The Customer Experience Audit: Find the Friction Costing You Customers
Your customers experience your business differently than you do.
You see the systems, processes and people working behind the scenes. Your customers see a series of moments: finding your business, visiting your website, deciding whether to buy, making a payment, getting what they purchased, asking for help and deciding whether to come back.
When those moments are easy, they build trust. When they’re confusing, slow or frustrating, they create customer friction — and that friction can quietly cost you sales.
That’s why we created The Customer Experience Audit, a free 45-minute workbook designed to help business owners evaluate the entire customer journey and identify opportunities to make it better.
See Your Business Through Your Customers’ Eyes
Download the free Customer Experience Audit and uncover the small points of friction that could be costing you business.
What Is a Customer Experience Audit?
A customer experience audit is a review of your business from the customer’s perspective.
Instead of looking at individual departments or internal processes, you walk through the same journey a real customer takes and ask a simple question:
How easy are we to do business with?
The goal is to uncover customer pain points that can be difficult to notice when you work inside the business every day.
That might be a website that doesn’t answer an important question, a confusing checkout process, a slow response to an inquiry or a customer who isn’t sure what happens after making a purchase.
Individually, these issues may seem small. Together, they can determine whether someone buys, leaves, returns or recommends your business.
The 6 Stages of the Customer Journey
A strong customer experience isn’t created at a single touchpoint. It happens across the entire customer journey.
The Customer Experience Audit walks you through six key stages:
1. Discovery
Can potential customers find your business, understand what you offer and trust what they see?
2. Consideration
Can prospects easily find the information, proof and answers they need to choose you?
3. Purchase & Payment
How easy is it for a customer to complete a purchase or payment without unnecessary friction?
4. Delivery & Onboarding
Once someone becomes a customer, do they know exactly what happens next?
5. Customer Support
When something goes wrong or a customer has a question, how easy is it to get help?
6. Retention & Return
Are you making it easy for happy customers to purchase again, renew or refer someone else?
The workbook gives each stage its own score so you can quickly identify which parts of your customer journey are working and which deserve your attention.
Not sure where your biggest customer experience gaps are?
[TAKE THE 45-MINUTE CUSTOMER EXPERIENCE AUDIT]
Customer Friction Is Often Hiding in Plain Sight
One of the hardest parts of improving customer experience is recognizing problems that have become normal inside your business.
You may already know where everything is on your website.
You know what happens after someone submits a form.
You understand what a charge on a customer’s statement means.
You know who to contact when there’s a problem.
A new customer doesn’t.
That’s why auditing your customer journey from the outside can be so valuable.
The workbook includes practical exercises that encourage you to actually experience your business as a customer — from searching for yourself online to testing your checkout and contacting your own support channels.
You may be surprised by what you find.
Small Customer Experience Improvements Can Make a Big Difference
Improving customer experience doesn’t necessarily mean rebuilding your website, replacing your technology or launching a massive new initiative.
Sometimes the best improvements are much simpler.
Answer a common customer question on your website. Remove an unnecessary checkout field. Clarify your confirmation email. Make your contact information easier to find. Follow up with a customer who stopped buying.
The goal isn’t to fix everything at once.
At the end of the Customer Experience Audit, you’ll identify three specific improvements to prioritize and create a simple 30-day action plan for addressing them.
How Easy Is It to Be Your Customer?
You don’t have to guess.
Set aside 45 minutes and walk through your business the way a customer actually experiences it.
The Customer Experience Audit includes:
- A six-stage customer journey assessment
- A simple 0–2 scoring system
- Hands-on exercises for each stage
- A 96-point customer experience scorecard
- A prioritized action plan
- A 30-day improvement roadmap
By the end, you’ll have a clearer picture of what’s working, where customers may be getting stuck and what to improve first.
Find the Friction. Fix What Matters.
Download The Customer Experience Audit and see your business the way your customers do.
