Analyzing Methods, Instruments, and Tools for Evaluating the Customer eXperience

There are multiple evaluation approaches (methods, instruments, and tools) that can be used for evaluating the CX0. However, these may not be considered by different companies/organizations because they assume that these are not related to the CX. This research analyze 29 evaluation approaches identified in a previous study (Rojas and Quiñones 2021) used in the areas of usability, user experience (UX), and satisfaction. We differentiate and examine these evaluation approaches indicating: (1) the type of participants required to apply them (experts or users); (2) the overall costs needed to use them (cheap or expensive); (3) some disadvantages or potential risks of them; and (4) the CX dimensions that could be evaluated. We found that: (1) most evaluation approaches (69%) require representative users rather than expert evaluators; (2) most evaluation approach (86,2%) are inexpensive to use since they do not need equipment or training; and (3) the most evaluated CX dimension corresponded to “sensorial”, while the least evaluated CX dimension was “emotional”.