This is a full explanation of the Customer-Centricity Maturity Audit delivered by Paul Rouke and Paul Postance of Become Customer-Centric. It explains how the audit was developed, what it covers, how the audit is carried out, what the deliverables are and what investment options there are

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Customer-Centricity Maturity Audit
www.becomecustomercentric.com

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Become Customer-Centric
What is Customer-Centricity?
Customer-Centricity is respecting,
speaking to and listening to your employees
and customers, and adapting your experience
to better suit what they are looking for,
both now and in the future

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Become Customer-Centric
Why is Customer-Centricity important?
Customer-Centric companies make
customers, employees and shareholders
happy. They also make the world a happier
place - more humility, more respect,
more happiness

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Become Customer-Centric
What Are The 4 Pillars of Maturity?

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Become Customer-Centric
What Are The 5 Levels of Maturity?

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Become Customer-Centric
How Does Increasing Maturity Effect Revenue?

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Contents
o What is the Maturity Audit?
o Why did we develop the Maturity Audit?
o What areas of a business do we audit?
o What are the 24 assessment points across the 4 Pillars?
o What are the 5 levels of Maturity in Customer-Centricity?
o How do we conduct the Maturity Audit?
o Who conducts the Maturity Audit?
o What are the deliverables of our Maturity Audit?
o What are the investment levels?

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What Is The Maturity Audit?
Leading Organisations Worldwide Towards Greater Customer-Centricity
Paul Rouke
Co-founder of Become Customer-Centric
The Customer-Centricity Maturity Audit provides you with an assessment of your internal processes, skill sets,
tools, strategy and mindset for customer experience improvement and customer centricity.
From there, you will have established which areas of your business you should focus on to drive online growth,
customer centricity and digital transformation over the next 12 months.

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Why Did We Develop The Audit?
Customer-Centricity Maturity Audit
Over recent years, organisation’s attention on customer-centricity has increased
and many business leaders are striving to become a customer-led business.
For many of those businesses starting to focus on their customer, the results
have been varied and growth potential left untapped, mainly due to a lack of
cultural change, team skills and process.
The Customer-Centricity Maturity Audit identifies how to evolve your organisation
on the path to becoming truly customer-centric. We have audited the key success
factors and are making a wide range of recommendations for improvement.
- Through harnessing over 40 combined years of unique experience in-house and as an external agency working with the UK and worlds most progressive brands in customer experience
- Through harnessing the knowledge of leading global conversion agencies PRWD have previously partnered with as the UK representative of the Global Conversion Alliance
- Through speaking at and attending the industries most advanced conferences on growth through customer centricity
- By delivering conversion optimisation strategy training for Econsultancy to global brands
How did we develop the maturity audit?

10. What Areas of a Business Do We Audit?
Our Customer-Centricity Maturity Audit provides you with an in-depth, independent evaluation of the following
critical areas of your business which lead to the long term success of a company seeking to become truly customer-centric.
This area focuses on how well
customer centricity is aligned to the
growth strategy of your
organisation. It explores what type of
culture and mindset the business
has, and whether or not there are
senior, influential champions who
are advocating a
truly customer-led culture.
This area focuses on the tools and
technology your organisation uses to
enable a robust customer experience
improvement strategy. It includes the
web analytics platform, VOC and
behavioural insight tools, and what level
of resource and skills your organisation
has to harness the technology that has
been invested in
This area focuses on what type of
appreciation your organisation has
towards investing in a multi-disciplinary
team to help drive an intelligent
customer-led user experience
improvement programme. It looks at
skill sets including user research, UX
design, web development, persuasion
and copy writing.
This area focuses on the approach that the
business takes to delivery customer
experience improvements through a
customer-led mindset. It looks at the key
characteristics of how hypotheses are
created and prioritised, the design process
for CX improvements, and how changes to
the CX are analysed and learnings gained
and shared
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Tools & Technology People & Skills
Strategy & Culture Process & Methodology

11. What Are The 24 Assessment Points Across The 4 Pillars?
The individual assessment points have been developed and refined over the last 7 years to provide the most valuable insights for your business,
each we can be improved over time to work together in making your business more customer-centric
Strategy & Culture Process & Methodology
4.01 CX Improvement Hypothesis Approach
4.02 CX Change Prioritisation
4.03 CX Design Process
4.04 QA and UAT Process
4.05 CX Change Analysis
4.06 CX Results & Learnings Report
2.01 Primary Analytics Tool
2.02 VOC and Behavioural Insight Tools
2.03 Business Wide Access to
Customer Learnings
2.04 Resources & Skills To Harness
Tools & Tech
1.01 Core Business Strategy
1.02 Business Mindset
1.03 Senior, Influential Champion
1.04 Continuous Learning
1.05 Product-Led versus Customer-Led
1.06 Cross-Departmental Dynamics
1.07 Employee Experience (EX)
Tools & Technology People & Skills
3.01 Behavioural & User Research Resource
3.02 Data & Analytics Resource
3.03 UX Design Resource
3.04 Development Resource
3.05 Experienced Lead Strategist
3.06 HCI & Persuasion
3.07 Persuasive Copywriting

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What Are The 5 Levels of Maturity in Customer-Centricity?
What are the 5 levels of maturity?
The very fact that we have developed 5 levels of maturity underlines the reality that through all our experiences working for and within a wide range of
brands, there is such a wide range of levels from which an organisation can be customer-centric. Customer centricity isn’t now and never will be a case of you
are either doing it well or not well – subtle improvements in any of the 24 assessment points that make up the four pillars of customer-centricity can
have a positive impact on the strategic direction and culture of your organisation.
Representing the full spectrum on which brands can be at the point of audit, from being product-led to truly customer-led
0 – 20
Beginner
21 – 40
Aspiring
41 – 60
Progressive
61 – 80
Strategic
81 – 100
Transformative

