The Importance of Measuring Customer Experience and Satisfaction (Part 1/3)

Explore the critical role of customer experience and satisfaction in driving business success in our latest blog post. We delve into the importance of accurate measurement methods and their impact on developing effective business strategies.
Kari Thor Runarsson
2 min to read

The Importance of Measuring Customer Experience and Satisfaction

Why measure Customer Experience (CX)  

Now, more than ever, understanding your customers is not just a priority, it's a necessity. The key to this understanding lies in measuring customer experience and satisfaction. In this blog post we will delve into the importance of these factors and the methods used to measure them, setting the stage for a deeper understanding of customer-centric business strategies.

The Role of Customer Experience and Satisfaction in Business

Customer experience and satisfaction are the lifeblood of any business. They directly impact customer loyalty, brand reputation, and ultimately, business success. According to a study by PwC, 73% of all people point to customer experience as an important factor in their purchasing decisions, just behind price and product quality. There are dozens other studies that demonstrate the significant role customer experience and satisfaction play in attracting and retaining customers.

For instance, a study by Bain & Company found that increasing customer retention rates by just 5% can increase profits by 25% to 95%. This underscores the importance of customer satisfaction in driving customer loyalty and repeat business.

Methods for Measuring Customer Experience and Satisfaction

There are several methods businesses use to measure customer experience and satisfaction. These include customer surveys, feedback forms, social media monitoring, and customer interviews, among others. The key is to choose the method that best aligns with your business goals and customer base.

For instance, customer surveys can provide a wealth of quantitative data, while customer interviews can offer more qualitative insights. Social media monitoring, on the other hand, can provide real-time feedback and a sense of overall customer sentiment.

Above all, it’s important to use the method and tools that bring the most value to your customer at the end of the day. Because just measuring something for the sake of measuring something is not only bound to lead to disappointment with the end result but also with more survey fatigue and survey blindness. The customer needs to feel that the effort they put into answering and taking part in the survey is at the end of the day benefiting them and contributing to them being more satisfied customers.

The Impact of Accurate Measurement

Accurate measurement of customer experience and satisfaction is crucial for developing effective business strategies. It allows businesses to identify areas of strength and weakness, understand customer needs and expectations, and make informed decisions to improve customer experience.

However, inaccurate measurement can lead to misguided strategies and wasted resources. For instance, a Harvard Business Review study found that companies often overestimate their customer satisfaction levels, leading to complacency and missed opportunities for improvement.


In conclusion, measuring customer experience and satisfaction is a critical aspect of business strategy. It provides valuable insights that can drive business growth and success. In our next blog post, we will delve deeper into the voice of the customer practice, a key methodology for understanding and improving customer experience. Stay tuned to learn more about how you can effectively listen to and act on your customers' voices.

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