V Skill HF-D8.2-005 cross-sector 10 skills
Improving customer journey and experience
Maps the steps a customer goes through, measures where friction occurs and implements improvements in process and contact.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Work sample test, 360 Feedback
- Competency (50-framework)
- Customer Focus
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Records customer complaints and remarks in the agreed format and passes them on to the process owner. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Maps out the customer journey for a service, names the three largest bottlenecks and implements improvements with those involved. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Sets the standard for customer experience in the organisation and directs improvement programmes across departments. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| V | Mapping the customer journey Customer journey mapping | Describes all steps a customer goes through, from first orientation to use and repeat purchase. | rising |
| V | Inventorying touchpoints Touchpoint inventory | Maps through which channels and moments the customer has contact with the organisation. | rising |
| V | Measuring net promoter score Net promoter score | Deploys the recommendation question, calculates the score and analyses the comments of respondents. | rising |
| V | Running a customer satisfaction survey Customer satisfaction survey | Sets up a satisfaction survey, collects the answers and reports scores per theme. | rising |
| V | Using customer effort score Customer effort score | Measures how much effort a customer had to make and uses the result to simplify steps. | rising |
| V | Analysing and clustering customer feedback Feedback analysis | Bundles open remarks from surveys, reviews and conversations into a limited number of themes. | rising |
| V | Making a service blueprint Service blueprint | Places customer steps, employee actions and supporting systems side by side in one overview. | rising |
| V | Removing friction from the process Friction reduction | Simplifies steps, forms and handovers where customers get stuck or have to wait. | rising |
| V | Conducting mystery shopping Mystery shopping | Assesses the service as an anonymous customer on agreed points and reports the findings. | rising |
| V | Organising a customer panel Customer panel | Sets up a fixed group of customers, puts questions to them and reports results back. | rising |