Has anyone walked the journey the customer actually takes?
Customer Truth is the fourth foundation. It asks whether the business holds a current understanding of who it serves, or an assumed one. Customers will not change how they buy to suit how a business sells; this foundation checks whether the business has noticed. The failure cluster is Customer Blindness.
The five checks
Does the business act as its own customer?
Does it avoid assuming customers know what they want?
Does it avoid assuming customers know how to find it?
Does it serve all four journey types, not just the browser?
Does it recognise that the homepage is no longer the front door?
The self-assessment runs all thirty-six checks in thirty honest minutes and nothing you enter leaves your browser. The Barking Cat Review applies them to your business by walking it as a customer does, measuring what it finds against your numbers, and naming the constraint that is actually binding.
