Imprint: Cambridge Strategy Publications

Paperback
List Price: £55.00
Format: Paperback
Extent: 108pp.
Size: A4
ISBN:  978-1-907766-09-1  

Tags: Systems Thinking, Customer Service, Customer Support, Organisational Leadership

The Customer Support Audit
​by Colin G. Armistead

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Cambridge Strategy Audits

The Customer Support Audit


The tools to measure and monitor your company's customer service and after-sales support programmeIn 2-3 days, using this audit, you can review your whole customer support/after-sales programme. Measure "how good" your customer support is - then look deeper and see how well you use it to differentiate your business and to win competitive advantage. Complete the audit and get answers to questions like these about your customer support programme:
  • How well does it cater for different market segments?
  • Is it cost effective?
  • Do you use the best mix of in-house and external resources?
  • How well do you set goals, control costs and ensure flexibility?
  • How well do your customer support teams work?
  • How effectively do you manage the information available about 
    a) your customers and 
    b) your own business?

​Overall, the audit results are designed to help you map out the "ideal" customer support programme for your business. The audit's seven steps are:

Step 1: Define the Strategic Role of Customer Support
Step 2: Assess the Support Marketing Mix
Step 3: Evaluate Pricing and Marketing Communications
Step 4: Review Access to Customer Support
Step 5: Determine Support Process Capability
Step 6: Assess Performance Management
Step 7: Develop the Business through Customer Support
The audit includes 28 Questionnaires, 10 Checklists, 18 Exercises and 8 illustrative figures. Together they provide a practical and effective toolkit for analysing and improving customer service and support.