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Customer Experience or Customer Service?

 Customer Retention or Customer Churn?

Customer Service is limited to one aspect of the customer’s journey  vs. Customer Experience, which is understanding how your customer is feeling and what they’re thinking every single time they interact with your business, from the moment they are aware you exist.

Sometimes it is difficult to differentiate between the two.  This assessment will give you a good idea of where your business is currently.  A quick way to answer the question is to ask yourself

1. If you present a solution / fix to a problem in the now (reactive behaviour) you are very good at Customer Service.

2. If you have innovated and tested every kind of scenario and found solutions to ensure that no negative experiences take place (proactive behaviour) you have shifted into the Customer Experience space.

Enjoy your Journey - We are excited to discover what your business reflects.

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Question 1 of 11

 

We have a clearly defined Customer Experience Journey that has been designed and is integrated throughout our business.

 

A

We do and we all understand it clearly.

B

We all have clearly defined Job Descriptions and KPI's so understand our roles.

C

We have an idea of what a Customer Experience Journey is and know that every staff member contributes to it.

Question 2 of 11

 

Our Customer Services Department Team / Senior Manager is held responsible for making sure all our Customers are happy.

A

True

B

False

C

Only when there is a Customer Complaint or Customer Feedback.

Question 3 of 11

 

The entire Team (including Marketing, Sales, Operations, Distribution, Legal, Debtors, Creditors, IT and HR) understands their significance and role in making sure that they create memorable engagements with our Customers.

A

Absolutely

B

Some of the departments noted above don't engage with Customers so would not be involved.

C

Definitely Marketing, Sales, Operations and Distribution - 100%

Question 4 of 11

 

We have a very strict policy to ensure that every Customer has the opportunity to give us their feedback either whilst they are still engaged or post their engagement with our business.

A

The feedback comes from our Customer Services Department and / or the staff who make a point to escalate it to their manager.

B

We have a live platform that is advertised and customers can use that. We have follow up campaigns to customers asking them for feedback. The management always responds to any kind of feedback personally.

C

We have multiple feedback journeys that Customers are invited to use. All feedback is collated and reviewed to ensure that the feedback creates innovation / iteration and actions to ensure that we do not repeat the negative and introduce the wins as standard actions.

D

We do not have any automated feedback channels but our staff are passionate about engaging with Customers to get their feedback on every transaction.

Question 5 of 11

 

Customers are people and like ourselves,  have things they both like and dislike that evoke feelings and emotions.  Our entire Team is focused on being aware of these feelings and are able to shift how the Customer feels to ensure that they leave happy even if there was a glitch during their engagement.

A

We have clear policies in place that should ensure that no Customer is unhappy. These are dependent on the staff doing their job.

B

Keeping customer's happy is our core focus. Every staff member knows that they have to ensure that every Customer leaves happy.

C

Every staff member knows that if a Customer is not happy, they need to do everything that they can to resolve the problem. They need to engage with the customer to find a solution and if they are not able to do this, they need to find someone who can or an alternative for the Customer.

Question 6 of 11

 

Our Team is based in different locations.  I often hear from our Customers that they get better service from another location or Team.  I know that I am responsible for my Team and take the following action:

A

I know that our brand is only as strong as the weakest link. I ask the Customers that share this with us to please send a mail to our Customer Services Department telling them.

B

I know that our brand is only as strong as the weakest link. I ask the Customers that share this with me to please wait for a personal phone call from a Senior Manager so that they can share their concerns. I escalate it as promised.

C

I know that our brand is only as strong as the weakest link. I also know that other Customers have complained about the same location and despite us reporting it, nothing was done. I tell the Customer I will report it, but do nothing as do not want to cause trouble for myself.

D

I know that our brand is only as strong as the weakest link. I thank the Customer for the feedback and immediately take their details and escalate the feedback to the location, to other parties that can ensure change. I confirm that I have escalated the feedback to the Customer. I ask everyone to please copy me into the resolution to ensure that a) the Customer knows that he/she has been heard b) we use the feedback for learning and c) I can share the feedback with my team.

Question 7 of 11

 

Customers are the lifeblood of our business.  They are what keeps our "mini economy" running as it is their money in the bank that creates cash flow,  that in turn pays the Team salaries as well as the bills.  However, I do not feel that I can be held accountable to make sure the Customer is happy when things are outside of my control.

A

This statement is True

B

This statement is 50% True and 50% False

C

This statement is False

Question 8 of 11

 

As a leader I am constantly asking my staff for feedback about things Customers are asking for, ways to makes processes more efficient and for feedback from Customers about new products and services, our environment and anything else that they want to contribute.  We then sit as a team to see what we can introduce with a clear understanding that everything we do is to retain our Customers.

A

We do this as much as we can, but often get distracted by the day to day business dynamics.

B

We do this as a top priority. We have a process that is documented so that we can collate everything to make sure that if we cannot do something right now, we keep it on our List to action when we can.

C

We do this and then collate and hand everything over to the people that do research for the Customers and then create a new process.

Question 9 of 11

 

I know that a Customer Experience Journey includes every stage of the business.  This is true in my business where everyone embraces Customers as being top of mind in our business.  

A

This statement is 100% True

B

This statement is 75% True

C

This statement is 50% True

D

This statement is 25% True

E

This statement is not True

Question 10 of 11

 

Prior to this I did not understand the difference between Customer Service and Customer Experience.  

A

True

B

False

Question 11 of 11

Please give us feedback if this assessment has helped you and if there is any other content you are interested in.  Thank you!

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