Alex Gill, Head of Strategy, sat down with Scott Clark of CMSWire to chat about the reason that CX audits exist which is due to the difficulty in determining the effectiveness of a customer experience campaign.
Alex Gill, worldwide head of strategy at Harte Hanks, a global marketing agency, told CMSWire that almost any brand can benefit from a customer experience audit, and brands experiencing rapid growth and/or customer service issues have the most to gain. The purpose of a CX audit is to identify gaps between the desired customer experience and the actual experience being delivered. It helps businesses pinpoint areas of friction, uncover hidden opportunities for enhancement, and gain a deeper insight into customer behavior and preferences. By systematically assessing each element of the CX, including digital platforms, customer service protocols, and in-person interactions, brands can develop a holistic view of their customer experience.
Understanding CX Audits
The reason that CX audits exist is due to the difficulty in determining the effectiveness of a customer experience campaign. A brand simply can’t tell if their campaign has been effective by analyzing typical Voice of Customer metrics or viewing customer feedback. A CX audit can provide brands with the details they require in order to know if they are providing their customers with an exceptional customer experience across all of their channels, what they can do to improve it, and how they can eliminate any pain points in the customer journey.
A CX audit is a critical tool for businesses aiming to understand and enhance how customers interact with their brand. At its core, a CX audit involves a comprehensive evaluation of all the touchpoints and channels through which a customer engages with a company, from initial contact to post-purchase interactions. The relevance of such an audit in today’s business environment cannot be overstated. In an era where customer expectations are continually evolving and competition is intensifying, understanding and optimizing every aspect of the customer journey is crucial.
