Customer Experience Analysis – Part 5: Implementation of a pilot project

We will conclude our series of articles on Customer Experience Analysis with a description of a pilot project and some important tips.

Building blocks of a pilot project

The following four building blocks form the basis for the implementation of a pilot project:

Mood – How do customers or prospective buyers experience online shopping?

Customer surveys and their evaluation according to the VOQUZ methodology take place here.

Customer Journey Analysis – Evaluation of a first test order

The first optimization potentials are identified here from the expert’s point of view.

Maturity level determination – where is your company or your department at the moment?

A maturity survey is carried out. The results are evaluated.

The goal is to define starting points for program development.

Program proposal – What can the path to (more) customer centricity look like?

Here a roadmap is developed and the first project steps are worked out.

It is important to know that it takes approx. 4-6 weeks for the first measures to be identified in order to meet the expectations of such a pilot. So one should not necessarily start with a “we do it now” mentality.

13 questions you should answer

When conducting a Customer Experience Analysis, you should ask yourself the following questions and try to answer them as accurately and honestly as possible. The questions are divided into four areas (4 Ws): Who? (demographics), Why? (values, emotions, motivations), Where? (Consuming, buying, reading, seeing) and What? (Use, Consume, Do, Buy).

We do not want to give you too detailed insights on the individual questions here, but would like to briefly show you which questions are involved:

  • Who is your customer?
  • What industry are you in?
  • Who are your main competitors?
  • What do your customers buy?
  • What does your customer need?
  • What do customers think of your price?
  • What do customers think of your packaging?
  • What do customers think of your product?
  • What do the customers think of your advertising?
  • What do customers think of your online presence?
  • What do customers think of your social media personality?
  • Why do your customers buy?
  • Why do you sell?

At VOQUZ we use a special template to define and answer these questions. This template uses the 4 Ws mentioned above.

Three things you should do

As a company, you can no longer just win sales with volume. If you don’t do the following three things to understand your customers and meet their needs, you’re practically giving money to your competition.

  • Clearly define your “Buyer Persona
  • Understand your audience through research
  • Always write your emails for one person

Empathy Card

See the world through the eyes of your customers. An empathy card is a method to synthesize rational and sentimental aspects of our customers through their situation, their actions, feelings and emotions. We do not segment clients, we try to profile people, this helps clients to better understand their perspective and behavior.

Empathy Mapping

Another possibility is empathy mapping. Empathy mapping changes your own perspective. It gets you out of your own head and into someone else’s. This is most useful at the beginning of the design process.

Describe aspects of the internal user experience

Context and communication

  • What do they THINK & FEEL?
  • What do they HEAR?
  • What do they SEE?
  • What do they SAY and DO?

Pain & Gains

  • What is a current PAIN?
  • What do you want to WIN?

Put yourself in the position of the user

  • What do the users want?
  • What forces motivate them?
  • What can we do for our customers?
  • Who are you?

Personas are not real people!

  • Describe demographics, behaviors and attitudes


Invest in your customer experience and your company will be rewarded with loyal customers!

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