Your customers are interacting with your business across websites, apps, chatbot interfaces, and digital customer service channels every day. Yet most organizations have no systematic way to measure whether those digital customer experience touchpoints are actually working. You see engagement data and support tickets, but the connection between digital interactions and customer outcomes remains a black box.
At Meraki Research, we help businesses understand the full picture of their digital CX. We research how consumers move through your digital touchpoints, where experiences break down, what drives satisfaction and loyalty in digital channels, and how your digital interactions compare to competitor alternatives. The result is a clear, evidence-based view of what your customers actually experience when they engage with you digitally, and what you need to change.
We have conducted digital experience research for organizations across industries, from digitally native brands to legacy businesses navigating transformation. Whether you are optimising existing digital channels or building new ones, we bring the voice of your customers into every decision.
Our Approach: The Digital Experience Lens
Digital CX is complex because it spans multiple channels, technologies, and customer expectations simultaneously. Our Digital Experience Lens methodology brings structure to that complexity.
Phase 1: Map the Digital Ecosystem
We begin by cataloging every digital touchpoint where customers interact with your business: websites, mobile apps, chatbot and AI-powered interfaces, email, social platforms, self-service portals, and digital customer service channels. We document the intended experience flow and identify where data already exists and where gaps need to be filled.
Phase 2: Capture the Customer Voice Across Channels
We deploy a multi-method research design tailored to your digital ecosystem. This typically includes intercept surveys on websites and apps, moderated and unmoderated usability sessions, analysis of customer service interactions and chatbot conversation logs, and qualitative depth interviews with consumers who represent key segments. Every method is chosen based on the channel it will measure.
Phase 3: Analyze Speed, Friction, and Emotion
Digital experiences are defined by three forces: speed (how quickly customers accomplish their goals), friction (where the experience creates unnecessary effort), and emotion (how customers feel at each stage). We quantify all three across your digital touchpoints, using both behavioral data and direct customer responses. This includes analysis of task completion rates, error patterns, drop-off points, and sentiment.
Phase 4: Benchmark Against Expectations and Competitors
Customers do not evaluate your DX in isolation. They compare it to every other digital experience they have, from consumer apps to competitor websites. We benchmark your performance against industry norms and specific competitors, identifying where you lead and where you trail.
Phase 5: Prioritize and Recommend
We translate findings into a prioritized improvement roadmap that balances impact, feasibility, and business value. Recommendations are specific: which channel needs attention first, what the fix looks like, and what outcome you can expect.
For example, we worked with a financial services firm that had invested heavily in a new mobile app but was seeing low adoption. Our research revealed that the app was technically sound but that consumers could not find key features because the navigation mirrored the company's internal org chart rather than customer tasks. A restructured information architecture, guided by our findings, increased active usage by 38% within three months.
When Digital CX Research Is the Right Fit
This service is designed for you if:
- You are investing in digital channels but cannot measure whether those investments are improving customer experience
- Customer service volume is high and you suspect digital self-service could absorb more if it worked better
- You are seeing drop-off or abandonment at key digital touchpoints and need to understand why
- Your business is launching or redesigning a website, app, or digital platform and needs customer input
- You want to understand how AI-powered interactions, chatbots, and automation are performing from the customer's perspective
This may not be the right fit if:
- Your focus is exclusively on in-person or physical experience touchpoints with no digital component
- You need only a technical performance audit (page speed, uptime) without customer perspective. We measure experience, not infrastructure.
- You are looking for a single-channel evaluation. If your need is narrow, one of our specialized studies may be more efficient.
What We Deliver
Our deliverables are built for CX leaders, digital product teams, and executive decision-makers.
- Digital Experience Scorecard: A comprehensive rating of each digital touchpoint on speed, effort, satisfaction, and emotional response, benchmarked against competitor platforms
- Channel-by-Channel Findings: Detailed analysis of each digital channel including websites, apps, chatbot interactions, email, and social, with specific findings and recommendations
- Customer Journey Overlays: Visual maps showing how consumers actually move through your digital ecosystem versus how you designed it, highlighting gaps and friction points. See how this connects to our broader Customer Journey Mapping service.
- Segment-Level Insights: How different customer segments experience your digital channels, since a power user and a first-time visitor often have very different interactions
- Prioritized Improvement Roadmap: Ranked recommendations with effort-impact scoring so your team can sequence improvements effectively
- Executive Presentation: A narrative-driven summary designed for leadership and board-level discussions
- Raw Data and Verbatims: Full data sets for your analytics and product teams to explore further
Industry Applications
Financial Services
Banks, insurers, and fintech businesses are racing to digitize customer interactions. We research how consumers navigate online banking, claims portals, investment platforms, and AI-driven advisory tools, revealing where digital convenience meets (or misses) customer expectations.
Retail and E-Commerce
For retailers, digital CX extends from browsing and search to checkout, delivery tracking, and returns. We evaluate the full digital journey across websites and apps, identifying where the experience drives conversion and where it drives customers to competitors.
Healthcare
Patient portals, telehealth platforms, and digital scheduling systems are transforming healthcare CX. We help healthcare organizations understand how consumers experience these digital touchpoints, with particular attention to trust, privacy, and accessibility.
Telecommunications
Telecom customers interact with digital channels for account management, troubleshooting, and service changes. We research how these interactions perform relative to expectations and where self-service digital tools can reduce contact centre volume without sacrificing customer satisfaction.
Travel and Hospitality
Booking, check-in, loyalty programs, and post-stay engagement all live in digital channels. We measure how consumers experience each stage and where digital interactions strengthen or weaken the relationship with your brand.
B2B Technology
For B2B companies, digital CX includes self-service portals, knowledge bases, onboarding flows, and support platforms. We research how business customers experience these touchpoints, which often have different expectations than consumer-facing channels.