The Journey to WOW by Shaun Belding

Author:Shaun Belding
Language: eng
Format: epub
ISBN: 978-1-63393-693-5
Publisher: Koehler Books
Published: 2015-03-09T16:00:00+00:00

CHAPTER

TWENTY-TWO

“OH, MY DAY JUST keeps getting better,” Gerard growled. “An audit?”

“A customer experience audit,” Cameron responded. “With some help from Will, here,” he indicated Will Abbott who had been observing silently, “I think I’ve come up with a way for us to get a look at how customers view our company.”

He flipped open his folder. “A variation of the audit process seemed to be the right way to go,” he continued. “In the simplest terminology, the purpose of any audit is to prove things. In our company financials, for example, we make certain assertions as to our financial position. We claim to have generated specific income, and to have incurred specific expenses against that income. An audit is the process we use to test each of these assertions for validity. The audit seeks to prove or confirm each item.”

“What I’m proposing is that we do the very same thing with all of the customer touch-points in our company. But instead of trying to prove the validity of things from a financial point of view, I want to prove the validity of everything from a customer experience point of view.” Cameron looked around the room and saw heads nodding. He was happy to see that this included Syd.

“I’d like to take a look at every nook and cranny; every process and policy. I want to look at the validity of each—not from an efficiency or cost effectiveness point of view as we have in the past—but from the customer’s perspective. It’s not that efficiency and effectiveness aren’t important—don’t get me wrong. I’m an engineer after all, and goodness knows these things are near to my heart. But I think until we can weigh them against their effect on the customers, we can’t really make sound decisions as to the right things to do.

“At first, I was considering hiring an outside company like the JMB Group to do the audit. And I still might once we get going. But I think we have to get on this quickly, and it occurred to me that we all might benefit by being directly involved. We all know the company well and can access things without jumping through a lot of hoops.”

It was Gayle Humphries’ turn to speak up. “But how can we be objective?” she asked. “Let’s face it. As you pointed out, we’re the ones who’ve put ourselves in this position in the first place!”

“True,” Cameron said nodding. “There’s no way we could effectively or objectively look into our own silos. So, what I’ve done is assign you each a specific area that is not under your responsibility. If I could get you to open your folders, you’ll see your assignments.” Everyone reached for their folders and began scanning the contents.

“I haven’t had time to make comprehensive lists of criteria, so I’m hoping each of you will build on these. Use them as a starting point. Here’s who’s got what: Stan, you’re going to look into all the financial operations. Susan, you’re going to dig into our sales and marketing practices.

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