The path from brand perception to the purchase decision to the final purchase is long - and sometimes rocky. We support you in understanding your customers' experiences and optimising them to meet their needs.
Whether in the cosmetics, food or pharmaceutical industry: by analysing the customer journey or patient journey, we identify the needs of your target group, develop personalised approaches and jointly implement improvements in customer satisfaction.
Solutions for satisfied customers
We are certified to ISO standard 20252:2019. This is the most comprehensive and important international standard for market research. It defines research processes and applied methods according to a uniform quality standard and checks their implementation.
We follow additional standards from ESOMAR, ADM, BVM, DGOF, and EphMRA. In addition, we have special certifications, including TISAX, which ensures information security in the automotive industry.
FAQ: Customer satisfaction and customer experience (CX)
What is customer satisfaction and customer experience (CX)?
Customer experience (CX) describes the totality of cognitive and emotional experiences that customers have with a brand at individual touchpoints and throughout the entire customer journey. It can be measured both transactionally—on an event-specific basis at individual contact points—and relationally as the quality of the customer relationship across touchpoints.
Customer satisfaction is the aggregate assessment of these experiences and is the result of the overall customer experience. Companies that systematically measure and manage CX can specifically improve satisfaction, loyalty, and willingness to recommend.
We support companies in establishing continuous communication with their customers. The focus is on long-term customer relationships – more than the sum of individual experiences (CX+).
What role do touchpoints and the customer journey play in improving customer satisfaction and CX?
Touchpoints and journey structure form the central basis for analyzing, prioritizing, and optimizing customer experience in a targeted manner.
- Touchpoints are the specific points of contact where customer experience is created (e.g., website, service contacts, purchasing processes, or after-sales interactions). Only when viewed in their entirety along the customer journey do they form the experience of a customer relationship.
- The journey perspective makes it possible to analyze individual interactions not in isolation, but in combination: Where do positive or negative customer experiences arise? Which touchpoints have the greatest influence on satisfaction, loyalty, and churn?
How do we measure customer experience (CX) and customer satisfaction?
Customer experience and customer satisfaction are measured along relevant touchpoints and across the entire customer journey.
Established metrics such as the following are used:
- Customer Satisfaction Score (CSAT)
- Net Promoter Score (NPS)
- Customer Effort Score (CES)
- Customer Loyalty Index (CLI)
In addition, we analyze impact drivers along the touchpoints and consider segments, retention and churn rates. This allows us to evaluate and manage both individual customer experiences and the quality of the overall customer relationship in a well-founded manner.
Why is a single CX or satisfaction metric often insufficient?
Individual metrics provide important guidance, but they do not explain how and why customer experiences arise. Customer experience is multidimensional and context-dependent.
To effectively manage CX, you need a combination of evaluation metrics (e.g., customer satisfaction or NPS) and a structured analysis of the underlying experiences along the customer journey.
Only this interaction makes it possible to identify causes, derive priorities, and develop well-founded measures to improve the customer experience.
How does a typical customer satisfaction or CX study work at GIM?
A typical CX or customer satisfaction study follows a clearly structured approach:
- Definition of relevant touchpoints and customer journey phases
- Development of the questionnaire in close consultation with you
- Data collection (quantitative, B2B or B2C, optionally supplemented by qualitative methods)
- Analysis of the results, including impact driver and segment analyses
- Presentation of results with specific recommendations for action
- Optional: Action workshop with relevant stakeholders
The goal is to derive actionable decision-making bases for marketing, service, and management from the data.
When do transactional CX measurements make sense, and when do relational measurements make sense?
Transactional measurements are particularly suitable for recording specific customer experiences at individual touchpoints in a timely and event-related manner. They provide detailed insights into specific interactions, such as after a service contact or purchase process.
Relational measurements take a comprehensive view of the customer experience and capture the perceived quality of the entire customer relationship.
In practice, both approaches complement each other: transactional measurements provide operational depth, while relational surveys create strategic orientation.
When does CX tracking make sense, and how does it differ from a one-time survey?
A one-time survey provides a snapshot of customer satisfaction and customer experience at a specific point in time. It is suitable for identifying key areas for action.
A tracking approach enables the systematic observation of trends, developments, and the effects of measures through regular repetitions (e.g., monthly, quarterly, or annually).
In this way, customer experience is not only measured but also continuously managed—at the touchpoint and relationship level.
For which industries and companies is GIM's CX and customer satisfaction offering suitable?
GIM's services are aimed at B2C and B2B companies from a variety of industries, including:
- Services
- Technology and telecommunications
- Finance and insurance
- Energy
- Automotive and mobility
- Consumer goods and retail
- Pharmaceuticals and healthcare
Companies benefit from industry-specific expertise and in-depth experience in customer and user research.
How does GIM ensure valid results, and how are data protection and methodology taken into account?
Meaningful CX and customer satisfaction measurements require a methodologically sound approach. This includes:
- Clear goal definitions
- Appropriate sampling concepts
- Consistent measurement instruments
- Transparent evaluation logic
GIM works according to high quality standards and is guided by established norms and association guidelines, including ISO 20252:2019 and the standards of ESOMAR and BVM.
Data protection and confidentiality are top priorities. The collection and processing of personal data is carried out in compliance with the GDPR, with clearly defined processes and responsibilities.
What steps follow after a CX or customer satisfaction study?
The value of a study comes from implementing its findings. After the analysis, the focus is therefore not only on key figures, but also on concrete actions to be taken:
- Identification of critical touchpoints
- Prioritization of areas for improvement
- Segment-related action planning
- Optimization of processes, communication, and digital touchpoints
Together, we define responsibilities and determine how the impact of the measures will be measured—for example, as part of CX tracking. This turns insights into measurable impact.