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If You Don't Want to Know... Don't Ask

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If You Don't Want to Know... Don't Ask

  1. 1. “If You Don’t Want To Know . . . Don’t Ask!” Presented by: Gloria Heck Millennium Consulting Partners, Inc.
  2. 2. Speaker Introduction Gloria 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 experience 2
  3. 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 & What’s Next  Dealing With “Difficult” Customers  Lessons Learned  Fundamental Laws of Customer Service 3
  4. 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 customer’s perception of the actual service rendered as compared to the service they expected. 4
  5. 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 Senior Management  Presents data on how individual or teams are meeting customer expectations 5
  6. 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 high customer 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 the Customer Satisfaction Survey 6
  7. 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 plans 7
  8. 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. 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 wide range 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. 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 on a 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 management 10
  11. 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 entire customer base 11
  12. 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  Peers 12
  13. 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 / integrity 13
  14. 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 face 14
  15. 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. 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. 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 loyalty and 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. 18. So you have the survey data; what’s 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, communicate 18
  19. 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 resolution 19
  20. 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. 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  Personalized Source: Gartner – “How Customer Process Attributes Affect the Customer Experience” . April 11, 2007 21
  22. 22. Sample End User Survey Specific service to be measured: Support Organization Name Circle the appropriate rating. If service does not meet your requirements, explain and list below what could be done to satisfy your requirements CHARACTERISTICS OF QUALITY 5 = EXCELLENT 4 = VERY GOOD 3 = GOOD / AVERAGE 2 = FAIR 1 = INADEQUATE / POOR Comments: RELIABILITY Performance is reliable and consistent 5 4 3 2 1 ________________________________________ RESPONSIVENESS Problems are solved in a timely manner 5 4 3 2 1 ________________________________________ COMPETENCE Has the required skills, knowledge and ability 5 4 3 2 1 ________________________________________ ACCESS Available when assistance is needed / 5 4 3 2 1 ________________________________________ can be easily reached / phone not busy COURTESY Polite, friendly, nice to deal with, 5 4 3 2 1 ________________________________________ willing to help COMMUNICATION Verbal feedback as to the cause and 5 4 3 2 1 ________________________________________ resolution of the problem CREDIBILITY Honest / trusting in dealing with user community 5 4 3 2 1 ________________________________________ OVERALL SATISFACTION Overall support delivery experience 5 4 3 2 1 ________________________________________ 22
  23. 23. Fundamental Laws of Customer Service  All things being equal, customers’ expectations of service quality will rise over time  The best level of service a customer ever receives become the minimum they are willing to accept  Treat customers like they are the “Customer”  Do not overlook human behavior  Developing loyalty requires a commitment to understanding customer behavior  Provide the customer with benefit and value  Companies who have happy (motivated) employees have satisfied customers  Customers with a problem tell 10 to 20 others  Satisfied customers tell 2 to 4 others  It costs 5 to 7 times as much to attract new customers as it does to retain an existing one 23
  24. 24. Thank you!  Contact Information: Gloria Heck Millennium Consulting Partners, Inc. 875 Woodland Dr. Antioch, IL 60002-2743 847.838.3274 x104 gheck@Millennium-CPI.com 24

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