Customer Satisfaction (cont.)
Customer turnover
Measuring the number of customers lost to (or gained from) competitors
can be an indication of how successful the organisation is.
Call Centres
Collation of service delivery data, often on a computerised Service
Management System, allows analysis of relevant statistics; typically
on performance, customer satisfaction and/or complaints. Successive
analyses can identify trends, and allow strengths and weaknesses
to be highlighted.
Accounts data
Customers late payment could be an indicator of perceived problems
with the products and services delivered.
Warranty claims
Analysis of claims history may reveal actual problems with products
and/or reliability.
Customer and user surveys
These may be expensive and can be time consuming, but can be
valuable if structured simply with non-biased questions that
encourage an honest response. They can be devised internally
or carried out by external agencies. A return rate of 15-20%
is considered good. Be aware of survey fatigue amongst your customers
though.
Customer complaints
Some organisations find it difficult to 'capture' complaints,
and have devised effective routines for responding to both verbal
and written expressions of customer dissatisfaction. If the root
cause of complaint(s) can be found, brought to the attention
of relevant personnel and acted upon, then this can contribute
to the overall analysis of customer satisfaction. |
