Participate in an exclusive study on the value of customer experience
Participating organizations will get…
- A chance to contribute to academic research
- A free 90-minute KPI workshop, valued at $3,000
- Early access to the results
A collaboration between
Why this research project?
While most executives recognize the importance of customer experience (CX), it is rarely given the same level of priority as business objectives such as revenue growth. The value of investing in customer experience (sometimes seen as intangible and hard to measure) can feel difficult to defend to senior leaders who are looking for tangible business results. Yet the link between customer experience, satisfaction and loyalty is well established, and its ability to drive revenue growth and reduce costs is well documented. It is therefore essential to understand why managers struggle to connect CX investments with concrete business outcomes, and how to better position CX as a genuine driver of lasting value within organizations.
Objective of the study
This project (2026-5318), approved by the Research Ethics Board of the Université de Sherbrooke (CÉR Lettres et sciences humaines), aims to develop a framework for assessing CXM performance in Canadian organizations. This framework will help us understand how the various stakeholders (customers, executives, employees, society) evaluate the real value of improving the customer experience, in order to surface categories of variables that can be used to more precisely identify and measure the different outcomes of CXM and demonstrate its effectiveness.
What your organization gets
By taking part in the study, you help advance knowledge on the value of CX and get concrete resources to strengthen your practices.
Help advance research
Your participation helps us better understand the different forms of value created by customer experience management and how to measure them.
Enjoy a free 90-minute KPI workshop, valued at $3,000
With the people of your choice (up to 12), explore what the research teaches about measuring CX and its ROI, structure your thinking and identify indicators suited to your organization. The workshop also helps you think about how to make this value more visible to your stakeholders. You receive a reusable canvas to continue the work internally.
Get early access to the results
Discover the final research results before publication, including the framework developed to better identify and represent the different forms of value associated with CX management.
Who can take part?
We are looking for people responsible for customer experience management (e.g. Director of Customer Experience, Chief Customer Officer, Director of Loyalty) at organizations that meet the following criteria:
- B2C business model
- Canadian
- From any industry
- At least 20 employees
How the study works and what is expected of you
- 1Starting June 2026
Recruitment
Recruitment and sampling of participating organizations.
- 2July 2026 to January 2027
Individual interviews with CX managers
Take part in a 60-minute individual interview by video conference (Teams).
- 3July 2026 to January 2027
Individual interviews with stakeholders
Individual 30-minute interviews will be conducted with 2 employees, 2 senior executives, and 2 clients of the organization. To allow the researcher to select respondents, we ask that you provide the contact information of 5 people per group in order to reduce selection bias and preserve the anonymity of the individuals selected.
- 4Fall 2026
Documentary analysis (optional)
Give us access to internal documents relevant to analyzing the performance of CXM practices (e.g. internal reports, dashboards, CX roadmaps, customer journeys).
- 5Expected late 2027
Availability of research results
We will share the final research results with you so that you can use them within your organization.
To take part
Let us know you are interested by filling out the form below.
Fill out the participation form
Frequently asked questions
Do you have more questions?
Contact the lead researcher by filling out this form and we will get back to you within 24 to 48 hours.
To take part
Let us know you are interested by filling out the form below.
Fill out the participation form