The Intuitive Customer:
Seven Imperatives for moving your CX to the next level
Self-Assessment
Purpose of this self-assessment: The purpose of this document is to help you assess where your organization is today, challenge your thinking and define what you need to do to move your Customer Experience to the next level.
Please complete the form by selecting the score that is most applicable to your organization. Please use the 80/20 rule, there will always be exceptions. We are trying to look at your organization ‘in general’ by comparing your scores against our database, thus providing you a benchmark of your performance.
How to read and use this report:
- Upon completion, your results will be denoted in yellow, while our database averages are denoted in purple.
- In each case the higher the score the better.
- If you have scored a 2, for example, and the database is roughly the same this shows us there is a big opportunity for you to gain competitive advantage by starting to focus on this area.
- Clearly, if you scored less than the database average then you are starting to fall behind and again need to address this.
- Remember, other people in your industry are not standing still. Potentially they could be working on this now.

Thanks for undertaking the self assessment. To understand your results further we recommend that you attend one of the events below.
Assessing your Customer Centricity
Attend our CX Professional Training ‘The Secrets of a Successful CX Program’
Attend our CX Professional Training
About this Assessment
Many organizations plan to move their CX to the next level and yet many Customer Experience (CX) programs are starting to plateau. To make this change requires new thinking, understanding and predicting your Customers’ behavior. To do this it is vital to go beyond just the rational and emotional experience and into the subconscious and psychological experience. This is all outlined in Colin Shaw’s new book.
In The Intuitive Customer: 7 imperatives for moving your Customer Experience to the next level (Palgrave MacMillan, 2016), authors Shaw and Hamilton explore the reasons organizations are struggling to improve their Customer measures and are witnessing the plateauing of loyalty scores like New Promoter.
For Shaw and Hamilton, the answer is simple: you need to understand the intuitions that drive your Customers’ Behavior at an emotional, subconscious and psychological level. This book describes where Behavioral Economics meets Customer Experience in a very easy to understand and practical way.
