This document provides a customer focus assessment survey for organizations to evaluate their leadership, people, policies/strategies, partnerships/resources, processes, and customer results as they relate to customer focus. The survey contains over 30 statements across these categories for respondents to rate on a scale of 1 to 5. It aims to identify opportunities for organizations to improve customer focus, performance, growth, retention, and competitiveness. Respondents are instructed to complete the survey individually and then discuss scores as a leadership team to reach agreement. The document provides the full survey for organizations to use in self-assessment.
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1. Customer Focus: Dead or Alive in Your Organisation? Find Out Now by Using this
Assessment Survey
This questionnaireasks youto evaluate your organisationon the essentialpractises andbehaviours in whichmanagementmust engageto
create andmaintaina customer focus withintheir organisation. The purpose ofthis survey is to identify opportunities toimprove your
organisation’s performance,profitable growth, customerandpeople retention andoverallcompetitiveness.
Directions
Read each statement carefully,reflecting upon how itrelates toyourorganisation. Indicateas best youcanthedegree towhich the
statements reflectrealityin your organisation. A1=not observed/clueless onthis one anda 5=this is partofdailywork life andmay even
be a “best practice”.Eachmember oftheLeadership Teamwill fill out separatelyandthen discuss scores and cometo agreementas a
‘team’.
If for any reason youareunsureofyour response e.g., you do not haveenoughinformationto ratea particular item, then circlethezero
under the DK,don’tknow, box.
You are now ready to beginthesurvey.
Leadership
Pleaseassess your organisation on the following leadership practices:
1. Management at all levels regularly meets withcustomers to
listen and learnabout their changing requirements, discuss
performance issues and to strengthen their relationship
w ith the customer’s organisation.
0 1 2 3 4 5
2. Management’s actions and behaviours are always
consistentwith their words regarding the importance of
customers.
0 1 2 3 4 5
3. Management places a priority on usingcustomer
feedback data and the analysis and interpretation of this
data to facilitate improvement activity w ithin their
organisation.
0 1 2 3 4 5
4. Management regularly recognisesemployees w ho have
been role models in satisfying and building good
relationships w ith customers.
0 1 2 3 4 5
5. Customer data (external and/or internal) is discussed in
every management reviewmeeting oftenleading to the
setting of priorities and the taking of action for improvement.
0 1 2 3 4 5
Our biggest opportunity for improvement in our leadership practices is: # ____
The strongest leadership practice is: #_____
People
Pleaseassess your organisation on the following peoplepractices:
6. Our organisation’s human resource systems (e.g., recognition,
performance evaluation, empow erment and compensation)
reinforce the behaviours of our employees, both individually and
as teams, consistent w ith our values, a customer and market
focus and achievement of our key business objectives.
0 1 2 3 4 5
2. 7. Everyone in our organisation understands who their internal
and external customers are and the impact they can have on
both sets of customers by the quality of w orkthey perform.
0 1 2 3 4 5
8. Our people are empoweredto do w hateveris in the best interest
of our customers.
0 1 2 3 4 5
9. Management review stheir comparisons of employee feedback
from satisfaction surveys, focus groups or informal
discussions and the customer feedbackwhich the organisation
to help them set priorities for improvement.
0 1 2 3 4 5
10. We believe that it is important to train our employees, especially
those in customer-contact positions, in softer areas suchas
interpersonal skills, active listening and dealing w ith difficult or
angry individuals.
0 1 2 3 4 5
Our biggest opportunity for improvement in our people practices is: # _____
The strongest people practice is: #_____
Policy and Strategy
Pleaseassess your organisation on the following policy and strategy practices:
11. Customer data and informationare key to policy and strategy
formulation in our organisation.
0 1 2 3 4 5
12. Specific relationship strategies are established during our
planning process for customer accounts and/or consumer/end
user segments most important to our organisation.
0 1 2 3 4 5
13. Within our planning process we review how wellour organisation
is aligned with our keycustomers to ensure that w e are making
it easy for them to do business with us and w e are doing those
things w hich willhelp them achieve their objectives.
0 1 2 3 4 5
14. During our planning activity, competitive comparisons and
benchmark data is utilised to formulate strategies that w illensure
w e are highly differentiated fromour competition both in our
markets and in the minds of our customers.
0 1 2 3 4 5
15. New initiatives are evaluated for their impact on the customer
before they are implemented.
0 1 2 3 4 5
Our biggest opportunity for improvement in our policy and strategy practices is: # _____
The strongest policy and strategy practice is: #_____
Partnerships & Resources
Pleaseassess your organisation on the following partnership and resources practices:
3. 16. Our organisation understands what the long-termeconomic
value of a customer is and how it varies by consumer/end-use
segment or customer account.
0 1 2 3 4 5
17. Our continuous improvementpriorities represent a good
balance between customer requirements and the financialaims of
our organisation, erring most often on the side of the customer.
0 1 2 3 4 5
18. Even w hen business is below our projections, we do not
compromisethe allocationof resources to those things that
w e know are mostimportant to our customers.
0 1 2 3 4 5
19. We prioritise our suppliers, at least in part, baseduponthe
value add w hichtheir input (e.g., materials, components,
information, services)provides to our customers.
0 1 2 3 4 5
20. A high priority is placed on investing in state-of-the-art or
improving existing information systems used by employees in
customer-contact positions (e.g., sales, service)to ensure they
can be responsive to the customers they interact w ith on a daily
basis.
