Introduction: More Than Just a Survey

Customer experience research (often shortened to CX research) is the discipline of systematically measuring, analyzing, and improving how customers interact with a business across every channel. It’s not simply a survey or a customer satisfaction score.

For C-suite executives and procurement officers, CX research is a way to:
– Strengthen the brand by ensuring every customer touchpoint reflects the company’s promise.
– Grow revenue by improving loyalty and retention while reducing customer churn.
– Ensure compliance in regulated industries, reducing risk and protecting reputation.

Since 1986, Confero has been a trusted CX research company, delivering accurate, actionable insights for Fortune 500 companies and regional businesses alike.

Why Businesses Invest in Customer Experience Research

Strengthening Brand Loyalty

Customers don’t remember policies or slogans — they remember experiences. When those experiences are inconsistent, brand trust erodes. Research uncovers the hidden gaps between the brand promise and actual delivery.

Driving Revenue Growth

Brands delivering excellent customer experiences achieve higher retention, larger wallet share, and stronger referrals. Even small percentage improvements in satisfaction can translate to millions in revenue.

Ensuring Compliance

For banks, healthcare providers, and government-regulated industries, compliance failures carry enormous risk. CX research, especially compliance audits and mystery shopping, helps executives verify that frontline teams meet regulatory standards consistently.

 

The Difference Between CX Research and Simple Surveys

Surveys are valuable, but they only scratch the surface. They capture customer opinions, often after the fact. CX research, by contrast, looks at:
– Mystery shopping: Evaluating live service delivery.
– Compliance audits: Testing whether policies and regulations are followed in practice.
– Journey mapping: Identifying friction points across the entire customer journey.
– Data aggregation: Pulling multiple signals into one executive-ready view.

Where surveys provide ‘what customers feel,’ CX research provides why they feel it — and what to do about it.

Methods: Qualitative and Quantitative Research

A complete customer experience research program blends:
– Qualitative methods: mystery shops, focus groups, interviews — capturing stories and context.
– Quantitative methods: surveys, benchmarking, performance scores — capturing data patterns at scale.

Executives need both. The stories explain the numbers, and the numbers validate the stories.

Real-World Example: Retail Compliance Gaps

A national retailer engaged Confero after compliance scores plateaued.

– The challenge: Despite robust training, audit failures persisted in certain regions.
– The research: Confero deployed a blended program — mystery shopping, compliance checks, and customer surveys.
– The results: Identified three systemic compliance gaps, raised compliance scores by 30% in one year, and improved customer satisfaction scores and repeat purchase rates.

The takeaway? CX research doesn’t just reveal problems. It delivers roadmaps for measurable improvement.

Why Confero?

Executives can choose from dozens of research vendors. Here’s what differentiates Confero:
– Proven expertise since 1986 — trusted by global brands for nearly four decades.
– Nationwide scale — field teams across the U.S. ensure consistent reach.
– Rigorous quality control — results you can trust to guide multimillion-dollar decisions.
– Advanced reporting — from dashboards to executive summaries.
– Personalized client service — every program customized to the client’s industry, footprint, and goals.

The Cost of Not Investing in CX Research

Failing to measure and manage customer experience comes at a cost:
– Lost revenue through preventable churn.
– Brand erosion as negative experiences spread on social media.
– Compliance penalties that can run into millions.

CX research is no longer optional — it’s a strategic necessity for any executive responsible for growth, compliance, or brand trust.

What’s Your Next Move? Let’s build your CX roadmap.

Whether your business needs a compliance-focused audit program, a mystery shopping initiative, or a comprehensive CX research strategy, Confero delivers the insights executives need.

👉 Contact Confero today to learn how our customized customer experience research can strengthen your brand, grow your revenue, and ensure compliance.