The Customer Loyalty Audit

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In an age where customer satisfaction is no longer good enough, your organisation must take steps to build absolute customer loyalty. Do you have a CCO as well as a CEO and a CFO? If not, should you have one? As customer loyalty becomes the Holy Grail for any successful business, this audit lets you ask: "How loyal are our customers?" and much more important "How well-equipped are we to win and maintain customer loyalty?" After a persuasive briefing on managing the transition from customer satisfaction to customer loyalty, this audit sets out a 7-Step Roadmap: 1.Top Management Commitment and Involvement - the essential first step in laying the groundwork for any customer loyalty programme. 2.Establishing a Base Line - Internal Benchmarking - gathering best practice data from within your own organisation. 3.Determining Customer Requirements - these can never be guessed or taken for granted. 4.Assessing the Capabilities of Competition - your customers are making these comparisons, so you have to. 5.Measuring Customer Satisfaction and Customer Loyalty - customer satisfaction metrics look simple but are notoriously unreliable: find out which approach to use in which situation. 6.Analysing Customer and Competitive Feedback - develop a system for tracking, recording and analysing feedback. 7.Continuous Improvement - developing a system for continuously reviewing progress, repeating the audit and making further changes and improvements. Each step includes a ready-made audit questionnaire and rating form that you can run right away - giving you more than 130 questions to help you see right inside your processes and procedures for establishing and maintaining customer loyalty.