A customer experience transformation is a lot of work. There are a lot of pieces that must come together — in other words, a lot of foundational elements that must be in place — in order to successfully transform your brand’s customer experience. I’ve dubbed these elements the building blocks of a successful CX transformation. When I’m engaging with my clients, I coach them through the process of getting these building blocks in place to ensure that their transformation becomes a win-win for both customers and the business.
I’m often asked by prospects and clients to conduct a customer experience audit for their organizations. Not sure what this is? Or if you need one?
Let’s start from the beginning.
A customer experience audit can take one of two formats or meanings. The first one is exactly what it sounds like: an audit of the experience your customers are having as they interact with your brand via a variety of touchpoints and channels. The second is an audit of the structure and strategy you have in place to deliver the experience your customers are having — or desire to have. In other words, it’s an audit of those building blocks I mentioned. While the former is important (and should actually be part of the work you do to design and develop the ideal experience for your customers), the latter definition is the one I’m focusing on in this post.
Why do you need an audit? If you don’t have the various foundational elements in place, your transformation likely won’t be successful. They’re called “foundational” for a reason, and if they are missing or incomplete, it will be a struggle to transform the business and the experience.
Obviously, to get started, you’ve got to know what the foundational building blocks are. There are nine of them:
Source – Forbes