What is a Customer Experience Audit?
Simply put, a Customer Experience Audit (CEA) examines an organization’s interactions with its customers toward the goal of understanding how those interactions will affect customers’ views, attitudes, and behaviors towards the organization. We’ll see this applied to a JetBlue experience.
A CEA is similar in concept to a usability study. Product designers, including website designers, will test their products before going live. First, they’ll test with internal staff making sure everything works as intended. Then they will test how easily the customer can use the product – so called “ease of use.”
A CEA is also akin to mystery shopping where people are hired to pretend they’re customers. But mystery shopping typically has a narrow focus on retail experiences such as restaurants or hotels, where the shoppers are given a long, structured checklist of items to examine.
Shouldn’t this same logic apply to any interactions or communications with customers, not just in the targeted areas mentioned above? The CEA concept really should be broadened to encompass ALL customer interactions, even where structured checklists can’t readily be applied.
While a CEA is clearly important for the for-profit part of the economy, clear parallels exist with non-profit, including governmental, organizations.