and a deep understanding of industry challenges. This differentiation contributes to a positive brand image and can become a significant factor in the decision-making process for consumers.

4. Attracting Top Talent

Thought leadership extends beyond customer perception; it also attracts top talent. Professionals in your industry are more likely to be drawn to a brand that is recognized for its thought leadership. A talented and knowledgeable team contributes to a positive workplace culture, which, in turn, enhances your brand’s overall reputation.

5. Leveraging a Multi-Channel Presence

Effective thought leadership extends across various channels. From traditional articles and speaking engagements to digital platforms and social media, a multi-channel approach amplifies your brand’s reach. Consistency in thought leadership across these channels enhances your reputation by ensuring that your expertise is accessible to a diverse audience.

Level-Up Your Brand Reputation Management with InMoment

It should be clear that your brand and online reputation is not something to be taken lightly. Fortunately, InMoment’s platform gives you all the tools you need to combine social reviews with voice of the customer (VoC) feedback from every channel. Utilizing our platform you’ll be able to track and compare competitive feedback, close the feedback loop, and improve search performance, all in one place! Schedule a demo with one of our customer experience experts today to see for yourself.

Want More?
Ready to improve your brand’s reputation? Watch our webinar to learn practical tips that can make a real difference.

Voice of Customer Examples to Inspire Your CX Strategy

If your brand isn’t capturing customer feedback, unfortunately it won’t know how to improve—this is where the voice of customer (VoC) comes in. This article is designed to give you InMoment’s take on what voice of the customer examples look like.

In the customer experience industry, we call capturing customer feedback a “voice of customer” program, and at InMoment—we know that it’s not enough to capture feedback, you need to capture it, understand it, take action, and make sure customers know their feedback is being heard. We call this “experience improvement.”

Listening to the Voice of Customer Examples

Here are some specific voice of customer examples that can help you listen to customers and gather their valuable feedback.

Direct Feedback Methods

Direct feedback methods involve obtaining explicit and immediate insights directly from customers. By directly engaging with customers, businesses gain valuable, unfiltered feedback that helps them understand specific needs, address concerns, and make targeted improvements to enhance overall satisfaction. Direct feedback methods serve as a proactive approach to understanding and meeting customer expectations in real-time, fostering a more responsive and customer-centric business strategy.

Email Surveys

Email surveys offer a non-intrusive and convenient way to gather valuable insights from customers. By seamlessly integrating a survey link into email communication, you allow customers to share their thoughts at their own pace. This method not only ensures a broad reach but also provides a comfortable environment for customers to express their opinions, resulting in a diverse range of feedback that can uncover both positive experiences and areas for improvement.

Website Surveys

Strategically placed on webpages, these surveys enable organizations to capture real-time insights from visitors navigating their online platforms. By seamlessly integrating survey prompts within the website interface, businesses create an unobtrusive channel for users to share their experiences and preferences. 

Furthermore, incorporating net promoter score metrics (NPS) into website surveys provides businesses with a quantitative and standardized way to assess overall customer satisfaction and loyalty. By asking the ultimate question – “How likely are you to recommend our website to a friend or colleague?” – organizations can distill complex customer sentiments into a single, actionable metric.

SMS Surveys

Engaging customers through SMS surveys taps into the immediacy and ubiquity of text messaging. This method leverages the personal nature of text messages, prompting quick responses and enabling businesses to capture real-time feedback. The concise format encourages customers to share their opinions on the go, providing a snapshot of their sentiments. Incorporating SMS surveys into your strategy allows for a direct and immediate channel to connect with customers, fostering a more dynamic understanding of their experiences.

Customer Interviews

Conducting one-on-one quantitative interviews with targeted customers allows for a deeper exploration of individual experiences. By tailoring questions to specific demographics or usage patterns, businesses can gain nuanced insights into the factors influencing customer satisfaction. These interviews provide a qualitative depth to quantitative data, offering a more comprehensive understanding of customer needs, preferences, and pain points. This personalized approach enables businesses to address individual concerns while identifying overarching themes that may impact a broader customer base.

Live Chat 

Leveraging live chat for capturing customer commentary in real-time is a powerful way to uncover recurring themes and immediate concerns. Chatbots facilitate instant interactions, allowing businesses to identify emerging issues, challenges, or opportunities. Monitoring these conversations provides a valuable window into customer sentiment, enabling timely interventions and improvements. By analyzing the patterns in live chat interactions, businesses can proactively address common pain points, enhance customer experiences, and showcase a commitment to responsiveness.

Focus Groups

Engaging specific customer segments in focus groups goes beyond surface-level feedback, offering a rich source of qualitative insights. By inviting targeted groups to share their experiences, businesses can delve into the intricacies of individual journeys and preferences. This method provides a platform for customers to express nuanced opinions, uncovering aspects of their interactions that may not be apparent through broader surveys. The in-depth nature of focus groups enables businesses to tailor strategies to meet the unique needs of distinct customer segments, fostering a more personalized and customer-centric approach.

Indirect Feedback Methods 

Indirect feedback methods involve gathering insights from various sources that may not involve direct interaction with customers. These methods offer a more observational and nuanced understanding of customer sentiments, preferences, and challenges. Indirect feedback provides valuable context, uncovering trends, patterns, and public perceptions that may not be immediately apparent through direct channels.

Call center recordings 

Analyzing call center recordings provides a direct window into customer interactions, allowing businesses to gauge call frequency and identify pain points experienced by customers. These recordings not only reveal the volume of inquiries but also shed light on common challenges faced by customers. By understanding the nature of customer concerns and the frequency with which they arise, businesses can optimize call center processes, allocate resources efficiently, and implement targeted improvements to enhance overall customer satisfaction.

