Test: How do you Perform When Creating Great Customer Experiences?

Take the test and find out how your company performs when it comes to having the tools needed to deliver great customer experiences. When your customer experience insights are used professionally, it can put you ahead of your competitors from today. Are you a CX Rookie with room for improvement? A CX Talent well on your way? Or can you keep up the good work as a CX Champion?

Take the Test and Get a CX-Score, Benchmark, and Advice for Your CX Work

When you take the test you get an overall CX score based on your answers, you get a benchmark and finally, you get our concrete advice for your CX work. Everything will be sent directly to your e-mail based on your test result:

💥By assigning a score between 0 and 100 for each statement to express how much you agree/disagree, you will end up with an overall CX score. The CX score is our version of an overall score for the organization’s performance in working with their customer experience.

💥With your score in hand, you can then compare it with the benchmark from Ennova's CX Survey based on 250 of the largest companies in the Nordics.

💥You will receive an e-mail with your result overview providing you with good advice for for CX work. If your score is over 70 points, you get 5 advice on further intensifying your focus. If your CX score is below 70 points, you get 5 advice on what you can do to improve.

Does Your CX Work Have Potential for Improvement?

Not until you know your CX maturity will you know where and how big your potential for improvement is. Once you know that, you can get the most out of your customer strategy, meaning you're one step ahead when it comes to meeting market needs and demands. In the end, that ensures long-term earning power.

There are many different ways to assess a company's CX maturity and – granted – it's a bit simplistic merely to take a test and make a diagnosis on that basis. But the reason it makes sense is that it forces you to think about some relevant areas that are critical to professionalizing the work of delivering at a high level for your customers.

Our testing approach is to examine 4 key dimensions that are of critical importance to your degree of customer orientation:

1. Customer strategy and customer-centric leadership 
2. KPI and governance 
3. Understanding of the customer journey
4. Employees and culture  
   
   
   

1st Dimension: Customer Strategy and Customer-Centric Leadership

• Have you formulated a customer strategy?
• Have you translated it into operational instructions for employees’ actions, conduct, etc.?
• Is the top management on board?
• Do you have customer-centric management where you actively use the customer and the customer's voice to make improvements on all levels of the organization?

With this dimension, we address two fundamental factors for success with the customer experience that involve strategy and leadership: Have you formulated a strategy for the customers, so you not only know what you are delivering to whom and how, but you have also broken down the strategy into relevant customer promises and service priorities? By doing this, your customer strategy becomes relevant and operational for your staff. It's also important that you think about the extent to which you have the backing of the top management and the right management (customer) focus on all levels in the organization.

Our analyses and review of more than 200 companies reveal that having a clear customer strategy that has been translated into actual behavior and actions is a challenge that many companies struggle with. Likewise, we also see that the company's organization often ends up hampering the good customer experience. In other words, the silo challenge is still something many have not yet come to terms with.

This leadership dimension is about the top management's ability to provide backing and serve as role models, but of course, it's not something that only affects this layer of management. Perhaps even more importantly, it's about the different layers of management in the company taking clear ownership of the customer experience and understanding their own share of responsibility for the positive customer experience.

2nd Dimension: KPI and Governance

• Have you established one or more KPIs for customer experience?
• Do you have a good organizational structure for taking ownership of customers – both horizontally and vertically?

This dimension is about identifying the concept and thereby the survey key figures to serve as the entire basis for your customer-oriented organization – and perhaps the company transformation you are embarking on.

From our experience, it is hugely beneficial to choose two customer-related survey KPIs that cover both the top line and the bottom line in the form of ‘cost to serve.’
Another important and ambitious element within this dimension is building systems of measurement that can regularly provide you with information on the status, breakdown, and causal effect of the identified key figures. It is vital that you have a measurement system and customer feedback setup that is company-wide, operational, and high-frequency.

It is critical that you establish and execute a plan for communicating and anchoring your customer insight into the business. What good is it having the best measurement system and the sharpest analyses if you are not able to communicate them in clear language that incites action?

Our study shows that many of the largest Nordic companies are challenged when it comes to applying their customer insights in every corner of the organization and as a part of decision-making processes and strategies. Within this dimension, we see that the study's Customer Insight Champion companies are particularly successful in producing frequent reporting on their operational KPIs, which helps to anchor the insights in the company.

Maybe you'll also find this interesting: A guide on the 3 key elements of a successful customer survey. Click below to download.

3rd Dimension: Understanding of the Customer Journey

• Do you have a clear picture of the customer journey in the company?
• Do you know how you perform on critical touchpoints?
• How good are you at cooperating on the customer experience across organizational boundaries/silos?

4th Dimension: Employees and Culture

• Is the organization motivated to ensure positive customer experiences?
• Does the staff have the framework and, more importantly, the skills to deliver positive customer experiences?
• Is there the right degree of support in the form of processes, tools, training, etc.?