CX Experiment Lab
Create a CX experiment lab that brings product, support, and marketing together to test customer experience improvements with Product Brain.
MB
Max Beech
Head of Content
TL;DR
- CX experiment programs deliver 21% higher NPS and 18% lower churn (Forrester, 2024) (Forrester, 2024).
- Product Brain orchestrates experiment intake, execution, and measurement while feeding the support deflection performance review and customer health forecast hub.
- AI surfaces opportunity areas, drafts experiment plans, and analyses results automatically.
Key takeaways
- Run cross-functional CX sprints with clear hypotheses and success metrics.
- Use AI to identify friction from support logs, surveys, and product analytics.
- Close the loop by updating documentation, onboarding, and product roadmaps.
- Why build a CX experiment lab
- CX experiment workflow
- Mini case: CX lab driving retention
- Risks, counterpoints, and next steps
- FAQ
CX Experiment Lab
Customer experience spans every touchpoint. The CX experiment lab brings product, support, marketing, and success together to test improvements quickly, guided by Product Brain.
Why build a CX experiment lab
fix friction before it snowballs
Detect issues via support logs, onboarding data, and surveys. Experimentation addresses them systematically.
align teams on outcomes
Sync lab outcomes with the AI customer onboarding playbook and knowledge base freshness tracker.
| CX area | Example experiment | Expected outcome |
|---|---|---|
| Onboarding | New guided tour | Increase activation |
| Support | Bot flow redesign | Improve deflection |
| Product | Feature tooltip | Reduce confusion |
| Education | Email nurture | Boost adoption |
CX experiment workflow
- Discover friction – ingest support transcripts, NPS comments, and product analytics.
- Design experiments – AI drafts test plans with hypotheses, metrics, and needed resources.
- Execute & monitor – deploy experiments, gather qualitative and quantitative feedback.
- Analyse results – compare against control groups, summarise impact.
- Scale or sunset – roll out winners, document learnings in Product Brain, retire non-performers.
| Metric | Definition | Target | Owner |
|---|---|---|---|
| Experiment cadence | Tests launched per month | ≥ 4 | CX ops |
| Impact rate | % experiments delivering positive lift | ≥ 40% | Product marketing |
| CSAT uplift | Change in CSAT/NPS | +0.2 per quarter | Customer success |
| Ticket reduction | Drop in related support volume | Report monthly | Support ops |
Mini case: CX lab driving retention
Communication platform “SignalDesk” launched a CX experiment lab to tackle onboarding drop-off. Experiments improved activation by 19% and reduced support tickets tied to first-week usage by 22%. Winners now inform the AI customer onboarding playbook and support deflection performance review.
Risks, counterpoints, and next steps
Protect customer experience
Limit experiment exposure, use holdouts, and monitor sentiment to avoid harming users.
Manage cross-functional bandwidth
Prioritise experiments with clear owners and impact. Rotate squads to avoid burnout.
Maintain documentation
Log hypotheses, results, and decisions in Product Brain so future teams learn from past tests.
Summary + next steps
The CX experiment lab enables continuous improvement. Discover friction, design experiments, execute, and scale. Review metrics weekly, hold retros monthly, and align experiments with company bets quarterly.
- Now: Gather CX pain points from support, product analytics, and surveys.
- Next 2 weeks: Launch the first experiments and instrument metrics in Product Brain.
- Quarterly: Evaluate aggregate impact and refresh focus areas.
CTA for CX and product leaders: Activate your Product Brain workspace to accelerate customer delight.
FAQ
Who runs the lab?
CX operations with contributors from product, support, marketing, and data science.
How do we select experiments?
Score based on customer impact, effort, and strategic alignment. Pull data from the Product Brain insight cadence.
Can we involve customers directly?
Yes -invite customers to beta groups, interviews, and feedback loops to co-create solutions.
Author
Max Beech, Head of Content
Last updated: 26 May 2025 • Expert review: [PLACEHOLDER], Director of Customer Experience