Social media commentary 

Utilizing review management to mine social media commentary unveils unfiltered opinions about your brand’s reputation and customer advocacy. Publicly available comments on platforms like Twitter, Facebook, and Instagram serve as a rich source of insights into customer sentiments, recommendations, and criticisms. By understanding how customers express their opinions in the public domain, businesses can tailor strategies to amplify positive sentiment, address concerns, and cultivate a positive brand image.

A picture of a 5 star online review from a customer named Jane Y.

Product or location reviews 

Monitoring product or location reviews provide a valuable indirect feedback channel, offering insights into the comparative standing of your offerings in the market. Reviews not only reveal customer satisfaction levels but also highlight areas where your product or location excels or falls short compared to competitors. 

Web chat transcripts 

Examining web chat transcripts provides a detailed record of customer inquiries, offering valuable insights into the topics that matter most to your audience. From queries about product details to inquiries about stock levels or product quality, these transcripts reveal customer priorities and concerns. By analyzing the frequency and nature of these interactions, businesses can tailor their communication strategies, optimize website content, and address common customer queries proactively. This method not only enhances customer satisfaction but also contributes to a more informed and responsive customer support system.

a screenshot of a web chat transcript between a contact center agent and a caller

Employee Experience

Employees, often on the frontline of customer interactions, possess a unique perspective that can indirectly reveal common issues and roadblocks customers encounter. Focusing on employee experience not only fosters a positive workplace culture but also unveils critical information about the challenges employees face in providing optimal customer support.

Inferred Feedback Methods

Customer behaviors on your website

Use this data to see behaviors such as if customers are abandoning items in their cart, or perhaps there are web pages that are visited less often than others and have room for optimization. 

CRM data

Whether your brand uses Salesforce or another brand, it can be helpful to overlay operational feedback with CRM elements like purchase history, a loyalty program, or a customer’s store account, which will show an important operational and segmentation piece of the puzzle.

Common Examples of Voice of Customer Questions

When crafting a Voice of Customer (VoC) survey, the customer survey questions you ask play a pivotal role in unveiling valuable insights. Here are three common questions to consider incorporating into your survey to capture a comprehensive understanding of customer experiences:

1. “On a scale from 1 to 10, how likely are you to recommend our product/service?”

This Net Promoter Score (NPS) question provides a quantitative measure of customer loyalty. It not only gauges overall satisfaction but also offers a clear indication of the likelihood that customers will advocate for your brand.

2. “What aspect of our product/service do you value the most, and why?”

This open-ended question encourages customers to articulate specific features or aspects that resonate with them. By understanding what customers find most valuable, you can focus on enhancing and promoting these key attributes.

3. “Can you share a recent experience with our customer support team? How would you rate the service received?”

This question delves into the customer’s interaction with your support team, providing insights into the effectiveness of your customer service. The combination of qualitative feedback and a quantitative rating allows for a comprehensive evaluation of customer support experiences.

These common VoC questions are designed to elicit specific, actionable feedback that can guide strategic decision-making and drive continuous improvement. You can tailor these customer survey questions to align with your business goals and the unique aspects of your customer journey for maximum impact.

What is the Voice of Customer Process?

At InMoment, the VoC process is called “Continuous Improvement,” and can be broken down into five easy steps: design, listen, understand, transform, and realize. 

Step #1: Design Your Program

In this stage, you have the opportunity to set up a strong foundation for your program; a strategy that aligns with the overall business values, financial objectives, and brand promises. This is one of the most important stages that is often overlooked, as you have one shot upfront to invest the time, energy, and resources into getting your program right from the start. You will thank us later throughout the process!

Step #2: Listen To Your Customers

Over the years, listening to customers has dramatically evolved. What used to be limited to sending out surveys through direct feedback, the industry has evolved to include indirect and inferred customer data sources as well. This can include listening posts like customer support interactions, emails, live chats, direct surveys, online product reviews, social media comments, and more!

Step #3: Understand Your Customer Data

For any data to be useful, of course you need to take the time to dig in and understand what your customers are actually saying. Most brands with a VoC or experience improvement program will centralize the data streams and use advanced analytics and behavioral science experts to identify what customers are actually saying. In the modern experience landscape, we have AI machine learning tools that can take your data even further, enabling you to look into customer emotions, intent, and sentiment. This understanding of the customer data stage is critical, and will set you up for the next step.

Step #4: Transform Through Taking Action

In the transformation stage, this is where you’ll thank us that you took the time up front to design your program and identify what success looks like. Now, you have the opportunity to take action on customer data.

Here’s a voice of customer example in action: maybe you can see customers are purchasing lots of one specific product, but the repeat purchases are extremely low. This is an opportunity to figure out the drivers of repeat purchases for your specific brand and its products, and apply those across the board. Can you lower the price? Can you rebrand or repackage the product to match more successful ones?

Step #5: Realize Business Value

This is where voice of customer and experience improvement programs shine. After you pull the necessary triggers in the transformation process, you’ll get the opportunity to evaluate and demonstrate real and tangible results for your business. Whether it’s reducing costs, avoiding customer churn, acquiring new customers, or something else—voice of customer programs will help you get there. Check out some more ideas on identifying and executing ROI opportunities in this Solve for X video

Bringing Voice of Customer Examples to Life

InMoment clients who have strategically implemented the data collection strategies discussed earlier to enhance both customer and employee experiences have continuously realized success. Take a look at these customer experience case studies to see how they have improved their organizations through voice of customer programs.

Foot Locker

As you can imagine, Foot Locker had a ton of data points on their hands. The brand had loads of customer behavior intelligence, but this data was coming from so many sources that it was hard to see the big picture. Using the InMoment XI Platform, this brand was able to consolidate all of its operational data sources and listening posts into one platform, giving it the intelligence needed to create a unique experience for every customer. The result? Foot Locker reduced customer listening costs, added new listening posts across video and social media, and experienced faster and more accurate resolution to its business challenges. 


