Application Report Template

2. Customers
2.1 Customer Requirements
2.2 Customer Experience
2.3 Customer Satisfaction

Org Profile Leadership Customers Strategy People Processes Knowledge Results

2 Customers
2.1 Customer Requirements: How current market and
customer requirements are determined and future needs are I- S-
Describe how the organisation: S Cl Cl
anticipated Q a
P
a
D
C s s
s s

a Segments markets and customers and understands their current and future
. requirements
What are the key market segments and customers which the organisation has identified
and is currently serving? How does the organisation engage the customers to ensure Y Y Y
that the segments continue to be relevant today and for the future? How does the
organisation obtain intelligence (through internal and external sources) on emerging
customer requirements?
b Incorporates market and customer requirements into the strategic plans
.
Y Y Y Y
How are customer and market intelligence adopted into the organisations strategic
planning processes for products, services, operations, and other key business functions?
c Designs personalised experiences that delight customers and exceed their
. expectations
Y Y
Does the organisation engage its customers in designing their service experience? How
do customers provide inputs in these initiatives?
2 Customers
2.2 Customer Experience: How the organisation engages
customers to co-create products, services or experience,
improve customer loyalty and enhance customer experience I- S-
Describe how the organisation: S Cl Cl
P
Q a a
D
C s s
s s

a. Co-creates products, processes, services or experiences with customers to

meet their needs
Does your organisation involve your customers to develop products, parts of the service Y Y Y
processes, services, or customer experience journey to meet their needs? Outline some
of the initiatives that your organisation has implemented in these areas. Provide some
examples of outcomes of customer involvement in these processes.
b. Ensures customer feedback is resolved and analysed to drive improvements
Does your organisation have a customer feedback framework? What are the touch
points? Are there processes to resolve different feedback and concerns from Y Y Y Y
customers? Are the staff trained to handle feedback? How is feedback complaints or
compliments analysed and shared for improvement? Are these improvements rolled
into the staff training and system improvement cycle?
c. Provides access for customers to seek assistance and information to enhance
customer experience
What are the various touch points physical, electronic, or personal established to Y Y Y Y
provide customers who need help or information to find out more about your products
and services? Provide some examples; what are some of the plans your organisation
have in place to grow or enhance these touch points in future.
d. Ensures overall ease of customer contact and service standards are set at
customer touch points
2 Customers
2.3 Customer Satisfaction: How the organisation determines
and improves customer satisfaction I- S-
Describe how the organisation: S Cl Cl
P
Q a a
D
C s s
s s

a. Determines and improves customer satisfaction for various customer

segments
Does your organisation set and measure customer satisfaction for various customer
segments across different touch points in the customer experience journey? What are Y Y
these standards; how often and how are they measured? How are results
communicated to staff for improvement; what are the channels for communication and
what are some of the improvement activities?
b. Determines current and future drivers of customer satisfaction
Does your organisation engage your customers to establish what drives customer
satisfaction now and what improvements do they seek? How often are these Y Y
engagements conducted? How are the engagements conducted? How are findings
cascaded into improving service in the organisation? What are some of the
communications channels?
c. Incorporates customer satisfaction and feedback into strategic plans
How is customer satisfaction feedback and findings integrated into the organisations
strategic planning process? How are findings communicated to senior leaders, and what Y Y
are some of the actions taken by senior leaders to act upon these findings as part of the
planning process? Does your organisation measure the impact of customer satisfaction
and feedback across multi-year strategic planning processes?
p, Sets and deploys performance standards for people and processes involved in
d the customer response chain
How does your organisation set performance standards for people and processes
2 Customers

Use this slide, and as many slides as necessary, to

answer the requirements and guiding questions for
this section.

As a rough guideline, each of the 8 sections should be

less than 3MB in size, and the total Application Report
should be less than 200 slides across all 8 sections.

Feel free to use your own corporate template or deck

in the submission.
Feel free to use, in any combination or permutation;-
Text/Prose, Tables & Lists
Pictures, Photos & Images
Diagrams, Schematics, Process Charts
Etc.