Customer experience research is evolving rapidly—especially for B2B companies, where their high-value relationships demand precision insights. That’s why earlier this month, for our B2B CXPA Roundtable, I hosted Matt Egol, Jack-Morgan Mizell, and Gillian Salerno-Rebic to explore the possibilities and limitations of using AI for research. I posed questions to the group to get their take […]
You’ve probably been on the receiving end of a bad survey. Maybe it asked you to rate a delivery you never received. Or it forced you to choose between three irrelevant response options, none of which applied to you. Or perhaps you actually took the time to explain a problem in your own words, and […]
Customer Effort Score (CES) measures how hard it is for your customers to get help from your customer service teams. And if you’ve ever had a hard time canceling a subscription or fixing a billing issue, you know exactly why it matters. Has this ever happened to you? You clicked through five help articles, waited […]
Qualtrics is the industry standard for customer experience surveys. But that doesn’t mean it’s the right fit for everyone. If you’re a large enterprise with a team of analysts and a six-figure budget, it might be perfect. But for most companies? It might be too expensive, clunky, or bloated with features you’ll never use. The […]
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A lot of businesses collect customer feedback—but do they turn it into real insight, or just a stack of random data? An even bigger question: do they actually know which types of customer satisfaction surveys best match their goals? When most people talk about “different survey types,” they focus on delivery formats: online surveys, phone […]
Sentiment analysis reveals the emotions your customers feel—but knowing how they feel is only useful if you know why they feel the emotion in the first place. If you want to improve customer experience, you need more than just emotional data. You need to know what customers are actually saying so you can identify key […]
Your Net Promoter Score (NPS) isn’t just another number—it’s a direct reflection of customer trust and customer loyalty. A high NPS means happy customers who are eager to spread the word about your business, fueling growth and strengthening your brand reputation. But here’s the problem: too many companies chase a better NPS the wrong way—bombarding […]
Analyzing open ended survey questions is the single most fruitful method for getting meaningful, honest feedback. Employees and customers can express themselves through text and say what’s really on their minds in a way that’s impossible through structured rating questions. Open-ends are your ‘gold’ but extracting the gold is challenging, which is why companies look […]
In this episode of the Agile Brand podcast with Greg Kihlström, Martha Brooke discusses the science of CX surveys. Martha touches on why most customer experience programs aren’t scientific, how you can become more scientific in your approach, and when and how to use AI in your survey program. The Science of CX Surveys, Summarized: […]
Last Updated: May 8, 2025 Looking for a customer experience research firm? The best firms go beyond surface-level feedback to deliver data you can act on—helping you retain customers, boost loyalty, and stand out from competitors. Here’s how to find the right partner and what makes research firms like Interaction Metrics different. At Interaction Metrics, […]
Companies seem inordinately invested in their customer experience (CX) strategy. They send surveys, analyze touchpoints, and build out customer personas. But an alarming paradox has emerged: Customers are more dissatisfied than ever. According to Forrester Research, in 2023, for the second year in a row, the quality of customer experience among U.S. brands declined. In […]
Does your company issue customer surveys, but you’re not getting the insights you need? Read on for a quick class on how to write good survey questions that result in objective, actionable data. Are you looking to improve your data right away and don’t want to read this entire post? Here are three tips I […]