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6 Step Customer Experience Audits

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How to set up and run a customer experience audit in 6 straightforward stages. CX audits, customer journeys and customer profiling are hot topics right now but risk being shrouded in mystery. This presentation simplifies the process.
For more information, contact me via LI or call +44 7508 164 333.

Chris Coyne
Coyne Sales and Marketing
http://chriscoyne.co.uk

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6 Step Customer Experience Audits

  1. 1. Coyne Sales and Marketing customer experience | marketing | sales | crm | service 6-STEP CUSTOMER EXPERIENCE AUDITS  Chris Coyne 15th February 2017
  2. 2.  Chris Coyne, 2017Page 2 of 12 what is a cx audit? ‘CX audit maps customer journeys through multiple channels of communication between a company and its customers’ • Customer journey = sum of all customer interactions (touch points) • Touch points can be online or offline; person-to-person or person-to-machine • Group by customer personas; segments of total # customers with common, identifiable characteristics • Customer journeys impact multiple departments within a business …..
  3. 3. Discover Loyalty AdvocatePurchaseUnderstand Engage Marketing Sales Marketing Customer ServiceTelesales Account Management customer journey Customer Success
  4. 4.  Chris Coyne, 2017Page 4 of 12 importance • Customers’ behaviour has changed in an omni-channel world where more information available than ever before: • Applies to B2B markets as well as consumer sectors • Applies to companies of ALL sizes, not just the larger corporates • Businesses must manage ALL customer interactions with them
  5. 5.  Chris Coyne, 2017Page 5 of 12 timing • Timing of a CX audit depends on your knowledge of customer journeys • How well could you answer these questions? (score 1 to 5 where 1 = extremely well and 5 = not at all) 1. Which customer personas are your most valuable (and why)? 2. What are your key customers’ needs? 3. Which touch points do the key personas each value the most (and why)? 4. What are the most common pre-purchase touch-points? 5. How loyal are your key personas, how do you measure this and who are your best advocates? • Aggregate score >10 means do a cx audit NOW!
  6. 6.  Chris Coyne, 2017Page 6 of 12 step #1: create customer personas • Start with data generated within the business • Then data already purchased • Are there any gaps to be filled? • Seek emotional connections beyond the data – seeking to establish customer motivation • Work with key, customer-facing staff to use their experience • Discriminate between motivation to purchase and motivation to loyalty and advocacy • Challenge is to develop a group of distinct customer personas
  7. 7.  Chris Coyne, 2017Page 7 of 12 step #2: define touch points • Different customer personas will interact with the business in different ways • Start by creating groups of touch points appropriate to each persona • The larger and more complex the business, the more touch- points there will be • Best done as a group exercise with key members of all customer-facing teams • Customer input too?
  8. 8.  Chris Coyne, 2017Page 8 of 12 step #3: customer research • Where existing data and experience leaves gaps • Qualitative research to get to know customer goals & feelings, effort required to be a customer, preferences • Quantitative research to confirm qualitative findings and own/colleague experiences and interpretations
  9. 9.  Chris Coyne, 2017Page 9 of 12 step #4: employee research • Objective: to establish if the customers’ perceptions of CX equate to the company’s • Highlight all differences • Cross-functional, moderated group discussions • Consistent levels of seniority within each group • Include any function that has customer contact • Discussion topics same as with qualitative customer research • For larger businesses, follow up with qualitative research among staff
  10. 10.  Chris Coyne, 2017Page 10 of 12 step #5: spot the difference • Recognise different journeys of each customer persona • Recognise the differences between customer views of dealing with the business and employees • Do departments have differening perspectives? • Complex data requires careful mapping
  11. 11.  Chris Coyne, 2017Page 11 of 12 step #6: cx audit report • Output of the CX audit is a summary report of customer journeys plus: • Clear presentation of differing perspectives between personas and employees • Quick fix recommendations to improve customer journeys • Long term, strategic recommendations • New relationship opportunities • KPIs for continuous monitoring
  12. 12.  Chris Coyne, 2017Page 12 of 12 cx services • Audits • 6-step CX audits; customer journey mapping • Consultancy • Re-align business communications and processes to improve CX • Training • Knowledge transfer to key staff for continuous improvement • Delivery • Practical, on-site support through all processes • Credentials • Data-focussed process management experience on international scale in marketing, sales and contact centre environments customer experience | marketing transformation | sales improvement | crm | customer service | international trade chris@chriscoyne.co.uk | +44 (0)7508 164 333 | http://chriscoyne.co.uk Coyne Sales and Marketing customer experience | marketing | sales | crm | service
  • AzizeanAdian

    Apr. 9, 2017

How to set up and run a customer experience audit in 6 straightforward stages. CX audits, customer journeys and customer profiling are hot topics right now but risk being shrouded in mystery. This presentation simplifies the process. For more information, contact me via LI or call +44 7508 164 333. Chris Coyne Coyne Sales and Marketing http://chriscoyne.co.uk

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