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How Do We Conduct The Maturity Audit?
01 Employee Insights
We get the very heart of your business. We speak
1-1 with people from across the business at different
levels of seniority, from the UX designer to the CEO.
During these frank and open sessions, we gain a rich
understanding of the business in all the 24 assessment
areas of the Maturity Audit.
02 Business Insights
As part of the audit we have reviewed a variety of
documentation that is currently used to report on
different parts of the business strategy and
customer experience. This includes your business
strategy documents (if available) and what your
vision, mission and brand values are currently
03 Strategic Analysis
We then harness our combined 40 years of industry
expertise working both client side and agency side, to
analyse all the insights and determine your current
maturity rating for all 24 assessment points.
We then establish what our key recommendations are
for each assessment point, both short term and
medium term, for your business.
04 Strategic Audit Report
All the insights and recommendations are
brought together into your strategic Customer
Centricity Maturity Audit Report.
The full detailed report is over 100 pages long,
with an executive summary report also
produced which is around 25 pages long.
05 Presentation Workshop
Everyone we have spoken to during stage 1 is
invited to attend an online half-day presentation
workshop, where we take you through the key insights
and recommendations of your Maturity Audit.
The workshop has time for discussions and questions,
providing a unique environment for people across the
business to talk about the current challenges and
opportunities ahead.
06 Strategic Analysis
Following the presentation workshop we spend
time with the business owner and stakeholders in
establishing how the existing business roadmap
(if there is one) needs to be relooked at based upon
the recommendations from the Maturity Audit.
We can then provide expert delivery services including
behavioural research, multi-channel customer
experience research, international user research, UX
and CX design, and full user-centered design services.

14. Who Conducts The Maturity Audit?
Providing 40 years of industry experience, both client side and agency side
Paul Rouke
20 years experience working agency-side in digital
18 years experience in customer-centricity
10 years experience in CRO
Trainer & consultant for Google Digital Garage
Lecturer at MMU Business School in Customer-Centricity
Paul Postance
Over 20 years experience working client-side in digital
Senior level digital transformation specialist
Omnichannel senior level specialist
£60m+ retail sales growth at Very Group (Shop Direct)
Creates & leads teams to commercial success
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The Strategic Maturity Audit Report & Recommendations
Strategic Maturity Audit Report
q 100-120 pages long
q Maturity Rating for your company
q Maturity Rating per Pillar
q Maturity Rating for all 24 Assessment Points
q Insights & Rational for all 24 Assessment Points
q Recommendations for all 24 Assessment Points
q Between 40-80 Recommendations in Total
q Expectation of Maturity Level in 6 Months
Recommendations Prioritisation
q Every Recommendation Across all 24
Assessment Points provided in a
prioritisation framework
q Within seconds identigy only the
recommendations that fit a certain criteria
ie. By Pillar, By Priority, By Ease

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Investment - SME
SME Customer-Centricity Maturity Audit - £18-22k
q We will be speaking to the CEO/MD of your business
q We will be speaking with up to 9 more people from within your business, representing different areas
q We will review your business insights and current business plan and roadmap (where available)
q You will receive a 100-120 page strategic Maturity Audit Report for your business
q You will get between 60-90 recommendations for quick, medium and long term implementation across the 24 assessment points
q We will deliver a full-day online workshop to your CEO/MD and all the people we spoke to within your business
Invoicing
• 50% following project sign-off and 50% following delivery of the online workshop
• Payment terms are 7 days from invoice date
• No notice period (this contract concludes once the service (outlined on page 8) has been delivered)
• If required, travel and accommodation costs where necessary will be agreed in addition to the project costs
• The audit cost is excluding VAT

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Investment – Large Business
Large Business Customer-Centricity Maturity Audit - £26-32k
q We will be speaking to the CEO/MD of your business
q We will be speaking with up to 14 more people from within your business, representing different areas
q We will review your business insights and current business plan and roadmap (where available)
q You will receive a 100-120 page strategic Maturity Audit Report for your business
q You will get between 40-60 recommendations for quick, medium and long term implementation across the 24 assessment points
q We will deliver a half-day online workshop to your CEO/MD and all the people we spoke to within your business
Invoicing
• 50% following project sign-off and 50% following delivery of the online workshop
• Payment terms are 7 days from invoice date
• No notice period (this contract concludes once the service (outlined on page 8) has been delivered)
• If required, travel and accommodation costs where necessary will be agreed in addition to the project costs
• The audit cost is excluding VAT

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Investment – Enterprise
Enterprise Business Customer-Centricity Maturity Audit - POA
q For enterprise and international businesses with multiple offices around the world, we will work with you to determine the scale
of engagement we will be delivering.
q This may involve conducting the Maturity Audit with different countries to compare the maturity levels and opportunities on a
regional level
q As with the SME and Large Business Audits, we will be speaking to the CEO/MD of the business, along with a large number of
employees from across different departments and of different seniority levels within the organisation
q It is highly likely that more than one Strategic Customer-Centricity Maturity Audit report will be produced, for different regions
and different divisions or companies within the group (if applicable)

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Let’s Get On The Path Towards
True Customer-Centricity
hello@becomecustomercentric.com
Paul Rouke
07739 745126
Paul Postance
07896 596557