Customer Experience (CX) Research

Customer Experience (CX) Research

IOA delivers comprehensive and holistic customer experience research to guide our clients in efforts to refine and improve the customer journey.

What is customer experience (CX) research?

Customer Experience (CX) Research involves analysing and understanding customer interactions and perceptions to enhance satisfaction, loyalty, and business performance. It encompasses:

  • Satisfaction surveys: Collecting feedback from customers to measure satisfaction levels and identify areas for improvement.
  • Customer journey mapping: Analysing and visualising the end-to-end customer experience across all touchpoints.
  • Mystery shopping: Conducting undercover assessments to evaluate service quality and adherence to brand standards.
  • User experience (UX) testing: Testing website or app usability to optimise user experience and interface design.

Some of the main benefits of customer experience (CX) research are:

Improve customer satisfaction and loyalty

Drive repeat business and referrals with positive interactions

Differentiate through superior customer service and experiences

Reduce churn by addressing pain points

Make strategic decisions based on actionable customer insights

Key questions that are answered by customer experience (CX) research

CX research aims to answer a number of important questions to help guide strategic decision making:

  • How satisfied are customers with their overall experience with our brand?
  • What are the key touchpoints in the customer journey, and how do customers perceive them?
  • What are the pain points and areas for improvement in the customer experience?
  • How does our customer service compare to competitors, and where are we falling short?
  • What factors influence customer loyalty and likelihood to recommend our brand?

In On Africa’s customer experience (CX) research services

At In On Africa (IOA), we understand that delivering exceptional customer experiences is crucial for retaining clients and driving business success. Our CX research service is designed to provide comprehensive insights into customers’ perceptions and experiences, enabling our clients to refine their strategies and enhance customer satisfaction.

IOA provides trained CX research staff who conduct interviews with our clients’ customers directly from their offices. This approach ensures the protection of sensitive personal information and allows for real-time feedback and adjustments. Our team is managed by a skilled research manager who collaborates closely with our client’s CX measurement team to ensure seamless integration and actionable insights.

Our CX research offerings can be bolstered by our media monitoring and social listening services. This combination allows us to monitor CX not just among our clients’ customers but also in the broader market. We use this data to help our clients refine and improve their CX strategies.

IOA specialises in a holistic approach to CX. We not only assist clients with in-house CX research but also support CX strategies through social listening and specific consumer research studies, such as our consumer segment tracker research. We merge solicited data (e.g., through interviews) with unsolicited data (e.g., through social listening) to maximize value for our clients.

IOA has extensive experience in providing CX research services across various industries. Our team of analysts and research staff are skilled in conducting in-depth interviews and gathering valuable insights that drive customer satisfaction and business growth. We are committed to helping our clients understand their customers better and create exceptional customer experiences.

Customer experience (CX) research case study:

Full-time team of researchers contracted to conduct ongoing CX research


Multinational financial services company


South Africa


Telephonic CX interviews with business and affluent customers, conducted from our client’s premises

IOA provides ongoing CX research services to one of South Africa’s largest banks, with a team of full-time researchers who conduct customer satisfaction interviews with the bank’s business and affluent clientele.

Our team of trained IOA researchers conduct hundreds of interviews each month from our client’s offices in Johannesburg on behalf of the bank’s CX Measurement department, directly informing their CX strategies.

The team is overseen by a team leader (also an IOA researcher) and one of IOA’s senior full-time staff, who both ensure that monthly targets are met and that optimum research quality is maintained.

Key project outcome:

The IOA team has consistently grown in size throughout the course of the contract as the client has seen the benefits of IOA’s involvement in its CX measurement processes, and the value that IOA brings to the table.

Find out more about how IOA can help you with CX research services.

Read more about IOA’s various service offerings and examples of our past work.