Refocus your view of customer service
One of the most valuable consequences of carrying out a CX audit is that it forces you to step back and view your organisation as an interconnected whole, rather than a series of isolated teams, technologies and channels.
With a CX audit, we want to study individual touchpoints, but we also want to examine the way customers move between and link them. This forces us to join the dots, creating a more complete picture of the organisational structure and customer journey, whilst also helping to highlight parts of the organisation that are still siloed and not yet integrated into an omnichannel system.
Identify areas for immediate improvement
A CX audit will typically identify several moments within the customer journey that can be immediately improved in some way. These improvements may be as simple as clearer signage on a website or a quick change to your IVR menu.
They’re small adaptations that often don’t require a great deal of effort or extensive resources to implement. However, they can make a big difference to the way your customers perceive their interactions with your organisation.
Use findings as the basis for new mid and long-term CX strategies
CX audits don’t just help with quick fixes, they shape and justify mid and long-term strategies, too. Not every problem can be resolved immediately – many issues will only be remedied through long-term planning and investment in new products and technologies.
A CX audit identifies those areas where long-term strategy shifts could improve the customer experience and allows us to prioritise certain changes.
Provide in-depth information on customer values in relation to particular channels
It’s clear that different types of customer prefer and use different channels. It’s well documented that millennials are shunning voice-based channels for text-based communication (Forbes) and that access to technology also determines which channel you’re likely to use.
What sometimes gets forgotten, is the fact that customers also have different expectations for their CX because of the channel they use. A customer who would rather pick up the phone is going to have different expectations to one that’s happy being served by a Chatbot. A comprehensive CX audit should provide in-depth information on customer values for individual channels, allowing you to fine-tune their performance and preventing you from taking a one-size-fits-all approach.