The reason you are trying to improve your Customer Experience is to drive value or a ‘Return on Investment’. (ROI). But what changes in your experience will drive the most value and ROI for you?
To discover this you need to undertake specialized research with Customers. The challenge is that what Customers say and what they do are very different! Therefore the research you need to undertake needs to take this into account.
Watch this short video on how to discover what drives value and ROI in your experience.