3 Tips For Implementing A Customer Audit
Posted by Kim Walsh at May 8th, 2013
Have you ever thought about implementing a customer audit. What are the benefits, would could the outcome be? What do you do with this type of data.
Research has shown that many companies over time should probably think about firing a few of their customers. Agile companies can work smart and be precise with key metrics that will help them determine what customers they should fire, provide more training or even hug and give more attention.
Why is this so useful. Just as companies provide audits of many facets of their businesses, it is often overlooked that doing a customer audit would be a smart thing to do.
Below are three valuable tips for implementing a customer audit.
1. Your NPS tells you some things, but its just not enough.
I wrote in my last blog post, why NPS is so important and what is lacking about the execution of collecting NPS data points. A customer audit allows companies to create a system or scoring mechanism for what matters to their specific business. They are able to create an autonomous list of what matters to both them and their customers. I often use the analogy of old traditional systems of processes. “Something a round hole is just not meant for a square to fit into.” This concept can be applied to a customer audit. Simply, determine what you want to ask your customers, create a synonymous list and start interviewing. I bet the results will be interesting 🙂
2. Align your company to focus on solving for the customer.
Many companies are aligning their service and support teams to solve for the customer. What about the sales and marketing team as well? It is important for both the sales and marketing teams to solve for the customer as they are impacting the initial perception and relationship that may exist with the customer. If a company has both sales and marketing customer alignment, then it will be a natural alignment further down the funnel to the service department and the support team.
3. Accelerate your sales cycles.
A customer audit can help your sales and account management teams to focus on the best opportunities, and optimize a consistent message. The identification of product and service gaps can inform your organization on high-potential new product development and service enhancement investments. The audit can also provide directional information that can be used to define more effective strategies for pursuing new customers.
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