The Customer Satisfaction Audit

An 8-step audit to ensure that your organisation stays focused on customer needs

It has become clear that the only sustainable competitive advantage is one that is based on satisfying customers thoroughly. Yet research shows that less than one third of all companies have a well-developed and coherent customer satisfaction process linked to operating strategies and plans. (Even though many companies do have elements of a total customer satisfaction process in place.)

This audit, which includes important sections on managing the customer satisfaction process itself, is the ideal business tool for any company setting out to analyse and improve customer satisfaction levels.

The audit begins by explaining the customer satisfaction process in detail, then analyses why companies fail to satisfy their customers and sets out a framework - the Stages of Excellence Framework - within which you can develop and implement an effective customer service program.

The audit sets out questions that you will ask at each of the eight stages of the Stages of Excellence framework:

  1. Understand customer requirements
  2. Analyse current capabilities
  3. Assess competitors’ capabilities
  4. Identify Gaps
  5. Identify options to gain strategic service advantage
  6. Analyse trade-offs
  7. Select service dimensions
  8. Structure service offerings and set goals

Overall, the audit will help you to:

  • Understand and define customers' needs and requirements
  • Analyse your current capabilities
  • Assess your competitors' capabilities
  • Measure gaps between your capabilities and your customers' requirements
  • Identify and compare the available options for gaining a strategic service advantage
  • Analyse costs, benefits, risks and trade-offs
  • Develop new strategies, prioritise initiatives, target results and apportion resources
  • Structure service offerings and set goals