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.
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