The Customer Experience Checklist

There are two key elements to designing a customer experience. Firstly, it needs to be easy, so customers don’t have to expend a great deal of effort, and secondly, it needs to be memorable.

If you’re reading this, you probably know about customer journey mapping, which you will have likely done to try to remove moments of friction within the customer journey. This is a great starting point to reduce customer effort, but every other organization is doing this as well – what’s going to make your customer experience stand out?

The principle of making it easy is critical, but we must also consider the customer’s emotional journey if we want to make our customer experience memorable.

With this in mind, we have created the checklist in the yellow box below, which is divided into six key sections.

1. Easy to Contact
2. Easy to Talk To
3. Easy to Change
4. Easy to Save Time
5. Easy to Get Close
6. Memorable

Each section contains a set of yes-or-no questions to assess how you are performing in each area, helping you to identify where you can improve the customer experience.

We also provide guidance on how you might consider improving in each area. So, if you marked the “no” box for any question, find that question in the relevant section below and read our advice for how you can make positive changes.