Customer Experience (CXi) And Satisfaction
With CXi, we provide a unique customer experience research framework that helps businesses gain a comprehensive 360-degree view of customer drivers, allowing businesses to evaluate brand performance, identify common strengths and weaknesses, and effectively segment loyalty.
Differentiated Approach
CXi acts as a unique single index for customer experience research measured through four key metrics — performance, advocacy, reconsideration and competitive advantage.
Holistic Customer Experience Research
While most frameworks rely on a handful of metrics, CXi combines Performance, Advocacy, Reconsideration, and Competitive Advantage into a unified index to capture the full spectrum of customer sentiment.
Actionable Insights into CX Drivers
Linking key drivers of customer experience to customer outcomes, CXi provides a clear direction for design, execution, and resource prioritization, helping business decision makers to act with confidence.
Loyalty Segmentation for Precision Targeting
CXi maps customers into loyalty-based consumer segments, helping you strengthen relationships with advocates, win back unhappy customers, and convert those on the fence.
Understanding What Motivates Your Customers
In a complex market, tracking and monitoring customer satisfaction isn't enough. To truly succeed, businesses need a comprehensive view of what drives long-term customer behavior and a clear roadmap for action.
Get All-Round Customer Experience Insights
With CXi, we offer a comprehensive view of customer drivers. Our unique single index evaluates your brand’s performance, identifies strengths and weaknesses, and effectively segments customer loyalty. We go beyond the numbers to provide a framework for specific, actionable steps.Â
Measure Key Customer Metrics
CXi is based on four critical indicators: Performance, how well your brand meets expectations; Advocacy, the likelihood of a recommendation; Reconsideration, if customers are considering competitors; and Competitive Advantage, how your brand is perceived against others.
Anticipate Future Customer Behavior
Relying on a single metric like NPS only tells part of the story. CXi helps you understand why a satisfied customer might still leave tomorrow, by measuring multiple dimensions of their journey and anticipating what they are likely to do in the near future.Â
Turn Insights into Actionable Growth
Knowing your customers is valuable but turning those customer behavior insights into growth strategies is what truly matters. CXi equips you with the clarity and direction to translate customer understanding into measurable business results.
Understand The Reason Behind Your Advocacy Scores
CXi helps you understand this critical disconnect between your advocacy scores and your customer experience, giving you the clarity to prioritize actions that truly improve long-term customer retention and growth.Â
Align Your Strategy with Cultural Values
Brands must reflect cultural values, regional preferences, and social norms to connect authentically. CXi provides the insights needed to understand how trust and traditions shape consumer behavior, allowing you to build lasting loyalty.
Make a Clear Distinction between Design and Execution
CXi provides a comprehensive customer experience and satisfaction research framework that helps you see what happened (status), understand why it happened (drivers), and gives you a clear path for what to do next (action forward). We provide specific actions at the attribute level, helping you bridge the gap between strategy and implementation.Â
Benefits of Customer Experience (CXi) And Satisfaction
Where a single negative customer experience can significantly impact a brand's reputation, CXi empowers companies to proactively measure and manage customer interactions, leading to smarter investments, stronger customer loyalty, and more resilient growth strategies.
Comprehensive Customer Understanding
Our framework provides a nuanced understanding of customer drivers and loyalty segmentation. Unlike traditional methods of customer experience research, our approach offers a 360-degree perspective, moving beyond simple metrics like NPS.
Data-driven Decision Making
Analyze customer insights to make informed decisions. Tailor your strategies, products, and operations to align with customer needs, leading to more effective and efficient business outcomes.
Aligning Strategy with Cultural Nuances
Our customer experience research framework provides nuanced insights into how cultural values and regional preferences shape consumer behavior, allowing you to connect authentically with your audiences worldwide.
Competitive Advantage
A superior customer experience is a key differentiator. We don't just provide numbers; we offer a holistic framework with specific, attribute-level actions to bridge the gap between design and execution.
Continuous Improvement
Customer expectations are always evolving. CXi provides longitudinal and real-time tracking of customer sentiment, allowing your brand to course-correct strategies instantly to stay ahead of market shifts.
A Roadmap for Business Growth
CXi is a growth accelerator that connects customer experience scores with tangible business outcomes like retention and revenue, providing a clear roadmap to fuel profitability and protect customer equity.
Frequently Asked!
How can Borderless Access enhance the impact of your customer experience initiatives?
We use advanced analytics, algorithms and models to extract insights from diverse data sources and customer satisfaction survey results. For example, our Driver Maps utilize Shapley’s regression to pinpoint crucial aspects shaping CXi for the brand or service, mapping them against performance for a nuanced understanding. Further, our customer experience research shapes future business strategies and initiatives, ensuring improved engagement and impactful outcomes.
How is CXi unique and how is it calculated?
CXi goes beyond indexes like NPS. We offer a comprehensive 360-degree perspective in customer experience research. This includes offering analysis of customer motivations, evaluating key drivers and providing loyalty segmentation for in-depth insights.
In addition to conventional metrics like C-SAT and advocacy scores, CXi considers other vital parameters. These include the customer’s perception of the brand’s competitive advantage over others and their intention to repurchase, emphasizing a comprehensive evaluation of customer experience.
How is CXi different from traditional CX metrics like NPS or CSAT?
NPS and CSAT are useful but limited—they typically measure one dimension, such as likelihood to recommend or immediate satisfaction. CXi, on the other hand, integrates four critical metrics: Performance, Advocacy, Reconsideration, and Competitive Advantage. This delivers a holistic, 360-degree view of customer experience by capturing both emotional and behavioral aspects.
Such extensive customer satisfaction research not only measures what customers feel about your brand but also how they act on it—whether they stay loyal, switch, or advocate. For business leaders, this makes CXi a more strategic, actionable framework than standalone metrics.Â
Is CXi future-focused? Does it help uncover insights by core customers or sub-segments?
CXi is future-focused. It reveals the current state of your brand or services including the underlying reasons and the competitive advantage. Beyond that, CXi offers a forward-looking perspective, guiding brands or services on the necessary steps to enhance their growth. What makes CXi powerful is its individual-centric approach. By honing in on core customers and specific sub-segments, it goes beyond generic insights, providing a nuanced understanding that is important for strategic decision-making.
Does CXi provide clear recommendations for addressing or elevating your brand or service experience?
CXi is designed in a way to highlight not just what is most attractive about your brand’s experience touchpoint also reinforce continuous improvement where financial impact of customer dissatisfaction can be critical. Our clients have articulated this aspect of CXi’s deliverables as the unique winning point of our solution.
In addition to conventional metrics like C-SAT and advocacy scores, CXi considers other vital parameters. These include the customer’s perception of the brand’s competitive advantage over others and their intention to repurchase, emphasizing a comprehensive evaluation of customer experience.
How does CXi help businesses improve ROI from customer experience initiatives?
CXi moves beyond tracking to focus on business outcomes. By identifying the most critical drivers of customer perception, our B2B customer experience surveys show where investments in service design, communication, or process improvement will deliver the highest returns. Instead of spreading resources thin, leaders can prioritize areas with the greatest impact on loyalty and repurchase. It also uncovers customer segments most likely to switch or advocate, allowing for targeted action. In this way, CXi ensures that CX investments are strategically aligned, cost-efficient, and directly linked to increased customer lifetime value and profitability.Â
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