Take This Quiz To See How Customer-Focused Your Business Is

Take this quiz based on Blake Morgan's new book The Customer Of The Future to evaluate your company's approach to customer experience. This quiz is designed to evaluate how focused on customer experience your company is. Think about how your company operates while answering these questions, and see your results after submitting. Data privacy disclosure: your data will never be shared with anyone and the answers will not be used for anything including external content or research. This survey is completely private between Blake Morgan, author, and you. This survey has 26 questions and should take no more than five minutes to answer.

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* 1. Contact Information

Name

Email Address

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* 2. Does Your Company Have A Customer Experience Mindset; Employee Attitudes Are Aligned Around The Customer?

We Are Far From Having A Customer Experience Mindset

Yes We Have A Strong Customer Experience Mindset

We Are On Our Way To Having A Customer Experience Mindset

We Don't Have A Customer Experience Mindset Yet But We Want One

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* 3. Does Your Company Embrace Change?

Not At All, We Are Far From Embracing Change And Have No Plans To Change

Somewhat, We Are Not Perfect But We Aim To Focus On Innovation And Embrace Change

Absolutely, We Are Always Focused On Innovation, And Our Culture Embraces Change

Not Really, We Currently Do Not Embrace Change But We Are Trying To Fix That Now

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* 4. Does Your Company Believe Customer Experience Sits In Customer Service?

Yes Customer Experience Is Driven By Customer Service And It’s A Cost Center

Somewhat. We Focus On Customer Experience In Many Areas Of Our Business But It’s Not Company-Wide Yet.

No Not At All. Customer Experience Is Created By The Entire Company.

Yes We Believe Customer Experience Sits In Customer Service, But We’d Like To Understand How This Is Not The Case

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* 5. Do You Generally Make Life Harder On Your Own Company In Order To Make It Easier For The Customer?

Not At All. Customers Often Have To Work Hard To Do Business With Us

Absolutely, Our Focus Is Creating Effortless Experiences For The Customer That Improve Their Life

Rarely, Normally We Make Life Harder On The Customer And Easier On Our Own Brand. But We'd Like To Change

Sometimes, But We Don’t Always Focus On Creating Effortless Experiences For The Customer

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* 6. Does Your CEO Care And Talk About Customer Experience?

Sometimes. Our CEO Sometimes Talks About Customer Experience But Not Every Day

All The Time. Our CEO Is Absolutely A Customer Evangelist

Rarely. Our CEO Has Talked About Customer Experience But It’s Not Their Main Focus

Not At All. Our CEO Never Talks About Customer Experience, And Mostly Cares About Sales

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* 7. Does Your CEO Spend Time Out On The Floor With Employees And Customers?

Not At All. Our CEO Rarely Comes Out Of His Or Her Office.

Not Really, Our CEO Only Once Or Twice A Year Spends Time With Our Employees On The Floor And With Customers.

Absolutely. Our CEO Is Very Much Connected With All Areas Of The Business Including Out On The Floor And With Customers.

Somewhat. Usually Our CEO Makes Their Way Around The Business And Meets People Out On The Floor And With Customers.

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* 8. What Is The Executive Say-Do Ratio At Your Company For Customer Experience?

Ok. Our Executives Have Integrity But Don’t Always Carry Out Customer Experience Initiatives With Enthusiasm

Very Good. Our Executives Always Carry Out Customer Experience Initiatives With Enthusiasm

Pretty Good. Our Executives Usually Carry Out Customer Experience Initiatives With Enthusiasm

Not Good. Our Executives Rarely Carry Out What They Say They Will Do When It Comes To Customer Experience

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* 9. Would You Describe Your Company-Culture As Product-Focused Or Customer-Focused?

My Company Is Not Customer-Focused But Mostly Product-Focused

My Company Is Customer-Focused

My Company Is Not Customer-Focused At All

My Company Is Not Customer-Focused But We Want To Change

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* 10. Do Most Employees At Your Company - No Matter Their Rank - Generally Feel Comfortable Drawing Awareness To A Potential Issue Or Opportunity For Innovation?

