Naive to Natural Assessment

Opportunity Discovery: Orientation Assessment

Naïve to Natural Customer Centricity Assessment for

Natural
Enlightened
Transactional
Naïve

Orientation
Current Action

People

The emphasis of recuitment and selection

Q. 1 of 20 : The emphasis of our recruitment process for customer facing people is on identifying people...
A. with specific skils, knowledge of the product, the competitive offering and/or our industry
B. with emotional capability. People who are good at evoking emotions - people are rejected because they are not good at evoking emotions
C. with the right attitude - attitude tests take place with a view to recruiting people who have a generally 'positive attitude'
D. who are naturally good at evoking planned emotions. Psychometric tests are used to recruit people

The emphasis of recuitment and selection

Q. 2 of 20 : The organization is currently running a trial or project looking at getting the recruitment process for a customer facing people more focused on employing people with...
A. emotional capability. People who are good at evoking emotions.
B. natural ability to evoke planned emotions.
C. the 'right attutde'.
D. there is no action underway. There are no plans to change the emphasis of the recruitment process for customer facing people.

The extent to which the recruitment process seeks to identify candidates who will fit with the culture of the company.

Q. 3 of 20 : Which of the following best describes the extent to which your organization's recruitment process seeks to identify candidates who will fit with the culture of your organization?
A. People are recruited to be part of the 'Cult'. People who do not fit tend to leave.
B. Our recruitment process is aligned to culture. Culture is defined and forms part of the selection process.
C. Some general thought has been given to the benefits of a cultural fit.
D. No thought has been given to cultural fit.

The extent to which the recruitment process seeks to identify candidates who will fit with the culture of the company.

Q. 4 of 20 : The organization is currently running a trial or project looking at...
A. the characteristics of 'cults' and how these can be applied to our organization.
B. process with our culture.
C. what top level implications there would be if our recruitment process could identify candidates who will fit culturally with the organization.
D. way. There are no plans to make changes to the recruitment process.

The emphasis of training

Q. 5 of 20: The emphasis of our training for customer facing people is...
A. focusing on how to evoke positive emotions.
B. general soft skills training is provided, focused on listening skills, dealing with difficult customers and providing good service.
C. Specific emotions to be evoked are identified and the use of verbal and non-verbal clues to enhance the experience and leave desired memories.
D. Training is primarily product focused. No soft skills training is provided.

The emphasis of training

Q. 6 of 20 : The organization is currently running a trial or project looking at getting the training process for customer facing people...
A. more focused around managing difficuly customers, providing good service and evoking general 'positive' emotions in customers.
B. to be more specific and primarily focused on how to evoke specific emotions in customers.
C. OR, there is no action underway. There are no plans to change the current emphasis of our training process.
D. to be more specific and primarily focused on the use of acting techniques, and the understanding and use of body language to enhance the experience and leave desired memories.

The extend to which customer expectations feature in training

Q. 7 of 20 : Which of the following best describes your organization's training programs for customer facing people?
A. Customer expectations are not a key feature of training.
B. Customer's transactional and emotional expectations are key features of training.
C. Customer's transactional and emotional expectations as well as profiling different Customer types and how to deal with them differently are key features of training.
D. Customer's transactional and product expectations are a key feature of training.

The extent to which customer expectations feature in training

Q. 8 of 20 : The organization is currently running a trial or project on our training programs for customer facing people looking at...
A. including customer's transactional and product expectations
B. including the transactional and emotional expectations and how to deal with different Customer types differently.
C. OR, there is no action underway. There are plans to change the content of training.
D. including customer's emotional expectations.

Extent to which Behavioral Economics are part of organizational understanding

Q. 9 of 20 : Which of the following best describes the extent to which the organization has grasped Behavioral Economics…
A. Organization is not seeing the role the emotions and subconscious play in customer buying decisions
B. The organization recognizes customer satisfaction has a role in driving sales but is not really addressing the emotional and subconscious aspects of the experience
C. The organization has recognized the role the emotions and the subconscious play in driving customer behavior and are addressing those aspects
D. The organization has a deep understanding of behavior economics and customer psychology. They are using those principles in the experience design

Extent to which Behavioral Economics are part of organizational understanding

Q. 10 of 20 : The organization is currently running a trial or project looking at…
A. There is no action underway. There are plans to look at emotions, the subconscious experience or behavioral economics
B. addressing the emotional and subconscious aspects of the experience
C. Targeting specific emotions and training the organization on how to deliver those
D. Using behavior economics and customer psychology principles in the experience design

The importance the organization places on people

Q. 11 of 20 : Which of the following best describes the emphasis of your organization’s attitude towards people?
A. People are seen as a commodity and treated as expendable
B. Management say that people are important but it’s just ‘lip service’. People are really seen as a commodity – they aren’t trusted and have limits of authority and empowerment
C. The organization is serious about the importance of people. People are seen as the differentiator – they are empowered to do what is necessary from a customer perspective to evoke planned emotions and stimulate senses
D. The organization treats people as if they are of equal importance to customers

The importance the organization places on people

Q. 12 of 20 : The organization is currently running a trial or project looking at management training, investigating…
A. how to get management in general to recognize the importance of people and why generally this would be ofbenefit to the organization
B. how to show managers how to treat people as if they are of equal importance to customers. There are techniques and targets to achieve this
C. OR, there is no action underway. There are no plans to change management’s current view of people
D. how to show managers the impact on individual people and the cost to our organization of not treating our people as important

The emphasis of employee satisfaction surveys

Q. 13 of 20 : The Employee Experience is…
A. measured – questions are general in nature
B. not measured – or is done intuitively with no structure behind it
C. measured – questions are aligned to our defined Employee Experience
D. measured – questions are aligned to our defined Employee Experience which in turn is aligned to the Customer Experience

The emphasis of employee engagement surveys

Q. 14 of 20 : The organization is currently running a trial or project looking at...
A. introducing an Employee Engagement survey
B. OR, there is no action underway. There are no plans to change the way we currently measure employee engagement
C. enhancing our current Employee Experience survey – it will be aligned to our defined Employee Experience which in turn will be aligned to our defined Customer Experience
D. enhancing our current Employee Experience survey – examining in much more depth the whole Employee Experience

The degree of alignment between Employee Experience and Customer Experience

Q. 15 of 20 : Which of the following best describes your organization’s Employee Experience?
A. The idea of the employee satisfaction has been considered by the organization – it is measured and the organization understands some of the drivers of employee engagement
B. The notion or concept of employee engagement has not been thought about or considered
C. There is a defined and articulated Employee Experience which is fully integrated in to the culture of the organization
D. There is a defined and articulated Employee Experience which is aligned with the Customer Experience we want to deliver

The degree of alignment between Employee Experience and Customer Experience

Q. 16 of 20 : The organization us currently running a trial or project looking at...
A. the concept of employee satisfaction and what the top level implications of this would be for our organization
B. defining and articulating our Employee Experience – making sure it is aligned to the Customer Experience we want to deliver
C. OR, there is no action underway. There are no plans to look any further into employee satisfaction
D. reviewing our existing Employee Experience - making sure it is fully integrated in to the Culture of the organization

The degree to which employees are empowered

Q. 17 of 20 : Customer facing people …
A. are given some limited authority to act on their own initiative. But generally, management seek to limit the decisions that individuals can make. Lots of policies exist and scripts are used extensively
B. are totally trusted and encouraged to use their own judgment - authority levels are substantial irrespective of grade or level of person
C. are generally trusted and encouraged to use their own judgment with defined bounds. Authority levels reflect this
D. have no authority

The degree to which employees are empowered

Q. 18 of 20 : The organization us currently running a trial or project looking at...
A. giving substantial authority levels irrespective of grade or level of person to use their own judgement.
B. giving authority and encouraging customer facing people to use their own judgement with defined bounds.
C. OR there is no action. There are no plans to extend customer facing people's authority.
D. giving some limited authority to customer facing people - some senior managers are nervous about it.

