Customer journey assessment: somersetroofing.co.uk
This is what a finished report looks like for a local roofing company: five shoppers with different jobs, each completing a realistic journey by phone, email or website form, scored the same way and brought together into one clear action plan.
Example report for illustration, shown with the agreement of Somerset Roofing. The shoppers, scores and observations show the format and depth of a real report; they are not the result of real visits.
Average of five shoppers, aged 18 to 59, across eight areas of the customer journey. Each shopper was given a realistic reason to get in touch.
What is working
- Ease of making contact (76%). A phone number is shown at the top and bottom of the site, and a Contact Us button is on every page, so shoppers found a way in within seconds.
- Website experience (75%). The services are easy to find, from repairs and flat roofs to lofts and guttering.
- When shoppers did speak to the team, the manner was friendly and practical.
Where enquiries are being lost
- Follow-up (32%). After the first contact, four of the five shoppers were never chased about their quote.
- Helping me decide (43%). Nobody offered a survey date or asked for the job.
- Response time (59%). Messages and voicemails took one to three days to be answered, and the site gives no reply time.
- Trust (58%). Shoppers looked for reviews, accreditations and guarantees on the home page and could not see any.
The five shoppers
Each shopper had a different background, device and reason for getting in touch, so the report shows how the same business looks to different customers.
James · age 18–24 · Phone
Who they were: Renting a flat with a ceiling leak after heavy rain, and needs it looked at quickly.
What they did: Found the Contact Us button on a phone and sent the website form describing the leak.
Went well. The site loaded quickly on a phone and the contact form was short and easy to fill in.
To improve. The reply took three days and said nothing about when anyone could come out. Nobody asked how bad the leak was, and he was never contacted again.
Lucy · age 25–34 · Laptop
Who they were: First-time home buyer with a cracked ridge tile and a chimney pot that has started to lean.
What they did: Read the repairs pages, then rang the number shown at the top of the site.
Went well. The call was answered within a few rings by someone friendly and practical, who asked about the property and explained how a quote would work.
To improve. No survey date was offered and no price range was given. She was told someone would ring back, and nobody did.
Sally · age 35–44 · Laptop
Who they were: Landlord with a flat roof at the end of its life on a rental property.
What they did: Read the flat roofing pages and emailed the company with the details of the job.
Went well. The flat roofing page explained the options clearly, and the reply, when it came, was polite and well written.
To improve. The reply took two days and did not mention a site visit or a timescale. When she did not answer straight away, nobody chased her.
Sonny · age 35–44 · Phone
Who they were: Runs a small shop with a flat roof that is leaking into the stockroom.
What they did: Phoned during working hours. The call went to voicemail, so he left a message.
Went well. The voicemail greeting was friendly and clear, and the commercial roofing page made him feel they handle businesses like his.
To improve. He waited a day and a half for a call back. When it came, few questions were asked about the roof or access, no survey was offered, and nobody followed up.
Jamie · age 55–59 · Tablet
Who they were: Wants his loft boarded and insulated. Prefers to talk to a person and is not confident online.
What they did: Read the loft pages on a tablet, then rang the number shown.
Went well. He found the phone number straight away and was glad to speak to someone, who was polite and unhurried.
To improve. The call was short and nobody explained what the loft work would involve. He was told a quote would be sent, and none arrived. He could not see reviews or guarantees on the site to reassure him.
Scores side by side
| Area | James | Lucy | Sally | Sonny | Jamie | Average |
|---|---|---|---|---|---|---|
| Website experience | 76 | 82 | 78 | 72 | 66 | 75 |
| Ease of making contact | 70 | 90 | 68 | 74 | 80 | 76 |
| Response time | 38 | 85 | 56 | 45 | 70 | 59 |
| Understanding the customer | 55 | 78 | 64 | 58 | 52 | 61 |
| Explaining the service | 60 | 74 | 70 | 66 | 62 | 66 |
| Trust and professionalism | 52 | 66 | 60 | 58 | 55 | 58 |
| Helping me decide | 36 | 55 | 48 | 40 | 34 | 43 |
| Follow-up | 26 | 42 | 38 | 30 | 24 | 32 |
| Overall | 52 | 72 | 60 | 55 | 55 | 59 |
Priority action plan
- Return every call and message within one working day. Form, email and voicemail enquiries waited up to three days, and those customers had already moved on. Add a "we reply within one working day" line to the Contact Us page. Urgent
- Chase every quote within 48 hours. This is the lowest score in the report and the easiest to fix. Urgent
- Offer a survey date at first contact and ask for the job. "Can I book a survey for Thursday?" turns an enquiry into a booking. This week
- Add reviews, accreditations and your guarantee to the site. Customers about to let someone onto their roof want proof before they ring. This month
- Ask three questions at first contact (what is the problem, where is it, how urgent) and confirm the next step in writing. Then retest to see whether scores have moved. This month
How to read this report
Each shopper scores the same eight areas out of 100, based on what they actually saw and experienced, with a note for every score. Findings represent one customer journey on one occasion, and are a prompt for improvement rather than a verdict. We never name or rank individual staff, and we never make covert recordings.
We test the whole journey from website visitor to paying customer, then show you where enquiries, trust and sales are being lost.