Customer Experience 4.0:

a step-by-step guide to knowing your customer


Understand your customer

In the age of consumer obsession, companies are turning to research methods in areas of knowledge to gain a deeper understanding of customer consumption habits and offer meaningful solutions.

Personas, jobs to be done, journeys, and data analysis are techniques used to find answers - often not explicit - about consumption habits. But the effectiveness of each of them varies according to the business objective.

In this ebook, we present innovative techniques to analyze the behavior of the new consumer and how to get the best out of them in each situation. We will answer the question that does not want to remain silent: what to do when everything changes?


What will you see in this content?

  • 01

    Intro: First of All: What Is Customer Experience?

    A transversal and holistic view involving contact points, journey maps, and interaction.

  • 02

     What are the factors that make up a good experience?

    Everyone talks about it, but how to build good experiences from scratch?

  • 03

    CX Metrics versus UX Metrics

    What's the difference between Customer Experience and User Experience?

  • 04

    The User Obsession: How to Understand Your Customer

    The New Customer: New Consumer Journeys

  • 05

    From Collection to Action: a Step-by-Step Guide To Knowing Your Customer

    Information. Insights. Action.

  • 06

    Final Thoughts: 5 tips to start implementing now and transform your CX View

    Transform your Customer Experience

MJV Technology & Innovation

With 25 years of experience, MJV Technology & Innovation helps leverage business, foster innovation, and solve business challenges for some of the world’s largest companies.

With offices spread across Europe, the United States, and Latin America, our consultancy has a multidisciplinary team composed of more than 1,000 professionals, including designers, engineers, anthropologists, data scientists, developers, entrepreneurs, advertisers, and journalists.

Our specialists aim to offer business intelligence to different market segments, proposing innovative solutions. Our DNA carries on collaborative work, Design Thinking, and Agile Mindset, which guide our processes and projects.


MJV is structured around 5 pillars that work in complete synergy and always keep human-centricity at the forefront:

Technology Consulting

Development and implementation of personalized services in the areas of Business Analytics, IT and IoT (Internet of Things).


Outsourcing professionals

Allocation of professionals of UX, UI, Marketing and IT, with the strategic and operational monitoring of MJV, optimizing deliveries.


Digital Strategy

Development and implementation of corporate strategy and User Experience, positioning Digital Transformation as the guiding thread of the business.


Business Innovation

Development and implementation of innovative solutions, with the objective of reducing costs, increasing and generating new revenue streams, in addition to developing new business models.



Development and implementation of positive impact solutions, considering aspects of the entire ecosystem, looking at business, people, and the planet.