The degree to which people are allowed to blog and use Social Media for work purposes

Q. 19 of 20 : Which of the following best describes your organization's approach to Social Media?
A. People are banned. No contribution is allowed
B. People are allowed to contribute within guidelines
C. Free access is given for people to contribute to sites
D. Only certain people are allowed to post comments (normally Marketing)

The degree to which people are allowed to blog and use Social Media for work purposes

Q. 20 of 20 : The organization is currently running a trial or project looking at …
A. giving free access for people to contribute to sites
B. giving authority and allowing people to contribute within guidelines
C. OR, there is no action underway. There are no plans to allow people to contribute
D.giving some limited authority to certain people to post comments (normally Marketing) - some senior managers are nervous about it

Customer Strategy

The existence of a statement outlining the Customer Experience the organization wants to deliver

Q. 1 of 10 : Which of the following best descrives the Customer Experience in relation to your organization?
A. The Customer Experience we want to deliver has been articulated and is integrated into every aspect of the company's activities.
B. Different groups across the organization look at the Customer Experience in isolation - nothing is defined - everyone does what they believe is right - so there is no consistency and the Customer Experience is confused.
C. No one in the organization has an overall view of the Customer Experience the organization wants to deliver.
D. The Customer Experience we want to deliver has been articulated - it outlines the transactional elements and also the customer emotions we want to evoke.

The existence of a statement outlining the Customer Experience the organization wants to deliver

Q. 2 of 10 : The organization is currently running a trial or project looking at how we develop our Customer Experience, encouraging...
A. There are no plans to enhance or develop any further the Customer Experience we want to deliver.
B. different groups across the organization to look at the Customer Experience for the part of the experience they are responsible for.
C. the organization to come together to define the transactional elements of the Customer Experience we want to deliver and the emotions we want to evoke in customers.
D. the organization to come together to articulate the Customer Experience we want to deliver and is integrated into every aspect pf the companies activities.

The philosophy behind customer segmentation

Q. 3 of 10 : Customer segmentation is done on the basis of...
A. industry or revenue.
B. product (i.e. product uptake or product mix).
C. traditional parameters - but we do a lot of different segmentations.
D. Is using Big Data to create customer persona profiles to enable Behavior Segmentation (including typical customer behaviors, emotional engagement and demographic profiles).

The philosophy behind customer segmentation

Q. 4 of 10 : The organization is currently running a trial or project looking at the advantages of segmenting customers on the basis of...
A. using Big Data to create customer persona profiles to enable Behavior Segmentation (including typical customer behaviors, emotional engagement and demographic profiles).
B. OR, there is no action underway. The organization has no plans to change the basis on which it segments its customer base.
C. industry or revenue.
D. traditional parameters - but we do a lot of different segmentations.

The degree of alignment between Customer Experience strategy and other functional strategies

Q. 5 of 10 : Which of the following most accurately reflects the degree of alignment between your Customer Experience strategy and other functional strategies?
A. There is alignment. This has been achieved by the establishment of a recognized infrastructure (such as a Customer Experience Council) with members from each function looking at transactions and emotions.
B. Alignment has been achieved by the establishment of a recognized infrastructure (such as a Customer Experience Council) with members from each function looking at transactions and emotions. The council has the authority to address issues and take corrective action regardless of where an issue is found.
C. The organization doesn't have a Customer Experience strategy or, there is no alignment - strategy is developed in isolation by Product Managers.
D. There is no alignment. There are many siloed customer strategies with each function or department developing and implementing their own strategy in isolation.

The degree of alignment between Customer Experience strategy and other functional strategies

Q. 6 of 10 : The organization is currently running a project looking at aligning our Customer Experience strategy with other functional strategies by...
A. there is no action underway. There are no plans to change the basis on which customer strategy fits with other functional strategies.
B. allowing each function to develop and implement their own strategy.
C. establishing a company wide Customer Experience Council to develop and implement a company wide Customer Experience strategy (transactional/ emotional) aligning with other functional strategies.
D. establishing total alignment of strategies negating the need for a Customer Experience Council.

Extent to which employee engagement feature in customer strategy

Q. 7 of 10 : Which of the following most accurately reflects the degree to which employee engagement feature in customer strategy strategy?
A. There is alignment. Employee Engagement is seen as an enabler of a great customer experience and there is an overall strategy incorporating both programs
B. There is alignment. The Employee Experience principles / pillars are the same as those for the Customer Experience and the goal is for employees to feel the same emotions that we want to evoke in our customers.
C. The organization doesn’t have an Employee Engagement strategy
D. There is no alignment. There are separate employee experience and customer experience initiatives but those are not linked

Extent to which employee engagement feature in customer strategy

Q. 8 of 10 : The organization is currently running a project looking at aligning our Customer Experience strategy with Employee Engagement strategy by...
A. OR, there is no Employee Engagement Strategy
B. Allowing each function to develop and implement their own strategy
C. Looking for ways for the employee engagement initiative to support the customer experience program
D. Aligning the employee experience with the intended customer experience by making employees feel the same emotions that we want our customers to fee too

The weighting that constitutes a part of the overall strategy

Q. 9 of 10 : Which of the folling most accurately reflects the weighting of Product, Transactional, Emotional and Brand eithin your organization's overall strategy?
A.
  • 70% Product
  • 20% Transactional
  • 0% Emotional
  • 10% Brand
B.
  • 50% Product
  • 20% Transactional
  • 20% Emotional
  • 10% Brand
C.
  • 40% Product
  • 10% Transactional
  • 25% Emotional
  • 25% Brand
D.
  • 100% Product
  • 0% Transactional
  • 0% Emotional
  • 0% Brand

The weighting that constitutes a part of the overall strategy

Q. 10 of 10 : The organization is currently running a project looking at weighting of Product, Transactional, Emotional and Brand in overall strategy...
A. the brand and emotional elements within our overall strategy.
B. the transactional elements within our overall strategy.
C. There are no plans to change the weighting of factors in our overall strategy.
D. the equal emphasis on brand and emotional elements within our overall strategy.

Systems

The reason for technology deployment

Q. 1 of 18 : Technology is deployed in order to...
A. be a key enabler to build a differentated Customer Experience.
B. improve the Customer Experience. People are encouraged to be natural (not scripted).
C. get the product to market quicker and more cheaply and to drive product performance.
D. improve productivity and gives us lots of stats to drive people(i.e. % of calls answered/average call handling time, etc.). Scripts are used in call centers.

The reason for technolohy deployment

Q. 2 of 18 : The organization is currently running a trial or project looking at how we could exploit technology to...
A. improve the Customer Experience by encouraging people to be natural(not scripted).
B. improve productivity and reduce costs
C. There are no plans to change the main thrust of our current technology plans.
D. enable building a differentiated Customer Experience.

The philosophy behind technology business cases

Q. 3 of 18 : Which of the following best describes the philosophy behind business cases seeking funds for technology deployments in the organization?
A. The majority of business cases are justified on the basis of cost saving and improving productivity.
B. The majority of business cases are justified on the basis of enhanced product performance
C. A significant % of business cases are justified on the basis on improving Customer Experience and subsequent revenue increases.
D. There are cases of significant strategic decisions that were decided on the basis of business cases based on improving Customer Experience and subsequent revenue increases.

