How it works. Five stages of every customer journey, two questions each. One your dashboard answers. One only your customer can answer.

Every customer journey passes through the same five stages, whether anyone designed them or not. The gap between the two answers is where I work.

The promise

Your dashboard asks

What's our click-through rate on the offer?

Only your customer can answer

Did they know what they were getting before they committed?

Onboarding

Your dashboard asks

Is onboarding completion above 70%?

Only your customer can answer

After they signed up or first bought, did anything guide them, or were they left alone?

The experience

Your dashboard asks

Is identity resolution live across every channel?

Only your customer can answer

Does every channel know who they are and what they just did?

Re-engagement

Your dashboard asks

Is the churn model in production?

Only your customer can answer

When they drifted, did anything give them a real reason to come back?

Loyalty

Your dashboard asks

What's our repeat-purchase rate this quarter?

Only your customer can answer

Does staying longer earn them anything they would miss if they left?

Each stage scored 0–4. In the Audit, I score on evidence I collect. The free score is your own estimate.

Score	What it means	What you see
0 — Dark	Nothing is designed for this moment	The customer is on their own
1 — Generic	Exists but identical for everyone	No individual context anywhere
2 — Aware	References a segment, not the individual	Everyone in the same group gets the same thing
3 — Relevant	Uses what this person recently did or said	True in at least one channel
4 — Anticipatory	Anticipates the next need	Every channel agrees, and it arrives before they ask

Twenty points, four tiers. Each band has a short name, used on your result.

Score	Tier	What it means
0–5	Dark House	Most of the journey is not designed, or the same for everyone
6–10	House Lights On	Something is designed, but most of the journey is not personal yet
11–15	Full House	Much of the journey is personal. The gaps are specific.
16–20	Standing Ovation	Rare. Either best in class, or an optimistic self-score

A sample score. 8 / 20 — House Lights On.

The promise

3/4

The ad and landing page reflect what they last looked at. What arrived matched it.

Onboarding

1/4

Everyone gets the same welcome, whatever they bought.

The experience

1/4

Each channel meets them as a stranger to the others.

Re-engagement

2/4

Lapsed customers get an offer based on how long they've been gone, not on why they left.

Loyalty

1/4

A customer on their twentieth order sees what a first-timer sees.

The one thing. Fix onboarding first. It is where you learn what each customer came for. If it collects nothing, the later stages have nothing to use.

How it works. Five stages of every customer journey, two questions each. One your dashboard answers. One only your customer can answer.

Each stage scored 0–4. In the Audit, I score on evidence I collect. The free score is your own estimate.

Twenty points, four tiers. Each band has a short name, used on your result.

A sample score. 8 / 20 — House Lights On.

Most stack reviews check that the data connects. This one checks what your customers receive.