Understanding the Significance of Customer Experience (CX) Pyramid

Aditya Kumar | 12th August 2019

According to a Customer Experience Consulting firm, Walker study by 2020, indicates that 86% of the buyers will pay more for a better experience, rather than for a usual one. For future-proof companies, the Customer Experience (CX) is a key differentiator and will play a big role in redefining them. Therefore, providers of UX research services must explore multiple user research methodologies to study and analyze the customer’s needs, expectations, motivations, and preferences. 

How would you make your strategy a success? Which key performance Indicators (KPIs) contribute to the perfect experience and how do you measure those?

Definition –

Forrester Customer Experience Pyramid.

The Customer Experience Pyramid measures customer’s loyalty in a logical order from the baseline essentials to more sophisticated business metrics

  1. Meets the need
  2. Ease of use
  3. Enjoyable Experience

Meets the Needs – Goal Completion 

The first stage of the Customer Experience (CX) Pyramid covers the basics: How effective is a company in meeting their customer’s needs?

This stage goes hand to hand with the Customer Experience (CX) metric Goal Completion Rate (GCR) which asks the customer: Were you able to reach your goal?

Ask Question

Did you reach your goal today?

  1. Yes
  2. Partially 
  3. No

Ease of Use – Customer Effort Score

How easy was it for a customer to reach their goal and finish a certain task on the website? Customer Effort Score (CES) is an effective way of measuring it. The idea behind Customer Effort Score (CES) is that the organization create loyal customers when they find what they‘re looking for solving their issues quickly and easily.

Ask Question

How easy was it to do task X, Y, or Z?

  1. Strong Disagree
  2. Disagree
  3. Somewhat Disagree
  4. Somewhat Agree
  5. Agree
  6. Strong Agree

Enjoyable Experience – Emotional Score

You can use a client Satisfaction or Emotional rating question centered on however your users feel.  Why?

A HubSpot Study found that over 80% of companies believe retention is cheaper than acquisition – keeping your customers happy pays off.

Ask Question

How enjoyable was it to buy from your platform?

  1. Very Unsatisfied 
  2. Very Satisfied
  3. Satisfied

Case Study –

How Amazon and Uber Rewrite Customer Experience (CX)

Amazon’s approach to Customer Experience (CX) was to start fresh and focus at the top of the Customer Experience pyramid. 

Uber preferred Customer Experience (CX) of urban transportation, over the conventional way of measuring with existing taxi system’s customer complaints.

Conclusion – 

In the future, brands will not succeed because they have Customer Experience (CX) programs.

They will succeed when Customer Experience (CX) is driven from the top, is integral to the culture of the company, which eventually guides the behavior, and the actions of all employees, most important needs of the customers for products and services are measured, and the satisfactory level as well.

If you want your customer to have a good time engaging with your services, you need to start improving all three pain points.

About Author


Aditya Kumar

Aditya is a UI/UX Designer having key skills in designing, his hobbies are designing new ideas and concepts in App and Web Layouts.

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