The philosophy behind technology business cases

Q. 4 of 18 : The organization is currently running a trial or project looking at how business cases for technology deployments could be approved on the basis of...
A. improving the Customer Experience and looking at the number of business cases produced to reduce costs equaling the number of business cases produced to improve the CE.
B. improving the Customer Experience and subsequent improvements in revenue and sales.
C. OR, the organization has not previously undertaken action to change the basis on which business cases for technology are approved.
D. reducing costs and improving productivity.

The degree to which the implementation of customer system requirements are prioritized ahead of internal

Q. 5 of 18 : Which of the following best describes your organization's approach to the implementation of system requirements?
A. Customer requirements mostly take priority.
B. Internal requirements primarily take priority with the occasional customer requirements taking precedence. Internal changes tend to get prioritized because they are easiest to audit and substantiate cost savings from.
C. Customer requirements always take priority.
D. Internal requirements take priority.

The degree to which the implementation of customer system requirements are prioritized ahead of internal

Q. 6 of 18 : The organization is currently running a trial or project looking at how...
A. to ensure that all customer system requirements are prioritized ahead of internal requirements.
B. to ensure that the majority of customer system requirements are prioritized ahead of internal requirements.
C. OR, there is no action underway. There are no plans to changethe basis on which it prioritizes the implementation of system changes.
D. some customer system requirements could be prioritized ahead of internal requirements.

The degree to which technology has achieved a 'Complete Customer View'

Q. 7 of 18 : Which of the following best describes the degree to which your systems have given the organization a 'complete and holistic view of an individual customer'?
A. Each department only has a view of its own products, the sales of those products and the revenues resulting from those products.
B. an in-depth complete view of the customer; all products, all sales and full service history and customer preferences
C. Every function has a basic complete view of the customer; all products, all sales and full service history
D. Each department only has a view of its own products, sales of the products, revenues from those sales and service history

The degree to which technology has achieved a 'Complete Customer View'

Q. 8 of 18 : The organization is currently running a trial or project looking at giving...
A. every function has a basic complete view of the customer; all products, all sales and full service history.
B. every function has an in-depth complete view of the customer; all products, all sales and full service history and customer preferences.
C. each department has a view of its own products, the sales of those products and the revenues resulting from those products and the service history.
D. OR, there is no action underway. There are no plans to give people more of a ‘complete and holistic view of an individual customer’ than they already have.

The degree to which technology supports a seamless omnichannel experience

Q. 9 of 18 : Which of the following best describes the degree to which your systems support a seamless omnichannel experience?
A. There are technology business cases for each channel but there is no view of a seamless end to end omnichannel experience
B. The technology is seen as an enabler of a seamless experience and work is done to ensure a consistent experience across channels
C. There is a basic integration between the channels but the experience is not consistent between the different channels
D. Technology is deployed to enable a customized experience that is consistent across channels

The degree to which technology supports a seamless omnichannel experience

Q. 10 of 18 : The organization is currently running a trial or project looking at...
A. How technology can help drive more sales through the different channels
B. How technology can help ensure a consistent experience across all channels
C. How technology can enable a customized experience for customers across different channels
D. OR, there is no action underway. There are no plans make the experience consistent across all channels

The basis on which the billing / benefits system is configured

Q. 11 of 18 : Which of the following best describes the way your organization's billing system is configured? Customers receive...
A. individual bills for each of the individual products purchased.
B. one integrated bill which shows all the products they purchase, and it is personalized to the customer’s specified requirements.
C. one integrated bill which shows all the products they purchase.
D. some products billed together on the same bill, but otherproducts are billed separately.

The basis on which the billing / benefits system is configured

Q. 12 of 18 : The organization is currently running a trial or project looking at how we could provide...
A. one integrated bill/invoice which shows all the products they purchase from us.
B. OR, there is no action underway. The organization is not planning to make any changes to the configuration of our billing systems
C. bill/invoice which shows all the products they purchase from us - which they can customize and personalize to their own requirements.
D. some of our products billed on the same invoice.

The approach taken to call routing/call answering

Q. 13 of 18 : Which of the following best describes your organization's approach to call routing/answering?
A. Dialogue is discouraged by extensive use of call routing and many menus levels to 'direct callers to right person', with music and 'how much we value your call' messages. In contrast, typically sales lines are answered more quickly than service lines.
B. A considered appraisal of whether humans or machinesshould answer the phone has taken place. Call routing and the amount of menus have been minimized.
C. Customers can talk to a person but it usually requires numerous transfers of calls to get to the right person. A directory of telephone numbers is given to customers to call different parts of the organization for different requirements.
D. Humans answer the telephone. Video phone contact is also encouraged.

The approach taken to call routing/call answering

Q. 14 of 18 : The organization is currently running a trial or project looking at...
A. OR, there is no action underway. The organization has no plans to change our approach to call routing/answering.
B. making a considered assessment of whether humans or machines should answer the phone and to at least minimize the amount of menu options.
C. how to ensure that all telephone calls are answered by humans. We are also looking at the use of video phones for incoming calls.
D. introducing an extensive call routing system that would 'direct callers to the right person'.

The method of identifying an existing customer when they contact the organization

Q. 15 of 18 : Which of the following best describes the method used by your organization to identify an existing customer when they contact you?
A. The agent asks for a product or service reference number.
B. The agent asks for a customer reference number or a post code OR a combination of different methods are used across the organization which may or may not be consistent.
C. They know who the customer is when they come through.
D. The agent asks the customer for their name.

The method of identifying an existing customer when they contact the organization

Q. 16 of 18 : The organization is currently running a trial or project at how we might use…
A. technology to automatically identify existing customers when they contact the organization.
B. a customer reference number or a post code to identify existing customers when they contact us.
C. There are no plans to change the basis on which we identify existing customers when they contact the organization.
D. the customer's name to identify existing customers when they contact us.

The degree to which access to Social Media for business purposes is allowed

Q. 17 of 18 : Which of the following best describes the degree to which access to Social Media for business purposes is allowed?
A. Not allowed at all.
B. Certain sites are allowed but there are limitations (i.e., no sounds are available).
C. Free access to the internet is allowed.
D. All sites are allowed to access.

The degree to which access to Social Media for business purposes is allowed

Q. 18 of 18 : The organization is currently running a trial or project looking at...
A. allowing free access to the internet.
B. giving authority and allowing access to all Social Media sites.
C. There are no plans to allow people access for business purposes.
D. giving access to certain sites but with limitations (i.e., no sounds are available) - some senior managers are nervous about it.

Measurement

The philosophy behind and emphasis of KPIs/targets

Q. 1 of 16 : KPIs and targets are used to...
A. drive sales and transactional performance. Main KPIs are revenue and transactional performance (i.e. achievement of stated lead-times, reliability, etc.). Customer Satisfaction accounts for a small % of bonus/pay.
B. drive the Customer Experience measures (like CSAT, NPS, ES, share of the brain) account for 50% or more of people's bonuses.
C. drive sales and manage production volumes. Our main KPIs are product or service related (i.e., product quality, ease of use, time to market, etc.).
D. drive the CE. Customer Experience measures (like CSAT, NPS, ES) account for at least 25% of people's bonuses.

The philosophy behind and emphasis of KPIs/targets

Q. 2 of 16 : The organization is currently running a trial or project looking at the implications of...
A. OR, there is no action underway. There are no plans to change the basis of our KPIs/targets.
B. drive the CE. Customer Experience measures (like CSAT) account for 50% or more of people's bonuses.
C. including Customer Satisfaction as one of our KPIs.
D. drive the CE. Customer Experience measures (like CSAT) account for at least 25% of people's bonuses.

The balance between transactional and emotional KPIs/targets

Q. 3 of 16 : Which of the following best describes the balance between transactional and emotional KPIs/targets?
A. 100% Transactional (i.e.,Product, Service) and 0% Emotional.
B. 50% Transactional and 50% Emotional.
C. 40% Transactional and 60% Emotional.
D. 90% Transactional and 10% Emotional.

