Goals of Customer Experience Management

By implementing CX research through the YourCX platform, companies can pursue a range of business and operational goals that contribute to higher conversion rates, increased customer loyalty, and more efficient processes. Below are the key goals of Customer Experience Management, along with practical guidance on how to measure, analyze, and act on the data collected through YourCX.

Each area is a potential focus of analysis and can be explored through surveys, user journey tracking, segmentation, market benchmarks, or integrations with external data sources.

1. Evaluating Customer Experience

The goal is to assess the overall quality of a customer’s interaction with the brand — from their first website visit to post-sale support. YourCX supports continuous, event-based, and multichannel research (online, mobile, offline), with insights into visit intent, goal completion, and satisfaction at various touchpoints.

Best practice: Use dedicated surveys to measure different stages: first impression, purchase moment, delivery experience, and contact with customer service.

2. Ongoing Satisfaction Monitoring

Tracking changes in satisfaction over time (daily, weekly, monthly, quarterly, etc.) enables quick reactions to concerning trends. YourCX allows you to define custom KPIs, monitor results in real time via dashboards, and compare outcomes with market benchmarks.

Best practice: Define threshold levels and set up alerts that notify the team when satisfaction drops below the expected level.

3. Optimizing Customer Loyalty

Using NPS surveys and open-text analysis, you can identify drivers of loyalty or its absence. Segmentation reveals which customer groups require special attention or retention actions.

Best practice: Regularly analyze what characterizes your promoters—use these insights to build loyal customer personas. Leverage automated categorization of open-ended feedback.

4. Improving Conversion Rates

YourCX surveys can be embedded at critical points in the customer journey—on product pages, in the cart, or after cart abandonment. When combined with behavioral data, they help identify the impact of errors, information gaps, and technical issues on conversion (including delayed conversions).

Example: A cart abandonment survey revealed that 18% of users left due to unclear information about returns and complaints. Path analysis showed that two-thirds of them tried to find return policy details but exited after reaching the FAQ page. Users who didn’t encounter return policy issues completed their orders nearly twice as often.

5. Maximizing Customer Lifetime Value (LTV)

Continuous satisfaction measurement and behavioral analysis help monitor loyalty indicators and track how various interactions influence future purchase behavior.

Best practice: Create customer segments based on engagement level—e.g., “brand fans,” “occasional,” “at-risk”—and tailor retention strategies accordingly.

6. Reducing Cart and Form Abandonment

Analyzing both declared and behavior-based reasons for abandonment helps uncover barriers in the purchasing or conversion process.

Best practice: Launch targeted surveys triggered during cart abandonment or at the end of a visit to capture feedback in real time.

7. Reducing Customer Support Costs

Collecting feedback directly within the website interface (e.g., after contacting customer support, using live chat, or browsing the FAQ) can reduce traffic to more costly support channels (phone, email), improve service quality, and enable performance evaluation.

Best practice: Deploy post-contact surveys to evaluate not only issue resolution but also politeness, competence, and engagement of support agents.

8. Measuring the ROPO and revROPO Effect

By combining YourCX surveys with geolocation system data, you can analyze how online and offline channels influence each other—critical in omnichannel strategies.

Best practice: Ask users about their next steps (e.g., “Do you plan to visit a physical store?” or “Where will you complete your purchase?”).

9. Understanding Market Preferences and Competitive Positioning

Using the Wallet Allocation Rule methodology, you can discover where customers actually intend to spend their money—even if they’re satisfied with your brand. This type of research helps assess your true market strength.

Best practice: Conduct comparative studies with competing brands—ask not only about satisfaction but also about overall brand preferences within the industry.