CX Team Assessment

Introduction

In the last 20 years, we have seen the business world pivoting from product obsession to customer-centricity. For a reason. Hardly any product is without competition. Unless you occupy a niche, your customers can choose from many alternatives on the market that offer similar features at comparable price ranges. Also, thanks to the internet, your customers are better informed than they have ever been. And through social media, they have a voice that can be heard anywhere in the world.

The typical reaction to this changing paradigm is to invest in the commercial front-end and come up with new or improved products. Most companies have been betting on better sales strategies, even more, amazing marketing campaigns and lately even invested in better customer service. They have ramped up their product development and it is fair to say, that the consumer has never had access to products as good as today. Across the board. And as a result, most companies are struggling not with winning but keeping customers.

The only way to truly differentiate is to offer something beyond the product. A familiar feeling. A place to belong. A home. In a world of abundant quality choices, customers can afford to let the heart decide. That is what we call customer experience.

The following 30 questions will take you through three different dimensions: 1) Existing CX Tools & Systems, 2) Customer-Focused Culture and 3) Organizational agility. It takes about 10-15min to complete. If you start the assessment and do not submit your answers, you can answer later by accessing the same link sent by email, but you will have to start from the beginning.

Remember to submit your answers before the closing date, after this date the link will be deactivated.

30 Questions | Duration: 10-15 minutes

Deadline:
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01/01/1970 -

Part 1: Customer Experience Framework

Take a few moments and reflect on how your organization has already shifted its perspective and mindset from product to customer orientation. From inside focus to an outside perspective.

1How are you collecting customer feedback?

a. We don’t collect customer feedback.

b. Occasionally. Our salespeople get feedback from time to time, or we send out a survey.

c. Regular surveys are sent out, which we use for continuous improvement.

2How do you make sure that internal processes/projects are focused on delivering customer value?

a. We’re capability driven and focus mainly on improving our products and services.

b. We have pockets of excellent customer orientation but not throughout the whole organization.

c. All existing and new processes are driven by our customers’ needs and we are continuously revising procedures that don’t meet customers’ needs.

Part 1: Customer Experience Framework

Take a few moments and reflect on how your organization has already shifted its perspective and mindset from product to customer orientation. From inside focus to an outside perspective.

3To what extent do leaders demand Customer Focus from their people?

a. It often takes a back seat compared to productivity and efficiency.

b. It is strongly encouraged from many leaders and customer focus is one of our leadership standards.

c. Customer Focus is lived by all leaders, and they continue to inspire everyone to see through the eyes of the customer.

4Customer Focus is a top priority for your leadership team?

a. The leadership team is mainly focused on how to develop and deliver our products/services.

b. The leadership team talks about customers when there is a specific issue.

c. The leadership team allocates more than 75% of their meeting time to discussing customers

Part 1: Customer Experience Framework

Take a few moments and reflect on how your organization has already shifted its perspective and mindset from product to customer orientation. From inside focus to an outside perspective.

5What type of system do you have in place that allows you to manage & document all your information and interactions with your customers?

a. Manual & Decentral. Up to individuals and teams.

b. We have a common CRM in place, mostly for contact information and sales pipeline.

c. Yes, we have a CRM in place, and it is widely used in the organization to share information, supporting all our customer activities, and allowing us to act as one team.

6Do you have KPI’s in place that focus on customer satisfaction?

a. Not that I am aware of.

b. Depends on the department, mostly it is embedded in client-facing areas.

c. Yes. We are measuring customer satisfaction religiously and use it as motivation to continuously improve.

Part 1: Customer Experience Framework

Take a few moments and reflect on how your organization has already shifted its perspective and mindset from product to customer orientation. From inside focus to an outside perspective.

7How would you describe your Customer Journey?

a. I don’t think we have that.

b. We are aware of our customer journey and the most important touchpoints.

c. Our customer journey allows everyone in the organization to connect their work to the customer. We measure and improve it to actively shape our customer experience.

8When dealing with customers, are there behavioral standards or is according to everyone’s preferences?

a. We only have a few mandatory behaviors towards customers.

b. We have defined standards, but we leave ample room for individual style.

c. We always represent consistent behaviors towards all our customers, based on our mission, strategy, and brand identity.

