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Finance Shared Service2013-14
Customer Satisfaction Survey Framework
Embracing Customer Service 4.0
Esteban KolskythinkJar
Please, keep talking. I always
yawn when I am interested
#CRMe10 #CustServ #EKolskyRocks
Customer-Focused Initiatives
Customer Value AttacheNokia product engineer goes on-site with customer for up to 1 month to learn about challenges and show how Nokia can add value
Customer ChampionCreate a customer champion Director who is responsible for championing the voice of the customer through the organisation.
Customer Success Engineer TeamCentralised group that diagnoses root causes of complex customer problems and implements solutions across business
Everyday Life ObservationTo gain deeper understanding of customer, send video crews & TV cameras into 80 households around world to capture customer daily routines
Customer Charter & AdvocateIndependent customer advocate whose role is to resolve particularly difficult customer and business problems. Customer charter to improve customer experience with service.
Customer Partner ExperienceOrganisation-wide customer and partner satisfaction index to provide a holistic view of business health and trigger specific corrective actions where necessary.
• 1. Who should be interviewed?• 2. What should be measured?• 3. How should the interview be carried
out?• 4. How should satisfaction be measured?• 5. What do the measurements mean?• 6. How to use customer satisfaction
surveys to greatest effect?
Objective Audience / Respondents Elements / Areas / Functions / Recipients Questions Overview / Inferences /
Reporting Survey Frequency
Agenda
Audience
Those who interact on a daily basis
Those who take the service Those who are affected by
the service The interfaces
Basic / Must be Performance / More the
merrier Delighters / Nice to haves
Attribute Area Examples About the product Quality of the product Length of life of the product Design of the product Consistency of quality Range of products Processibility of the product About delivery Delivery on time Speed of delivery About price Market price Total cost of use Value for money
About staff and service Courtesy from sales staff Representative's availability Representative's knowledge Reliability of returning calls Friendliness of the sales
staff Complaint resolution Responsiveness to
enquiries After sales service Technical service About the company Reputation of the company Ease of doing business Invoice clarity Invoices on time
Emotion
Engaged
Positive
Indifferent
Negative
Satisfaction here= “pleasant”
Satisfaction here= “delight”
Satisfaction reflects different emotionsdepending on level of engagement
Adapted from Oliver, R. L. (1996) “Satisfaction: A Behavioral Perspective on the Consumer”
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Satisfaction requires comparison of an experience to something else
Compared experience to what?
(nothing)
Expectations
Needs
Excellence (the ideal product)
Fairness
Events that might have been
Adapted from Oliver, R. L. (1996) “Satisfaction: A Behavioral Perspective on the Consumer”
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And the resulting thoughts differ accordingly
Compared experience to what? Resulting thoughts
(nothing) Indifference
Expectations Better / worse / different
Needs Met / not met / mixture
Excellence (the ideal product) Good / poor quality (or ‘good enough’)
Fairness Treated equitably / inequitably
Events that might have been Vindication / regret
Adapted from Oliver, R. L. (1996) “Satisfaction: A Behavioral Perspective on the Consumer”
Measuring service quality: SERVQUAL Model(Parasuraman, Zeithaml & Berry 1985, 1988)
ServiceQuality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
ServQual dimensions Refer to table 4.1, p. 101 Reliability
dependability delivering on promises accuracy consistency
Responsiveness promptness helpfulness
Get it right the first time!
and on time!
Assurance competence courtesy credibility security
Empathy easy access good communication customer understanding personalised attention
Tangibles physical evidence
I feel safe
They listen to me
People look smart
People Process SLA System
Simplicity Timelines Resolution Response Courtesy Knowledge
But whatever you do, have a BIG BOX for the context
15
Don’t try to ask everything
Tip
16
A couple of questions: fine. Dozens? No thanks.
Ask about recent vivid experienceTip
17
Image credit: Fraser Smith
Ask a sample, not everyone
Tip
18
Make me feel special
3% 5%
9%
14%
69%
No reason
Other Suppliers
Competitors
Product Dissat.
Attitude of owner,manager or employee
Why Customer Sat. is important?Study by Le Beouf: “the reasons why customers no longer dealt with a particular supplier”
• A customer satisfaction index is a snapshot at a point in time.
• People’s views change continuously and the performance of companies in delivering customer satisfaction is also changing.
• Measuring satisfaction must be a continuous process.