The balance between transactional and emotional KPIs/targets

Q. 4 of 16 : The organization is currently running a trial or project looking at the implications of...
A. including a handful of emotional KPIs into the mix of our overall KPIs.
B. significantly increasing the importance of emotional KPIs, in the mix of our overall KPIs, to account for around 50%.
C. OR, there is no action underway. The organization has no plans to change the balance of its KPIs between transactional and emotional KPIs.
D. significantly increasing the importance of emotional KPIs, into the mix of our overall KPIs, to account for around 60%.

The balance between internal and customer measures

Q. 5 of 16 : Which of the following best describes the mix of internal and customer measures in the organization's overall KPIs?
A. 75% Internal and 25% Customer.
B. 50% Internal and 50% Customer.
C. 30% Internal and 70% Customer.
D. 100% Internal and 0% Customer.

The balance between internal and customer measures

Q. 6 of 16 : The organization is currently running a trial or project looking at the implications of...
A. more customer measures in the organization's overall KPIs - perhaps by as much as 70% of measures to be customer measures.
B. more customer measures in the organization's overall KPIs - perhaps by as much as 70% of measures to be customer measures.
C. OR, there is no action underway. There are currently no plans to change the mix of internal and customer measures in the organization’s overall KPIs.
D. including more customer measures in the organization's overall KPIs - perhaps by as much as 25% of measures to be customer measures.

The extent to which customers are involved in defining KPIs/targets

Q. 7 of 16 : Which of the following best describes the extent to which customers are involved in helping define your organization's KPIs?
A. Customers are fully consulted and results are shared with some of them.
B. There is some virtual customer involvement taken from market research and customer complaints.
C. There is no customer involvement.
D. Customers are involved.

The extent to which customers are involved in defining KPIs/targets

Q. 8 of 16 : The organization is currently running a trial or project looking at...
A. giving customers some limited involvement in helping us define our KPIs.
B. involving customers significantly in helping us define our KPIs.
C. how we can fully consult with customers in the process of defining the organization's KPIs and share the results with some of them.
D. OR, there is no action underway. There are no plans to increase the level of customer involvement in determining the organization's KPIs.

The emphasis of the organization's mystery shopping or customer mirroring program

Q. 9 of 16 : Which of the following best describes the emphasis of your organization's mystery shopping or customer mirroring program?
A. In addition to a mystery shopping program we have customer groups established who give us direct feedback on the experience.
B. Our program is not solely transactionally based - it looks at things like the emotions that our customers experience from a customer's viewpoint.
C. Our program is very transactionally based - it looks at things like availability of staff, waiting times, knowledge of staff, etc.
D. The organization does not operate a mystery shopping or customer mirroring program.

The emphasis of the organization's mystery shopping or customer mirroring program

Q. 10 of 16 : The organization is currently running a trial or project looking at...
A. setting up a program to see and assess things like availability and knowledge of staff, waiting times, etc...
B. extending our program - so that we have Customer groups established who can give us direct feedback on the Customer Experience.
C. OR, there is no action underway. The organization has no plans to change the basis of its mystery shopping or customer mirroring program or to introduce one.
D. extending our program - so that we could examine some of the emotional things our customers experience from a customer's viewpoint.

The basis of Compensation and Bonus Structure

Q. 11 of 16 : What is the predominant driver for the organization's remuneration and bonus program?
A. Customer Experience and the emotions actually evoked in customers.
B. Customer Experience measures, including emotions, are applicable to all employees.
C. Revenue and/or Profit.
D. Product performance or achievement of sales volumes.

The basis of Remuneration and Bonus Scheme

Q. 12 of 16 : The organization is currently running a trial or project looking at changing the basis of our remuneration scheme to be more based on...
A. Revenue and/or Profit.
B. Customer Experience measures, including emotions, are applicable to all employees.
C. Customer Experience and the emotions actually evoked in customers.
D. OR, there is no action underway. The organization has no plans to change the basis of our remuneration and bonus scheme.

The focus of the PrinPay bonus program

Q. 13 of 16 : The emphasis of our reward and recognition scheme is on...
A. product innovation or we don't have a reward and recognition scheme.
B. evoking positive emotions and therefore delivering a great Customer Experience.
C. sales, revenue or an outstanding act of service.
D. the majority of the incentive scheme is focused on improving the Customer Experience.

The focus of the Incentive Scheme

Q. 14 of 16 : The organization is currently running a trial or project looking at changing the basis of our reward and recognition scheme to be more based on...
A. focusing the majority of the incentive scheme on improving the Customer Experience.
B. sales, revenue and/or outstanding acts of service.
C. evoking positive emotions and therefore delivering a great Customer Experience.
D. OR, there is no action underway. The organization has no plans to change the basis of our incentive scheme or to introduce one.

The process for setting KPIs and targets - the degree of alignment of targets across the organization

Q. 15 of 16 : KPI and target setting is done...
A. by Product Managers and Sales Departments in isolation. They determine targets - consequently, they are not aligned or consistent across the organization.
B. by individual functions in isolation. Each function sets its own targets. Although there are some limited improvements in alignment and consistency, it is still siloed.
C. holistically - matched against Customer Experience. Nearly all people in the organization have a Customer Experience target, which includes emotional aspects.
D. holistically - matched against Customer Experience and approved by a collective group from across the organization. KPIs and targets are aligned and consistent across the organization to evoke defined emotions.

The process for setting KPIs and targets - the degree of alignment of targets across the organization

Q. 16 of 16 : The organization is currently running a trial or project looking at...
A. how nearly all of the people in the organization have a Customer Experience target which includes emotional aspects and is matched against the customer.
B. allowing all functions to establish their own KPIs and targets.
C. OR, there is no action underway. There are currently no plans to revise the basis on which KPIs and targets are developed.
D. how KPIs and targets can be set company wide in line with the emotions we are trying to evoke in customers so that targets are aligned across the company at all moments of contact.

Channel Approach

The structure of the organization with respect to the customer

Q. 1 of 14 : Which of the following best describes the structure of your organization?
A. The organization is organized around the customer.
B. The organization is structured around our products and product lines.
C. The organization is siloed and organized around different functions.
D. The organization is matrixed - functions are pulled together to face customer.

The structure of the organization with respect to the customer

Q. 2 of 14 : The organization is currently running a trial or project looking at how we could...
A. begin organizing around the different functions within the organization.
B. organize around the customer.
C. matrix the organization so that different functions pull together to face the customer.
D. OR, there is no action underway. There are no plans to change the organizational structure of the organization.

he extent to which the organization embraces mobile

Q. 3 of 14 : Which of the following best describes the organization’s current use of the mobile channel?
A. Mobile interactions are limited to visiting the website
B. The organization has some mobile functionality but it’s limited in it’s nature
C. Organization has fully embraced mobile and it’s integrated across channels. It’s intuitive to use and you can fully interact and self-serve.
D. Mobile interactions enable a personalized experience across channels that engage the customer emotionally with the brand and reduce customer effort

The extent to which the organization embraces mobile

Q. 4 of 14 : The organization is currently running a trial or project looking at...
A. developing the mobile channel to drive more online sales
B. making the mobile interface more intuitive to use, increase it’s functionality and integrate it with the other channels
C. enabling a personalized experience across channels that engages the customer emotionally with the brand and reduces customer effort
D. OR, there is no action underway. There are no plans for more integration between the different channels

Organization’s approach to Social Media use

Q. 5 of 14 : Which of the following best describes the organization’s current use of the Social Media channel?
A. The organization has build a customer social community that is serving other customers
B. The organization is not using the Social Media Channel
C. Organization is using Social Media predominantly for PR purposes. Customers who contact the organization via Social Media are re-directed to use other channels.
D. The organization has embraced the Social Media as a two way communication channel. Customers can solve issues by contacting us via Social Media

Organization’s approach to Social Media use

Q. 6 of 14 : The organization is currently running a trial or project looking at...
A. building a customer social community that is serving other customers
B. OR, there is no action underway. There are no plans to make more use of Social Media
C. To do more social media activities but it’s mainly sales driven
D. Enabling customers to solve issues by contacting us via Social Media

The degree of integration between channels

Q. 7 of 14 : Which of the following best describes the degree of integration between channels in your organization?
A. We only use one channel to go to market OR integration is limited and not encouraged.
B. The approach is siloed - contact with the customer is many and confused. Any integration that happens is down to individuals rather than a company wide policy - and is driven from the premise of reducing duplication.
C. The approach is integrated and seamless in appearance to customer - reducing duplication and cost associated with potential failure to project seamlessness to the customer.
D. The approach is integrated and seamless.

