Coyne Sales and Marketingcustomer experience | marketing | sales | crm | service

6-STEP CUSTOMER EXPERIENCE AUDITS

Chris Coyne15th February 2017

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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 …..

Discover Loyalty AdvocatePurchaseUnderstand Engage

Marketing

Sales

Marketing

CustomerServiceTelesales

AccountManagement

customer journey

CustomerSuccess

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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

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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!

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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

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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?

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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

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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

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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

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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

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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 Marketingcustomer experience | marketing | sales | crm | service