Customer Experience Management

We are in the business of customer moment of truth

Business leader has a powerful leverage i.e. understanding, engaging and connecting with their customers. Not just passive customer behavior data, but their thoughts, feelings, and perception. Why and How they think, feel, and act are key. Customer moment of truth is always on. Our platform is also always on; it puts our clients in control to engage & learn proactively.

Today, every customer interaction and touchpoint are critical.

Brands are rethinking, innovating, creating and automating their customer experience journey to win new customers & gain loyalty.

How do we do this?

We must proactively explore different ways to understand our customers and know their context.

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Why do you need Customer Experience Management (CEM)?

Organizations need to focus on CEM because the customer experience is a differentiator in today’s marketplace and has a profound impact on business success.

CEM software and strategies provide businesses with a way to give customers a good experience every time they interact with a brand. CEM includes taking in customer feedback, correlating the feedback to business metrics, and analyzing them together. Businesses use the data to improve front-line engagement with customers and to plan strategic initiatives that lead to a better customer experience.

Today, creating a positive customer experience is more important than ever.

In fact, 86% of consumers would pay more for a good customer experience, and 89% of them took their business elsewhere after a bad customer experience.

of consumers would pay more for a good customer experience

took their business elsewhere after a bad customer experience

  • Improving customer retention


  • Improving customer satisfaction


  • Increasing cross-selling & up-selling


Happy customers mean more revenue

When customers have a positive experience with a company, they’re less likely to do business elsewhere and more likely to recommend that particular company.

When a customer is already happy with their previous experience, they are also more likely to buy more and try other categories offer by your company.

Word of mouth is your friend

A happy customer will keep coming back to your company or product again and again, and most likely they will also tell others about their awesome experience.

  • 23%

    of customers with a positive experience told at least 10 people about it

  • 92%

    of consumers are more likely to believe suggestions from friends and family than ads

  • 88%

    of consumers also trust online reviews from strangers as much as recommendations from their close ones

Customer experience is about emotions and feelings. People don’t simply have interactions with your company or brand, they are far more involved in the process than you could imagine.

X Data + O Data = holistic customer understanding

O Data (Operational Data)

It’s about what’s happening in the day-to-day operations of your business, based on data from your existing information systems; mostly are behaviors related. Examples include numbers of new or defected customers, number of website visitors, referrals, call center volumes, new staff hire numbers, and sales figures. Most companies already have a lot of these data on hand, but often these alone cannot explain the "why". Hence need to combine with X data.

X Data (Experience Data)

Only possible through direct feedback from your customers because is all about their feelings & perceptions (attitude). Usually through surveys, Wechat, social sites comments, SMS, e-mails, and contact center recordings. X data can be quantitative or qualitative.

Advantages of multi-channel data

Big data can help us to understand behaviors but only small data can understand attitudes, motivations, and emotions behind those behaviors. You need both to truly understand your customers via a sustainable strategy to continually adapt & improve your customer experience.

How to effectively measure customer experience

Think about what channels are the easiest to communicate through from the customer’s viewpoint. When giving feedback is super easy and encouraged, you will receive much more of it.

It’s a good idea to pick only the KPIs that are actually relevant to your specific business and not try to measure everything at once. Every time you change things for the better, don’t forget to measure the ROI that results from this change.


We have solutions to help you receive direct feedback from your target audience and make impactful decisions. With pre-populated and conversational templates, anyone can get started quick.


The statistical characteristics of customers (such as age or income) used specially to segment customers or identify markets


Describe customers’ activities such as time spend at & out of work, entertainment activities, & topic of interest. Its' application is usually to understand which segment of customer would be most likely to buy a product or use a service, based on lifestyle choices.


Find out what is important to your customers by letting them choose descriptions and distinguish their value differences. These differences will affect their buying behavior and choices.

Media Habits

Understand consumers’ daily media touchpoints and level of trust during the purchase journey. It provides a reference for brand’s daily communication and in-depth interactive strategy.

Purchase Journey

Understand how customers come in contact with your brand via various touchpoints from information gathering stage to finally buy the brand.