The degree of integration between channels

Q. 8 of 14 : The organization is currently running a trial or project looking at how we could...
A. integrate all of the channels - reducing duplication and cost associated with potential failure to project seamlessness to the customer.
B. integrate some of the channels that we use to go to market.
C. integrate all of the channels for a seamless approach.
D. OR, there is no action underway. There are no plans to integrate further the channels that we use to go to market.

The philosophy behind customer channel choice

Q. 9 of 14 : Which of the following best describes your organization's philosophy behind the choice of channels it offers to customers?
A. The organization dictates what channels individual customers can use.
B. New abstract channels are identified for customers to use to improve the Customer Experience.
C. Customer is offered choice of which channels they use.
D. The customer is offered a choice of channels they can use - but we encourage customers to use the channels that are most convenient or cheapest for us.

The philosophy behind customer channel choice

Q. 10 of 14 : The organization is currently running a trial or project looking at...
A. offering customers a choice of channels that they have told us they want to be able to use to interact with us.
B. new abstract channels we could offer to the customers to improve the Customer Experience - e.g. video phones, SMS messaging, etc...
C. OR, there is no action underway. There are no plans to change the basis of which channels we offer to customers to deal with our organization.
D. offering customers a choice of channels to interact with us - the organization is, however, keen to ensure that the choices offered are the most cost effective for the organization.

Organizational ownership of the Customer Experience

Q. 11 of 14 : Which of the following best describes who owns, and is responsible for, the Customer Experience in the organization?
A. No-one overall owns or is responsible for the Customer Experience. Customer Experience ends up being done by “silo” - this can be proactively done by some silos and by default for some silos - all activity by silo.
B. No-one overall owns or is responsible for the Customer Experience. Customer Experience ends up being done by product - usually this happens by default as no-one proactively thinks about the Customer Experience.
C. There is a group, comprised of representatives from all functions, who have responsibility for owning the (transitional and emotional) Customer Experience OR a Vice President/Director of Customer Experience has been appointed.
D. There is no need for any one person or group to drive the Customer Experience as everyone does it naturally.

Organizational ownership of the Customer Experience

Q. 12 of 14 : The organization is currently running a trial or project looking at...
A. OR, there is no action underway. There are no plans to change ownership of the Customer Experience from where it currently sits in the organization or to give it to anyone specific within the organization.
B. establishing that everyone (company wide) naturally owns the Customer Experience, therefore there is no need for any one person or group to drive the Customer Experience.
C. each function being responsible for the part of the Customer Experience they deliver.
D. establishing a company wide group to own and define the transactional and emotional Customer Experience, under the matrixed leadership of a Vice President/Director of Customer Experience.

The degree to which Social Media is an important part of the strategy

Q. 13 of 14 : Which of the following best describes the degree to which Social Media forms an important part of the strategy?
A. Social Media is used as a one way communication.
B. Social Media is not considered.
C. Customers can interact with the organization through Social Media.
D. Developing specific applications to use Social Media to enhance the Customer Experience.

The degree to which Social Media is an important part of the strategy

Q. 14 of 14 : The organization is currently running a trial or project looking at...
A. developing specific applications to use Social Media to enhance the Customer Experience.
B. giving customers an ability to interact with the organization through Social Media.
C. OR, there is no action underway. There are no plans to include Social Media in the strategy.
D. including Social Media in one way communication - some senior managers are nervous about it.

Customer Expectations

The approach taken to managing customer expectations

Q. 1 of 10 : Which of the following best describes your organization's approach to managing customer expectations?
A. Decisions have been made about which expectations, including emotional, will be exceeded.
B. People don't talk about expectations within the organization.
C. People say that meeting expectations would be a significant step forward - but there is little evidence that this is done in a systematic way - they are referring to transactional expectations.
D. People in the organization are very clear about what expectation they are trying to exceed, how and why.

The approach taken to managing customer expectations

Q. 2 of 10 : The organization is currently running a trial or project looking at how we could...
A. decide which specific customer expectations, including emotional, will be exceeded.
B. clearly exceed specific customer expectations.
C. meet and exceed customers' transactional expectations.
D. OR there is no action underway. There are no plans to change the current emphasis of how we manage customer expectations.

How expectations are talked about

Q. 3 of 10 : Which of the following best describes the language about expectations that is used in the organization?
A. People talk in generalizations about exceeding customer expectations, but everyone has their own views on what those expectations are and how they might be met or exceeded.
B. People talk specifically about how to meet and exceed customer expectations, there is a holistic approach as to how, and which, transactional and emotional expectations are to be met or exceeded.
C. Expectations are not really talked about around the organization.
D. Everyone is naturally very clear about which expectations are to be met or exceeded.

How expectations are talked about

Q. 4 of 10 : The organization is currently running a trial or project to roll out training to our people coaching them on the importance of expectations and their role in...
A. naturally, clearly knowing which customer expectations are to be met or exceeded.
B. OR, there is no action underway. There are no plans to change the emphasis of language around expectations in the organization.
C. meeting/exceeding transactional expectations.
D. meeting/exceeding transactional and emotional expectations.

The degree to which customers' expectations are researched and documented

Q. 5 of 10 : Which of the following best describes the degree to which customer expectations are researched and documented?
A. The organization has no centralized library of documented information about customers' expectations.
B. The organization has documented information about our customers' transactional and emotional expectations at all moments of contact.
C. The organization has documented information about our customer transactional expectations at some moments of contact.
D. The organization has documented information about our customers' transactional, emotional and sensory expectations at all moments of contact.

The degree to which customers' expectations are researched and documented

Q. 6 of 10 : The organization is currently running a trial or project looking at...
A. researching and documenting our customers' transactional and emotional expectations.
B. researching and documenting our customers' transactional expectations.
C. researching and documenting our customers' transactional, emotional and sensory expectations at all moments of contact including advanced techniques (e.g., IAT or fMRI studies).
D. OR, there is no action underway. There are no plans to increase our research on customers' expectations.

The frequency of reviewing customer expectations

Q. 7 of 10 : Which of the following best describes the frequency with which customer expectations are reviewed?
A. Reviewing customer expectations is done on a systematic basis - expectations are reviewed at least annually.
B. The organization does not capture and research customer expectations.
C. Reviewing customer expectations is done on a systematic basis - expectations are reviewed at frequent and predetermined times.
D. Reviewing customer expectations is done on an ad hoc basis - as required.

The frequency of reviewing customer expectations

Q. 8 of 10 : The organization is currently running...
A. a project looking at establishing a review of our customers' expectations - to take place at least half yearly.
B. a one-time research exercise to capture and document our customers’ expectations.
C. OR, there is no action underway. There are no plans to change the frequency with which customer expectations are reviewed.
D. a project looking at establishing an annual review of our customers' expectations.

