The Customer Loyalty Audit - Bhote Keki R.

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?

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.