CX may mean different things to different people but in the end, it comes down to your customers and how they experience interactions with your brand. It’s the essence of what keeps customers loyal to your brand in the long term. At each touchpoint in the customer journey, you have the potential to make or break the customer relationship. And therein lies the value of a good CX – it could help you create customer experiences that will enable you to achieve long-term loyalty and in turn, sustainable business growth.

If you’re planning to increase the longevity of your business, there are many questions you need to ask yourself in order to create good CX. Here are 5 of the most important questions to ask when designing a good customer experience.

1. What’s the Promise I’m Delivering?

5 Things to Ask Yourself When Designing Good CX by Usabilla

Every business is founded on a specific promise that will be delivered to its customers. Essentially, your business promises something to your customers – an expectation you should consistently live up to or improve on. By continuously meeting customer expectations and ‘keeping your promise’, you give your customers what’s needed to develop a long-term relationship with your brand.

Take keeping your business promise a step further and work towards ‘delighting’ your customers. By striving to exceed expectations you’ll ensure that your business has the potential for long-term customer satisfaction. 

2. What Will My Customers Get Out of This?

This is a question that business owners can lose sight of. It’s all too easy to get carried away and become over enthusiastic about your product or service because you love it. They then convince themselves that this product is the solution to all customer problems. To avoid getting into the habit of thinking your product is the solution to all your customer needs, take a step back and truly dive into what your company’s value is to your customers. This is something you should be asking yourself at each step in the process; am I creating something valuable for my customers?

By taking a customer-centric approach, you’ll be able to ensure that you create a desired and positive customer experience. This in turn fosters your customer relationships which increases the likelihood of a long-term commitment from your customers and brand advocacy.

3. What Do I Want My Customers to Experience?

This question requires you to first have a good insight into your customer journey and the touch points therein. You need to critically ask yourself what you want your customers to experience at each step of the way; what do you want them to feel, and when?

Be as specific as possible. Are you trying to fulfil a particular need? Do you want them to feel relieved or enthusiastic about your service? At each moment in their journey you have the potential to prompt your customers to think or feel a certain way. By tailoring the customer journey to create a positive customer experience, you’re more likely to manage and exceed customer expectations – and live up to your company’s promise. 

4. What Should I Be Asking My Customers?

5 Things to Ask Yourself When Designing Good CX by Usabilla

When you’re looking to create an ideal CX, you need to gather some form of feedback from your customers. The relationship with your customers will always have room for improvement, this makes them the best source of information. Above all, it’s vital to ensure that the questions you ask are as specific as possible; this means the answers you receive will be as actionable as possible.

There’s a lot of added value from gathering customer feedback and the insights it might offer your business. By actively approaching your customers and giving them the power/ability to improve their own experience, you’re also making it clear that your business is customer focused.

Here are 3 sample questions…

  1. Do you have a recent example of how we’ve met (or exceeded) your expectations?
  2. Is there a recent example of how we have not met your expectations?
  3. What’s the best customer service experience you’ve had with a company?

These questions are great because they are specific and also (two) ask your customers to focus on a specific time-frame. This’ll give insight into long-term customer satisfaction and whether or not you are indeed keeping your promises.

5. How Should I Reward My Loyal Customers?

Of course attracting new customers is one of the main goals of any business. But if you’re only giving your new customers rewards or special incentives, you’re missing out. By offering rewards to all of your customers you’re gauging a great opportunity to create lasting, meaningful relationships with potential brand advocates.

You should continuously be looking for ways to say ‘thank you’ and give respect in exchange for loyalty. This question in particular builds well on the previous four as by creating a good CX, you also need to be prepared to maintain these relationships. In doing so, you’ll continuously, even post-sale, live up to your promises and create positive customer experiences.

Interesting Resources

  • If you’d like to read more about how to make feedback actionable, take a look at questions you should be asking your users.
  • If you’re interested in learning more about optimizing CX, take a look at which metrics are most important.

This article originally appeared on Usabilla Blog 

Want to improve your User Experience?

 There’s a lot to think about, when it comes to user experience. That’s what we’re here for and it’s what we love doing. We place people (users) at the heart of everything we do throughout the design process

 It’s our aim to make our clients users lives easier and more successful.

If you have a UX project you want some help with, whether it’s an app or a website. Email us at or visit our website for more information.