Signing a digital agreement is now table stakes for most companies. That’s in large part thanks to DocuSign, a brand where growth is driven by customers who share the easy, secure e-signature experience with colleagues and clients. To listen to its customer feedback, the DocuSign product team uses in-app NPS microsurvey feedback to continually optimize end user experience. This Net Promoter Score program, powered by InMoment, also identifies brand enthusiasts who are the engine of a robust customer advocacy program.


This brand uses the InMoment Platform to capture a unified view of employer experience, and now thousands of cross-industry employers across use the Glassdoor website to help them recruit and hire quality candidates.

Putting the five phases of continuous improvement to the ultimate test, Glassdoor monitors and improves the entire customer journey using microsurveys to capture sentiment at moments that matter for employees. Integration with Salesforce enables front line teams to close the loop with customers in real-time. Advanced text and sentiment analytics empower Glassdoor teams to analyze feedback, and customized dashboards ensure that each team can quickly see what is important to them and prioritize improvement efforts.

Elevating Your Business with Voice of Customer Examples

Voice of customer and experience improvement programs have dramatically evolved over the last few decades—what used to be limited to direct survey feedback has extended to include indirect and inferred feedback methods too. The power of a VoC program is in the five elements of achieving continuous improvement: design, listen, understand, transform, and finally, realize business value. We truly believe it’s improving experiences that turn customers into lifelong brand advocates, helping your business achieve its objectives at the same time. 

InMoment has been a trusted partner for numerous businesses on their journey to harness the power of Voice of Customer (VoC). Through a proven track record of providing comprehensive VoC solutions, InMoment has empowered organizations to gain deep insights into customer experiences, preferences, and expectations. 

We encourage you to take the next step in elevating your customer understanding. Schedule a live demo with InMoment to witness real-time VoC examples in action and engage with a representative who can share tailored insights and case studies specific to your industry. By leveraging InMoment’s expertise, businesses can not only listen to their customers but also transform these insights into strategic actions that drive meaningful improvements and long-term success.

Customer Experience Strategy Guide: Tips to Drive Business Success

A well-designed customer experience strategy can be the main aspect that helps you attract and retain your customer base, so you don’t want to leave anything up to change. Instead, your brand needs to have incredibly intentional customer experience management techniques in place. In this article, we’ll cover the customer experience, what your customer experience strategy needs, how to overcome challenges, and how to get started.

What is a Customer Experience Strategy? 

A customer experience strategy stands as a pivotal guide for organizations seeking to create meaningful and lasting connections with their customers. Unlike traditional approaches that focus solely on transactions, a customer experience strategy is a holistic plan designed to enhance every touchpoint a customer has with a brand. 

Defining Customer Experience

Customer experience (CX) itself encompasses the entirety of a customer’s journey with a brand, from the initial interaction to post-purchase support. It goes beyond the product or service itself, delving into the emotional and psychological impact of every interaction. CX is the sum of all perceptions, feelings, and responses a customer develops throughout their engagement with a company.

Distinguishing Customer Experience From Customer Service

While customer service is a crucial component of the overall customer experience, it represents just one facet of the entire journey. Customer service typically involves addressing specific issues or inquiries, often reactive in nature. It’s the assistance provided when a customer has a question, concern, or problem.

On the other hand, a customer experience strategy takes a proactive and comprehensive approach. It involves pre-emptive measures to understand and cater to customer needs and desires at every stage of their journey. It encompasses not only resolving issues but also creating positive, memorable moments that foster loyalty and advocacy.

What Are the Components of a CX Strategy?

By incorporating these key elements into your customer experience strategy, you can create memorable, personalized, and enjoyable experiences that foster customer loyalty and advocacy.

Customer Segmentation and Persona Development

Customer segmentation involves dividing your customer base into distinct groups based on characteristics such as demographics, behavior, preferences, and needs. Persona development takes it a step further by creating fictional representations of your target customers, including their goals, motivations, and pain points. These techniques help businesses tailor their experiences to specific customer segments, delivering personalized and relevant interactions.

Designing a Seamless Omnichannel Experience

In today’s digital age, customers expect a seamless experience across multiple channels, whether it’s a website, mobile app, social media, or physical store. Designing an omnichannel experience ensures consistency and continuity throughout the customer journey, with both online and offline channels. It involves aligning messaging, branding, and interactions across all touchpoints, allowing customers to switch between channels seamlessly.

Mapping the Customer Journey

Customer journey mapping involves visualizing and understanding the various stages, touchpoints, and emotions a customer goes through when interacting with your business. It helps identify pain points, areas of opportunity, and critical moments where businesses can make a significant impact on the customer experience. Mapping the customer journey enables companies to proactively address customer needs and provide solutions at every step, meaning that you are being intentional with all of your resources and data.

Implementing Effective Communication Channels

When people connect with your brand, how do they contact you? How are their questions answered? What does their interaction look like? Effective communication channels are crucial for delivering a positive customer experience. Businesses should offer multiple channels such as phone, email, live chat, social media, and self-service options—this helps reach all members of your audience, no matter their preferred communication channel. 

These channels must be easily accessible, responsive, and integrated to provide seamless communication and support to customers. When they do connect through one of your channels, customers should receive prompt and personalized responses whenever possible.

Empowering Employees for Superior Service

The first impressions your brand makes usually start with employees and how they deliver customer service, so it’s important to hire and train employees that can offer customer-centric interactions. Empower your employees by providing them with the necessary training, resources, and authority to address customer needs effectively. You can also encourage and empower employees to foster a sense of ownership and accountability to resolve any customer issues. The employee experience is an important part of your customer experience strategy that cannot be overlooked!

