The Customer Loyalty Audit

<p>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 (Chief Customer Officer) as well as a CEO and a CFO? If not should you have one?</p><p>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:</p><p>1.Top Management Commitment and Involvement - the essential first step in laying the groundwork for any customer loyalty programme.</p><p>2.Establishing a Base Line - Internal Benchmarking - gathering best practice data from within your own organisation.</p><p>3.Determining Customer Requirements - these can never be guessed or taken for granted.</p><p>4.Assessing the Capabilities of Competition - your customers are making these comparisons so you have to.</p><p>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.</p><p>6.Analysing Customer and Competitive Feedback - develop a system for tracking recording and analysing feedback.</p><p>7.Continuous Improvement - developing a system for continuously reviewing progress repeating the audit and making further changes and improvements.</p><p>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.</p>