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eBook: Measuring and Optimizing the Customer Experience

Emily Bielak

Director

Customer review satisfaction feedback survey concept, User give rating to service experience on online application, Customer can evaluate quality of service leading to reputation ranking of business.

How to Measure What the Customer Treasures — And Deliver it With Purpose

We think of customer experience as the intersection between utility and emotion that occurs whenever a customer or potential customer interacts with a brand, a product or a service.

It is critical, when analyzing and working to optimize customer experiences, that three primary tenets of sound CX design be woven deeply into the fabric of the analysis, even when using artificial intelligence or other technology to do some of the information gathering and processing.

Download this eBook today to learn:

  • Common CX definitions and Martec’s points of differentiation in this field
  • An in-depth exploration of various methodologies used to study and optimize CX
  • An overview of various measurement tools and metrics, including a methodology exclusive to The Martec Group
  • A real-world case study of a franchisor putting these practices into place to achieve tangible and meaningful ROI
  • “The 10 Cornerstones of Exceptional Customer Experiences”
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Leading #MRX Posts
Automotive + Transportation

In a Tariff Environment, Finding and Protecting Margin Isn’t Optional

At first glance, pricing in a tariff environment appears straightforward. Input costs rise by 20%, prices rise by 20%, and margins are preserved. The logic is simple and often serves as the foundation for internal pricing discussions. The problem is that customers do not make purchasing decisions based on your cost structure. They make purchasing decisions based on the value they receive and the alternatives available to them.

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Ken Donaven September 16, 2026
market research to inform pricing strategies
Methodologies

Your Customers Don’t Know What They Would Pay. But That Does Not Mean You Should Stop Asking.

Ask a customer what they would pay for your product and they will almost certainly give you an answer. They will often do so confidently. In fact, many will provide a level of precision that suggests they have carefully thought through the issue before. But there is a fundamental challenge with taking that answer at face value: purchasing decisions rarely occur in the clean, controlled environment in which pricing questions are asked.

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Ken Donaven September 8, 2026
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