0 1 2 3 4 5
Our biggest opportunity for improvement in our partnership and resource practices is: # _____
The strongest partnerships and resources practice is: #_____
Process
Pleaseassess your organisation on the following process practices:
21. One of our priorities has been to identify, mapand improve the
processes throughwhichwe provide products and services
to our customers.
0 1 2 3 4 5
22. A key area of focus for our process improvement activity is on
making it easier for customers to do business w ith and to reduce
cycle time to be more responsive to their needs.
0 1 2 3 4 5
23. Customer data and inf ormation is seen as a key input into our
organisation’s product and service development and innovation
activ ities.
0 1 2 3 4 5
24. Best practice reviews are conducted if we can identify an
opportunity to add value to our customers, improve our ow n
operation and become more competitive as w ell.
0 1 2 3 4 5
25. We have a formal and regular process that includes such
approaches as account reviews, customer focus groupsand
interview sfor determining and updating customer
requirements, expectations and identifying those factors that
add value in the relationship.
0 1 2 3 4 5
26. We effectivelyutilise our call centre or customer service
operation as a “listening post” to gain information about
changing customer expectations, emerging trends and
competitive activity.
0 1 2 3 4 5
4. 27. We have a w ell-defined and effective customer satisfaction
measurementand managementprocess in our organisation
ensuring w e are collecting the right feedbackfromcustomers and
acting upon it in an effective and responsive manner.
0 1 2 3 4 5
28. We have a w ell-defined and effective customer relationship
management process in place w hich ensures that we are
building loyalty particularly w ith those customers that are most
important to our long-term grow th and success.
0 1 2 3 4 5
29. We have a w ell-defined and effective complaint and enquiry
management process in place w hich ensures that complaints
and problems are resolved in a timely and effective manner
ensuring customer relationships are maintained and problems
prevented fromreoccurring.
0 1 2 3 4 5
30. We do not rely on just one source or type of customer feedbackto
know how wellwe are doing w ith our customers. We look at
multiple sources or types such as that fromcustomer surveys,
complaints, customer visits, call centres/customer service
operations and others before we setpriorities for process,
product, service, and policy improvementas well as strategy
development.
0 1 2 3 4 5
Our opportunity for improvement in our process practices is: # _____
The strongest process practice is: #_____
Customer Results
Pleaserateyour organisation across all ofthefollowing result areas:
31. Our customer satisfactionperformance has continued to
improve or has been sustained at high levels across all those
engagements (moments of truth such as sales, service, delivery)
with customers that are most important to maintaining our
relationship w ith them.
0 1 2 3 4 5
32. Our customer satisfactionperformance showsthat we have
consistently improved the w ay in w hich wehave met or exceeded
the unique requirements andexpectations of our key
customer accounts and/or consumer/enduser segments over
the past three years.
0 1 2 3 4 5
33. The speed(e.g., cycle time) and effectiveness (e.g., retention of
customer loyalty) of our organisation’s problem and complaint
resolution has been steadily improving over the past three years.
0 1 2 3 4 5
34. Our organisation has an accurate, realistic and comprehensive
overview of the total complaint level (verbalor written)as
received by all areas and all functions w ithin our organisation.
0 1 2 3 4 5
35. Customer satisfactionwith our productand service quality
has been improving over the past three years.
0 1 2 3 4 5
36. Our overall level of our customer satisfactionhas been
comparable to or exceededthat of our competitionover the
past three years.
0 1 2 3 4 5
5. People Results
37. Employee perceptions, particularlythose fromemployees in
customer-contact positions, are regularly capturedthrough
surveys, focus groups or formal/informal discussions. These
perceptions, concerning such areasas workenvironment, career
prospects, communication, recognition, training, morale and
overallsatisfaction, have consistently shown positive trends over
the past three years.
0 1 2 3 4 5
38. We experience turnover and absenteeismamong our customer-
contact employees that are so low that our organisation is
considered “best-in-class”.
0 1 2 3 4 5
39. Our people satisfaction data showsthat customer-contact
personnel feel empowered to take w hatever action is necessary
to satisfy customerswhenever the need arises.
0 1 2 3 4 5
40. Our people satisfaction data showsthat customer-contact
personnel feel involved by having their ideas for improvement
regularly solicitedand acteduponby management.
0 1 2 3 4 5
Society Results
41. Our organisation’s reputation as being customer focusedhas
improved over the past severalyears based upon feedbackwe
receive fromthose in the communities in w hich we are located
and fromour corporate image survey.
0 1 2 3 4 5
42. The ethical behaviour especially among our employees w ho
have regular contact w ith our customers has remained high for
many years.
0 1 2 3 4 5
Key Performance Results
43. The number of improvements to our products, services and
processes over the past three years driven by customer
feedback has grownsignificantly.
0 1 2 3 4 5
44. Our data show s that we are more responsive to changing market
conditions and customer needs as a consequence of our focus
on cycle time improvement.
0 1 2 3 4 5
45. We track those supplier problems that impactour customers
and w orkwith those suppliers to prevent re-occurrence. There
has been a steady decline in these types of supplier problems
over the past 3 years.
0 1 2 3 4 5
Our three biggest opportunities for improvement in result are: # ___, #___,#___
The two strongest result areas are: #_____,#_____