Self-Assessment: The 6-Question Customer Experience Audit
How well is your organization doing at understanding – and improving – customer experience?
Where does your organization fit? Maybe you have it nailed. A leader, you know who your customers are and what they want – and they love you for giving it to them.
An inspiration, you set the standards in your industry for customer experience management. Your customers experience excellence at just about every touchpoint they encounter, and outstanding talent is clamoring to work for you. You excel in comparison to your competitors, increasing sales and boosting retention for your best customers and employees.
Maybe you’re a “fast follower”, and your organization is benefiting from being slightly ahead of the curve. While you may be doing well, you’re finding it difficult to compete with the customer service leaders in your industry.
Maybe you’re a laggard – you wish you could establish yourselves as customer service leaders… but are having troubles getting your hands around what this means (much less how to accomplish this). All the places where it interacts with customers? (“Touchpoints”)
Wherever you are on this continuum, there are some basic questions you can ask to help figure out where you stand. Without getting too complex, answer these questions honestly on the 5 point scale (see below) and see how you’re doing.
Recognize that if your average score is 4 or better, you’re doing great by any measure. And if you’re not doing so well, know that if you focus on improving your performance on these questions, you’ll be a leader in no time.
The 6-Question Customer Experience Audit
How well is your organization doing at understanding…
- Which customers are your most valuable, and why?
- Which interactions (or “touchpoints”) these key customers most value, and why?
- Your key customers’ needs, in each lifecycle stage with your organization?
- The most common sequence of “pre-purchase” touchpoints, as prospects (or repeat purchasers) progress from awareness of your offerings to selection?
- The influence of “post-purchase” touchpoints on satisfaction, loyalty and advocacy?
- Whether your key customers are dissatisfied, satisfied, or loyal? And who your advocates are?
You can answer the 6-Question Customer Experience Audit using this scale
5 = Extremely Well (We have it nailed.)
4 = Moderately Well
3 = Just OK
2 = Not that well
1 = Not well at all (We have no idea!)