The extent to which employees are supported to exceed customer expectations

Q. 9 of 10 : Which of the following best describes the extent to which people are supported to exceed customer expectations?
A. There is little support for people to exceed customer expectations. People do take ideas to management, who listen and say "it's a great idea but there's no money to do anything".
B. Support is budgeted for - a budget exists specifically to proactively exceed customer expectations.
C. People are not supported to exceed customer expectations.
D. There is good support. People go to management with ideas - management genuinely listens and does everything to try and help.

The extent to which employees are supported to exceed customer expectations

Q. 10 of 10 : The organization is currently running a trial or project to...
A. establish an annual budget specifically to be used to proactively exceed customer expectations.
B. to enable our people and managers to think about ways of exceeding customer expectations.
C. enable our people to think about ways of meeting customer expectations - but only providing it doesn't cost anything.
D. OR, there is no action underway. There are no plans to change the extent to which people are supported to exceed customer expectations.

Marketing and Brand

The extent to which people are familiar with the organization's brand values

Q. 1 of 14 : Which of the following best describes the extent to which people are familiar with the organization's brand values?
A. Most people in the organization are able to articulate the organization's brand values - and they understand the emotions they have to evoke to support those values.
B. People in the organization are aware that brand values exist - but only a handful of people in the organization are able to articulate the organization's brand value.
C. No-one in the organization is really able to articulate the organization's brand values.
D. The organization's brand values are lived by all employees in a natural way.

The extent to which people are familiar with the organization's brand values

Q. 2 of 14 : The organization is currently running a trial or project to educate our people on...
A. what our brand values are and the emotions each individual is responsible for evoking to support those values.
B. living the organization's brand values in a natural way.
C. OR, there is no action underway. There are no plans to try and get our people to understand our brand values better than they currently do.
D. what our brand values are.

The extent to which customer facing people are briefed about advertising campaigns before they go live/launch

Q. 3 of 14 : Our customer facing people are...
A. not briefed or made aware of marketing campaigns before they go live (are launched).
B. always briefed and made aware of marketing campaigns before they go live. There is a recognized infrastructure to enable this.
C. always briefed and made aware of marketing campaigns before they go live. There is a recognized infrastructure for this to happen and people are also trained on their role in supporting/fulfilling marketing campaigns.
D. sometimes briefed and made aware of marketing campaigns before they go live - but it is sporadic and there isn't really an infrastructure to do it. It relies on individual marketing managers specifically making the effort of briefing people.

The extent to which customer facing people are briefed about advertising campaigns before they go live/launch

Q. 4 of 14 : The organization is currently running a trial or project looking at how we can...
A. establish an infrastructure for all customer facing people to be briefed on all marketing campaigns before they go live (are launched).
B. brief customer facing people on some of the more important marketing campaigns before they go live.
C. establish an infrastructure for all customer facing people to be briefed on all marketing campaigns before they go live and to train our people on their role in supporting/fulfilling marketing campaigns.
D. OR, there is no action underway. There are no plans to change the extent or emphasis of briefing customer facing people about marketing campaigns before they go live.

The degree of alignment between the Brand and the Customer Experience

Q. 5 of 14 : Which of the following best describes the degree of alignment between your organization's brand and its Customer Experience?
A. No consideration is given to aligning the Brand and Customer Experience - brand values are developed in isolation from operational groups.
B. Full consideration is given to aligning the Brand and Customer Experience - a formal mechanism exists to ensure this happens.
C. Little consideration is given to aligning the Brand and Customer Experience - operational groups may occasionally be consulted on the development of brand values.
D. Full consideration is given to aligning the Brand and Customer Experience.

The degree of alignment between the Brand and the Customer Experience

Q. 6 of 14 : The organization is currently running a trial or project looking at...
A. giving operational groups some limited involvement in the development and implementation of brand values.
B. OR, there is no action underway. There are no plans to further align the Brand and the Customer Experience.
C. fully involving operational groups more formally in the development and proposed implementation of brand values.
D. establishing a formal mechanism to ensure that the Brand and the Customer Experience are fully aligned.

The primary focus of advertising

Q. 7 of 14 : The organization is currently running a trial or project looking at...
A. Our adverts focus primarily on the product, its features and/or price.
B. Our adverts primarily depict our Customer Experience and emotions - they will usually show a customer experiencing the emotions we want them to experience.
C. Our adverts primarily depict images of physical service and price - they will usually show a customer and one of our customer facing people completing a transaction.
D. Our adverts are more "lifestyle" with little mention of the product and price but instead are focused around the brand experience.

The primary focus of advertising

Q. 8 of 14 : The organization is currently running a trial or project looking how we could...
A. OR, there is no action underway. There are no plans to change the focus of our advertising.
B. focus more on including aspects of service and price in our advertising - showing a customer and one of customer facing people completing a transaction.
C. focus more on "lifestyle" - around the brand experience.
D. focus more on the Customer Experience and emotions customers can expect to experience with us - perhaps showing a customer experiencing emotions.

The emphasis of market research

Q. 9 of 14 : Which of the following best describes the primary emphasis of your organization's market research?
A. Market research includes looking at specific emotions, the subconscious, and how this links to value for both customers and the organization.
B. Market research is primarily focused on customers' requirements, by asking them what they want. No consideration is given to whether this is correct or not.
C. Market research is primarily focused on product attributes and pricing, and is primarily conducted by product lines.
D. Market research includes looking at the specific emotional side of the customers' experience.

The emphasis of market research

Q. 10 of 14 : The organization is currently running a trial or project looking at extending the focus of our market research to include...
A. customers' requirements by asking them what they want.
B. the specific emotions, the subconscious, and how this links to value.
C. OR, there is no action underway. There are no plans to change the focus of our market research.
D. the specific emotional side of the customers' experience.

Extent to which the organization is able to design a proactive experience

Q. 11 of 14 : Which of the following best describes the extent to which the organization has designed a proactive experience?
A. The organization is looking at customer behaviour but the experience is predominantly reactive
B. The organization is making systematic efforts to predict customer behaviour based on rational and emotional aspects
C. The organization is making no efforts to predict customer behavior
D. The organization is using predictive analytics and behavioural economics to understand customer behaviour and design a proactive experience

Extent to which the organization is able to design a proactive experience

Q. 12 of 14 : The organization is currently running a trial or project looking at...
A. Or, there is no action underway to look at customer behaviour and make the experience proactive
B. making systematic efforts to predict customer behaviour based on rational and emotional aspects
C. ways to predict if customers are danger of attrition
D. using predictive analytics and behavioural economics to understand customer behaviour and design a proactive experience

The extent to which Marketing is recognized as a key function

Q. 13 of 14 : Generally Marketing is seen as...
A. removed from the rest of the organization - 'in their ivory tower' - they do the 'glossy' stuff like advertising and brochures, etc...
B. a key function - as it is responsible for setting many of our customers' expectations before they even contact us.
C. a key function which has a holistic role across the whole organization.
D. a Sales Support role - Marketing generates leads in order to meet sales targets. Marketing is located with Sales.

The extent to which Marketing is recognized as a key function

Q. 14 of 14 : The organization is currently running a trial or project to...
A. change the role of Marketing so that it much more focused on brand development, advertising, running events, producing brochures, etc...
B. roll out a cultural program to raise awareness of the role of Marketing and how other functions need to interface with Marketing.
C. roll out a cultural program to raise awareness of the role of Marketing.
D. OR, there is no action underway. There are no plans to try and change the perception or role of marketing.

