- 1. If You Dont Want To Know . . . Dont Ask! Presented by: Gloria HeckMillennium Consulting Partners, Inc.
2. Speaker IntroductionGloria Heck Millennium Consulting Partners, Inc. Support Services Management Consulting Firm Specializing in Customer Support Solutions Organization Process Technology Strategy Development Assessments Implementation Project Management 30+ years experience2 3. Session Agenda What is Customer Satisfaction? Why Measure Customer Satisfaction? Customer Satisfaction Management Process Types of Surveys Developing Surveys Methods to Gather Survey Data Multi-channel Feedback The How-to & Whats Next Dealing With Difficult Customers Lessons Learned Fundamental Laws of Customer Service3 4. What is Customer Satisfaction? Quality of your service delivery expected by the customers Providing good service in a pleasant manner and meeting the customer's expectations Comparison of expectations versus perception of experience Is a measure of how products and services supplied by a company meet or surpass customer expectation Is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard Customer satisfaction is the customers perception of the actual service rendered as compared to the service they expected.4 5. Why Measure Customer Satisfaction? Provide valuable data for: Staffing levels Budget allocation Planning Sourcing strategy Recognition programs Benefits Generates key information that drives business decisions Cause and effect relationships Promotes communications between business and IT Supplies trending data that enables IT to be proactive Identifies potential issues before escalation to SeniorManagement Presents data on how individual or teams are meeting customerexpectations 5 6. Customer Satisfaction Management Process Mission: Customer Satisfaction is the process of identifying, measuring, analyzing,tracking and improving customer satisfaction. Process Owner: The owner is typically someone who stands to gain the most from highcustomer satisfaction or lose the most from customer dissatisfaction. Client Relationship Manager CIO Process Boundaries Begins with: Creation of Survey Ends with: Implementation of action plans based on the results of theCustomer Satisfaction Survey6 7. Customer Satisfaction Management Process Process Includes: Survey Creation Design format & layout Develop questions Select data compilation methodology & rules Obtain management approval of format & content Survey Distribution Identify target audience Select distribution method Distribute survey Survey Completion Data entry / capture Survey Analysis & Tracking Process survey results Management review Develop & implement action plans7 8. Types of Surveys Transactional Real-time feedback on products and services delivered Specific performance based Product purchase Service event / incident Today the sending and collecting of data should be an automated process Expect 20% or less return rate Relatively low cost Value Glimpse into overall satisfaction and understanding if the users expectations were met Downside Must be short, few questions therefore less data Survey is only distributed to users for whom services were just delivered Examples How satisfied are you with the support you received from the Help Desk? Was you call answered in a timely manner? Was the Help Desk Analyst knowledgeable?8 9. Types of Surveys Periodic Point in time - annually, semi-annually or quarterly Distributed via the internet, e-mail or mail Detailed set of questions lengthy Intended to gain an understanding of how the customer feels on a widerange of support services Tied to an incentive will usually guarantee a high return rate Value Used for baselines, trend analysis, project feedback and population segmentation Downside Requires large investment Requires more marketing More resource intensive Follow-up essential Examples How could we provide better support in the future? How would you change the marketing of the product? 9 10. Types of Surveys Passive Available at anytime upon user request Response rate is typically low Elapsed time - annually, semiannually or quarterly Distributed via the internet, e-mail or mail Detailed set of questions lengthy Intended to gain an understanding of how the customer feels ona wide range of support services Value Low effort to develop survey Downside Low return rate can make the data collected biased therefore not as useful to management10 11. Types of Surveys Focus Groups Personalized; Facilitated More of a conversation with the customer community Target data May relate to a specific event Outage Roll-out Value Allow management to communicate directly with the customers Pick-up missed data from surveys Downside Data may be biased and may not reflect the opinions of the entirecustomer base11 12. What should you consider when developing your surveys? Cost