Is this a marketing tool or a finance tool?

Both. Each stage is scored for how the customer experiences it and for what it does to your revenue and cash. That's why it ends with a £ figure rather than a satisfaction score.

What does "Not sure" mean in my results?

It usually means nobody owns that part of the journey. Treat it as a gap until you've checked.

How is the £ at stake worked out?

It uses your answers alongside typical improvements in lead flow, conversion, order value, repeat purchase and payment speed. It's an estimate to show you where to look first, not a forecast.

Free business tool

The Customer Journey Scorecard

Where are customers getting stuck, and what is it costing you? Score 28 statements across seven stages, from first awareness to referral, and see your journey heatmap and the £ at stake. About seven minutes.

How it works

Every customer travels through seven stages, from first hearing of you to recommending you. A weak stage quietly caps your revenue and cash, wherever the rest of the journey is strong. This scorecard views each stage through five lenses — customer experience, conversion, operations and process, technology, and money — and turns your answers into a heatmap and a prioritised list of fixes.

Awareness

Research

Evaluation

Purchase

Delivery

Retention

Advocacy

28 statements, four per stage. Answer Yes, Partly, No or Not sure — score what happens today, not what's planned.

Your results show an overall score, a stage-by-lens heatmap and your three weakest stages. Leave your email and we'll add the £ at stake and your top five fixes.

Grey cells can't be judged from a self-assessment — they're what a conversation with Castle FD fills in.

Who this is for

Owners who feel the business should be winning, or keeping, more customers than it is. It suits any business that sells to other businesses or to consumers, and it's especially useful when sales are flat despite good marketing, or when good customers drift away without saying why.

What it measures

Every customer travels through seven stages: awareness, research, evaluation, purchase, delivery, retention and advocacy. The scorecard asks you to answer 28 statements, four per stage, with Yes, Partly, No or Not sure. It then views each stage through five lenses: customer experience, conversion, operations and process, technology, and money. Your answers are turned into an overall score, a stage-by-lens heatmap and your three weakest stages. If you leave your email, you also get the £ at stake and your top five fixes.

How to read your results

Start with your three weakest stages. A weak stage caps the revenue and cash of the whole journey, however strong the rest is. A business that wins work well but invoices slowly, or delivers well but never asks for a referral, is leaving money behind at a single point. The heatmap shows whether the problem is the experience, the process, the systems or the money. Grey cells can't be judged from a self-assessment; they're what a conversation fills in.

Worked example: Brightwater Fabrications

In this illustrative example, Brightwater Fabrications scores 68 out of 100. Evaluation is its strongest stage: it knows its true product cost before it quotes and tracks quote-to-order conversion. Its three weakest stages are retention, purchase and advocacy. Nobody manages its key accounts between orders, quotes take too long, and long contracts have no material cost clause. The scorecard estimates £145,000 a year of profit potential and £65,000 of one-off cash, and its top fix is an annual price review with an indexation clause.

Sample results · PDF

See Brightwater's full results: every figure, what it told them and what they did next.

Download the worked example (PDF)

Frequently asked questions

Is this a marketing tool or a finance tool?: Both. Each stage is scored for how the customer experiences it and for what it does to your revenue and cash. That's why it ends with a £ figure rather than a satisfaction score.
What does "Not sure" mean in my results?: It usually means nobody owns that part of the journey. Treat it as a gap until you've checked.
How is the £ at stake worked out?: It uses your answers alongside typical improvements in lead flow, conversion, order value, repeat purchase and payment speed. It's an estimate to show you where to look first, not a forecast.