Leveraging Technology for Enhanced Experiences

Just like every other part of your business, technology can significantly enhance the customer experience, too. Utilize customer relationship management (CRM) systems to store and analyze customer data, enabling personalized interactions. Leveraging automation tools for streamlined processes and self-service options is also a great way to reach multiple audiences and make their experience more helpful. Explore emerging technologies like chatbots, artificial intelligence (AI), and data analytics to gain insights and improve the customer experience.

Building a Culture of Continuous Improvement

Perfecting your customer experience strategy is an ongoing process, and it’s essential to foster a culture of continuous improvement so you can grow with your clients and customers. Regularly collect and analyze customer feedback, measure key performance indicators (KPIs), and monitor customer satisfaction and loyalty metrics. Use these insights to identify areas for improvement, make data-driven decisions, and continually evolve your customer experience strategy.

How to Create A Customer Experience Strategy

Creating an effective Customer Experience (CX) Strategy involves a meticulous process of understanding, analyzing, and identifying areas for improvement. Here’s a step-by-step guide to kickstart the creation of your CX strategy:

1. Customer Research and Data Gathering:

  • Start by gathering comprehensive data on your customers. This includes demographics, preferences, feedback, and pain points.
  • Utilize surveys, interviews, and analytics tools to gain insights into customer behaviors and expectations.

2. Journey Mapping:

  • Map out the entire customer journey, from the initial touchpoint to post-purchase interactions.
  • Identify critical touchpoints and moments that significantly impact the customer experience.

3. Identifying Pain Points:

  • Analyze customer feedback and data to pinpoint areas where the customer experience is currently subpar.
  • Prioritize these pain points based on their impact on customer satisfaction.

4. Setting Clear Objectives:

  • Establish specific, measurable, achievable, relevant, and time-bound (SMART) objectives for your CX strategy.
  • Define what success looks like and align your goals with the overall business strategy.

5. Employee Involvement:

  • Engage employees at all levels in the process. Gather insights from front-line staff who directly interact with customers.
  • Foster a culture that prioritizes and values the customer experience.

How to Build A Customer Experience Strategy

With a foundation in place from the creation phase, building your Customer Experience (CX) Strategy involves refining goals and establishing the framework to achieve them. Here’s how you can progress to the next level:

1. Goal Finalization:

  • Refine and finalize the goals identified in the creation phase. Ensure they align with the overall business objectives and customer expectations.

2. Strategy Development:

  • Devise a comprehensive strategy that addresses the identified pain points and enhances positive touchpoints.
  • Consider technological solutions, process improvements, and employee training to support the strategy.

3. Customer-Centric Processes:

  • Align internal processes with the customer journey. Ensure that every department contributes to a seamless and positive experience.
  • Implement changes that prioritize customer needs and convenience.

4. Communication and Feedback Loops:

  • Establish clear communication channels for customer feedback.
  • Implement regular feedback loops to measure the effectiveness of the strategy and make adjustments as needed.

5. Training and Empowerment:

  • Provide ongoing training for employees to enhance their customer service skills.
  • Empower employees to make decisions that prioritize the customer experience.

By systematically creating and building upon your CX strategy, you not only address current pain points but also establish a framework for continuous improvement, ensuring that your customer experience remains exceptional over time.

Common Customer Experience Strategies by Industry

Tailored customer experience strategies are crucial to meeting the unique needs of various industries. Here’s a glimpse into common customer experience strategies across different sectors: 

Automotive: In the automotive industry, enhancing the customer experience often involves improving both the driving and purchasing processes. Implementing cutting-edge technology for an intuitive and enjoyable driving experience, as well as streamlining the purchase process at dealerships, can significantly elevate customer satisfaction.

B2B: For B2B (Business-to-Business) enterprises, personalized and streamlined interactions are paramount. Customizing communication channels, providing dedicated account management, and offering solutions that cater to the specific needs of each business client contribute to a positive B2B customer experience.

E-commerce: In the realm of e-commerce, a seamless online checkout experience is a game-changer. Streamlining the purchase process, minimizing friction points, and ensuring secure transactions contribute to building trust and loyalty among online shoppers.

Financial Services: When it comes to financial services, transparency, and personalized services are key. Implementing user-friendly online banking interfaces, offering personalized financial advice, and ensuring clear communication about fees and policies contribute to a positive customer experience in finance.

Food Services and Restaurants: An equal focus on both in-person and digital experiences is incredibly important to success in the food service industry. Here, a CX strategy may include optimizing the ordering process, enhancing the dine-in ambiance, and providing personalized recommendations based on customer preferences.

Insurance: In the insurance industry, simplifying complex processes and improving communication can greatly enhance the customer experience. Providing clear policy information, offering digital claims processing, and incorporating proactive communication on policy updates contribute to customer satisfaction.

Healthcare: In healthcare, the emphasis is on patient-centric care. Implementing digital appointment scheduling, improving communication between healthcare providers and patients, and utilizing telemedicine options contribute to a more positive and convenient healthcare customer experience.

Retail: For retail, creating an omnichannel shopping experience is crucial. Integrating online and in-store experiences, providing personalized recommendations, and optimizing inventory management contribute to a seamless and enjoyable retail customer experience.

Travel & Hospitality: In the travel and hospitality industry, personalization and convenience are of the utmost importance. Implementing mobile check-ins, offering personalized travel recommendations, and providing excellent customer service during every stage of the journey contribute to a memorable travel and hospitality experience.

Challenges and Solutions in Implementing CX Strategies

Overcoming Internal Resistance and Silos

Even when you know what your strategy should be, it isn’t always easy to get the green light from your internal teams. Gaining buy-in from stakeholders and breaking down departmental barriers can be one barrier to overcome, but you can work to eliminate those silos by creating a shared vision and aligning with the organization’s overall goals. 