Part 2: Customer Focused Culture

Traditional companies are often grounded in an operations mentality. Rules and policies only allow for little flexibility, preventing the organization from being anything more than just average or satisfactory when it comes to customer focus. Customer oriented cultures on the other hand know how to hire for it, train for it and deliver it. Please, slide the bar to choose the answer that is most applicable to your organization.

9How would you describe the level of empowerment in your organization?

10How is the hiring philosophy in your company?

11How would you describe the training practices in your company?

12How would you describe typical leadership decision making in your company?

Part 2: Customer Focused Culture

13How would you describe your company ́s culture?

14What best describes your company ́s idea of customer service?

15How would you describe your company ́s sales approach?

Part 3: Customer Focused Culture

1Consistency

Change typically occurs here with a clear picture or vision of the intended future.
Strongly disagree Strongly agree
We follow a plan and make sure that we don’t get distracted.
Strongly disagree Strongly agree
Processes are in place to track progress.
Strongly disagree Strongly agree

2Commitment

Appropriate resources needed to make the change work are allocated. future.
Strongly disagree Strongly agree
Leaders consistently demonstrate support for the change, ‘walk the talk’ and enforce desired actions.
Strongly disagree Strongly agree
We are disciplined in our approach, and respect that true change takes time and effort.
Strongly disagree Strongly agree

Part 3: Customer Focused Culture

3Communication

The purpose or rationale for any change is clearly communicated to employees.
Strongly disagree Strongly agree
We allow enough time for everyone to hear and understand the vision and the path going forward.
Strongly disagree Strongly agree
Managers and other leaders make themselves easily accessible for answering questions or information-sharing and actively seek input from employees.
Strongly disagree Strongly agree

4Collaboration

People impacted by the change are actively involved in shaping the desired future.
Strongly disagree Strongly agree
Cross functional teams are ensuring a harmonized implementation across the whole organizationth going forward.
Strongly disagree Strongly agree
Standards and expectations for new behaviors are established and promoted.nd actively seek input from employees.
Strongly disagree Strongly agree

Part 4: Your Insights

1Where do you see the greatest potential for improvement and why?

2What do you expect from your colleagues when it comes to customer focus?

3Where can this company be in a year’s time if we focus more on building better relationships inside and inside out?

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1How are you collecting customer feedback?

2How do you make sure that internal processes/projects are focused on delivering customer value?

3To what extent do leaders demand Customer Focus from their people?

4Customer Focus is a top priority for your leadership team?

5What type of system do you have in place that allows you to manage & document all your information and interactions with your customers?

6Do you have KPI’s in place that focus on customer satisfaction?

7How would you describe your Customer Journey?

8When dealing with customers, are there behavioral standards or is according to everyone’s preferences?

9How would you describe the level of empowerment in your organization?

10How is the hiring philosophy in your company?

11How would you describe the training practices in your company?

12How would you describe typical leadership decision making in your company?

13How would you describe your company ́s culture?

14What best describes your company ́s idea of customer service?

15How would you describe your company ́s sales approach?

1Consistency

Change typically occurs here with a clear picture or vision of the intended future.

We follow a plan and make sure that we don’t get distracted.

Processes are in place to track progress.

2Commitment

Appropriate resources needed to make the change work are allocated. future.

Leaders consistently demonstrate support for the change, ‘walk the talk’ and enforce desired actions.

We are disciplined in our approach, and respect that true change takes time and effort.

3Communication

The purpose or rationale for any change is clearly communicated to employees.

We allow enough time for everyone to hear and understand the vision and the path going forward.

Managers and other leaders make themselves easily accessible for answering questions or information-sharing and actively seek input from employees.

4Collaboration

People impacted by the change are actively involved in shaping the desired future.

Cross functional teams are ensuring a harmonized implementation across the whole organizationth going forward.

Standards and expectations for new behaviors are established and promoted.nd actively seek input from employees.

1Where do you see the greatest potential for improvement and why?

2What do you expect from your colleagues when it comes to customer focus?

3Where can this company be in a year’s time if we focus more on building better relationships inside and inside out?