quiz_data.py

# -*- coding: utf-8 -*-

PROFILES = {
    "explorer": {
        "key": "explorer",
        "label": "The CX Explorer",
        "result_title": "CX is on your radar – now it's time to make it real.",
        "result_body": "Your organisation knows CX matters but hasn't yet built the processes or tools to manage it systematically. Efforts are siloed, reactive, and driven by individual champions rather than shared structure. The opportunity is significant: small investments in foundation-building deliver outsized returns at this stage.\n\n**Next Steps:**\n• Conduct a CX audit: identify your top 3 customer pain points.\n• Map one end-to-end journey for your most important segment.\n• Define a shared CX vision with key stakeholders.\n• Set up a basic feedback collection mechanism.",
        "cta_text": "Discuss with an expert",
        "email_body_template": "I just completed Merkle's CX Management Maturity Quiz and received the 'CX Explorer' profile. It sounds like the right moment to start building a proper CX foundation.\n\nI'd love to understand what that could look like for my company. Could we set up a short call to discuss?"
    },
    "builder": {
        "key": "builder",
        "label": "The CX Builder",
        "result_title": "You've started – now it's about making it stick.",
        "result_body": "You have CX initiatives underway, but they're not yet consistent across the organisation. Journey maps exist in decks, feedback loops are partial, and measurement is mostly vanity metrics. Your challenge is moving from project-based CX to programme-based CX.\n\n**Next Steps:**\n• Centralise your journey assets into a shared repository.\n• Define 3–5 CX KPIs that connect to business outcomes.\n• Run a cross-functional alignment session.\n• Build a prioritisation framework.",
        "cta_text": "Discuss with an expert",
        "email_body_template": "The quiz identified me as a 'CX Builder' – which feels accurate. We have good foundations but struggle to make our CX work consistent and connected across the business.\n\nI'd be interested in exploring how Merkle could help us scale. Happy to chat if you have 30 minutes?"
    },
    "orchestrator": {
        "key": "orchestrator",
        "label": "The CX Orchestrator",
        "result_title": "You're data-driven. Now connect the dots at scale.",
        "result_body": "Your CX practice is structured and increasingly data-driven. The next frontier is integration: connecting CX data across systems, automating feedback loops, and scaling personalisation beyond one-off campaigns.\n\n**Next Steps:**\n• Audit your CX data landscape.\n• Define your personalisation roadmap.\n• Integrate your journey management platform with your CRM/analytics.\n• Build a business case for CX investment.",
        "cta_text": "Discuss with an expert",
        "email_body_template": "According to your quiz, I'm a 'CX Orchestrator'. We're data-driven and structured but I feel there's a next level around integration and personalisation at scale we haven't unlocked yet.\n\nI'd like to explore what that could look like with Merkle. Could we schedule a call?"
    },
    "leader": {
        "key": "leader",
        "label": "The CX Leader",
        "result_title": "You're ahead of the curve. Let's make sure you stay there.",
        "result_body": "CX is a strategic capability in your organisation. You lead with data and act on signals in near-real-time. Your challenge is sustaining leadership: adopting AI-driven capabilities and ensuring CX innovation remains embedded in your culture.\n\n**Next Steps:**\n• Explore AI-powered journey intelligence (predictive churn, next-best-action).\n• Benchmark your CX maturity externally.\n• Embed CX innovation into your product development cycle.\n• Build a CX Centre of Excellence.",
        "cta_text": "Discuss with an expert",
        "email_body_template": "The quiz placed me as a 'CX Leader' – which I'd like to think is roughly accurate. I'm curious about where AI and predictive capabilities could take us next, and interested in benchmarking against industry leaders.\n\nWould Merkle be open to a conversation? Happy to share what we're working on."
    }
}

QUESTIONS = [
    {
        "id": "q1",
        "text": "How does your organisation currently capture and manage customer journeys?",
        "options": [
            ("We don't have a formal approach. Journeys are understood informally by individual teams.", "explorer"),
            ("We create journey maps occasionally, using tools like Miro or PowerPoint for specific projects.", "builder"),
            ("We maintain a centralised journey repository and update it regularly across teams.", "orchestrator"),
            ("We use a dedicated journey management platform integrated with live customer data.", "leader"),
        ]
    },
    {
        "id": "q2",
        "text": "How do you prioritise which CX improvements to invest in?",
        "options": [
            ("Based on internal intuition or leadership priorities.", "explorer"),
            ("Based on qualitative feedback (e.g. customer complaints, support tickets).", "builder"),
            ("Based on a combination of qualitative and quantitative customer insights.", "orchestrator"),
            ("Based on a structured framework linking customer signals directly to business KPIs.", "leader"),
        ]
    },
    {
        "id": "q3",
        "text": "How do you measure the impact of CX initiatives?",
        "options": [
            ("We don't measure it systematically.", "explorer"),
            ("We track basic metrics such as NPS or CSAT.", "builder"),
            ("We link CX metrics to operational outcomes like churn rate or conversion.", "orchestrator"),
            ("We have a closed-loop system connecting CX investments to revenue and ROI.", "leader"),
        ]
    },
    {
        "id": "q4",
        "text": "How integrated is CX management across your organisation?",
        "options": [
            ("CX sits mainly within one team (marketing, digital, or customer service).", "explorer"),
            ("Some departments collaborate on CX occasionally.", "builder"),
            ("We have dedicated cross-functional teams working on CX programmes.", "orchestrator"),
            ("CX is embedded in governance, decision-making, and executive accountability.", "leader"),
        ]
    },
    {
        "id": "q5",
        "text": "How would you describe your current CX technology stack?",
        "options": [
            ("We use standard business tools not specifically designed for CX management.", "explorer"),
            ("We use collaboration tools like Miro or Lucidchart for journey mapping.", "builder"),
            ("We have a structured CX toolset but it's not fully integrated.", "orchestrator"),
            ("We have an integrated CX tech stack including journey management, analytics, and feedback tools.", "leader"),
        ]
    },
    {
        "id": "q6",
        "text": "How does your organisation act on customer feedback?",
        "options": [
            ("Feedback is collected but rarely acted on systematically.", "explorer"),
            ("Feedback is reviewed periodically and shared with relevant teams.", "builder"),
            ("Feedback loops are established and trigger defined improvement actions.", "orchestrator"),
            ("Feedback is continuously processed, routed automatically, and drives real-time decisions.", "leader"),
        ]
    },
    {
        "id": "q7",
        "text": "How do you personalise the customer experience across touchpoints?",
        "options": [
            ("We don't personalise at scale – interactions are largely generic.", "explorer"),
            ("We personalise in some channels (e.g. email) based on basic segmentation.", "builder"),
            ("We personalise across multiple channels using behavioural and transactional data.", "orchestrator"),
            ("We deliver contextual, real-time personalisation across the full customer lifecycle.", "leader"),
        ]
    },
    {
        "id": "q8",
        "text": "Last one — what best describes your CX ambition for the next 12–18 months?",
        "options": [
            ("Build a clear foundation: understand our customers better and start mapping journeys.", "none"),
            ("Standardise our approach: create consistent processes and shared CX ownership.", "none"),
            ("Scale impact: connect CX data across systems and link initiatives to business outcomes.", "none"),
            ("Lead and innovate: deploy AI-driven personalisation and set industry benchmarks.", "none"),
        ]
    }
]