Customer Retention Assessment

Take the customer retention proficiency assessment to see how well your organization is doing in developing and executing its customer retention marketing plans, programs and activities.

Instructions

Select your level of agreement with the statements made below regarding customer retention marketing processes and practices in your organization. If the statement does not apply to your industry or business model, select "0" which is the default value from the drop down list, so that it is not counted in your overall score. There is a reset button at the BOTTOM of the assessment. Select the RESET button to clear all of your answers. You can also print a copy of this quiz by clicking the PRINT button at the bottom of the quiz. You can elect to save your work in the browser and come back to it later when you have time to complete the assessment.

The assessment is broken down into sections with headings that generally apply to the statement made in that section. This is done for ease of use so you can take the time you need to complete the overall assessment and complete one section at a time when you have the time. To close a section, check the box to the right of the section heading. To open the section, uncheck the box. The default is all sections are initially open. Click the RESET Button at the bottom to open all sections, but remember you will clear all of your entries.

Again, keep in mind that this assessment was developed for B2B, B2C and non profit organizations, so some of the statements may not apply to your business or situation. In that case, leave the answer as non applicable. All statements/questions are initially set as non applicable, so you need to answer all that apply to your business in order to get an accurate score. Your score will be based on completing all sections of the assessment. There are a total of 76 statements that can be scored. Like any assessment, the higher your score, the better your performance. But, the in depth nature of this assessment will allow you to identify minor as well as major problem areas where you can take remedial actions that can improve your overall customer retention efforts.

Scoring System

Answer --------------- Points

Not Applicable (NA) --------------------- 0

Strongly Disagree --------------------- 1

Disagree --------------------- 2

Somewhat Agree --------------------- 3

Agree --------------------- 4

Strongly Agree --------------------- 5

New customer programs / activities

We have a formal program for onboarding new customer.

We map our new customer onboarding process

We assign customer support resources immediately to all new customers.

We immediately communicate the next steps in the process of them becoming an active customer.

We develop a strategic account plan (engagement plan) for each prospective customer

We have a new customer portal on our website for the unique needs of new customers.

We determine the type of training a new customer needs to undergo and make sure it's delivered.

We determine what other activities are required to welcome the new customer on board

We have services that are designed for the unique needs and wants of the new customers.

We know that our new customer program increases their satisfaction and retention.

We schedule kick off calls / meeting with new customers - define goals, scope, timelines and key milestones.

We schedule regular check in meetings with new customers.

We send new customers a welcoming package/email thank them for joining our family.

Customer retention programs / activities

We constantly analyze customer behavior in order to identify opportunities and/or threats.

We engage customers in product/service planning.

We establish success metrics for the customer account.

We develop a strategic account plan (engagement plan) for each customer.

We know which customers see our business as a the primary, secondary, tertiary source for products and services that we offer.

We know who are our most profitable customers.

We know who are our unprofitable customers.

We know who our best customers are.

We know why we lose customers.

We measure the profitability of individual customers.

We identify key customer contacts.

We have a process in place for winning back former customers.

We have a process in place that allows us to retain potential defectors.

We have a program that identifies sales opportunities within our existing customer base and allows us to capitalize on these opportunities.

We have an "optimum contact strategy" for our current customers.

We have a formal process for capturing and disseminating customer feedback so appropriate action can be taken quickly.

We have a formal process for evaluating customer service performance that is based on metrics that tie to our organizational objectives.

We gather feedback on customer satisfaction and experience.

We have a customer advisory board that provides us with valuable insight into their perceptions of our efforts to deliver value.

We define customer defections as "a customer that has not purchased from us during the past 12 months."

We define customer defections as "a customer that has reduced their purchases by more than X% within the last 12 months."

We develop a cultivation plan for each customer.

We provide a personalized dashboard for every customer.

We have developed successful strategies and programs that have reduced customer defections.

We have documented how we provide value to the customer with capabilities that address customer issues.

We have identified customers that are 'price sensitive.'

We have identified customers that are 'under performing' and developed plans to increase their purchasing.

We have programs in place for training all departments and staff that come in contact with customers.

We have special promotional efforts aimed at our best customers that are not available to our general customer base.

We have programs in place that motivate customers to increase their purchases with our organization.

We immediately provide customers with any product or service details that they need.

We keep track of our customers wants, needs, activities, purchases, etc.

We identify anything else the customer needs

We identify decisions that the customer has to make to purchases or remain a loyal customer.

We know how to turn our unprofitable customers into profitable one.

We know if we are the primary, secondary or tertiary source for our customers and have developed strategies to protect or improve our position.

We have clearly defined primary customers needs and wants vis-à-vis our product/service offering.

We know what the buying alternatives are that a customer has to our company and products/services.

We know who is talking to our customers and what they are saying.

We offer our best customers special services not available to our general customer base.

We provide fast, easy access to accurate and relevant information to all customers via telephone, face-to-face, Internet, reseller, channel partner, etc.

We provide our customers with a primary contact within our organization that is responsible for ensuring the customer's satisfaction.

We purchase customer data and append it to our centralized database in order to enhance our knowledge of the customer and improve our retention effort.

We regularly compare our customer needs with our products and services in order to identify opportunities and threats.

We regularly survey our customers to determine their level of satisfaction with our products and services.

We set up a technical meeting to understand what systems need provisions for customers, new users

We treat our best customers differently than other customers.

We treat our customers as client advocates, partners and part-owners in our business.

We understand and anticipate the needs of our customers.

We use customer advisory panels to help us in new product development.

We use customer data to acquire, retain, cross-sell, and up-sell customers.

We use social media for customer service.

We have formal customer loyalty programs.

We use the results of customer satisfaction surveys to develop marketing programs and materials.

We use this information when communicating with customers through any touch points including sales, customer service, web sites, marketing collateral, and all communications.

Our sales management regularly reviews customer sales performance and formally discuses performance with their staff.

Our sales team has the authority to resolve customer service and sales issues.

We constantly monitor customer performance in order to identify early warning signs of possible dissatisfaction and / or defection.

Our organization has a formal program for increasing customer service levels.

Our organization has on-line self services available for customer transactions and support.

Our customer service personnel have the authority to resolve customer service and sales issues.

Our sales personnel have the authority to resolve customer service and sales issues.

We use SMS text messaging to communicate with customers.

Total Points Scored

Total Possible Points

Percentage Score

Grade