Customer Culture
1- Do all of your company staff understand your brand values and customer service goals?
2- Do you write brand values and customer service goals into job specs?
3- Do you reward staff based on achieving brand values and customer service goals?
4- Do your executive directors meet customers regularly and is customer satisfaction discussed at board level?
5- Do your managers present ‘ learnings ’ from the marketplace (particular customer learnings) annually?
6- Are you riding the right trends?
7- Does your web site facilitate different visitors who are at different stages, i.e. who want to (a) Learn More (b) Try a Sample/Trial (c) Buy Now.
8- Does your web site facilitate different visitors that prefer information in different modes (a) PDF (b) Video (c) Link to More Pages (d) Telephone.
9- Does your web site facilitate different buyers ’ preferred mode of buying including (a) Telephone (call back facility) (b) e-mail (c) Direct order.
Contact Strategy
10- Do all incoming e-mails receive either a same day response or at least an autoresponse? Do you set expectations for response time and then deliver on them?
11- Do you treat new subscribers to your e-newsletter differently? Do you use a welcome strategy?
12- Do you practice ‘ Right Channelling ’ – upweighting e-mail communications for customers who prefer receiving e-mail web communications and who prefer web services?
13- Do you have a refined e-contact strategy with defined touchpoints reflecting position in customer lifecycle, e.g. survey five days after first purchase, one year after subscribing, etc.
14- Do you promote and assess advocacy (e.g. forward to a friend e-mails, members get member promotions).
15- Do you acknowledge all customer complaints and have a process for following up?
16- Do you acknowledge all customer suggestions and have a process for following up?
Satisfaction Improvement – analysis and testing
17- Do you use usability testing on your web site? If a retailer, do you use online mystery shoppers? Have you surveyed customers experience on the web and e-mail programmes recently?
18- Do you review customer profiles, motivations and buying process regularly?
19- Do you analyze, and act on, reasons for customer defections (including identifying the customer signals indicating imminent defection)?
20- Has your customer satisfaction scoring criteria changed in the last three years?
Grade your E-CRM Culture:
Treat ‘ Don ’t Know ’ as a ‘ No ’ . Then count your ‘ Yes ’ s ’
0–13 you are not really building true CRM into your business.
14–17 you are becoming a CRM driven business with some room for improvement.
18–20 you are an excellent ‘ marketing driven business ’ .
References:
eMarketing eXcellence 3rd 2008
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