Measuring Customer Satisfaction: trends and challenges for Customer Service

Measuring Customer SatisfactionTrends and challenges for Customer Services

Trend reportarvato CRM Solutions

arvato CRM Solutions | Measuring Customer Satisfaction 2

Customer centricity

“THE CUSTOMER EXPERIENCE IS THE NEXT COMPETITIVE BATTLEGROUND.” – Jerry Gregoire, CIO Dell

There is an increased importance of customer satisfaction as a central point of focus for operational excellence.

KPIs are a means to the end: satisfied customers. Service Levels, AHTs are only drivers to make the customer happy.

To truly know how you can improve your customer experience, listen to what your customers say.


GIVING FEEDBACK AS A CUSTOMER SHOULD BE QUICK AND EASYNo more lengthily surveys that are mainly accessible via your PC or laptop. Giving feedback should be easy-to-give, mobile friendly and fun to do.

SOURCE: MARKETINGFACTS / STARRED


MAKE IT PERSONALThe likelihood of a customer giving (and completing) feedback increases significantly when it is asked by a person they know. Extent that experience and make sure that person also can give a follow up after some time.

SOURCE: STARRED


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FINANCIAL VALUE OF SATISFIED CUSTOMERS: CASE TRANSAVIATransavia developed a model to predict the financial benefits of an idea that improves customer happiness. This way managers can immediately see if their business case is valid.

SOURCE: DAAN NOORDELOOS - TRANSAVIA


MEASURE YOUR CUSTOMER'S JOURNEYMeasure and compare your client’s satisfaction throughout the customer journey. Feedback from any channel should can be used to enrich your customers profile for a seamless, omnichannel experience.

Make sure feedback is asked at strategic moments in your customers’ journey, not after every contact. Giving feedback should be as effortless as possible for a customer.


EMPOWER EMPLOYEES Empower your employees to give the best customer experience possible. By making customer feedback directly available to CSRs, they take responsibility for their actions and are able to improve their service significantly. The arvato contact center for the Dutch Government (Rijksoverheid), has increased customer satisfaction by 5-15%.


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SPOTLIGHT: CUSTOMER SATISFACTION VIA SOCIAL MEDIAMeasuring how satisfied customers are with your social media customer service is a relatively new field. A sentiment analysis can give a nice overall view, but does not always say something about your service.

Some tips:→ Be sure to send out a request for feedback

some time after you’ve had your last conversation.

→ For targeted feedback, make sure only the user you have interacted with can give feedback (for example via private message).


MEASURING CUSTOMER FEEDBACK- NPS: Net Promotor Score- CSAT: Customer Satisfaction- CES: Customer Effort Score

SOURCE: HARVARD BUSINESS REVIEW


MEASURING CUSTOMER FEEDBACK: NPSPro’s: The Net Promoter Score (NPS) is measured with one simple question: “Would you recommend us to your friends and family? Very popular amongst marketers and management, it provides insights in customer loyalty.

Con’s: It’s simplicity can also be it’s pitfall, needing the customer drivers to be able to do something with the score. Also, cultural differences can influence the minimum score for a ´Promoter´: NPS in the Netherlands is more likely to be from 8 up.

SOURCE: MANAGEMENT TEAM


MEASURING CUSTOMER FEEDBACK: CSATPro’s: CSAT, or “How satisfied are you about the recent contact you had with us?” is the most used measurement in customer contact centers. It can measure on detailed conversation level how service can be improved.

Con’s: But because it only looks at a specific customer interaction, CSAT alone is a poor predictor of customer loyalty or intention to increase spending.

SOURCE: HARVARD BUSINESS REVIEW


MEASURING CUSTOMER FEEDBACK: CESPro’s: Ease of resolution is ranked the top factor affecting customer satisfaction. 94% of customers that had to invest little effort will remain a customer, whereas 88% that had to invest a lot will talk negatively about a company. The Customer Effort Score (CES) is therefore seen as the best measurement to improve your operational processes that lead to happier customers. And maybe even a better predictor of customer loyalty. Con’s: Just answering the question: “How easy was it to get an answer?” is not sufficient information to improve your business processes.SOURCE: GLOBAL CONTACT CENTER BENCHMARKING REPORT 2015 / HARVARD BUSINESS REVIEW


How to measure customer feedback for your business

PUBLIC SECTOR VS. COMMERCIAL BUSINESS

NPS is better fit for commercial businesses in a competitive market. When people’s choices are limited (in for example airline destinations or government services), NPS makes less sense.

Public sector businesses will benefit more from CSAT and CES.

B2B VS. B2C

NPS is measured by to what extent you would recommend the service to your peers. For B2B, solutions can be specific, so that a person might not know anyone interested. Thus limiting the responses.

For B2B, CSAT is a better measurement for

improvement. Also, asking your clients for a public review or rating is more effective to drive business and can be used for both B2B and B2C.


CHANNEL POSSIBILITIES → Website review→ After call survey→ Follow up call→ SMS→ E-mail with link to survey platform→ In e-mail survey→ After chat survey→ Measuring online conversation sentiment→ Social media with link to survey platform


CURIOUS HOW WE CAN HELP?arvato works with experienced partners to make sure we measure customer feedback in a structured, unbiased way on every contact channel.Contact us now for a quick scan of your customer feedback program, to see how we can help you get the best out of your customer service.


Thank you for your attention!

Contact: Estelle Wienk| arvato CRM Solutions| [email protected]

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Measuring Customer Satisfaction: trends and challenges for Customer Service