Absolutely. We Have A Flat Organization Where Anyone Can Offer A New Idea On How To Approach A Problem, Or Identify A Problem That Needs To Be Fixed

Somewhat. Some People Feel Comfortable Offering Ideas On How To Approach Problems, Or Identify A Problem, But Not Everyone

Not At All. Our Organization Is Extremely Hierarchical And Rarely Do You Have Lower Level Employees Contributing Ideas Or Calling Out Problems

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* 11. Companies That Value Innovation See Themselves More Like A Laboratory Where Experiments Are Conducted And Less Like A Factory With An Assembly Line That Never Changes. Is Your Company More Of A Lab Than A Factory?

Somewhat. We Usually Embrace New Approaches To Solving Problems

Absolutely. We Are Constantly Trying New Approaches To Solving Problems

Not Really. We Run Our Company More Like A Factory, Aiming For Zero Variation But We Want To Start Focusing More On Innovation

No. We Are Like A Factory With Little Care To Change

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* 12. How Much Friction Does Your Customer Service Process Have?

No Friction, We Make It Extremely Easy To Do Business With Our Company, And When Something Breaks We Fix It Immediately

A Lot Of Friction. Our Customer Service Operation Is Very Inefficient, But We Are Looking To Make More Investments In Making The Process Better For Customers

Some Friction. We Want Customers To Have An Easy Time Doing Business With Our Company But It Doesn’t Always Work Out That Way

A Lot Of Friction, And I Don’t See Our Company Changing Anytime Soon

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* 13. Are Your Company’s KPI’s Customer-Focused?

Somewhat. Many Of Our Departments That Touch The Customer Have Customer-Focused KPIs, But Not Every Department

Absolutely. Every Department Considers The Customer As They Build Their Performance Metrics

Not Really. But We Want To Work On Creating KPI’s That Consider Customer Experience

Not At All. We Have KPIs In The Contact Center Or Customer Service But That’s It, And They Do Not Always Consider The Customer’s Experience But Focus On Cost Savings

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* 14. Does Your Company Have A Leadership Development Program That Trains Leaders To Focus On Customer Strategy?

Yes All Our Leaders Are Indoctrinated Into Our Culture With A Training Program That Talks About Customer Experience

Yes We Have A Leadership Development Program But It Does Not Include Customer Experience As A Discipline

No We Do Not Develop Our Leaders Formally

Yes We Have A Leadership Development Program But It Does Not Include Customer Experience As A Discipline, But We Are Now Starting To Include It

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* 15. How Much Friction Would You Say Your Customer Experience Has?

A Little Friction. We Are Starting To Identify How We Can Create Less Friction Though

No Friction, We Are Obsessed With Creating Easy and Seamless Experiences For Customers

Some Friction, While We Aim For Zero Friction We Still Have It But We're Heavily Investing In Eliminating It

A Lot Of Friction, We Do Not Focus On Making The Customer's Life Easier

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* 16. Would You Agree With This Statement "Our Marketing Is Extremely Customer-Focused"

Absolutely, Our Marketing Team Is Extremely Customer-Focused

Not Really, But Marketing Touches The Customer A Tiny Bit

Somewhat, Marketing Aims To Consider Customer Experience

Not At All, Marketing Does Not Touch The Customer At All

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* 17. Often Marketing Is Undervalued In Companies. And Marketing Often Represents The Customer. Does Your Company Understand The Importance Of Marketing For The Customer Of The Future

Absolutely. We Value Marketing And Realize They Often Know The Customer Very Well

Not At All. We Do Not Value Marketing At Our Company At All And We Don't See The Value

Not Really. We Have A Marketing Group But They Are Not Driving Customer Experience But We'd Like To Change That

Somewhat. While We Value Marketing, Marketing Resources Get Cut During Difficult Years

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* 18. We Organize Our Technology Strategy With The Customer In Mind

Absolutely, The Customer Has A Seat At The Technology Table

Not at all, Our Technology Strategy Is Far From Being Customer-Focused

Somewhat, We Aim For A Customer-Focused Technology Strategy But Don't Always Achieve That

Not Really, We Are Customer-Focused But Our Legacy Technologies Still Make The Customer's Life Difficult

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* 19. Have You Been Through A Recent Digital Transformation?