Encourage open communication and collaboration among departments, fostering a culture of teamwork and understanding. Also, make the benefits of CX initiatives crystal clear with data-driven decision-making, which can also help you overcome resistance and gain support across the organization.

Ensuring Data Privacy and Security

Gathering and utilizing customer data for CX initiatives raises concerns about data privacy and security. Customers expect their personal information to be handled responsibly, and any data breaches or misuse can damage trust and harm your customer experience strategy.

You should comply with data protection laws and regulations by safeguarding customer information. You need to be a trustworthy brand if you want to earn loyalty from your customers, so start with security.

Comply with relevant data protection regulations, such as GDPR or CCPA, and ensure proper consent is obtained for data collection and usage. Invest in secure data storage and transmission protocols, conduct regular security audits, and provide transparency to customers regarding data handling practices. You should also establish a strong data governance framework and train employees on data privacy best practices.

Balancing Automation and Human Touch

We just discussed how helpful and innovative automation is, but you do need to strike a balance between efficiency and personalization. Leveraging automation without compromising customer experience is all about preserving that human touch in your brand, advertising, customer service, etc. You can utilize automation to handle repetitive and transactional tasks and leave more complex customer interactions to employees. 

For example, you can implement self-service options and chatbots to provide immediate assistance for routine queries. However, ensure that there are opportunities for customers to engage with human support when needed. Create a seamless handoff between automation and human support, ensuring a smooth transition without frustrating the customer.

Measuring the Success of Customer Experience Strategies

When you have a strong handle on how to reach your target audience, you also need to measure customer satisfaction and loyalty via customer experience analytics to determine how effective your marketing efforts are. The best way to measure and improve upon the customer experience strategy is to go right to the source and gather feedback from customer satisfaction surveys, online reviews, social media, and NPS scores.

You should also set key performance indicators (KPIs) for CX so that you can gather useful data and use that data to drive your marketing decisions. Tracking customer satisfaction and loyalty metrics usually involves KPIs like this:

  • Customer Satisfaction Score (CSAT): CSAT measures overall satisfaction through surveys or feedback, providing a snapshot and improvement areas.
  • Net Promoter Score (NPS): NPS gauges the likelihood of customer recommendations, categorized as Promoters, Passives, or Detractors, indicating loyalty and advocacy.
  • Customer Effort Score (CES): CES measures the ease of accomplishing goals, minimizing customer effort, with lower scores indicating efficiency.
  • Customer Retention Rate: Measures the percentage of customers continuing business, reflecting CX strategy effectiveness in retaining satisfied and loyal customers.
  • Repeat Purchase Rate: Measures the percentage of customers making repeat purchases, showing CX impact on loyalty and positive experiences.
  • Customer Lifetime Value (CLV): Quantifies a customer’s total value over their lifetime, considering factors like frequency, order value, and longevity, indicating positive experiences and long-term value.
  • Customer Churn Rate: Measures the percentage of customers discontinuing business, helping identify dissatisfaction or CX issues, with lower rates indicating satisfaction and loyalty.
  • Online Reviews and Ratings: Monitoring feedback on review platforms provides insights into customer sentiment, with positive reviews and ratings indicating satisfaction and improvement opportunities.

Level Up Your Digital CX Strategy

A customer experience strategy is a vital part of your marketing as it enables businesses to proactively shape and optimize every customer interaction. Doing so ensures consistent and exceptional experiences for those customers, which is great for your customer base! 

By understanding customer needs, preferences, and pain points, and aligning internal processes and resources accordingly, organizations can cultivate loyalty, increase customer satisfaction, and drive revenue growth. The future of CX strategies includes embracing artificial intelligence, prioritizing personalized experiences, having a seamless omnichannel integration, leveraging data analytics, and creating effective feedback loops. This is the only way to evolve with the times and deliver great services and experiences for your customers.

A well-crafted customer experience strategy ultimately fosters customer retention, positive word-of-mouth, and differentiation in a competitive market, leading to sustainable business success. To create such a strategy right now, you need resources like surveys and other feedback tools to learn more about what your customers really need. InMoment can help you craft feedback tools and perfect your marketing with our extensive CX management platform. Schedule a demo today to see our platform in action!

How AI Customer Experience Can Advance Your Business Strategy

As e-commerce becomes increasingly global and competitive, business leaders understand that technology can be a valuable tool in reconnecting with consumers. 

In particular, Artificial Intelligence (AI) has emerged as a powerful tool, revolutionizing the way companies understand and enhance the customer experience. As we delve into the realm of AI in Customer Experience (CX), we will explore how this technology is reshaping the customer-business relationship.

What is AI in CX?

AI in CX stands for artificial intelligence in customer experience. It involves harnessing advanced technology, specifically artificial intelligence and machine learning, to enhance the way businesses connect with their customers. It goes beyond the traditional methods of customer feedback analysis, offering a sophisticated approach that enables brands to stay ahead in an intensely competitive landscape.

At its core, AI in CX is about leveraging technology to gain a deeper understanding of customer experiences. It empowers businesses to make informed decisions that drive positive change, all while significantly reducing the time and effort spent on analyzing vast amounts of unstructured data, such as customer feedback.

How AI can improve Customer Experience (CX)

Artificial Intelligence for Customer Experience is the use of technology and machine learning to enhance customer experiences. With AI, brands spend less time analyzing text-heavy analytics and more time making smarter decisions to drive change. AI-driven insights provide consumer behaviors and preferences, as well as uncover new trends and overall a more personalized experience.

With these findings, brands can convert data to real actionable change. Customer retention rates and customer service can be improved by using AI to actively listen for qualitative feedback and elicit more valuable responses.

Another way AI is changing the customer experience realm is the detection of customer feedback themes to condense the main issues facing customers and present them back as valuable insights to improve. 

