The Ultimate Guide to Customer Experience Analytics

The Ultimate Guide to Customer Experience Analytics

Zuzanna Sobczyk
Zuzanna Sobczyk9 minJune 28, 2023

In today’s fiercely competitive market, understanding your customers is paramount to success.

That’s where customer experience analytics comes in. 

This comprehensive guide will be your compass, leading you through the intricacies of CX analytics and helping you harness its transformative power. 

Whether you’re a seasoned CX professional or just starting your journey, this guide will equip you with the knowledge and tools you need to revolutionize your approach to customer experience.

Prepare to unlock hidden opportunities. Learn to elevate customer engagement. Guarantee your business an unprecedented success. 

Let’s get right into it.

What is customer experience analytics?

Customer experience analytics refers to the practice of collecting, analyzing, and interpreting data related to customer interactions and experiences with a company’s products, services, and touchpoints. It involves using various tools and techniques to gather data from multiple sources, such as customer feedback, surveys, website analytics, social media monitoring, and more.

Why Should Businesses Use Customer Experience Analytics? Benefits of CX Data

CX (Customer Experience) Analytics offers an invaluable compass to navigate the complex landscape of modern consumer behavior. It opens the door to numerous strategic benefits that directly influence a business’s bottom line. 

Here’s why businesses should prioritize CX Analytics:

Boost Customer Retention

Understanding and enhancing customer experience leads to better customer sentiment. As a result, it’s easy to foster customer loyalty and retention. Retaining existing customers is cost-effective and contributes greatly to revenue generation.

Increase Customer Acquisition

Happy customers often become brand advocates. They are more likely to recommend your business to others, leading to an organic increase in customer acquisition.

Drive Revenue Growth

More customers = more revenue flowing into the company. A positive customer experience often results in higher customer lifetime value. Customers with great experiences tend to spend more, repeat purchases, and engage more with the brand, driving overall revenue growth.

Gain Competitive Advantage

Over 75% of businesses find customer experience to be a key differentiator from the competition. Are you in that 75%? In today’s competitive marketplace, a top-notch customer experience can make your brand stand out from competitors. Businesses that prioritize CX analytics are better equipped to meet or exceed customer expectations, giving them a competitive edge.

Identify Areas of Improvement 

CX analytics aid businesses in uncovering pain points in the customer journey. As a result, they provide data-driven insights to improve products, services, and overall customer interactions.

Enhance Product Development

As a result of understanding customer needs, preferences, and pain points, businesses can refine existing products or develop new ones. Such improved or freshly developed products also have the power to be more appealing to their target market thanks to the insights from cx.

How to conduct a customer experience analysis in 9 steps?

If you’re looking to conduct a customer experience analysis for the first time in your life, our guide is here to help you.

For the purpose of this guide, we’ll take a “website analytics, user behavior, and session recording software as our product.

Alt: customer experience analysis framework banner

Step 1: Define Customer Experience Objectives

Start by pinpointing what you aim to achieve from your customer experience analysis. 

Objectives could range from improving customer satisfaction scores to reducing customer churn rate. 

Align your objectives with your overall customer experience goals to ensure relevancy.

For instance, your objectives could be:

  • seamless interaction,
  • personalization,
  • timely and responsive support,
  • consistency,
  • positive emotional connection,
  • value for money,
  • continuous improvement.

Step 2: Develop Customer Personas

Creating detailed customer personas can help you understand your customers better. Do it as your second step.

These personas should be based on real data and should include, among others,:

  • demographic information,
  • behavior patterns,
  • motivations, and
  • goals.

An example of a customer persona might be:

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Step 3: Map the Customer Journey

Let’s move forward onto the entire customer journey mapping process. 

The customer journey outlines the different stages a customer goes through when interacting with your company. 

It starts with the initial point of contact and continues through purchase, use of the product or service, and post-purchase interactions.

Take a look at what it could look like based on the product mentioned earlier:

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Step 4: Identify Customer Touchpoints

Touchpoints are the various points of interaction between your company and your customers. These could include your website, social media platforms, customer service representatives, and physical stores.

For the website analytics software, some of the touchpoints could be:

  • website landing page,
  • product demo or trial sign-up,
  • onboarding process,
  • user interface and features,
  • customer support interactions,
  • email communication,
  • user account dashboard,
  • feedback and review collection,
  • renewal or upgrade opportunities.

