When what you cant count,
counts the most!!!
Quantifying the Intangible
Service Quality Measurement Metrics
Service Quality Excellence Conference – September 22, 2011
“ In the 70s, COST was the differentiator;
In the 80s, it was QUALITY;
In the 90s, BRANDING was the differentiator;
I think in the 2000s, CUSTOMER EXPERIENCE
will be the differentiator”
Ian McAllister, former Chairman and Managing Director,
Ford Motor Company
Business
Goals
Service
Goals
Aligning Goals and choosing metrics?
Complaints?
NPS?
Dormancy?
Polling Feedback
Cross
Sell?
VOC?
Attrition?
Repeat
Business?Error
rate?
Activations?
Putting the pieces together
Service
Parameters
Complaints Management
Operational Excellence – Error rates
Voice of Customer
Service Audits
Requests and Query Handling
A crisis is a terrible thing to waste..
Complaints Management
T A
T
A G
E I
N G
RA
TIO
to
BA
SE
RE
GU
LA
TO
RY
IS
SU
ES
NIL
L C
OM
PLA
INT
S
Service Parameters - Complaints
It is not the
strongest
or the most
intelligent
but the
most
responsive
to change
who
survives..
Service Parameters – Error rates
E
R
R
O
R
R
A
T
E
S
• Account Opening
• Account Maintenances
• Cash & Remittances
Too critical to be mediocre..
Service Parameters – Voice of Customer
V
O
I
C
E
of
C
U
S
T
O
M
E
R
Customer Feedback
FormsOnline Surveys
Transaction
Monitoring
Customer
Satisfaction IndexNet Promoter Score
Touchpoint
Satisfaction
Inculcating a zero
tolerance on governance...
Service Parameters – Service Audits
PresentabilityHygiene
Moments of TruthAwarenessS
E
R
V
I
C
E
A
U
D
I
T
S
M
Y
S
T
E
R
Y
S
H
O
P
P
I
N
G
Tearing up roots of inaction will
never allow growth of fear..
Service Parameters – Requests & Query Handling
Requests
QueriesR
ES
OL
UT
ION
TA
T
QU
AL
ITY
o
f R
ES
OL
UT
ION
Putting the pieces together
Quality
Parameters
Customer Value Management
Customer Engagement
Alternate Channel Usage
Moments of Truth - Themes
Work Life Balance
Retention does not
decide who is
right…but who is left
Quality Parameters – Customer Value Management
Dormancy Control
Customer Attrition Control
Book Enhancement
Cross Sell Ratio
Customer Value Management
The difference between marriage and
divorce is quality of engagement
Quality Parameters – Customer EngagementC
US
TO
ME
R
EN
GA
GE
ME
NT
Account Activation
Customer Contactibility
Below AQB Accounts
Relationship Management
The destination may be one, the routes are
always many
Quality Parameters – Alternate Channel Usage
Alternate Channel Usage
SM
S B
an
kin
g
Ne
t B
an
kin
g
PO
S U
sa
ge
Sta
ff U
sa
ge
AT
M U
sag
e
Between Truth and
Fiction…Fiction
always has a logic
Quality Parameters – Moments of Truths (Themes)
• ECS returns
•Returned Deliverables
• Employee Attrition
• Customer Compliments
Mo
me
nts
o
f T
ruth
A balance in judgment
differentiates a cop and a
criminal from a man with a
gun in hand..
Quality Parameters – Work Life Balance
Work – Life
Balance
Branch Batch
Closure TimelinesHoliday Working
Family Days Leave Management
Cross Linkages
Complaints
Management
Operational
Excellence – Error
rates
Voice of Customer
Service Audits
Requests and
Query Handling
Customer Value
Management
Customer
Engagement
Alternate Channel
Usage
Moments of Truth -
Themes
Work Life Balance
Thank You for bearing with ME!!
Arijit SenCulture Transformation Agent
Kotak Mahindra BankMobile: +919833226868
Email ID: [email protected]
Any
Thoughts??