Conducting customer and user experience (CX/UX) market research provides invaluable insights for continuous improvement. It allows businesses to monitor the overall health of customer relationships and touchpoint performance relative to competitors, quickly detecting and addressing dissatisfaction. This research helps prioritize efforts by identifying key drivers of customer loyalty, retention, and share of wallet, maximizing upside potential and minimizing risk. Furthermore, CX/UX research diagnoses user motivations and expectations, enabling the development of targeted improvements that enhance satisfaction and unlock greater customer lifetime value.