What’s the current stage of your organisation’s CX maturity?

Analytics & Insights

1. How can customers engage with you?

a. Customers can contact us by phone and e-mail

b. Customers can contact us by phone, e-mail, website and mobile app

c. Customer can contact us by phone, e-mail, mobile app and social media

d. Customers can contact us the way the wish – phone, e-mail, mobile app, social media and instant messaging

2. How do you evaluate the level of integration of your customer journey?

a. We manage separately the physical and digital touchpoints of the customer journey

b. We have partially integrated the physical and digital touchpoints of the customer journey

c. We have fully integrated the physical and digital touchpoints of the customer journey

d. We have fully integrated the physical and digital touchpoints of the customer journey and we continuously improve experience

3. What type of customer experience analytics do you run?

a. We don’t do any customer analytics

b. We analyse past customer behaviour

c. We analyse past customer behaviour and predict what customers are likely to do next

d. We analyse past customer behaviour, predict their next actions and prescribe the best way to respond proactively

4. Do you enrich your customer experience insights by adding additional data sources?

a. We use transactional and relationship CX insights

b. We use transactional and relationship CX insights enriched with complaints

c. We use transactional and relationship CX insights enriched with complaints and CRM data

d. We use transactional and relationship CX insights enriched with complaints, CRM, financial and operational data

We understand that you will be challenged to choose the answer that fits your current stage exactly for some of the questions. In such cases, we recommend choosing the closest option.

CX Overall Strategy

5. What is the progress with the implementation of your CX program?

a. We are just starting our program

b. We have created customer personas and customer journey

c. We have created the main customer personas and customer journey and have evaluated our current CX performance

d. We have a working CX program which tracks satisfaction and performance regularly

6. How is your CX program aligned with the company strategy and vision?

a. Our CX program is aligned with the C-suite

b. Our CX program is aligned with the C-suite and few managers

c. Our CX program is aligned with the C-suite and all managers

d. Our CX program is aligned with the C-suite, all managers and teams and it is in the heart of our strategy and vision

7. How is your customer experience program managed?

a. CX program is managed by a non-CX professional at the company

b. CX program is managed by a central CX lead or team who collaborates with customer-facing functions

c. CX program is managed by a central CX lead/team supported by a CX executive for every market/business vertical who collaborates with other customer-facing functions

d. CX program is a cross-team responsibility of global and local CX teams and other customer-facing teams, while other administrative functions are also involved

8. How do you measure the business impact of your customer experience (CX) program?

a. We have a general agreement that customer satisfaction facilitates the achievement of our business goals

b. We measure the business impact of some CX initiatives

c. We measure the business impact of most CX initiatives

d. We measure the business impact of all individual CX initiatives and the entire program

We understand that you will be challenged to choose the answer that fits your current stage exactly for some of the questions. In such cases, we recommend choosing the closest option.

Engage

9. How do you collect customer feedback?

a. We don’t collect customer feedback in a systematic way

b. We collect customer feedback at fixed intervals of time

c. We collect customer feedback continuously, but the process is not automated

d. We collect customer feedback continuously and the process is fully automated

10. What channels can your customers use to provide feedback?

a. Customers don’t have a direct way to provide feedback

b. Customers can share their feedback through a single official channel

c. Customers can provide feedback through several channels

d. Customers can provide feedback through multiple channels and select the one that they prefer

11. How do you guarantee that you capture all customer touchpoints?

a. No structured process is in place

b. Feedback is only collected for several touchpoints

c. Feedback is collected for most of the touchpoints

d. Feedback is collected for all touchpoints

12. How do you track the progress of your program?

a. We don’t track the progress of our program

b. We occasionally check our performance (e.g. satisfaction, response rate)

c. We often track our performance (e.g. satisfaction, response rate)

d. We constantly track our performance through a real-time dashboard (e.g. satisfaction, response rate)

We understand that you will be challenged to choose the answer that fits your current stage exactly for some of the questions. In such cases, we recommend choosing the closest option.

Understand:

13. Who uses customer feedback and insights within your organisation?

a. Only the CX team and lead use customer feedback and insights

b. Customer-facing and CX teams use customer feedback and insights

c. C-suite, customer-facing and CX departments use customer feedback and insights

d. All departments and levels use customer feedback and insights tailored to their specific needs

14. How do you satisfy the needs of the different stakeholders within the organisation?

a. We send specific insights occasionally or upon specific request

b. We create regular reports manually and send them to stakeholders

c. We generate automated reports and share them with all stakeholders

d. We generate automated reports and provide all stakeholders with access to a real-time dashboard which they can use to take decisions

15. How do you analyse customer comments?

a. We just read them through

b. We categorise comments manually to identify key topics

c. We use a standardised text analytics framework that automatically extracts sentiment and most popular topics

d. We have a customised text analytics framework, tailored to our business specifics, which automatically extracts sentiment, most popular topics, emerging trends and future client needs

16. How do you understand which are the most important customer satisfaction drivers?

a. We haven’t run such an analysis yet

b. We have run one-off satisfaction driver analysis to understand the overall positive and negative drivers

c. We have run one-off satisfaction driver analysis to understand the overall positive and negative drivers as well as the specific drivers of drivers per touchpoint

d. We run regular driver analysis to understand the overall positive and negative drivers as well as the specific drivers of drivers per touchpoint

We understand that you will be challenged to choose the answer that fits your current stage exactly for some of the questions. In such cases, we recommend choosing the closest option.

Mobilise:

17. How do you prioritise your CX activities?

a. We prioritise the resolution of urgent customer issues

b. We prioritise our activities based on their impact and importance for the customers

c. We prioritise our activities based on well-defined CX metrics which enable us to solve problems and share best practices

d. We prioritise our activities based on well-defined CX metrics and their impact on operational and financial performance

18. How do you close the loop with your customers?

a. We contact only the very dissatisfied customers

b. We contact all dissatisfied customers

c. We contact all dissatisfied customers and follow up with them on what we have improved

d. We contact all dissatisfied customers and follow up with them on what we have improved as well as the very happy ones to thank them and activate referrals

19. How much time do you need to close the loop?

a. It’s upon the discretion of the main contact holder (e.g. customer service team or account manager)

b. More than 72 hours as a standard

c. 24-72 hours as a standard

d. Less than 24 hours as a standard

20. How do you incorporate CX insights into your decision-making process?

a. We use CX insights to manage specific customer cases (feedback calls, etc)

b. We use CX insights to improve all customer management plans

c. We use CX insights to improve our annual CX strategy

d. We use CX insights to improve all aspects of our business strategy – products, services, segments, etc.