Delivering customer experiences (like, the amazing kind that attracts new customers and keeps the current ones sticking around) is hard, because CX is an ecosystem now. The modern customer experience goes beyond your product. CX is every single interaction your customer has with your business, from the start of the sales cycle to the most minute interaction within your product 5 years down the line.
If the modern customer experience goes beyond their use of the product, so too should the ways you gather customer data. Quantitative data is vital to understanding your users and how and when they use your product. However, to truly grasp how your customers are interacting with your business—what they need up and down the customer journey—you need context. Context is everything. It is all.
Gathering context requires different methods of collecting quantitative and qualitative customer data. In turn, you get meaningful insight into not just your product, but something more fundamentally important: your customer’s journey.