Satisfaction & NPS

Assess what customers feel (level of satisfation) after interacting with your brand. NPS is Net Promoter Score which basically means willingness of recommending a brand to others. Both indexes together provides a more complete story of experience & advocacy.

Customer Satisfaction (CSAT)

Assess what customers feel (level of satisfation) after interacting with your brand.


NPS is Net Promoter Score which basically means willingness of recommending a brand to others.

Category Demand Analysis

Help you to have an in-depth knowledge of directional demands of customers for a particular category. Provide reference for product R&D.

Category Painpoint Analysis

Help you to have an in-depth knowledge of directional painpoints of customers for a particular category. Provide reference for product R&D.

CX helps you in 4 steps


It is not enough just to listen. We facilitate you to ask, understand, clarify, & explore with customers to improve their experiences & satisfaction.


We empower everyone to uncover insights like professionals with automation of data processing, easy cross analysis & statistic modeling.


Every customer is different. It is impossible for service staff to handle too many varieties of actions base on different customers. We automate actions base on X-data + O-data combined insight to impress your customers.


With more insightful interactions & relevant actions with customers, you gain their trust, loyalty and they will more likely to spread positive word-of-mouth to recommend your brand.

Choiceform CX unique advantages

A powerful platform that capture customers' all moments of truth

Fast response time & AI powered intelligent features can help you to capture comprehensive feedback at different occassions. Businesses can have a clear view of total customers journey and relevant experience feedback by different moments.

We do more than customer insight; we can do precise targeting at individual & drive desired action.

Our platform has smart automation features that drive various actions like experience management or precision marketing base on individual level insight.

With the best of “X+O”combined insight, we significantly improve quality of actions.

The accuracy comes from combining experience/attitude data (e.g. feeling, perception) with operation/behaviour data. We can also combine both types of data into a SaaS version of BI dashboard for insight clarity.

Cost efficient way to build customer data asset & customer experience management platform.

Assist businesses to overcome budget barrier to achieve quality customer database & to set up customer experience management platform

Some common KPIs that can be used to track customer experience include:

Net Promoter Score (NPS)

The NPS is a short and simple survey that tracks how likely a customer is to recommend a product or service to someone they know on a scale of 0 to 10 and will classify each individual into 3 categories (Promoters, Passives and Detractors). It’s easy to answer and customer-friendly.

Combine with satisfaction measure will give additional insight.

Customer Satisfaction (CSAT)

CSAT uses a scale of 1 to 5 (very unsatisfied to very satisfied) to measure customer satisfaction, so it’s relatively easy to track. However, satisfied customer may not always means loyal customer or your brand's advocate.

Nevertheless, it is a part of the fundamental data dimension for any experience management.

Customer Effort Score (CES)

CES is about measuring the effort customers need to put in when dealing with your product or service. More effort often means stress that will cause dissatisfaction. Minimum effort implies ease of usage experience.

Depending on category & specific business nature, this index will need data modeling across various data dimensions.

Customer Lifetime Value (CLV)

CLV is, basically, trying to foresee and calculate the total value your customer will bring to your business. The main basis of this metric is the fact that keeping existing customers happy is a lot more sustainable approach than always acquiring new ones.

Depending on category & specific business nature, this index will need data modeling across various data dimensions.

Churn and Retention Rates

The churn rate means tracking how many of your customers have stopped using your product or service, while the retention rate refers to tracking how many of your customers are still using your product or service.

These are excellent metrics to track, but they don’t really tell you much about the why, which is why you should always supplement them with qualitative interviews and/or surveys.

What is customer experience management?

There is a lot of hot buzz around customer experience, especially for long-term strategy and planning. Customer experience is how a customer perceives & feels (attitude) about your product/service based on all experiences. We believe all forms of customer relationship management (CRM) will evolve into CEM. The difference is CEM truely understand customers and CRM only focus on behaviors & transactions.

You cannot fully control how your customers feel (although you can certainly influence it). Your customers will have the last say in their journey of experiences.

With the explosion of social media & easiness to go viral, it’s become strategically important for brands to embrace in technology to manage customer experiences.

How Do I Get Started?

Ready to find out more about how Choiceform can help drive your business forward? Tell us a bit about your company and we’ll show you how you can use Choiceform to design and improve the experiences you deliver across your organization.

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