Customer Experience Research Services

Customer experience research examines what customers need, expect and experience across their relationship with a company. It can focus on a specific interaction such as purchasing, delivery or customer support, or assess the complete life cycle from initial consideration and onboarding to usage, renewal and cancellation.

At TGM Research, we design customer experience studies around the business decision that needs to be made. Depending on the objective, the study can help measure satisfaction, effort, loyalty and churn intention, map customer journeys, evaluate individual touchpoints or identify the factors that have the greatest influence on the overall experience.

A well-designed study explains why customers feel the way they do, which groups are most affected and where improvements are most likely to strengthen retention, loyalty or service performance.

TGM selects customer experience metrics according to the interaction being studied and the decision the client needs to make. We do not recommend relying on one score to represent the entire customer relationship.

Common measures include:

• Customer Satisfaction Score: Satisfaction with a product, service, transaction or touchpoint.
• Net Promoter Score: Likelihood to recommend and the experiences associated with advocacy or dissatisfaction.
• Customer Effort Score: How easy or difficult customers find it to complete a task, obtain support or resolve an issue.
• Loyalty and retention indicators: Intention to remain, renew, repurchase, increase usage or switch providers.
• Perceived value: Whether the experience and benefits justify the price, time or effort required.
• Service-quality measures: Reliability, responsiveness, clarity, empathy and problem resolution.
• Journey and touchpoint performance: Satisfaction, effort and friction at different stages of the customer lifecycle.
• Behavioral and operational indicators: Usage, repeat contact, delivery performance, resolution outcomes or cancellation behavior, where the relevant data is available.

We also include diagnostic questions to understand the reasons behind each score. Where appropriate, key driver analysis can identify which experience factors have the strongest relationship with satisfaction, loyalty, recommendation or churn risk.

Yes, TGM Research can survey your existing customers using a contact list supplied by your company or by integrating the survey into your existing customer communication channels.

Depending on the project, customers may be invited through email, SMS, an in-app message, a website link or another agreed method. TGM can manage survey design, programming, invitations, reminders, data collection, analysis and reporting.

Before fieldwork begins, we will review the available customer data, expected response rate, required sample size and local data protection requirements. Customer information is handled only for the agreed research purpose and in accordance with the relevant consent and privacy requirements.

Surveying existing customers is commonly used for:

• Customer satisfaction and Net Promoter Score research
• Post-purchase or post-service feedback
• Customer journey research
• Product and service evaluation
• Churn and retention studies
• Relationship tracking
• Lost-customer research

Where response rates may be limited, we can also advise on invitation wording, survey length, reminder schedules and appropriate incentives.

Yes. We can recruit category users, customers of named competitors, former customers, prospective buyers and specialist B2B audiences in your desired markets. For example, a bank may want to speak with customers of competing banks, while a software company may need users of alternative platforms. A consumer brand may want to compare its customers with frequent category buyers who have not yet purchased its products.

Participants can be screened based on factors such as:

• Brands currently used
• Brands used in the past
• Purchase frequency
• Recent category purchases
• Product ownership
• Service subscription
• Switching behavior
• Decision-making responsibility
• Spending level

TGM uses detailed screening questions and respondent-quality controls to confirm eligibility. For specialist or low-incidence audiences, we assess feasibility before fieldwork and recommend a realistic sample size, recruitment approach and research design. Contact us to talk about your upcoming research project.

Customer experience research identifies churn drivers by connecting customer feedback with the experiences, expectations and behaviors that influence a customer’s decision to stay or leave.

A drop-off study may examine areas such as:

• Product or service quality
• Pricing and perceived value
• Customer support
• Delivery or fulfillment
• Digital experience
• Account management
• Billing and payment
• Competitor offers
• Unresolved problems
• Changes in customer needs
• Trust and brand perception

TGM can analyze which parts of the customer experience have the strongest relationship with retention, switching intention or actual churn. Where client data is available, survey responses can also be linked with relevant customer information, such as tenure, product usage, purchase frequency or churn status, subject to appropriate privacy controls.

Yes. Customer experience is benchmarked against competitors by asking customers to evaluate the brands they currently use.

Key measures to compare include:

• Overall satisfaction
• Net Promoter Score
• Customer effort
• Trust
• Value for money
• Product or service quality
• Digital experience
• Customer support
• Purchase or renewal intention
• Likelihood to switch
• Brand preference

The research design depends on the market and category. In some studies, respondents evaluate many brands they have recently used. In others, separate customer samples are recruited for each competitor.

Competitive benchmarking reveals where your brand has a meaningful advantage, and whether a customer experience problem is unique to you or common across the category.

Yes. TGM Research supports both full-service and sample-only customer experience projects.

With a full-service research project, we manage the complete research process, including:

• Research consultation
• Study and sample design
• Questionnaire development
• Survey programming
• Translation and localization
• Respondent recruitment
• Fieldwork management
• Data quality control
• Data processing
• Analysis and reporting
• Strategic recommendations

If you need an experienced research partner to manage your research project end to end, full-service research is the right fit.

With a sample-only project, you provide the programmed survey or survey link, and we recruit qualified respondents/panelists based on the agreed criteria. Sample-only support is often used by research agencies, consulting firms and internal insights teams that manage questionnaire design, survey programming and analysis themselves.

Related Reading: Sample-Only vs Full-Service Market Research: Which One Fits Your Project?

We also provide a flexible combination of services, such as sample and programming, fieldwork and data delivery, or questionnaire review.

Yes. TGM Research can conduct multi-country customer experience studies across our international research network, covering more than 130 markets.

Multi-country projects can use a consistent core questionnaire so that results can be compared across countries, regions and customer groups. At the same time, questions, examples and terminology can be adapted to reflect local products, customer journeys, competitors and cultural differences.