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

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Don’t try to ask everything

Tip

16

A couple of questions: fine. Dozens? No thanks.

Ask about recent vivid experienceTip

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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.