CX Research is the process of collecting data regarding the rrelationship and interactions customers have with an organization.  The ears and eyes of the company, it is a crucial part of a CX program and can help companies closing the gap between the value proposition and customers’ expectations. The information collected provides insights and data, so decision-makers can take informed decisions, direct actions and build a customer-centric business model

Customers can engage in multiple ways with a brand, they expect to be served and be able to switch between different channels and media, seamless. As a result, customer expectations are higher than ever. Expecting consistent and continuous products and services with instant access, always, on any device. Companies need to align CX and Brand, Brand values and goals, and repositioning their value proposition.