Customer Experience and Satisfaction Questions

To understand whether digging deeper into your customers’ full experience might create value for your company, consider these questions:

• Do you use internal metrics that define quality and link directly to your customers’ experience?
• Do you have a clear sense of the end-to-end life cycle of your customers’ interactions with your company and of each touch point between them?
• Do you know the relative importance that your customers place on those interactions?
• For the most critical interactions, do you know with certainty how important good, better, and great performance is to your customers?
• Do you have a strong sense of your customers’ minimal expectations for those critical interactions?
• Do you know how well you’re performing relative to your customers’ minimal expectations?
• Do you have a good handle on the potential opportunities created by an improvement or the potential risks created by deterioration in various aspects of your performance?
• Do you have an effective measure or proxy measure for calibrating how well you are meeting customers’ expectations?

If you can’t answer yes to most of these questions, it may be time for you to revisit your customers’ experience of your company to discover what truly matters to them–and how much.

Source:
Winning by Understanding the Full Customer Experience
by David Rickard
Boston Consulting Group, March 22, 2006

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