Processes

Ownership of individual Business Processes within the organization (i.e. claims, servicing, underwriting)

Q. 1 of 14 : Processes in the organization are owned…
A. by the originating product line.
B. by individual silos, functions or departments and they are generally transitionally oriented.
C. by a group of representatives or owner who looks at 1) processes end to end and 2) the emotions that happen at different points within the process to find areas needing improvement and they have final approval for changes.
D. by a group of representatives or owner who looks at 1) processes end to end and 2) the emotions that happen at different points within the process to find areas needing improvement but final approval for changes often happen at the departmental level.

Ownership of individual Business Processes within the organization (i.e. claims, servicing, underwriting)

Q. 2 of 14 : The organization is currently running a trial or project looking at placing ownership of...
A. processes by a group of representatives or owner who looks at 1) processes end to end and 2) the emotions that happen along the process to find areas needing improvement but final approval for changes would often still happen at departmental level.
B. individual processes with individual functions.
C. processes by a group of representatives or owner who looks at 1) processes end to end and 2) the emotions that happen along the process to find areas needing improvement with ability to make final approval for changes.
D. OR, there is no action underway. There are no plans to change the basis on which ownership of processes currently rests within the organization.

The degree to which processes are designed from the customers' perspective

Q. 3 of 14 : Which of the following best describes the basis on which processes are designed?
A. The customer is talked about but all processes are designed for the convenience of the organization. Design takes place in silos without consideration of the impact on other siloes or the customer.
B. Processes are designed on the basis of what is good and convenient for the company - usually done by product managers and product lines.
C. All processes are reviewed to focus around the customer and designing Customer Experiences. These are matched against the Customer Experience the organization is trying to deliver.
D. Processes are seen to be internal. People now talk about designing Customer Experiences.

The degree to which processes are designed from the customers' perspective

Q. 4 of 14 : The organization is currently running a trial or project looking at...
A. ensuring that people understand processes are internal and shift the focus to people talking about designing Customer Experiences.
B. getting different silos or functions within the organization to design processes.
C. ensuring that all processes focus around the customer, match the Customer Experience the organization is trying to deliver and are approved by a group made up from across the company.
D. OR, there is no action underway. There are no plans to change the basis on which processes are designed.

The degree of customer involvement in experience design

Q. 5 of 14 : Which of the following best describes the degree of customer involvement in process design?
A. Customer views are sought in experience design. Customers are used on an ad-hoc basis to validate and assess the emotional impact it would have.
B. There is virtual involvement. Managers use complaints or market research to understand what customers want.
C. There is no customer involvement.
D. Customers form part of the experience design team. On-going customer teams have been established to test designs.

The degree of customer involvement in experience design

Q. 6 of 14 : The organization is currently running a trial or project looking at...
A. OR, there is no action underway. There are no plans to change the degree to which customers are involved in helping design our processes.
B. establishing a central repository of customer information for each function to use to drive change to the business processes it is responsible for.
C. forming experience design teams with customers to test designs.
D. involving customers to validate and assess the emotional impact of our business processes before they go live (are implemented).

The frequency that processes are reviewed

Q. 7 of 14 : Which of the following best describes the frequency with which your organization's business processes are reviewed?
A. There is an annual review for key processes - with timescales planned.
B. There is an annual review for all processes - with timescales planned.
C. There is a limited review schedule.
D. Processes are only reviewed when something goes wrong.

The frequency that processes are reviewed

Q. 8 of 14 : The organization is currently running a trial or project looking at establishing a...
A. frequent regular review of key business processes.
B. frequent regular review of all business processes.
C. regular review of a handful of processes.
D. OR, there is no action underway. There are no plans to change the frequency with which business processes are reviewed.

The depth to which 'Customer Journey' maps have been created (plotting the journey a customer goes through)

Q. 9 of 14 : Which of the following best describes the depth to which 'Customer Journey' maps have been created?
A. Customer Journey maps (including emotions) have been plotted at both strategic and tactical levels - emotions have been intrinsically designed into the experience for almost all experiences.
B. No overall Customer Journey map exists. However, some rudimentary mapping by silo/function has been completed - but is very transactionally based.
C. Customer Journey maps (including emotions) have been plotted at both strategic and tactical levels - emotions have been intrinsically designed into the experience for key experiences.
D. No Customer Journey map exists.

The depth to which 'Customer Journey' maps have been created (plotting the journey a customer goes through)

Q. 10 of 14 : The organization is currently running a trial or project looking at creating...
A. a top level Customer Journey map of customers' transactional requirements.
B. Customer Journey maps with emotions and senses being intrinsically designed into all experiences.
C. OR, there is no action underway. There are no plans to extend the depth of customer journey mapping than currently exists.
D. Customer Journey maps with emotions being intrinsically designed into key experiences.

The degree to which exceeding expectations is deliberately and proactively built into business processes

Q. 11 of 14 : Our processes have...
A. been built to meet customers' transactional expectations.
B. not been built deliberately and proactively with customer expectations in mind.
C. been built to deliberately and proactively exceed transactional and emotional expectations.
D. been built to deliberately and proactively exceed transactional, emotional and sensory expectations.

The degree to which exceeding expectations is deliberately and proactively built into business processes

Q. 12 of 14 : The organization is currently running a trial or project to ensure that key business processes are designed to...
A. exceed customers' transactional and emotional expectations.
B. meet customers' transactional expectations.
C. OR, there is no action underway. There are no plans to redefine our processes.
D. exceed customers' transactional, emotional and sensory expectations.

Degree to which behavior economics principles are incorporated into process design

Q. 13 of 14 : Which of the following best describes the extent to which behavioral economics feature in process design?
A. Processes are designed to suit how the organization operates and not what would suit best the customers
B. Processes are designed with efficiency in mind and have not looked at subconscious and emotional impact
C. Processes are built to deliberately evoke planned emotions based on research
D. Processes are built on the basis of using Big Data and behavioral economic principles to drive the desired customer behavior

Degree to which behavior economics principles are incorporated into process design

Q. 14 of 14 : The organization is currently running a trial or project to...
A. Or, there is no action underway to change how the organization approaches process design
B. make the processes more efficient both for the organization and for the customer
C. Ensure processes are built to deliberately evoke planned emotions based on research
D. Ensure processes are built on the basis of using Big Data and behavioral economic principles to drive the desired customer behavior

Culture and Leadership

The mechanisms that exists for 'non-customer facing' and Senior Management to spend time with customers

Q. 1 of 22 : Which of the following best describes the mechanisms that exists for 'Back office' and Senior Management to spend time with customers?
A. Formal mechanisms are established company-wide to ensure time is spent with customers.
B. There is indirect contact - 'non-customer facing' and senior management read customer complaints, look at market research, etc...
C. Formal mechanisms are established company-wide to ensure 'quality time' is spent with customers. It is culturally unacceptable not to participate.
D. No mechanisms exist for 'non-customer facing' and senior management to spend time with customers.

The mechanisms that exists for 'non-customer facing' and Senior Management to spend time with customers

Q. 2 of 22 : The organization is currently running a trial or project looking at establishing...
A. formal mechanisms are in place company-wide to ensure 'quality time' is spent with customers whereby it would be culturally unacceptable for people not to do this.
B. formal mechanisms are established company-wide to ensure time is spent with customers.
C. internal mechanisms for 'Back office' and senior managers to read customer complaints, look at market research, etc. Because managers are so busy, this would need to happen without them having to spend time out of the office.
D. OR, there is no action underway. There are no plans to introduce any further mechanisms for 'Back office' and senior management to spend time with customers.

The % of time senior managers spend time with all types of customers

Q. 3 of 22 : Which of the following best describes the % of time senior managers spend with the customers?
A. Senior managers spend no time with customers.
B. Senior managers spend a large amount of time with customers.
C. Senior managers spend a significant proportion of 'valued time' with customers.
D. Senior managers spend a limited amount of time with customers.