Step 5: Gather Customer Feedback

Collecting customer feedback is crucial in understanding your customers’ experiences. 

This can be done through surveys, social media monitoring, or direct communication with customers.

An example would be sending a post-purchase email to customers asking them to rate their experience and provide any additional comments about their experience with the software.

Step 6: Engage with Customer Insight

Next, review and analyze all customer interactions across different touchpoints. 

This journey analytics can reveal strengths and weaknesses in your customer experience, as well as act as a great base for predictive analytics in the future.

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Step 7: Measure Customer Satisfaction

Use customer satisfaction metrics to gauge the success of your customer experience efforts.

You could use Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Effort Score (CES). 

For instance, a low NPS score would suggest that customers are not likely to recommend your business to others, signaling a need for improvement in your customer experience.

Step 8: Implement Changes Based on Findings

Take action based on the insights gathered from your analysis. 

This may involve training staff, revising policies, or redesigning your website or the tool’s dashboard.

In a hypothetical example, if your analysis reveals that customers find it difficult to locate products on your website, you might consider revamping the site’s navigation and search features.

Step 9: Continuously Monitor and Refine

Remember that customer experience analysis is not a one-time event. 

Thus, we recommend continuously gathering feedback, measuring satisfaction, and making necessary adjustments to keep improving the customer experience.

What could it be in the case of website analytics software? 

After implementing changes to your website based on customer feedback, continue to monitor usability and seek new feedback to ensure the changes have had the desired effect.

Your Best Customer Experience Analytics Solution

LiveSession is a potential analytics tool for customer experience (CX), offering valuable insights into user behavior on your website or app. 

Here’s how LiveSession’s analytics platform can help you:

Session Replay

LiveSession lets you watch replays of user sessions, giving you a firsthand look at actionable insights from their actions. This makes it easier to identify usability issues or areas of confusion that could be hindering the user experience.


With LiveSession’s heatmaps, you can visualize how users interact with your site. You can see where users click, scroll, and move their cursor, helping you identify popular areas and elements being ignored.

Error Identification

LiveSession detects JavaScript errors that users encounter during their sessions. This is crucial for identifying technical problems that could be negatively impacting the user experience.


You can segment sessions based on various parameters, like device type, browser, location, or custom events. This feature helps you understand the experiences of different user groups.

Integration with Customer Feedback

If you collect customer feedback through surveys or forms, you can link these responses to session replays thanks to integrations.This feature gives you a clearer picture of the issues users face, enriching your understanding of their experience.

Use Cx Analytics Like a Pro

This ultimate guide has equipped you with a comprehensive understanding of CX analytics, its benefits, and how to conduct a customer experience analysis. 

The 9-step process outlined in this guide, combined with powerful analytics tools like LiveSession, can revolutionize your approach to customer experience. 

Remember, continuous monitoring and refinement are key to maintaining and improving the customer experience. 

Don’t ignore the power of CX analytics – it’s your compass to unlock hidden opportunities and guarantee unprecedented business success.

If you liked this article, visit our blog for more articles like this. And don’t forget to check LiveSession out for a (very) helping hand with customer experience analytics.


What if you ignore CX analytics?

Ignoring CX analytics means missing out on valuable insights into customer behavior, preferences, and sentiment, leading to subpar customer experiences and lost opportunities for improvement.

What data does customer analytics use?

Customer analytics utilizes various types of data, including customer data from multiple touchpoints, such as interactions, transactions, feedback, and behavioral patterns, to gain deep insights into customer behavior and preferences.

How can big data analytics improve the customer experience?

Big data analytics, when used effectively, can uncover patterns, trends, and correlations that provide actionable insights to improve customer experience. It helps businesses personalize interactions, anticipate customer needs, and optimize touchpoints throughout the entire customer journey.

What are customer experience KPIs?

Customer experience KPIs are metrics used to measure and evaluate the success of customer experience efforts. Examples include customer satisfaction scores, Net Promoter Score (NPS), customer retention rate, customer lifetime value, and customer effort score. These KPIs provide quantifiable benchmarks to gauge the effectiveness of CX initiatives.

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