Do You Understand Your CX?

As a small-to-medium size business (SMB), it can be difficult to invest significant time and resources into understanding your customer experience. Larger companies have people and sometimes entire teams dedicated to analyzing, monitoring and evolving their CX strategies, but that’s not a luxury most SMBs can afford.

You may not have in-house expertise or the knowledge required. You might have a small team with their hands full and not enough time to step out of their day-to-day. Or perhaps your business is doing okay and you haven’t thought about it or just presume the experience you offer is good enough.

Maybe it is, but if you haven’t taken the time to audit and optimize it then you are almost certainly leaving revenue on the table by missing opportunities to maximize customer spend and loyalty.

More than 4/5 of consumers expect more than a ‘low-frills’ service and are content to pay more to some extent for it. Over 30% of people are looking for ‘excellent’ service even if it costs more (UK Customer Satisfaction Index 2025).

But, for your business, what is the difference between ‘good’ service and ‘excellent’ service? Where do you sit on that spectrum? How are you managing bad experiences? And is that position costing you customers and revenue, or is it driving revenue by way of repeat business and references?

Here are five questions you should ask yourself about your CX within your business.

Are you effectively measuring your CX and using data to drive decision-making?

There are lots of ways to measure CX, some more effective than others. The first step is to start measuring something and seeing what it tells you then using that to drive improvements and changes.

Have you purposely planned how someone engages with your business at various stages of their journey with you?

For example, do you have a strategy designed to optimize how your business resolves customer complaints or issues (one of the foremost drivers of customer experience)? If not, you're missing a key element of your CX strategy.

Does every member of your team attach equal importance to the topic of CX, and does each of them understand how they can impact it?

Delivering a great CX is a company-wide objective and every member of staff must be bought in. Whether it's the sales team, customer success team, product team, HR team or finance team - they all have a role to play.

Do your staff have the freedom to make decisions that they believe will generate great CX?

Red tape and cumbersome processes are CX-killers. Sometimes, the ability of a staff member to make a snap decision, such as giving a refund or cancelling a service, can generate immense goodwill that will eventually be repaid.

Is it easy for your customers to engage with you and speak to a human if they want to?

Most customers, whether consumer or business, will leverage self-help tools when they’re available and effective. But as an SMB, it’s vital that you retain a sense of empathy and connection with your customers and that means not hiding behind contact forms, email addresses and call queues.

Assessing your CX in these ways will allow you to maximize your strengths and identify weaknesses to fix. Usually, fixing those weaknesses doesn’t cost much more than some time and effort, but it can dramatically improve how customers perceive your business and how much money they will spend with you.

Contact XCX to find out how our CX audit and optimization programs can support you in asking these questions and much more to drive new avenues of growth for your business.