Customer Satisfaction - recent updates in measurement and performance across all channels

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Presentation by Paul van Veen, Customer Service Benchmarking Australia (CSBA) at the Serve You Right Conference, Melbourne, September 15-16, 2011. Provides an overview of What to look for in customer service measures; The overall service improvement model; Customer satisfaction measures; Understand current performance; Key points for successful customer satisfaction measurement

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  • Today I am going to talk about customer service measures and what I am seeing in terms of best practices, I will talk about what we see from over 15 different industries and private and public …good and bad stuff. We have recently put a survey online to see how people are going and sadly the average score is a fail. So what is happening. In the next 20 minutes I will discuss the following
  • So you go and do customer satisfaction measures understand what drives it , set you kpis and do objective assessment
  • Consistency across the organisation – CSBA can help with developing standards. are irrelevant even though they get touted around e.g. complaints resolved in10 days
  • This was from a survey of public service customers. This shows how two factors, delivery and timeliness are responsible for half of how satisfied a customer is with their transaction with you.
  • Slide from Ritson or overall NPS e.g. from Pat slides
  • Why is it important with
  • This needs to show all departments internal and external…lots of time I get people that describe the awful service from internal departments.
  • This needs to show all departments internal and external…lots of time I get people that describe the awful service from internal departments.
  • Complaints measure; Social media measures
  • Customer Satisfaction - recent updates in measurement and performance across all channels

