Customer Satisfaction - recent updates in measurement and performance across all channels
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Transcript of Customer Satisfaction - recent updates in measurement and performance across all channels
Note: The data and comment used in this report is for sample purpose only and does not represent actual data.
Customer SatisfactionCustomer Satisfaction– recent updates in measurement and – recent updates in measurement and
performance across all channels? performance across all channels?
Serve Serve You Right You Right
2www.csba.com.au
Customer ServiceBenchmarking Australia (CSBA)
Helping companies Understand, Measure and Improve their customer service experience.
Since 1997.
Specialists in Customer Service and Customer Satisfaction.
Unique methodology.
Test and report on more than 200 Australian organisations.
• Across 15 different industries.
CSBA BUILDS SERVICE EXCELLENCE COMPANIES
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Agenda
1. What to look for in customer service measures
2. The overall service improvement model
3. Customer satisfaction measures
4. Understand current performance
5. Key points for successful customer satisfaction measurement
6. Discussion
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Customer Customer Centric Centric
OrganisationOrganisation
Measurement Improvement Model
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Customer Service and Satisfaction Why is it important?
DEFINITION OF MATURITY CLASS MEAN CLASS PERFORMANCE
Best-in-Class: Top 20% of aggregate performance scorers
• 26% increase in customer satisfaction• 26% increase in customer retention• 19% increase in customer-focused innovation
Industry Average: Middle 50% of aggregate performance scorers
• 5% increase in customer satisfaction• 4% increase in customer retention• 7% increase in customer-focused innovation
Laggard: Bottom 30% of aggregate performance scorers
• 3% increase in customer satisfaction• 1% increase in customer retention• 1% increase in customer-focused innovation
Customer Feedback Management, Aberdeen Group June 2008
Studies by Bain & Company show that a 5 percent increase in customer retention can increase a company's profitability by 75 percent.
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Why bother with customer service?
Interdepartmental service providers e.g. Shared Service
Keeps our costs low cost of rework/dealing with issues
“Newspaper factor” + pride and staff moraleHigher retention of staff
Some discretionary servicese.g. recreation centres, libraries
Customer service is ALL across the organisation
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CSBA Measurement Improvement Model
Customer Customer Centric Centric
OrganisationOrganisation
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Customer Satisfaction Measures
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Net Promoter Score (NPS)
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company,
and Fred Reichheld
83 9
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NPS® by Number of Times Company Contacted
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
+18 +20+15
-15
+26
-22
+6+9
-42
-11
-54
+8
-64
-57
-31
-72
-5
-72
-26
-43
-66
-23
-65 -65-60
-80
-60
-40
-20
0
20
40
Overall General Enquiries Department A Department B Department C
Once Twice Three times Four times More than four times
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40
85
40 85
Perf
orm
ance
Importance
Agent provides 1st call resolution Agent is friendly, polite, courteous
Agent listens carefully to you Agent projects confidence
Agent tries to solve issue over the phone Getting through to a person quickly
Agent is easy to understand Agent shows an understanding of the issue
Strengths -Consolidate
Key Improvement
Area
SecondaryImprovement
Area
Maintain Performance
Identify Areas for Improvement
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Elements to Customer Satisfaction
Delivery• The final outcome• Keeping promises
• The way promises are handled
Professionalism• Competent staff
• Being treated fairly
Staff Attitude
• Polite and friendly staff• How sympathetic staff
were to your needs
Information• Accuracy• Comprehensiveness• Being kept informed about
progress
Physical Environment•Clean and comfortable premises•Appearance of staff
Timeliness• Initial wait• How long it takes overall• Number of times they had to
contact the service28%
13%
14%
18%
6%
24%
The Office of Public Services Reform, “The Drivers of Satisfaction with Public Services”
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Ease of doing
businessCustomer effort
score
Regulatory measures
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CSBA Measurement Improvement Model
Customer Customer Centric Centric
OrganisationOrganisation
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CSBA Measurement Improvement Model
Customer Customer Centric Centric
OrganisationOrganisation
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Understand Current Performance
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Driver Internal Measure
Timeliness
GOS – Internal Call Duration – internal FCR – Internal and External
Physical Environment Mystery shopping - External
Information Internal QA External Mystery shopping
Staff attitude External Mystery shopping
Professionalism External Mystery shopping
Delivery Internal and External
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Current Performance
0
50
100
0 50 100
Gett
ing T
hro
ugh
Service Delivery
Customer Satisfaction Grid
Company X
Best in Sector
All Companies
Company A
Company B
Company C
RESTLESSNESS
RESTLESSNESS
VALUE FOR MONEY
ALIENATION
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Current Performance
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Customer Service Performance from CSBA
Industry
Total Grid ScoreBetterWorse
March to June 2011
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Ten Key Points for Successful Customer Satisfaction Measurement
1. Research Objectives alignment with the overall strategy of the organisation.
2. Understand the balance between perception and objective.
3. Involve all the stakeholders from the outset.
4. Plan early-on for how you will share and follow up the results.
5. Carry out an insight audit and build on what is already known within the organisation. Add or delete as appropriate.
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6. Identify the key drivers of customer satisfaction and work with your stakeholders to decide where to take action first.
7. Make sure drivers have ‘Line of sight’ for all employees.
8. Understand what the customer experience is actually like and how the customer defines the service: consider customer journey mapping if there are gaps in your knowledge.
9. Use external customer satisfaction measurement to track progress and provide feedback to those responsible for making change happen.
Survey soon after experience
10.Make sure you have the right team in place to deliver results.
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Other Measures
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Hardship measures
LOTE assessment
Website ease of
doing business
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Social Media
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Discussion
Customer Service Benchmarking AustraliaLevel 5, 10-16 Queen Street
Melbourne VIC 3000T:03 9605 4900 | F:03 9642 1741
www.csba.com.au