DOES YOUR ORGANISATION HAVE A CUSTOMER FOCUS?
Use this questionnaire to gauge to what extent your business has a customer focus. Take a
sample of employees from different parts of your business. Ask individuals to rate each
category. Then compare scores and assess strengths and areas for improvement.
Research shows that organisations who have a customer focus:
a) Have clear vision and values
b) Continually listen to their customers
c) Ensure that the organisation’s structure is customer-centric
d) Review their service delivery processes and practices so they meet customers’ need
e) Develop leaders who motivate and empower their teams to deliver excellent service
f) Recruit and develop service orientated employees
g) Create an environment where people want to give of their best
Look at the questions below and respond appropriately.
• If you feel that your answer is absolutely yes – a rating of 5 should be shown in the
appropriate box.
• If you feel that your answer is absolutely no – a rating of 1 should be shown in the
appropriate box.
• If you feel that your answer lies somewhere between these extremes i.e. partial – write
2,3 or 4, to reflect your view.
• If you feel that you cannot answer the question – write a 0 to reflect a don’t know
answer.
• If you feel that the question does not apply to your business or function, please enter
N/A in the box.
A. Vision and Values
Question Your score
A1 Is there an absolute belief, from top to bottom, that our
business growth and profitability is dependant upon
customer satisfaction, retention and loyalty?
A2 Are our customer service values published in a clear,
concise and meaningful way?
A3 Were our service values, if in place, developed with
input from colleagues at all levels?
A4 Is the main thread of our planning and long/short term
goal setting process based on the objective of building
a customer focused culture?
A5 Do all our colleagues share the same service vision?
A6 Is our marketing strategy based upon giving our
customers value added service that differentiates us
from competitors?
A7 Does customer service genuinely sit at the top of the
agenda in our business?
TOTAL SCORE OUT OF 35
1
B. Continual Customer Research
Question Your score
B1 Do we have a clear and well-defined picture of the
present and potential customers that we are aiming
to serve?
B2 Do we regularly conduct research with our
customers to determine what services they need
and want?
B3 Does the organisation measure the level of
satisfaction internal customers have with the
service each internal department provides?
B4 Do we have an effective system in place for
external customers to feed back their comments
and observations about our service levels?
B5 Do we use customer feedback to determine new
products and services?
B6 Do we share the outputs of customer research with
colleagues at all levels?
B7 Do we develop improvement action plans based on
the outputs of customer research?
TOTAL SCORE OUT OF 35
C Customer Centric Organisation Structure
Question Your score
C1 Does our organisational structure enable us to
give customers the best possible service?
C2 Does our organisation structure make it easy for
our customers to do business with us?
C3 When we design, or make changes to our
organisational structure, do we consider the
needs of our customers?
C4 Do we regularly review the structure of our
organisation to improve service levels?
C5 Does our organisational structure promote the
importance of the internal customer?
C6 Does everyone in the organisation have
measurable accountability for customer service?
C6 Is equal weight given to the needs of the
internal as well as the external customer?
TOTAL SCORE OUT OF 35
2
D Service Delivery Processes and Practices
Question Your score
D1 Have our service-delivery processes been
designed for the convenience and satisfaction
of our customers rather than our own
convenience?
D2 Are the forms and documents used in our
service-delivery processes customer friendly?
D3 In designing service-delivery processes do we
start by defining the end result for the
customer?
D4 In designing service-delivery processes do we
gain feedback from customers to ensure that
they fit their needs?
D5 Are our service-delivery processes flexible and
adaptable to meet the requirements of
customers?
D6 Are our internal processes simple, flexible, easy
to understand and user friendly?
D7 Do we compare our service-delivery processes
to competitors and revise them accordingly to
improve our service?
TOTAL SCORE OUT OF 35
E Service Leadership Competencies
Question Your score
E1 Do all managers demonstrate by their own
behaviour, their commitment to achieve the
highest levels of customer satisfaction and
quality?
E2 Is the management style in our organisation
highly participative?
E3 Is responsibility and authority for making
decisions on behalf of customers pushed
down to the lowest levels possible?
E4 Do managers talk to their teams at least
once a month about customer service
issues?
E5 Does the organisation’s performance
management system emphasise the need
for everyone to display customer-focused
behaviours?
3
E6 Do managers at all levels speak to
customers personally at least once every
three months, seeking their opinions on
service levels?
E7 Do managers openly recognise when
service providers deliver outstanding levels
of customer satisfaction?
TOTAL SCORE OUT OF 35
F Recruit and Develop Service Orientated Employees
Question Your score
F1 Are new employees recruited on the basis of
their service-orientated attitude?
F2 Do new employees receive guidance, where
applicable, regarding service standards and
commitment to service excellence prior to
starting work?
F3 Does our organisation provide training to all
employees in customer service skills?
F4 Do employees at the “coal-face” receive service
skills training on a regular basis?
F5 Do we have service standards in which all
employees are trained?
F6 When we change a product or service do we
adequately communicate and train our
colleagues?
H7 Do we invest sufficiently in customer service
training?
TOTAL OUT OF 35
G Creating a Customer Focused Work Environment
Question Your score
G1 Do we operate an organisational-wide reward
and recognition scheme for employees who
provide excellent service?
G2 Do we provide a good environment in the
workplace that encourages employees to
provide excellent service to our customers?
G3 Do our premises reflect our commitment
towards excellent service?
4
G4 Is the technology in our organisation designed
for customer and service giver convenience,
efficiency and superior service delivery?
G5 Do we provide sufficient tools and equipment to
help service providers do their job well?
G6 Is communication throughout the organisation
efficient and effective?
G7 Are people adequately rewarded for their effort
and achievement?
TOTAL SCORE OUT OF 35
DOES YOUR BUSINESS HAVE A CUSTOMER FOCUS: YOUR
SCORE
Use this grid to record the total score per category. Then total your overall scores.
A. Vision and Values
TOTAL SCORE OUT OF 35
B. Continual Customer Research
TOTAL SCORE OUT OF 35
C Customer Centric Organisation Structure
TOTAL SCORE OUT OF 35
D Service Delivery Processes and Practices
TOTAL SCORE OUT OF 35
E Service Leadership Competencies
TOTAL SCORE OUT OF 35
F Recruit and Develop Service Orientated Employees
TOTAL OUT OF 35
G. Creating a Customer Focused Work Environment
TOTAL SCORE OUT OF 35
5
Total Score For All Categories Out Of 245
TOTAL SCORE OUT OF 245
Interpreting Your Results
Score Between 200 and 245
Well done. This score indicates that your organisation is customer-focussed.
You have many of the best practices in place that promote a culture and climate
of service excellence. Remember that you can still continuously improve. Look
at the areas where you and others have scored 1,2 and 3. Identify what you can
do to enhance the culture you have created of service excellence. . For more
information and advice contact
[email protected]Score Between 150 and 199
This score indicates that your organisation displays some elements of a
customer –focussed organisation. However, your organisation does not
consistently display best practices that promote a culture and climate of service
excellence. Look at the areas where you and others have scored 1,2 and 3.
Identify what you can do to enhance the culture and develop an improvement
plan. . For more information and advice contact
[email protected]Score 149 and Less
This score indicates that your organisation displays few elements of a customer
–focussed organisation. Your organisation does not display best practices that
promote a culture and climate of service excellence. Look at the areas where
you and others have scored 1,2 and 3. Identify what you can do to create a
customer-focussed culture and develop an improvement plan. For more
information and advice contact [email protected]
