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Measuring Customer Service for the future Robyn Reilly April 2010

Measuring Customer Service for the future Robyn Reilly April 2010. How is customer service in tertiary institutions changing?. Changing delivery channels and greater levels of self service expected

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Measuring Customer Service for the future Robyn Reilly April 2010

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  1. Measuring Customer Service • for the future • Robyn Reilly • April 2010

  2. How is customer service in tertiary institutions changing? Changing delivery channels and greater levels of self service expected is changing the roles of customer service staff and the type of service customers expect. Staff need new skill sets and different measures of success.

  3. CSBA regularly surveys over 40 tertiary organisations • Benchmarking • Customer satisfaction • Customer journey mapping

  4. What is customer service? The customer’s perception of how they were dealt with when interacting with an organisation, receiving a service or purchasing a product, compared to their expectations.

  5. So – what should we measure ?And why?

  6. How do you know what to aim for? Your plans will be driven by the needs for: • Competitive success • Staff satisfaction • Customer satisfaction • Business success

  7. Benchmarking • Understanding your comparative market position • Establishing a starting point • Prioritising change • Easy to repeat with consistency to track change and improvement • Great for collaboration

  8. BenchmarkingSome considerations • Scope may be limited for consistency • Benchmarks will move as others change • Input data needs careful quality control • Usability can be limited if drill down data is not available

  9. Customer satisfaction measurement • Voice of the customer • Can be immediate and specific • Represents individual results • Useful for assessing effectiveness of new processes, systems and training. • Can be highly tailored and specific

  10. Net Promoter Score® Detractors Passives Promoters 0 1 2 3 4 5 6 7 8 9 10 Not at all likely Neutral Extremely Likely - % of Detractors (0 through 6) % of Promoters (9s and 10s) NPS = Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

  11. Customer satisfaction –some considerations • Only addresses the questions asked – effective survey design is critical • Time delay between survey and reporting may reduce accuracy and value • Needs to be focused on purpose

  12. Customer journey mapping • Records the actual customer experience, compared to their expectations • Defines the critical points in the experience for customers • Maps the customer’s ideal journey • Considers internal processes and constraints in making recommendations

  13. Customer journey mapping- some considerations • Needs an effective sample of customers • Needs a climate of willingness to accept outcomes – and a desire to change • May identify gaps not previously considered

  14. Measuring customer service successfully – a checklist • Know what you want to measure • Know why you are measuring it • Have a plan of how you’ll use the results • Choose a method suited to your purpose • Focus on the customer – not on your organisation

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