    1. 1. Note: The data and comment used in this report is for sample purpose only and does not represent actual data. Customer Satisfaction – recent updates in measurement and performance across all channels? Serve You Right
    2. 2. Customer Service Benchmarking Australia (CSBA) <ul><li>Helping companies Understand, Measure and Improve their customer service experience. </li></ul><ul><ul><li>Since 1997. </li></ul></ul><ul><ul><li>Specialists in Customer Service and Customer Satisfaction. </li></ul></ul><ul><ul><li>Unique methodology. </li></ul></ul><ul><ul><li>Test and report on more than 200 Australian organisations. </li></ul></ul><ul><ul><ul><li>Across 15 different industries. </li></ul></ul></ul><ul><li>CSBA BUILDS SERVICE EXCELLENCE COMPANIES </li></ul>
    3. 3. Agenda <ul><ul><ul><li>What to look for in customer service measures </li></ul></ul></ul><ul><ul><ul><li>The overall service improvement model </li></ul></ul></ul><ul><ul><ul><li>Customer satisfaction measures </li></ul></ul></ul><ul><ul><ul><li>Understand current performance </li></ul></ul></ul><ul><ul><ul><li>Key points for successful customer satisfaction measurement </li></ul></ul></ul><ul><ul><ul><li>Discussion </li></ul></ul></ul>
    4. 4. Measurement Improvement Model Customer Centric Organisation
    5. 5. Customer Service and Satisfaction Why is it important? Customer Feedback Management, Aberdeen Group June 2008 Studies by Bain & Company show that a 5 percent increase in customer retention can increase a company's profitability by 75 percent . DEFINITION OF MATURITY CLASS MEAN CLASS PERFORMANCE Best-in-Class: Top 20% of aggregate performance scorers <ul><li>26% increase in customer satisfaction </li></ul><ul><li>26% increase in customer retention </li></ul><ul><li>19% increase in customer-focused innovation </li></ul>Industry Average: Middle 50% of aggregate performance scorers <ul><li>5% increase in customer satisfaction </li></ul><ul><li>4% increase in customer retention </li></ul><ul><li>7% increase in customer-focused innovation </li></ul>Laggard: Bottom 30% of aggregate performance scorers <ul><li>3% increase in customer satisfaction </li></ul><ul><li>1% increase in customer retention </li></ul><ul><li>1% increase in customer-focused innovation </li></ul>
    6. 6. Why bother with customer service? <ul><ul><li>Interdepartmental service providers e.g. Shared Service </li></ul></ul><ul><ul><li>Keeps our costs low cost of rework/dealing with issues </li></ul></ul><ul><ul><li>“ Newspaper factor” + pride and staff morale Higher retention of staff </li></ul></ul><ul><ul><li>Some discretionary services e.g. recreation centres, libraries </li></ul></ul><ul><li>Customer service is ALL across the organisation </li></ul>
    7. 7. CSBA Measurement Improvement Model Customer Centric Organisation
    8. 8. Customer Satisfaction Measures
    9. 9. Net Promoter Score (NPS) Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld 8 3 9
    10. 10. NPS ® by Number of Times Company Contacted Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
    11. 11. Identify Areas for Improvement
    12. 12. Elements to Customer Satisfaction <ul><li>Delivery </li></ul><ul><li>The final outcome </li></ul><ul><li>Keeping promises </li></ul><ul><li>The way promises are handled </li></ul><ul><li>Professionalism </li></ul><ul><li>Competent staff </li></ul><ul><li>Being treated fairly </li></ul><ul><li>Staff Attitude </li></ul><ul><li>Polite and friendly staff </li></ul><ul><li>How sympathetic staff were to your needs </li></ul><ul><li>Information </li></ul><ul><li>Accuracy </li></ul><ul><li>Comprehensiveness </li></ul><ul><li>Being kept informed about progress </li></ul><ul><li>Physical Environment </li></ul><ul><li>Clean and comfortable premises </li></ul><ul><li>Appearance of staff </li></ul><ul><li>Timeliness </li></ul><ul><li>Initial wait </li></ul><ul><li>How long it takes overall </li></ul><ul><li>Number of times they had to contact the service </li></ul>28% 13% 14% 18% 6% 24% The Office of Public Services Reform, “The Drivers of Satisfaction with Public Services”
    13. 13. Ease of doing business Customer effort score Regulatory measures
    14. 14. CSBA Measurement Improvement Model Customer Centric Organisation
    15. 15. CSBA Measurement Improvement Model Customer Centric Organisation
    16. 16. Understand Current Performance
    17. 17. Driver Internal Measure Timeliness <ul><li>GOS – Internal </li></ul><ul><li>Call Duration – internal </li></ul><ul><li>FCR – Internal and External </li></ul>Physical Environment <ul><li>Mystery shopping - External </li></ul>Information <ul><li>Internal QA </li></ul><ul><li>External Mystery shopping </li></ul>Staff attitude <ul><li>External Mystery shopping </li></ul>Professionalism <ul><li>External Mystery shopping </li></ul>Delivery <ul><li>Internal and External </li></ul>
    18. 18. Current Performance
    19. 19. Current Performance
    20. 20. Customer Service Performance from CSBA Industry Total Grid Score Better Worse March to June 2011
    21. 21. Ten Key Points for Successful Customer Satisfaction Measurement <ul><ul><li>Research Objectives alignment with the overall strategy of the organisation. </li></ul></ul><ul><ul><li>Understand the balance between perception and objective. </li></ul></ul><ul><ul><li>Involve all the stakeholders from the outset. </li></ul></ul><ul><ul><li>Plan early-on for how you will share and follow up the results. </li></ul></ul><ul><ul><li>Carry out an insight audit and build on what is already known within the organisation. Add or delete as appropriate. </li></ul></ul>
    22. 22. <ul><li>Identify the key drivers of customer satisfaction and work with your stakeholders to decide where to take action first. </li></ul><ul><li>Make sure drivers have ‘Line of sight’ for all employees. </li></ul><ul><li>Understand what the customer experience is actually like and how the customer defines the service: consider customer journey mapping if there are gaps in your knowledge. </li></ul><ul><li>Use external customer satisfaction measurement to track progress and provide feedback to those responsible for making change happen. </li></ul><ul><ul><li>Survey soon after experience </li></ul></ul><ul><li>Make sure you have the right team in place to deliver results. </li></ul>
    23. 23. Other Measures
    24. 24. Hardship measures LOTE assessment Website ease of doing business
    25. 25. Social Media
    26. 26. Discussion
    27. 27. Customer Service Benchmarking Australia Level 5, 10-16 Queen Street Melbourne VIC 3000 T:03 9605 4900 | F:03 9642 1741 www.csba.com.au

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