The Benefits of AI Customer Experience

The integration of Artificial Intelligence (AI) in Customer Experience (CX) strategies brings forth a multitude of advantages for businesses and their customers. Here are five key benefits that illustrate how AI is reshaping the CX landscape:

1. Enhanced Customer Insights

AI-driven CX analysis enables businesses to gain a profound understanding of their customers. It goes beyond traditional methods of data collection and offers real-time insights into consumer behavior, preferences, and sentiments. By processing vast amounts of unstructured data, such as social media interactions and customer reviews, AI extracts valuable information that can be used to tailor products, services, and marketing campaigns to meet the evolving needs of the customer base.

2. Personalization at Scale

One of the standout benefits of AI in CX is the ability to deliver personalized experiences to customers on a large scale. Machine learning algorithms can analyze individual preferences and behaviors, allowing businesses to recommend products or services tailored to each customer’s unique interests. This personalization not only enhances customer satisfaction but also drives sales and fosters brand loyalty.

3. Improved Customer Retention

AI’s ability to actively listen for qualitative feedback and identify pain points allows companies to proactively address customer concerns. By resolving issues before they escalate and offering tailored solutions, businesses can significantly enhance customer satisfaction, leading to higher retention rates. Satisfied customers are more likely to remain loyal and continue their engagement with the brand.

4. Operational Efficiency

AI-powered CX platforms can streamline the analysis of vast amounts of data and provide actionable insights in real time. This efficiency reduces the manual effort required for data analysis, freeing up resources and enabling teams to focus on strategic decision-making and customer interactions. In addition, AI can automate routine customer service tasks, such as answering frequently asked questions, which enhances efficiency and reduces response times.

5. Predictive Analytics

AI’s predictive capabilities are a game-changer for CX. By analyzing historical data, AI can anticipate customer trends, identify emerging issues, and provide recommendations for future strategies. Businesses can stay one step ahead by proactively addressing potential customer concerns, adapting to market shifts, and optimizing their offerings, ultimately leading to improved customer experiences and long-term success.

Incorporating AI into CX strategies offers businesses the opportunity to unlock these benefits and stay competitive in a rapidly evolving global marketplace. The ability to harness technology for deeper customer insights, personalization, enhanced retention, operational efficiency, and predictive analytics positions companies to excel in delivering exceptional customer experiences. In the following sections, we’ll explore how InMoment, as a pioneer in AI-powered CX, is leveraging these benefits to empower businesses and set new standards in the realm of customer satisfaction.

The Benefits of AI in Customer Service

Artificial Intelligence (AI) is revolutionizing customer service in profound ways, streamlining and enhancing common interactions to benefit both businesses and their customers. Let’s look at some of the key advantages of AI in the realm of customer service, where it is proving to be a game-changer. 

1. Decision Making

AI-driven decision-making tools are transforming the way consumers choose products and services. Smart recommendation engines analyze vast amounts of data to provide tailored suggestions, making it easier for customers to make informed choices. These recommendations consider factors such as previous purchase history, browsing behavior, and even customer reviews, ensuring that decisions align with individual preferences. By enhancing decision-making processes, AI not only improves the overall shopping experience but also contributes to higher conversion rates and customer satisfaction.

2. Shopping Experience

The shopping experience itself is undergoing a significant overhaul thanks to AI. Chatbots and virtual shopping assistants provide real-time guidance and assistance to customers. They can answer questions, offer detailed product information, and even assist in finding the right sizes or styles. Additionally, AI is making in-store experiences more interactive through augmented reality (AR) and virtual reality (VR) applications, allowing customers to visualize products before purchasing. As a result, the shopping experience is becoming more engaging, informative, and convenient, leading to higher customer retention rates and increased sales.

3. Customer Interaction

AI is taking customer interactions to new heights. Chatbots and virtual assistants can engage in natural language conversations, making customers feel heard and understood. These AI-powered entities are capable of resolving routine inquiries, managing complaints, and even assisting with returns and exchanges. The use of AI in customer interactions ensures consistency and quality in every interaction, regardless of the channel customers choose. AI also empowers human customer service agents by providing them with relevant information and insights, enabling them to deliver a more personalized and effective service.

4. Checkout/Transaction

The checkout and transaction process is a critical moment in the customer journey. AI simplifies this stage by streamlining the payment process and enhancing security. For instance, AI can enable frictionless checkouts by automatically filling in payment details and addresses for returning customers. It also plays a vital role in fraud detection, flagging suspicious transactions to protect both customers and businesses. By making the checkout process quick and secure, AI reduces cart abandonment rates and fosters trust in online transactions.

5. Post-Transaction

Post-transaction engagement is often an overlooked but crucial aspect of the customer journey. AI ensures that customers feel valued even after making a purchase. Automated post-purchase surveys and feedback mechanisms gather insights to assess customer satisfaction and identify areas for improvement. AI-powered recommendation engines continue to engage customers by suggesting complementary products or services based on their recent purchases. This post-transaction interaction not only fosters customer loyalty but also contributes to additional revenue through upselling and cross-selling opportunities.

Examples of AI in Customer Experience

Businesses across various industries are leveraging AI to enhance interactions, streamline processes, and provide unparalleled services to their customers. By integrating AI seamlessly into their operations, these forward-thinking enterprises are not only keeping pace with technological advancements but also setting new standards for customer-centricity, efficiency, and innovation. From personalized recommendations to predictive analytics, let’s look at a few AI customer experience examples:  

1. Chatbots for Instant Support

One of the most recognizable implementations of AI in customer experience is the use of chatbots. These virtual assistants, powered by AI and natural language processing, enable businesses to provide instant and personalized support to customers. Whether answering queries, assisting with product selection, or guiding through troubleshooting processes, chatbots enhance the overall customer service experience by delivering timely and accurate information.

