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Customer Experience Assessment: Blueprint for Improving CX


Ponder this for a moment – what do you think about your customer experience? Do you have a well-defined customer experience strategy? And, most importantly – are your efforts really paying off?

Think about your role in the company. You’re in charge of Customer Experience management (CEM.) Or customer support, customer engagement or customer relations. You basically handle customer operations, and are responsible for developing an effective customer-centric culture in the organization through strategic process improvement initiatives. Even if you’re not in a senior role, you have a part to play in the overall development of customer experience in the organization.
Maybe you think you’ve done a really great job. You’ve taken the initiative to analyze the entire customer journey, selected the experiences that matter to your customer, and are using customer experience management strategies to achieve your CX goals.
To sum it up – your boss is really happy with you, or in this case, the CEO or board of directors. Your customers applaud your team for your efforts – you know what their needs are, and in return, they are loyal to your company. You’ve mastered the art of customer experience just like the pros. In fact, your company was awarded many times solely for the extraordinary experiences you provide.
Or maybe that’s too far ahead from where your company stands today. Your customer experience is improving, but you still haven’t reached there yet. And, although you’ve started to optimize your customer journeys, you’re still far from market leaders in your industry.
Or maybe you’ve not really taken much action to optimize for customer experience. Although you’ve realized the importance of doing so, you’re still searching for the ideal customer experience platform to handle the job right. Or you feel that if you had more information, you’d meet your business goals pretty quickly. Whatever the case might be, you still need a method to assess your customer experience strategy.
If you’ve recently gone through our most important customer experience statistics for 2017, you know that 72% of businesses think improving customer experience is their top priority, according to Forrester. This is why it is important for companies to realize the extent of their customer experience maturity, or assessing how an organization uses customer experience management to understand, track, manage, and improve customer experience.

Customer Experience Maturity Model: How to Achieve CX Maturity

In fact, most organizations go through pretty much the same stages to achieve customer experience maturity. They are:

  1. Find and Fix

    Analyze the entire customer journey, listen to the voice of customer and select the most important experiences. Then, identify gaps in customer experience, fix them and measure the results of your customer experience strategy by tracking important metrics like NPS and CSAT scores. Share the insights with everyone who is involved in the customer journey. Don’t miss a single step in the journey.

  2. Raise the Bar

     Make customer experience an intrinsic part of the company’s culture. Give rewards for employees who go out of their way for a customer. It should revolve around the customer, and delivering a seamless & consistent experience is all about integrating CX into key business processes.

  3. Reform and Upgrade

     Provide a framework and implement processes that make it easy to improve customer experience quality for the best business outcomes. Empower and encourage your employees to think in favor of the customer, and become customer experience advocates for the company.

  4. Make Your Mark

     Make your experience truly unique, and different from the rest. Know your customer’s needs, solve their problems, and make it as easy as possible for them to engage with you more effectively.

We’ve come up with a way to accurately perform customer experience assessment within your organization and establish a clear baseline. Using this, customer experience professionals can find out how far ahead they are in Customer Experience Management Maturity.

Customer Experience Assessment Questions

Here are 5 Customer Experience Assessment Questions you can use to assess your customer experience maturity:
Q1. To what extent is your brand integrated with the customer experience? 

Q2. To what extent do you know really your customers?

Q3. To what extent does your company act upon customer feedback? 

Q4. To what extent are your employees engaged with the company?

Q5. How easy is it for a user to engage with your company?

Now that you’ve chosen an answer for each of the questions for our customer experience maturity assessment survey, sum them up and you’ll get a customer experience assessment score. Let’s see where your company stands:

CX Assessment: The Way Forward

Hopefully, by now, you know where you are in your customer experience maturity journey. Knowing your customer experience assessment score will help in creating an effective customer experience optimization strategy.
It all comes down to aligning your customer experience goals with the overall business strategy. Customer experience should be given top priority, and organizational siloes should be eliminated to establish clear accountability. Channel roles should be clearly understood, and specific CX teams should work on streamlining customer experience across the entire customer journey. Personalization should be at an individual level by taking into account the customer history and behaviour. Analytics should be more focused on AI and machine learning technologies, giving out predictions and stats focused on the customer.

Ameyo Fusion CX helps businesses achieve a truly seamless, personalized and consistent experience. To learn how Fusion CX can supercharge your customer experience and take it to the next level, talk with our customer experience experts today!

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