We Are Still In The Middle Of Our Digital Transformation Journey

We Are Far From A Digital Transformation

We Have Not Been Through A Digital Transformation Yet But Plan On It Soon

We Have Been Through A Digital Transformation And It Was A Success

We Are Beginning A Digital Transformation

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* 20. Would You Agree With This Statement? "Our Data Strategy Is Transparent, And Extremely Customer-Centric. We Aim To Use Data To Continually Improve The Customer Experience."

Somewhat. We Have A Data Strategy That Focuses On Customer Experience, But We Don’t Always Hit The Mark

Not Really. We Have A Data Strategy But It Is Hardly Customer-Centric. It Is More Focused On Generating More Sales For The Company

Not At All. We Don’t Leverage Data And We Are Not A Data Focused Organization

Absolutely. Our Data Strategy Is Extremely Thoughtful And We Are Always Looking For Ways To Safely Use Data To Make Customers’ Lives Easier And Better

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* 21. Is Your Company Leveraging Personalization In The Customer Experience?

We Are Starting To Personalize The Customer Experience

We Are Somewhat Focused On Using Data To Personalize The Customer Experience

We Are Very Focused On Using Data To Personalize The Customer Experience

We Personalize Almost Nothing About The Customer Experience

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* 22. Is Your Company Using AI And Machine Learning To Make Improvements To The Customer Experience As Well As Creating Efficiencies For Employees?

Somewhat. We Are Dipping Our Toe With AI And Machine Learning But Don’t Have A Success Story Yet

Absolutely. We Are Already Using AI And Machine Learning To Create More Efficiencies For Both Employees And Customers

Rarely. We Have One Small Innovation Group In Our Company That Is Investigating How To Apply Machine Learning And AI, But Not Heavily Invested

Not At All. We Haven’t Looked At How To Use These Emerging Technologies For Our Business Yet

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* 23. Is Your Company Using Customer Experience Analytics?

We Are Not Data-Driven But Want To Be And Will Soon Use Analytics To Identify Areas For Improvement

We Are A Very Data-Driven Company That Often Looks At Analytics To Identify Areas For Improvement

We Are Far From Being Data-Driven and Using Analytics To Identify Areas For Improvement

We A Somewhat Data-Driven Company That Often Looks At Analytics To Identify Areas For Improvement

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* 24. At Your Company Do Technology Decisions Involve Many Stakeholders, Not Just The CTO Or CIO?

Absolutely. Our Organization Is Fairly Flat, And We Involve All Groups In Our Technology Strategy

Not Really. Most Of Our Technology Decisions Are Driven By The CTO Or CIO

Somewhat. Our organization Aims To Involve A Few Stakeholders In These Decisions, But Some Are Left Out

Not At All. Technology Decisions Are Made By The CTO Or CIO Without Input From Other Business Units

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* 25. Does Your Company Have A Code Of Ethics Concerning Data Privacy In Customer Experience?

We Don't Have A Code Of Ethics and Policy On Data Privacy In Customer Experience But Want One

We Are Working On A Code Of Ethics and Policy On Data Privacy In Customer Experience

We Are Far From Having A Code Of Ethics and Policy On Data Privacy In Customer Experience

We Have A Code Of Ethics and Policy On Data Privacy In Customer Experience

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* 26. Does Your Company Make It Easy For Your Customers To Understand How You Are Using Their Data?

Not At All. We Are Not Extremely Careful With Customer Data. We Do What We Want With Customer Data And We Don’t Feel The Need To Be Transparent With Customers About It

Absolutely, We Are Extremely Careful About Customer Data, And We Are Constantly Working On How We Communicate With Customers About Their Data To Ensure Transparency, As Well As Making Investments In Data Privacy

Not Really. While We Have Some Data Security For Our Customers, We Don’t Do A Great Job Of Overcommunicating About Customer Data, And We Don’t Make Many Investments In Data Privacy

Somewhat Agree, We Are Fairly Careful About Customer Data, And We Do Often Work On Customer Communication As Well As Making Infrequent Investments In Data Privacy