Example: Many e-commerce websites deploy AI-driven chatbots to engage with visitors, address queries, and facilitate seamless browsing and purchasing experiences.

2. Personalized Recommendations

AI algorithms excel at analyzing customer data to offer personalized product recommendations. Whether it’s suggesting similar items based on past purchases or showcasing products aligned with individual preferences, these recommendation engines significantly contribute to a more tailored and enjoyable shopping experience.

Example: Streaming platforms like Netflix use AI to analyze viewing history and provide personalized content recommendations, keeping users engaged and satisfied.

3. Predictive Analytics for Anticipating Needs

AI’s predictive analytics capabilities empower businesses to anticipate customer needs and preferences. By analyzing historical data, AI systems can forecast trends, helping businesses stay ahead of customer expectations. This proactive approach allows companies to offer relevant products or services before customers even express their requirements.

Example: Retailers use AI to predict inventory needs, ensuring products are available when customers want them, thus reducing stockouts and improving overall satisfaction.

4. Voice Assistants for Seamless Interactions

The rise of voice-activated AI assistants, such as Amazon’s Alexa or Apple’s Siri, has transformed how customers interact with devices. These virtual assistants enhance convenience by allowing users to perform various tasks, from setting reminders to making purchases, using natural language commands.

Example: Smart home devices leverage AI voice assistants to provide hands-free control, creating a frictionless experience for users.

5. Sentiment Analysis for Customer Feedback

AI-driven sentiment analysis tools sift through vast amounts of customer feedback, including reviews and social media comments, to gauge sentiment. This valuable insight allows businesses to understand how customers feel about their products or services, enabling them to make data-driven improvements and respond to issues promptly.

Example: Airlines use sentiment analysis to assess customer feedback on social media, addressing concerns and improving overall customer satisfaction.

These examples showcase the versatility of AI in enhancing various facets of the customer experience. As technology continues to advance, the integration of AI will likely become even more sophisticated, offering businesses new and innovative ways to exceed customer expectations.

How AI Has Improved Customer Experience

Artificial intelligence has emerged as a driving force behind significant improvements in the customer experience industry. These technologies have enhanced the way businesses engage with customers, and have enhanced every step of the customer journey. Here are just a few areas where AI has contributed to creating a more seamless, personalized, and satisfying customer experience. 

1. Personalization at Scale

AI has ushered in an era of hyper-personalization, allowing businesses to tailor their offerings to individual customer preferences at scale. Machine learning algorithms analyze vast datasets, including customer behavior, purchase history, and interactions, to provide personalized recommendations and content. This level of customization not only delights customers by offering what they want but also fosters brand loyalty and long-term relationships.

Example: E-commerce platforms leverage AI to analyze customer browsing and purchasing behavior, presenting personalized product recommendations that align with individual tastes and preferences.

2. Proactive Customer Service

AI-powered chatbots and virtual assistants have redefined customer service by offering instantaneous and proactive support. These intelligent systems can handle routine inquiries, provide product information, and assist with problem-solving in real time. By addressing customer needs promptly, businesses enhance the overall service experience and ensure that customers feel heard and valued.

Example: Customer support chatbots on websites provide instant responses to frequently asked questions, guiding users through common issues and ensuring a swift resolution.

3. Streamlining Customer Journey

AI optimizes the entire customer journey by streamlining processes and reducing friction at every touchpoint. From browsing products to making a purchase, AI technologies analyze user behavior to identify potential pain points and optimize the journey for a smoother experience. This results in reduced wait times, faster transaction processes, and an overall more efficient and enjoyable customer journey.

Example: Mobile banking apps utilize AI to analyze user interactions, streamlining the process of transferring funds, checking balances, and completing other financial transactions.

4. Data-Driven Decision-Making

AI empowers businesses to make informed decisions by extracting actionable insights from vast amounts of customer data. Through predictive analytics, businesses can anticipate customer needs, identify trends, and tailor their strategies accordingly. This data-driven approach ensures that businesses stay ahead of market dynamics and provide services that align with evolving customer expectations.

Example: Retailers use AI to analyze purchasing patterns and predict future trends, enabling them to stock inventory strategically and offer products that are likely to be in high demand.

5. Enhanced Security and Fraud Detection

In an era where online security is paramount, AI has significantly improved customer trust by enhancing security measures. AI algorithms can detect and prevent fraudulent activities, protecting both businesses and customers from potential threats. This not only safeguards sensitive information but also instills confidence in customers when engaging in online transactions.

Example: Financial institutions deploy AI to analyze transaction patterns and detect anomalies that may indicate fraudulent activities, ensuring a secure banking experience for customers.

New AI Trends in Customer Experience

As businesses continue to embrace the transformative power of Artificial Intelligence (AI), the landscape of customer experience is witnessing dynamic shifts driven by emerging trends. These trends not only reflect the ongoing evolution of AI technologies but also offer a glimpse into the future of customer interactions.

1. AI-Powered Visual Search

Visual search capabilities are on the rise, enabling customers to search and discover products using images rather than text queries. AI algorithms analyze visual data, allowing users to find products similar to what they capture with their cameras or upload as images. This trend enhances the efficiency of product discovery, making the shopping experience more intuitive and visually driven.

Example: Retailers incorporate visual search capabilities in their mobile apps, allowing users to take pictures of products and find similar items in their inventory.

2. Augmented Reality (AR) for Immersive Experiences

The integration of Augmented Reality (AR) into customer experiences is becoming increasingly prevalent. AI enhances AR applications by analyzing user interactions and tailoring augmented content based on individual preferences. This trend offers customers immersive and interactive experiences, particularly in industries such as retail, where virtual try-ons and product visualizations are gaining popularity.