The % of time senior managers spend time with all types of customers

Q. 4 of 22 : The organization is currently running a trial or project looking at how we can encourage senior managers to spend...
A. OR, there is no action underway. There are no plans to formally extend the length of time senior managers spend with customers.
B. a limited amount of their time with customers.
C. a large amount of time with customers.
D. a significant amount of time with customers.

The degree to which culture has been formally defined

Q. 5 of 22 : Which of the following best describes the degree to which culture has been formally defined?
A. Culture has been formally defined and is aligned with the Customer Experience we want to deliver.
B. The concept of culture has been considered and thought about in the organization - but it has not been formally defined.
C. Culture has been formally defined.
D. Culture has not been formally considered within the organization.

The degree to which culture has been formally defined

Q. 6 of 22 : The organization is currently running a trial or project looking at...
A. formally defining our culture.
B. the components of culture and the implications for the organization of defining it.
C. OR, there is no action underway. There are no plans to define, in any more depth than currently exists, the culture we want for the organization.
D. formally defining our culture - ensuring it is aligned with the Customer Experience we want to deliver.

The main items reviewed at team meetings

Q. 7 of 22 : What are the key items that are reviewed at team meetings around the organization?
A. The agenda of the team meeting is 75% focused on the Customer.
B. Product performance and product sales are the main items of review.
C. The Customer Experience including emotions.
D. Physical dimensions of service, service issues, service performance and customer satisfaction.

The main items reviewed at team meetings

Q. 8 of 22 : The organization is currently running a trial or project looking at getting team meetings more focused on...
A. the organization's transactional and service performance.
B. OR, there is no action underway. There are no plans to change the main items of review at team meetings.
C. the customer and therefore 75% of the team meeting agenda is customer-focused.
D. the emotions we are evoking in our customers.

The type of language used around the organization

Q. 9 of 22 : You typically hear people internally talking about...
A. products, revenues and sales.
B. physical delivery of the product and customer satisfaction - emotions are not talked about.
C. senses, emotions, delivering experiences, the subconscious, and Customer behavior.
D. customers and customer emotions.

The type of language used around the organization

Q. 10 of 22 : The organization is currently running a cultural program to integrate...
A. customer service language into the corporate psyche.
B. dialogue about customers and customer emotions into the corporate psyche.
C. dialogue about stimulating senses, emotions, delivering experiences, the subconscious, and Customer behavior.
D. OR, there is no action underway. There are no plans to change the corporate language.

The mechanism by which complaints are handled

Q. 11 of 22 : Which of the following best describes your organization's complaints procedure?
A. Complaints are treated with disdain.
B. All of our people are empowered to anticipate complaints and take proactive action to prevent and/or resolve them.
C. The organization has established a complaints department. Complaints are directed to them - there is little empowerment at the front line to deal with complaints.
D. Our customer facing people are empowered to respond to and resolve complaints - they are authorized to spend significant amounts to achieve this.

The mechanism by which complaints are handled

Q. 12 of 22 : The organization is currently running a trial or project looking at...
A. OR, there is no action underway. There are no plans to change the way we handle complaints.
B. establishing a complaints department or group who will be responsible for dealing with complaints.
C. empowering all of our people to anticipate complaints and take proactive action.
D. empowering our customer facing people to resolve complaints at the point of complaint - looking at giving them authority to spend significant amounts to achieve this.

The basis on which employees believe customers are managed when something goes wrong

Q. 13 of 22 : Which of the following best describes the basis on which customers are managed when something goes wrong?
A. Everything is hidden and kept away from them - we often blame customers, telling them it went wrong because of something the customer did or didn't do. The tendency is not to believe the customer.
B. Problems are revealed to customers - the customer is told of problems.
C. Problems are transparent - the organization and the customer work together on issues.
D. Problems are hidden - we try to maintain image in the event of something going wrong - this is most important.

The basis on which employees believe customers are managed when something goes wrong

Q. 14 of 22 : The organization is currently running a trial or project looking at...
A. OR, there is no action underway. There are no plans to change the way we handle things when something goes wrong.
B. revealing to customers when something goes wrong and telling them the reason behind the problem.
C. how we can mask over things when something goes wrong so the customer doesn't see the problem.
D. telling customers when something goes wrong and telling them the reason behind the problem - and asking them to be involved in resolving problem areas.

The % of internal communications dedicated to customer issues (i.e. company magazine, intranet)

Q. 15 of 22 : What % of internal communications (e.g., intranet, company magazine) are about customers and the Customer Experience?
A. Less than 40%
B. Over 50%
C. None
D. Between 40-50%

The % of internal communications dedicated to customer issues (i.e. company magazine, intranet)

Q. 16 of 22 : The organization is currently running a trial or project looking at...
A. OR, there is no action underway. There are no plans to increase the proportion of internal communications that are dedicated to customers/customer issues.
B. extending coverage of customers and customer issues to well over half of our internal communications - we are also looking at inviting customers to our internal events.
C. extending coverage of customers and customer issues to be about half of our internal communications.
D. including some limited items and features about customers and customer issues.

The status of Customer Service people

Q. 17 of 22 : Which of the following best describes the status of Customer Service people within your organization?
A. Customer Service people are not recognized - Servicing and distribution people are seen as most important.
B. Customer Service people are seen as 'not as important' - Customer Service is seen as a cost.
C. Customer Service people are seen as 'very important'. Customer Service is recognized as a revenue generator.
D. Customer Service positions are seen as 'the place to be'.

The status of Customer Service people

Q. 18 of 22 : The organization is currently running a trial or project looking at...
A. running a cultural program to raise the profile of Customer Service.
B. OR, there is no action underway. There are no plans to raise the profile or status of Customer Service people.
C. running a cultural program to raise the profile of Customer Service and how our best people can be encouraged to take up customer facing positions.
D. how Customer Service costs and headcount can be reduced.

The importance and status of different internal functions

Q. 19 of 22 : Which of the following best describes the different functions within your organization?
A. Customer Service, Customer Experience and Marketing are seen as the most important functions.
B. Engineering, Product Management, and Operations are seen as the most important.
C. All functions are seen as equally important.
D. Sales or Operations is seen as the most important function.

The importance and status of different internal functions

Q. 20 of 22 : The organization is currently running a trial or project looking at...
A. raising the profile of Customer Service, Customer Experience and Marketing.
B. raising the profile of Sales or Operations.
C. OR, there is no action underway. There are no plans to raise the profile of any other functions.
D. rolling out a cultural program to ensure that all functions are seen to be equally important internally.

Degree to which senior management uses Social Media to stay in touch and communicate with customers

Q. 21 of 22 : Which of the following best describes the degree to which senior management uses Social Media?
A. Senior Managers have Social Media accounts that managed by someone else but they get involved 5-10% of communications to customers
B. Senior Management have Social Media accounts that are managed by other people and are focused on PR activities. Interactions to customers are limited and not encouraged.
C. Senior Managers believe in the importance of staying in touch with customers and are using their Social Media accounts to regularly interact with customers
D. Senior Management are not using Social Media

Degree to which senior management uses Social Media to stay in touch and communicate with customers

Q. 22 of 22 : The organization is currently running a trial or project looking at...
A. To encourage Senior Managers to use their Social Media accounts to communicate with some of the customers online
B. to equip Senior Management with Social Media accounts, which will be managed by other people for PR purposes.
C. To make Senior Managers see the importance of staying in touch with customers and using their Social Media accounts to regularly interact with customers
D. Or, there is no action underway to change how Senior Management use Social Media
Please ensure you have answered every question in the survey and entered a valid First Name, Last Name, Company Name, and Email Address
Werner KwiatkowskiNaive to Natural Assessment