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February 24, 2026
We often see our company name misspelled as "CX Experts" in emails. Our clients aren't wrong in principle - that's exactly what we are: Digital Customer Experience Experts.
Before starting CXperts, our founders recognized the compromises of trying to be expert-level at everything in the “full-service digital agency” model. To be true experts, we focus where we can have the most impact, and narrow our focus to Customer Experience (CX).
This dedication to CX recently led us to a logical next step: turning our research skills inward to better understand our customers’ frame of mind when evaluating and choosing a CX-focused agency.
With our CX mindset, we recently asked ourselves if it was time to take one of our primary pillars, UX Research, and turn that lens inward. Our idea was simple: conduct a professional “internal evaluation" on ourselves - a “meta” study.
We spend most of our days helping our clients figure out how to better serve their users. This time we asked: How can we better serve our users? In our case – the companies and brands that have become CXperts clients.
We knew that if we could find common themes around what leads clients to search for a digital agency, how they found us, and why they ultimately chose us, then we could iteratively improve our own customer experience. By identifying any gaps or areas for optimization in our own offerings, workflows, and client relationships, we can better serve both current and future clients and partners.
We conducted 12 moderated in-depth 1-1 interviews with current clients engaged across a variety of our services.
We reached out to key contacts and, in the spirit of partnership, invited them to have an honest conversation with us. This was an opportunity for them to share their experiences and help shape the future of CXperts’ services and value proposition.
To generate candid feedback and minimize response bias, we approached these sessions as curious conversations, rather than structured interviews. We leaned into existing rapport with our participants ensuring they felt comfortable offering direct, critical feedback. And yes, we kept our usually-present COO and CEO off of these “client” calls.
These sessions included probing topics such as:
• Initial drivers for seeking external help
• The search and decision-making process in selecting CXperts
• Current feedback on their experience with our team
The insights and findings from this internal project were more successful than we had initially anticipated. We were able to put together actional insights, new ideas, and next steps for our company.
We learned:
• Why clients seek out and end up choosing CXperts
• How our clients perceive our strengths and how we can better market them to future clients
• Which of our services were initially unclear to clients and how we could better clarify what we do and what we offer early in CXperts onboarding
We identified:
• 10+ CXperts strengths and services that we can market better
• 5 top priority next steps related to our content strategy, website, newsletters, and case studies
• 4 distinct client personas to understand needs and pain points
• 3 adjustments to current client delivery
• A new UX Maturity scale to tailor our service offering
• A list of the most commonly mentioned CXperts strengths, per clients:
This UX research study can be summarized by one of our core convictions: practice what you preach. We applied our advanced UX research skills to our own company, not just to improve our services, but to demonstrate the power of the process itself.
The results of this internal work prove that the same methodology we use to help our clients succeed can be extrapolated to any company, regardless of industry. UX research lets you understand your users in a meaningful way, uncovering the often-missed reasoning behind your customers’ actions.
In this spirit, we’re sharing the framework that guided our self-reflection and the questions that can elicit the call to action that your business needs:
• The Discovery Path: How did users first hear about your company? How are your users getting to you?
• The Language Gap: Do keywords your users use match language on your own website and marketing materials? Are you speaking their language or your own?
• The Selection Factors: What key factors influence your users’ decisions?
• Your Unique Selling Points: What are things you offer that others don’t? What stands out to your users and how can you leverage that?
• Identify Understanding Gaps: What do your users not understand about you / your offering?
• Best Service Possible: Are you offering your users the best customer experience possible? Where can you improve your products or services?
The process outlined above is our self-reflection of UX research. However, you don’t need to be expert-level at UX research to start this journey. If your self-assessment process reveals significant knowledge gaps, that’s where we can come in. You can leverage your own expertise, while partnering with CXperts and allowing us to leverage our expertise into a powerful, CX and data-driven focused strategy for your business.
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