A completed scorecard gives you many observations. Diagnosis helps you decide which ones matter and what action the evidence supports.
Begin with a specific finding
Use a retained answer or a confirmed information problem. “Our AI score is low” is difficult to act on. “Our tour is repeatedly recommended to families with children below the minimum age” gives you a specific customer problem to investigate.
Build the diagnosis
| Record | What to write |
|---|---|
| Finding | What happened, including the answer or affected page. |
| Customer situation | Who was asking and what decision they were making. |
| Business evidence | The accurate facts and evidence supporting them. |
| Public information | What the website and relevant external sources currently say. |
| Working explanation | What could explain the gap, and what remains to check. |
| Significance | How the gap affects customer understanding or consideration. |
| Next action | The specific investigation or change the evidence supports. |
In the family-tour example, the age restriction might be missing from an experience page or outdated in a booking-platform listing. Check the cited sources and relevant pages. Record what you find before deciding which source needs changing.
Consider three places to act
The business itself may need a clearer offering or a genuine service improvement. Its own explanation may need better facts, evidence or access. The wider public account may need an accurate listing or a supported correction.
An AI answer can reveal the problem; the investigation determines which action is justified. Keep working explanations visible so the next review can test them.
Prioritise the customer impact
Consider how important the decision is, how often the issue recurs and how much of the business is affected. A blocked primary service page or wrong suitability claim usually deserves attention before a minor wording issue.
Record unassessed items as checks with owners. Do not turn an unknown into a confirmed technical fix.
Complete the diagnosis notes in your workbook. Choose the three findings that deserve action first, then build your improvement plan.