Customer Experience Optimisation Fixing Conversion Friction

A CX audit, or customer experience audit, is a structured evaluation of every touchpoint, interaction, and process a customer encounters with your brand, from first awareness through to post-purchase. It identifies friction points, experience gaps, and missed opportunities across digital and human channels, and results in a prioritised set of recommendations to improve satisfaction, retention, and conversion.

It typically includes customer journey analysis, touchpoint assessment, voice of customer research, digital funnel and conversion evaluation, competitive benchmarking, and root cause analysis of friction points. The output is an audit report paired with a prioritised improvement roadmap. ibs Fulcro also includes a technology stack assessment to identify systemic experience blockers.

The process begins with discovery and stakeholder alignment, followed by data collection, quantitative analytics, heatmaps, and session data, and qualitative research including customer interviews and VoC analysis. We then map the customer journey, score each touchpoint, identify root causes of friction, and deliver a full audit report and roadmap to your leadership team.

A UX audit focuses specifically on the usability and design of a digital product, typically a website or app. A CX audit takes a broader view, encompassing every channel and interaction a customer has with the brand, including customer service, sales conversations, email, onboarding, and post-purchase experience. Digital UX informs the overall strategy without defining it on its own.

Most businesses have significant revenue leakage and churn driven by customer experience failures they cannot see internally. A CX audit provides an objective, evidence-based diagnosis that replaces assumption-led decision-making with a commercially grounded strategy and clear improvement roadmap.

The duration depends on scope, data volume, and business complexity. A focused audit typically takes three to four weeks. A full omnichannel engagement, covering digital, human, and transactional touchpoints, generally runs four to eight weeks. ibs Fulcro scopes each engagement based on your specific objectives and available inputs.

Clients can expect a clear picture of where and why customers disengage, drop off, or churn, a scored gap analysis ranked by business impact, and a prioritised roadmap of specific, executable improvements. Businesses that act on findings consistently see improvements in NPS, conversion rates, customer retention, and support costs.

Yes. ibs Fulcro delivers the full audit as a standalone project with a defined scope, timeline, and deliverable set. Clients also have the option to continue with ibs Fulcro through the execution phase via its Digital Marketing or Technology service lines, but there is no obligation to do so. The audit is a complete, independent deliverable.

A customer journey audit for Tata Motors found a 97.7% lead form drop-off, with 30% of desktop visitors and 40% of mobile visitors closing the form immediately. Fixing that one failure point delivered a 10x increase in monthly leads. A related self-service portal redesign for Canara HSBC Life Insurance increased conversion rates by 15% and cut error rate by 70%.