Example: Furniture retailers use AR applications to allow customers to visualize how a piece of furniture will look in their homes before making a purchase.

3. AI Ethics and Responsible AI Practices

As AI becomes more integral to customer experiences, the ethical implications of its use are garnering increased attention. The trend towards AI ethics involves implementing responsible AI practices to ensure fairness, transparency, and accountability. Businesses are recognizing the importance of addressing bias in AI algorithms and adopting ethical frameworks to build trust with their customers.

Example: Companies are actively working on minimizing biases in AI algorithms to ensure fair and equitable treatment of all customers, regardless of demographics.

How Can AI Upgrade Customer Experience Analysis?

On a basic level, customers aren’t going to shop at or buy from a company if they don’t have a good customer experience. But the customer experience can be incredibly complicated, involving everything from the visual appeal of the product to the way a customer service representative walks them through a technical problem. Thus, a huge pain point is created for businesses in that they need to sort through the nuances and make informed decisions at the executive level that also positively impact the end user. 

InMoment’s customer experience platform boasts that they are a best-in-class AI-powered company that uses predictive customer analytics to help businesses understand unstructured data and end the CX guessing game.

As an example, here is what InMoment is able to pull from a simple review compared to our biggest competitor.  While our competitors are limited to surface-level observations, InMoment empowers your organization to delve deeper, unveiling richer insights that include uncovering customer intent. Whether it’s an intent to purchase or a potential churn, InMoment equips you to promptly take the necessary actions.

InMoment’s Award-Winning AI Technology for CX

InMoment can give you the tools to utilize AI for customer experience, but it doesn’t end there. We have also helped customers like Foot Locker and La-Z-Boy manage loads of structured and unstructured data, uncover the voice of the customer, and improve their key metrics. You can see what InMoment can do for your business by booking a demo today! But if you’re still curious to learn about the latest trends with AI in CX, read our latest consumer trends report.

Power up Your Productivity to Drive Experience Improvement

Elevating Customer Experience Through Strategic Productivity Insights

In a recent workshop conducted at the XI Forum 2023 in London by industry experts Simon Fraser, VP, Insights and Consultancy at InMoment, and Simon Hedaux, Founder of Rethink Productivity, the focus was on enhancing productivity to drive experience improvement within businesses. This hands-on workshop emphasised the significance of integrating customer and employee perspectives into experience enhancement strategies, whilst leveraging productivity studies and insights to make informed investment decisions.

The workshop gathered professionals from diverse sectors such as retail, travel, services, grocery, and healthcare. Participants delved into diverse dimensions of experience delivery, encompassing efficiency, role dynamics, design considerations, and customer journeys. Here are the highlights and takeaways from the session! 

Understanding the Core Elements

To gain a comprehensive understanding of the situation, it’s important to conduct efficiency assessments. These assessments prioritise the identification of operational discrepancies, the reduction of non-value-added tasks, and the optimisation of resource distribution. An evaluation of roles within the organisation sheds light on various aspects, including customer interactions, management visibility, team composition, and potential upselling opportunities

In addition, assessing the design element entails an examination of how the layout impacts both the employee and customer experience, with the aim of enhancing the overall environment. The exploration of customer journeys also allows you to go beyond surface-level observations, encompassing a thorough analysis of both front-end and back-end processes that significantly influence the quality of the delivered experiences.

Macro-Environmental Insights

The workshop started by contextualising businesses within macro-economic and social environments, considering factors like inflation, evolving consumer behaviours, and societal habits. These elements influence how businesses operate and make decisions.

Participants delved into specific customer touchpoints, such as the ‘Fitting Room’ and ‘Coffee Shop’ experiences. Through diverse lenses—customer, employee, and business perspectives—participants identified critical success factors, pain points, and optimisation opportunities.

Insights and Learnings

Rethink Productivity’s Simon Hedaux shared insights derived from global studies across varied industries and environments. The essence lies in the challenging trade-off between investing in time, cost, and quality, as very few businesses can simultaneously optimise all three. Strategic decision-making is pivotal to prioritising where to focus investments.

Key Strategies for Experience Enhancement

The primary takeaway emphasised the importance of a triangulation approach, aligning customer, employee, and business experiences for effective decision-making. Achieving harmony between signals, abilities, and expectations is crucial.

A systematic understanding and anticipation of customer and employee expectations, coupled with responsive processes, are vital for successful experience improvement initiatives. The importance of utilising multiple lenses for investment decisions, aligning them with ROI goals, was a focal point.

Listening to the voice of the customer and recognising their value emerged as a significant strategy. The necessity of an integrated CX data ecosystem, supported by the right organisational culture, was underscored as the ideal approach.

Practitioners need to consider this triangulation of experiences between customer, employee, and the business when making decisions on how best to invest, and support experience improvement transformation.  To be successful there needs to be harmony between signals, abilities, and expectations. 

  1. The customers – what they take away from all their encounters with your brand, the signals they are looking for, and what they expect?  How clear to them is the process, how easy it is to access and have privacy, and how easy is it to get help when needed?
  2. The employees – what they can deliver, what they are trained to do, what is the culture, and what are their KPIs?
  3. The business – what you say you do (the expectations being set / how this is marketed), and where the budget should be spent? What measures can be taken to prevent loss prevention? What are the staffing levels that are being provided for in the budget?

In conclusion, the workshop underlined the intricate balance needed between productivity, customer experience, and business success. By aligning strategies with the intertwined needs of customers, employees, and the business, companies can drive impactful improvements that lead to sustainable growth and enhanced customer loyalty.

Download the full summary of our XI Forum Europe 2023 here

Change Region

Selecting a different region will change the language and content of inmoment.com

North America
United States/Canada (English)
DACH (Deutsch) United Kingdom (English)
Asia Pacific
Australia (English) New Zealand (English) Singapore (English)