Our unique assessments are built around 4 principles of customer experience, which are divided into 16 themes. This allows us to pinpoint your issues and areas of opportunity to develop, which we can feedback to you in our detailed report findings.


your customer, employee and management customer experience perceptions, using our bespoke questionnaire management platform.


the priority areas of miss-alignment and potential CX malignancy in your organisation, as well as areas of best practice.


the precise changes you need to make, backed with quantitative and qualitative data, and wrapped up in a detailed action-plan.


with an independent accreditation to verify your high level of CX delivery, to help you with differentiation and compliance.

Our Unique Assessment Methodology

Principle 1

Principle 2

Principle 3

Principle 4

Principle 1: Understand Customer Needs

Production led companies sell what they can make whereas customer focused companies make what they can sell. In order to do this, organisations need to know what their customers want and what they'd like in the future. At IIC, we break this down into four key areas.

Know your customers

Knowing who your customers are is a basic necessity and ensuring this information is shared throughout your organisation is equally important. There is nothing more frustrating for a customer than having to continually explain who they are and what they want every time they contact you.

Understand their needs

Looking at a customer's buying history is a good starting point but equally important is to ensure you understand their individual needs. Customers are not numbers – they have a unique DNA and increasingly demand to be treated as individuals. There is no such thing as “one size fits all” in the Age of the Customer. 

Anticipate future needs

Predicting the future isn’t easy but it is a vital requirement for every business. The best way to discover what your customers may want is to ask. It is also vital to be proactive and make helpful suggestions. Not every organisation is equipped to make suggested purchase recommendations in the way that makes Amazon so successful but looking for signs and seeing what similar groups of customers are doing can help you predict what may be needed in future.

Communicate effectively

In an online world, communication is a challenge. Customers are overwhelmed with information, so it is key to understand what channels they want to use and how and when they want to use them. Making it easy for customers to reach the right person in your organisation – someone who can help them straight away -  is a big differentiator for a lot of businesses, as is communicating with them in a language and style which they feel most comfortable.

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CX assessments for small to medium sized organisations.

Principle 2: Meet Customer Needs

Understanding customer needs is one thing but going on to actually meet those needs is quite another. Some organisations score quite highly in this area as they have a product or service that is tailored to meet the needs of the mass market but those who really excel are the organisations that tailor the service provided to meet the individual needs of specific customers.

Service quality

Service is a key differentiator in most markets, where products and prices are generally the same. Providing a service that satisfies the customer first time – every time, can provide a real competitive advantage. Being able to answer queries and tackle issues at the first point of contact is essential, as is flexibility – incorporating a range of features that can be tailored as appropriate.

Match to customer needs

The old adage that production led companies sell what they can make whilst service led companies make what they can sell is as true today as it has ever been. Making sure that services meet needs and managing expectations to ensure you don’t over promise will pay dividends. It will give customers the perception that your organisation has an edge over your competitors.

Customer feedback

In a digital world it should be easier than ever before for customers to provide feedback. Yet many organisations still make it hard for customers to do so and many more that do capture feedback, fail do to anything with it. Acknowledging feedback, then sharing it with the people who need to know and can act on it (by adapting how they interact with customers) is critical.

Easy to do business with

Switching between suppliers is common place as digital communications make it easier to discover alternative options. Understanding how much effort customers need to put in to work with you, and minimising that effort to make it as easy as possible can make a real difference. In addition, showing that you are appreciative of their business can have a positive impact - taking customers for granted is the quickest way to lose them. 

Principle 3: Delight Customers

Traditionally, customer satisfaction was a core measure for many organisations. Now, in a world where so many products and services are largely the same and customer experience is a key battleground for competitive advantage, merely satisfying customers is not enough. They need to be delighted – not just occasionally but every time they interact with your organisation.

Treating customers fairly (TCF)

TCF is a core requirement in the financial services sector, with the Financial Conduct Authority (FCA) demanding it is at the heart of an organisation's business model, but it is equally important in all sectors. Showing you empathise, care and behave with integrity and honesty should be the hallmark of every employee.

Right first time

First contact resolution is a measure that is increasingly used in many organisations. But it doesn’t just mean what it says, successful organisations empower employees to go out of their way to sort things out, to follow up, to make sure what was agreed actually happened and where something isn’t quite right, to take remedial action immediately.

Customer is always right

“The Customer is always right” is a philosophy largely attributed to Harry Selfridge – founder of London’s iconic department store. Of course, we all know that isn’t strictly true, but it should be the default response in most interactions where the culture should be to find a solution, rather than argue about the wrongs and rights of a particular situation.

Post-sales service

Customer experience doesn’t end when the goods are delivered, or service completed. Successful organisations know that it starts before you even meet a customer and that it never ends. Employees need to be available to help with subsequent queries or concerns, providing consistently good on-going service and support.

Not just the Voice of the Customer

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CX assessments for medium to large sized organisations.

Principle 4: Engender Loyalty

Advances in technology have led to an environment where discovering alternatives is easily done and switching between suppliers is more straightforward than ever before. Organisations need to work harder than ever to retain their customers and to keep them loyal through offering a consistent service that is tailored to meet their specific needs.

Repeat purchases

Every organisation thrives on repeat business, together with cross-selling and up-selling.  A good experience will be the main determining factor when it comes to repeat purchase. In fact, it is often more important than the actual quality of the product or service initially bought as “how was I treated?” is a key emotion when making a buying a decision.

Willing to recommend

The Net Promoter® methodology clearly recognises that recommendation is intrinsically linked to customer loyalty. Promoters (people who are most likely to recommend you) stay longer; spend more and make less complaints, whilst detractors are far more likely to leave but are also likely to engage you in time consuming and costly negotiations, and are rarely shy in telling people about their experience.

Quality relationships

It should be obvious that a quality relationship is a vital component of good customer experience, which is why it is surprising that this is often a low score. Quality is not just about being good, it is about caring, being consistent and most importantly, being friendly and willing to help.

Customer experience

The final theme in the IIC model encompasses all others – it is about the whole experience. Customer expectations are changing all the time, with the bar constantly rising with everything from response times being quicker to delivery schedules or support being available and more flexible. The best exponents of customer experience recognise that they must be reliable, consistent and continually improving.

Breaking down our assessments in this way allows us to really delve down into each area of our clients' customer experience, pinpoint any issues and identify areas of opportunity. Bespoke questions can also be added to the questionnaire to explain the 'why' - as numbers mean a lot more with the detail. We work closely with you to design these specific additional questions to add to our standard measures.

CX assessment for small to medium size organisations

CX assessment for medium to large size organisations