General form CX Maturity Assessment 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. 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 appc. 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 messaging2. How do you evaluate the level of integration of your customer journey?a. We manage separately the physical and digital touchpoints of the customer journeyb. We have partially integrated the physical and digital touchpoints of the customer journeyc. 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 nextd. 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 insightsb. We use transactional and relationship CX insights enriched with complaintsc. We use transactional and relationship CX insights enriched with complaints and CRM datad. 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 programb. We have created customer personas and customer journeyc. We have created the main customer personas and customer journey and have evaluated our current CX performanced. We have a working CX program which tracks satisfaction and performance regularly6. How is your CX program aligned with the company strategy and vision?a. Our CX program is aligned with the C-suiteb. Our CX program is aligned with the C-suite and few managersc. Our CX program is aligned with the C-suite and all managersd. Our CX program is aligned with the C-suite, all managers and teams and it is in the heart of our strategy and vision7. How is your customer experience program managed?a. CX program is managed by a non-CX professional at the companyb. CX program is managed by a central CX lead or team who collaborates with customer-facing functionsc. 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 functionsd. CX program is a cross-team responsibility of global and local CX teams and other customer-facing teams, while other administrative functions are also involved8. 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 goalsb. We measure the business impact of some CX initiativesc. We measure the business impact of most CX initiativesd. We measure the business impact of all individual CX initiatives and the entire programWe 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 wayb. We collect customer feedback at fixed intervals of timec. We collect customer feedback continuously, but the process is not automatedd. We collect customer feedback continuously and the process is fully automated10. What channels can your customers use to provide feedback?a. Customers don’t have a direct way to provide feedbackb. Customers can share their feedback through a single official channelc. Customers can provide feedback through several channelsd. Customers can provide feedback through multiple channels and select the one that they prefer11. How do you guarantee that you capture all customer touchpoints?a. No structured process is in placeb. Feedback is only collected for several touchpointsc. Feedback is collected for most of the touchpointsd. Feedback is collected for all touchpoints12. How do you track the progress of your program?a. We don’t track the progress of our programb. 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 insightsb. Customer-facing and CX teams use customer feedback and insightsc. C-suite, customer-facing and CX departments use customer feedback and insightsd. All departments and levels use customer feedback and insights tailored to their specific needs14. How do you satisfy the needs of the different stakeholders within the organisation?a. We send specific insights occasionally or upon specific requestb. We create regular reports manually and send them to stakeholdersc. We generate automated reports and share them with all stakeholdersd. We generate automated reports and provide all stakeholders with access to a real-time dashboard which they can use to take decisions15. How do you analyse customer comments?a. We just read them throughb. We categorise comments manually to identify key topicsc. We use a standardised text analytics framework that automatically extracts sentiment and most popular topicsd. We have a customised text analytics framework, tailored to our business specifics, which automatically extracts sentiment, most popular topics, emerging trends and future client needs16. How do you understand which are the most important customer satisfaction drivers?a. We haven’t run such an analysis yetb. We have run one-off satisfaction driver analysis to understand the overall positive and negative driversc. 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 touchpointd. We run regular driver analysis to understand the overall positive and negative drivers as well as the specific drivers of drivers per touchpointWe 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 issuesb. We prioritise our activities based on their impact and importance for the customersc. We prioritise our activities based on well-defined CX metrics which enable us to solve problems and share best practicesd. We prioritise our activities based on well-defined CX metrics and their impact on operational and financial performance18. How do you close the loop with your customers?a. We contact only the very dissatisfied customersb. We contact all dissatisfied customersc. We contact all dissatisfied customers and follow up with them on what we have improvedd. 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 referrals19. 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 standardc. 24-72 hours as a standardd. Less than 24 hours as a standard20. 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 plansc. We use CX insights to improve our annual CX strategyd. We use CX insights to improve all aspects of our business strategy – products, services, segments, etc.