How to set up and run a customer experience audit in 6 straightforward stages. CX audits, customer journeys and customer profiling are hot topics right now but risk being shrouded in mystery. This presentation simplifies the process. For more information, contact me via LI or call +44 7508 164 333. Chris Coyne Coyne Sales and Marketing http://chriscoyne.co.uk

1. Coyne Sales and Marketing
customer experience | marketing | sales | crm | service
6-STEP
CUSTOMER EXPERIENCE AUDITS
 Chris Coyne
15th February 2017

2.  Chris Coyne, 2017Page 2 of 12
what is a cx audit?
‘CX audit maps customer journeys through multiple channels of
communication between a company and its customers’
• Customer journey = sum of all customer interactions (touch points)
• Touch points can be online or offline;
person-to-person or person-to-machine
• Group by customer personas; segments of total #
customers with common, identifiable characteristics
• Customer journeys impact multiple departments within a business …..

3. Discover Loyalty AdvocatePurchaseUnderstand Engage
Marketing
Sales
Marketing
Customer
ServiceTelesales
Account
Management
customer journey
Customer
Success

4.  Chris Coyne, 2017Page 4 of 12
importance
• Customers’ behaviour has changed in an omni-channel world
where more information available than ever before:
• Applies to B2B markets as well as consumer sectors
• Applies to companies of ALL sizes, not just the larger corporates
• Businesses must manage ALL customer interactions with them

5.  Chris Coyne, 2017Page 5 of 12
timing
• Timing of a CX audit depends on your knowledge of customer
journeys
• How well could you answer these questions?
(score 1 to 5 where 1 = extremely well and 5 = not at all)
1. Which customer personas are your most valuable (and why)?
2. What are your key customers’ needs?
3. Which touch points do the key personas each value
the most (and why)?
4. What are the most common pre-purchase touch-points?
5. How loyal are your key personas, how do you measure
this and who are your best advocates?
• Aggregate score >10 means do a cx audit NOW!

6.  Chris Coyne, 2017Page 6 of 12
step #1: create customer personas
• Start with data generated within the business
• Then data already purchased
• Are there any gaps to be filled?
• Seek emotional connections beyond the data – seeking to
establish customer motivation
• Work with key, customer-facing staff to use
their experience
• Discriminate between motivation to purchase
and motivation to loyalty and advocacy
• Challenge is to develop a group of distinct customer personas

7.  Chris Coyne, 2017Page 7 of 12
step #2: define touch points
• Different customer personas will interact with the business in
different ways
• Start by creating groups of touch points appropriate to each
persona
• The larger and more complex the business, the more touch-
points there will be
• Best done as a group exercise with key members of all
customer-facing teams
• Customer input too?

8.  Chris Coyne, 2017Page 8 of 12
step #3: customer research
• Where existing data and experience leaves gaps
• Qualitative research to get to know customer goals & feelings,
effort required to be a customer, preferences
• Quantitative research to confirm qualitative findings and
own/colleague experiences and interpretations

9.  Chris Coyne, 2017Page 9 of 12
step #4: employee research
• Objective: to establish if the customers’ perceptions of CX
equate to the company’s
• Highlight all differences
• Cross-functional, moderated group discussions
• Consistent levels of seniority within each group
• Include any function that has customer contact
• Discussion topics same as with qualitative customer research
• For larger businesses, follow up with qualitative research
among staff

10.  Chris Coyne, 2017Page 10 of 12
step #5: spot the difference
• Recognise different journeys of each customer persona
• Recognise the differences between customer views of dealing
with the business and employees
• Do departments have differening perspectives?
• Complex data requires careful mapping

11.  Chris Coyne, 2017Page 11 of 12
step #6: cx audit report
• Output of the CX audit is a summary report of customer
journeys plus:
• Clear presentation of differing perspectives between personas and
employees
• Quick fix recommendations to improve customer journeys
• Long term, strategic recommendations
• New relationship opportunities
• KPIs for continuous monitoring

12.  Chris Coyne, 2017Page 12 of 12
cx services
• Audits
• 6-step CX audits; customer journey mapping
• Consultancy
• Re-align business communications and processes to improve CX
• Training
• Knowledge transfer to key staff for continuous improvement
• Delivery
• Practical, on-site support through all processes
• Credentials
• Data-focussed process management experience on international scale in marketing, sales
and contact centre environments
customer experience | marketing transformation | sales improvement | crm | customer service | international trade
chris@chriscoyne.co.uk | +44 (0)7508 164 333 | http://chriscoyne.co.uk
Coyne Sales and Marketing
customer experience | marketing | sales | crm | service