Development Analysis Ongoing Participation Customer ease of use Statistically valid sample Legacy methodology Required effort Available skills Development, distribution, analysis & tracking Industry practices Competition Peers12 13. There are various methods to gather survey data Web-based Convenient Integrated data entry Easily modified Lower cost Potentially larger sample size Automated data compilation E-mail Does not require web access Lower cost Automated data compilation Fax-back Response rate Data re-entry / integrity13 14. There are various methods to gather survey data Snail Mail Response rate Data re-entry / integrity Cycle time issues More costly Telephone Personalized Resource intensive (cost) Response interpretation (comments) Data entry / integrity Interactive Voice Response (IVR) Impersonal Lower cost Access convenience Minimal survey content Focus Sessions Face to face14 15. Customer Satisfaction Programs should allow for multi-channel feedback Surveys Focus Sessions Customer Councils User Groups Gain & Loss Reports Complaints Market Analysis Employee Feedback 15 16. How do I get started? Define survey goals The goal What are we trying to get out of the survey? The objective What do we want to gain, justify or improve? Quality of Experience (QOE) Determine how you will use the results Ensure useful information is captured: To Characterize Baseline for future comparisons To Evaluate Assess current status with respect to plan To Predict Necessary input to planning process To Improve Identify inefficiencies and opportunities for improvement 16 17. How can I use the survey results? Workload planning Facilitates intelligent Performance improvements business decisions Project Feedback Gain competitive edge Product quality Identify / validate customer User preferences requirements Products & services Assess customer loyaltyand satisfaction Marketing programs Employee focused Buying patterns & future Workload planning buying power Training requirements Identify new opportunities Recognition programs Indicators of initiative success Gap between desired and delivered services 17 18. So you have the survey data; whats next? Analyze the data Identify & involve stakeholders in analysis Compare results to targets or expectations Establish new targets Develop action plans Produce report / findings Publish the data Identify audience Format tailored file / document Publish results Solicit / track feedback to plan Communicate, communicate, communicate18 19. Dealing With Difficult Customers Listen to the customer Identify the problem source Gain agreement to the extent of the problem Develop an action plan Discuss with customer Provide workarounds (if possible) Offer alternative(s) (if available) Provide feedback vehicle Gain closure - in the eyes of the customer - and communicate resolution19 20. Lessons Learned Lack of management commitment Underestimating the resources involved in the survey process No purpose in the survey going fishing Not personalizing the survey Not keeping it simple Not doing anything with the data Not providing feedback to the customer Using survey as a club 20 21. What does Gartner say contributes to a positive customer experience? 6 common attributes Accessible Availability Visibility Usability Approachability Reliable Repeatability Consistency Thorough Carefulness and meticulousness Completeness Timely Adaptable and flexible PersonalizedSource: Gartner How Customer Process Attributes Affect the Customer Experience . April 11, 200721 22. Sample End User SurveySpecific service to be measured: Support Organization NameCircle the appropriate rating. If service does not meet your requirements, explain and list below what could be done to satisfy your requirements CHARACTERISTICS OF QUALITY5 = EXCELLENT 4 = VERY GOOD 3 = GOOD / AVERAGE 2 = FAIR 1 = INADEQUATE / POORComments:RELIABILITYPerformance is reliable and consistent5 4 3 2 1 ________________________________________RESPONSIVENESSProblems are solved in a timely manner5 4 3 2 1 ________________________________________COMPETENCEHas the required skills, knowledge and ability5 4 3 2 1 ________________________________________ACCESSAvailable when assistance is needed / 5 4 3 2 1 ________________________________________can be easily reached / phone not busyCOURTESYPolite, friendly, nice to deal with,5 4 3 2 1 ________________________________________willing to helpCOMMUNICATIONVerbal feedback as to the cause and 5 4 3 2 1 ________________________________________resolution of the problemCREDIBILITYHonest / trusting in dealing with user community5 4 3 2 1 ________________________________________OVERALL SATISFACTIONOverall support delivery experience 5 4 3 2 1 ________________________________________ 22 23. Fundamental Laws of Customer Service All things being equal, customers expectations of service q