Customer, CX, marketing and strategy leaders who want to understand whether their CX investment is set up to drive growth. It is useful for both established programmes and teams early in their CX journey.

How long does it take?

About two minutes. You’ll respond to 20 statements using a five-point agreement scale. No preparation is needed.

Yes. The assessment, on-screen results and downloadable report are free.

Do I need to sign up?

No. You can complete the diagnostic and see your full results without an account. You only enter your details if you want to download the PDF report.

What if we’re early in our CX journey?

Your report will identify whether building your foundations should be the priority and suggest where to focus.

Customer Experience Assessment

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Better CX scores. But where’s the growth?

Journey maps, customer feedback and NPS can help you understand what frustrates customers. They tell you less about why someone chooses you, what makes switching feel risky or which habits keep them with a competitor.

These forces influence acquisition and retention. When they are missing from your CX programme, satisfaction can improve without translating into growth.

Our diagnostic helps you identify where the gap sits and what to do next.

Know where to focus

Your results assess three areas

Whether you have an established programme or are building your foundations, the diagnostic helps you make better decisions about where to invest time, effort and budget.

CX capability: How established are your customer understanding, practices and measurement?
Growth mandate: Is CX expected and equipped to influence customer choice and business growth?
Causal readiness: Do you understand what attracts customers, what pushes them away and what holds them back from switching?

Get a clear next step

Your full results appear on screen as soon as you finish. You’ll receive:

‍Your CX position: Building the Basics, Operational, Aspiring or Advanced.
Three scores: A view of your capability, growth mandate and causal readiness.
A tailored report: Advice based on your individual answers, identifying your main constraint and a focused plan for the next 12–18 months.
An optional PDF: Download your report to share and discuss with your team.

Two organisations with the same overall score can receive different advice. Your report reflects the pattern of your answers, including whether strengthening the basics should come first.

Understand what drives customer choice

The diagnostic introduces Purple Shirt’s Elemental CX approach, grounded in Jobs to Be Done and the forces that shape customer decisions: push, pull, anxiety and habit.

Where deeper work would help, we combine customer research, a performance framework and a prioritised roadmap to connect CX investment with customer choice. We also test your biggest ideas with customers before you commit capital.

The diagnostic gives you a starting point. Your report stands on its own, and you decide what happens next.