If you’re like most businesses, measuring customer experience (CX) maturity is probably near the bottom of your list of priorities. After all, if you can’t see it, how can you improve it? However, there are several ways to measure CX maturity – some more accurate than others.
The CX Maturity framework provides a clear understanding of the stages where organizations stand in their customer-centric journey. It contextualizes our findings from The NPS Benchmark, consumer insights from the cognitive sciences, and exposes the opportunities to drive competitive differentiation through your experience. Most businesses use a customer engagement maturity assessment to develop CX and build a solid customer base.
The customer experience has become the epicenter of convenience, service, and satisfaction for many businesses. Nevertheless, measuring it can be tricky.
Traditional methods are often subjective in nature and may only consume a small amount of your customers’ time. This doesn’t tell you much about what the customer was thinking at any point during their interaction with your business. A newer trend is to take behavioral data from security cameras or other sources so you can have objective insight into customer experiences.
What is a customer experience assessment?
CX (Customer Experience) is one of the most important factors that influence customer loyalty, advocacy, and willingness to invest more in your business. It is also an important factor in the decision to stick with or switch brands. CX assessment definitely helps for this for a wide variety of companies. If you want to get ahead of your competitors, it will be vital that you know where you stand when it comes to how customers feel about your company.
A customer experience assessment is a customer feedback questionnaire that collects data on current and past customers’ satisfaction with the service they’ve received.
The idea is to measure how satisfied your customers are, what their needs are, what would make them satisfied with your company’s service, and whether they’re likely to refer friends after having a good customer experience. These end-to-end customer experience assessments in Australia can be conducted through online surveys for phone interviews.
How can CX assessment help your business?
CX offers a chance to know how customers are feeling about your company. It can help you understand their needs much better and it offers the opportunity to hear what they have to say directly. The customer experience is essential for any business since it can either make or break them, but these days consumers are increasingly complicated, time-poor, intimidated by technology, frustrated with brands because of past experiences, leaning towards cheaper substitutes etc. So there’s more pressure than ever before for managers to correctly assess how the customer experience impacts your business model because if not done well you’re risking factors like increased churn rates and lower profits because people won’t buy from you anymore!
Every company has different needs, but customer engagement maturity assessment usually helps find solutions. Compile your inputs into a report that you will review with the entire team to build consensus about shared goals and priorities. The report should also serve as an educational tool by presenting the current state of affairs to everyone in your company.
This process is often used for two reasons: to prioritize improvement initiatives based on key metrics like Net Promoter Score or Customer Effort Score, or to streamline efforts across teams without touching existing products.
What are the things to do in a CX assessment?
First on your checklist should be identifying what you believe will be the most concrete result on the final outcome of your report. Next, you assess what data can best support this belief.
Be honest and thorough when answering the questions and you can prepare something about anything that comes up in the form of “yes” or “no.” Don’t give yourself an easy ride but don’t punish yourself unnecessarily either.
Define the stage of your customer journey that you’re assessing. This means determining what your key touchpoints are, who they primarily target, and how your customers respond to them.
For example, if we want to assess a company’s product-purchase journey, we will want to identify the customer’s search for information about the product (e.g., through review sites like Amazon), their purchase or order (whether in-store or online), and finally determine their use and satisfaction with the product by feedback left on social media channels such as Facebook.
