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Customer experience baseline
Establishing a customer experience baseline
to identifying risk, risks and remedies

Establishing a customer experience baseline helps to identify and quantify current sources of customer dissatisfaction, estimate potential returns on service investment and sets customer-driven improvement priorities for action and change. CTMA’s customer experience assessments and baseline studies help to identify, justify and prioritise strategic and tactical improvement opportunities, and forge a solid foundation for change.

Why this is important

There seems to be something very wrong with the way many businesses, and public services, measure their customers’ experience.
For many organisations, their customer experience metrics mask potential failure, mystify effective management, absolve accountability, and fail to drive positive action for change.  Read more...

Customer experience assessments and reviews

From our strategic assessments and reviews, to periodic visits, customer service ‘health-checks’ and executive coaching, we provide external validation, and act as an external catalyst for customer experience improvement initiatives.

Our enterprise-wide customer experience assessments provide a strategic external view of an organisation’s current customer service and voice-of-the-customer practices, its current strengths and opportunities for improvement.

Assessments are typically conducted through a series of site visits and interviews with a cross-section of staff and management.  Following these meetings we present our findings to senior management, together with specific recommendations.  When assessments are conducted in parallel with a customer experience baseline study, the quantitative findings from the study can compliment and arm the assessment with customer-driven economic imperatives. 

Customer experience baseline studies

Report optionsEffective customer experience measurement must to go far beyond a satisfaction or advocacy score or a performance index.  In developing our research methodologies we have ensured that measurement produces clearly actionable findings that identify specific areas of customer dissatisfaction, prioritised in terms of their strategic and financial impact to the organisation’s success.

Our customer experience baseline study measures the customer’s experience across the breath of their journey and relationship with an organisation. It identifies specific areas of poor performance, sources of customer dissatisfaction and customer-driven improvement priorities. It also identifies key aspects of customer complaint and word-of-mouth behaviour and provides a measure of the organisation’s effectiveness responding to customers.

The study delivers much more than a simple customer satisfaction score and performance index. It provides specific and actionable findings about customer experiences, presents customer satisfaction and improvement opportunities in financial terms, and estimates the cost of poor service and the potential return on specific areas of service improvement investment.

Baseline studies report on four key areas of customer experience that impact on loyalty and advocacy:

The study identifies a set of clearly actionable customer-driven product and service quality improvement opportunities that often include a combination of strategic and tactical issues.

By estimating the financial impact of current level of satisfaction the study identifies opportunities for improvement based on the profitability of good service and the cost of poor service.  Potential remedial actions and improvement initiatives can then be assessed in terms of their potential return on service level investment.

Podcast episode: “The Measurement and Accountability Challenge”

There seems to be something very wrong with the way many businesses, and public services, measure their customers’ experience.  Their customer experience metrics seem to mask potential failure, mystify effective management, absolve accountability, and do nothing to drive actions to improve.

If you’re investing in voice-of-the-customer and measurement programmes, and not YET seeing many improvements – you are NOT ALONE.  In this episode I discuss a five step path to measurement and voice-of-the-customer maturity, along which many organisations set out, but only a few manage to get past the half way point - and that’s when they encounter this big BOULDER, “The Measurement and Accountability Challenge”

Check-out this episode right here and subscribe to the series on your favourite podcast platform:

Industry studies

In addition to customer experience baseline studies commissioned by individual companies and public services, CTMA also conducts industry-wide baseline studies.  Each participating organisation receives confidential findings of its own customer experience performance, along with industry-wide findings for benchmarking and performance comparison.  Industries in which CTMA has conducted baseline studies include:

We are currently extending our industry and geographical reach with these studies so please get in touch to find out if we are planning a study in your industry and your country soon.

For more information

Schedule a callIf you would like to discuss our approach to establishing a customer experience baseline, or find out if we are planning an industry-wide study in your industry and country soon, or discuss any other ways we can help, please get in touch so we can schedule a call, or a Zoom Meeting.