Customer Experience, Customer Success & Retention: Deep Dive Assessment
This will take 30-60 minutes, but will help your business!
Section 1: Business Overview
This section gathers foundational information to understand the business and its customers.
Company Name
Industry
Please Select
Construction & Architecture
E-Commerce & Retail
Education & E-Learning
Energy & Utilities
Entertainment & Media
Financial Services
Food & Beverage
Healthcare
Hospitality & Travel
Logistics & Supply Chain
Manufacturing
Non-Profit & Charitable Organizations
Professional Services
Real Estate
Technology
Other
Name
First Name
Last Name
Email
example@example.com
Company Size
1-10 Employees
11-50 Employees
51-200 Employees
200+ Employees
Number of Years in Business
Primary Products / Services Offered
Target Customer Base (B2B, B2C, Industry Segments, Demographics
What are your company’s core values, vision and mission statement?
What is your unique value proposition (UVP)? What makes your business stand out from competitors?
Section 2: Customer Success & Experience Strategy
This section will assess the company's overall approach to CX and CS, as well as its goals.
How would you describe your current customer experience strategy?
How do you define customer success within your organization?
What strategies do you currently use to onboard new customers?
Do you use any tools or platforms for customer support, CRM, or experience management?
Freshdesk (Customer support, ticketing)
Google Analytics (Analyzing customer behavior across digital platforms)
HubSpot CRM (CRM with customer support features)
Hotjar (User behavior analytics and feedback collection)
Intercom (Customer messaging, support, and automation)
LiveChat (Live chat for customer support)
Pipedrive (CRM, with sales and support features)
Salesforce (CRM with support and service cloud)
SurveyMonkey (Customer feedback and surveys)
Typeform (Customer feedback and surveys, easy-to-use forms)
UserTesting (Customer feedback for UX and experience)
Zendesk (Help desk and customer service software)
Zoho CRM (CRM with customer experience management features)
Other
How do you measure customer satisfaction and engagement? (e.g., NPS, CSAT, surveys)
How does your company collect and respond to customer feedback?
What are the biggest challenges your team faces in improving customer experience?
Lack of customer data & insights – Difficulty tracking or using customer behavior data.
Slow response times – Delays in customer support or service delivery.
Onboarding & setup issues – Friction in getting new customers started smoothly.
High churn rates & low retention – Struggling to keep customers long-term.
Inconsistent service quality – Variability in customer experience across teams, locations, or channels.
Low engagement & satisfaction – Customers are unresponsive or not interacting with your services/products.
Limited personalization – Struggles in tailoring experiences to individual customer needs.
Poor self-service options – Lack of easy-to-use FAQs, chatbots, or automated help.
Long issue resolution times – Extended wait times to fix problems or fulfill requests.
Disconnected customer journey – Gaps between online, phone, and in-person interactions.
Other
Have you mapped your customer journey?
In your view, what does an ideal customer experience look like for your business?
What are the top 3 priorities for improving CX over the next 12 months?
Section 3: Customer Retention & Loyalty
This section dives into the customer's ability to retain clients and foster long-term relationships.
How do you currently measure customer retention, and what is your retention rate (if available)?
How much does the average customer spend over time, and how does this affect your approach to customer retention?
From your perspective, what are the main reasons customers stop doing business with you?
Do you have a system in place to encourage repeat business (e.g., loyalty programs, exclusive offers, follow-ups)? Do you segment customers based on spending or repeat purchases? If so, how?
What proactive steps are you currently taking to prevent churn and retain customers?
How do you track and manage customer complaints? Do you have a system in place for resolving issues and implementing improvements?
How often do you engage with existing customers, and what methods do you use (e.g., check-ins, surveys, upselling)?
Which channels do you use most to engage with customers, and how effective are they?
B2B Partnerships & Vendor Relations
Customer or Partner Portals
Customer Surveys & Feedback Forms
Email Campaigns
Field Sales Representatives
In-App Messaging (Mobile or Web Apps)
In-Person Trade Shows/Expos
Loyalty Programs & Rewards
Online Advertising (Google Ads, Facebook Ads, etc.)
Online Reviews & Ratings (Google, Yelp, Trustpilot, etc.)
Phone Support/Call Center
Print Marketing (Brochures, Mailers, Flyers)
Social Media (Facebook, LinkedIn, Instagram, TikTok, etc.)
SMS/Text Messaging
Walk-In/On-Site Customer Service
Webinars & Virtual Events
Website Chatbots/Live Chat
Self-Service Portals/Knowledge Base
Patient Portals/Telehealth
Other
What are the key touchpoints in your customer journey, and where do you see opportunities for improvement?
Where do you see the biggest pain points or friction in the customer journey, and what steps have you taken to address them?
Section 4: Customer Support & Service Efficiency
This section evaluates the effectiveness of support systems and customer service practices.
What channels do you currently use for customer support?
In-Person
Phone
E-Mail
Live Chat
Help Center/FAQ
Social Media
Chatbots
Forums & Community Support
Text Messaging
Other
What is your average response time for customer inquiries, and how does this impact customer satisfaction?
Can you describe your customer support escalation process? How well does it address more complex or urgent customer issues?
How do you train and equip your customer service teams to ensure high-quality support and effective problem resolution?
How do you ensure your customer service team stays motivated and engaged?
Section 5: Business Goals & Expectations
This section ensures that customer experience is aligned with business goals.
What are the top three business goals you aim to achieve in the next 12 months, and how do you see customer experience contributing to those goals?
What specific challenges related to customer success, experience, or retention would you like support with?
What improvements or changes would you like to see in your customer interactions to enhance satisfaction and loyalty?
Do you have a budget set aside for customer experience initiatives? Do you have a dedicated team?
How do you measure ROI for your customer success and retention efforts, and what results are you aiming to see?
How do teams across your organization (marketing, sales, product) collaborate to support customer success?
Section 6: Technology & Tools
This section explores the tools and technologies used to manage CX and CS.
What CRM or tools do you currently use to manage customer experience, and how well are they meeting your needs?
Do you utilize AI, automation, or chatbots in customer interactions? How effective have these technologies been in improving customer experience?
If technology could solve one major CX/CS challenge in your business, what would it be?
Section 7: Final Insights
This section seeks additional perspective on the competitive landscape and future CX goals.
Are there any competitors or industry leaders you admire for their customer experience? What specific aspects of their CX do you think they excel in?
If you could improve ONE aspect of your customer experience immediately, what would it be?
Is there anything else you'd like to share about your company’s current CX strategy or any long-term goals you're working towards?
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