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Finance Shared Service

2013-14
Customer Satisfaction Survey Framework
Embracing Customer Service 4.0
Esteban Kolsky
thinkJar
Please, keep
talking. I always
yawn when I
am interested
#CRMe10 #CustServ #EKolskyRocks
Customer-Focused Initiatives
Customer Value Attache
Nokia product engineer goes on-site with
customer for up to 1 month to learn about
challenges and show how Nokia can add
value
Customer Champion
Create a customer champion Director who
is responsible for championing the voice of
the customer through the organisation.
Customer Success Engineer Team
Centralised group that diagnoses root causes
of complex customer problems and
implements solutions across business
Everyday Life Observation
To gain deeper understanding of customer,
send video crews & TV cameras into 80
households around world to capture customer
daily routines
Customer Charter & Advocate
Independent customer advocate whose role is
to resolve particularly difficult customer and
business problems. Customer charter to
improve customer experience with service.
Customer Partner Experience
Organisation-wide customer and partner
satisfaction index to provide a holistic view of
business health and trigger specific corrective
actions where necessary.
1. Who should be interviewed?
2. What should be measured?
3. How should the interview be carried
out?
4. How should satisfaction be measured?
5. What do the measurements mean?
6. How to use customer satisfaction
surveys to greatest effect?
Objective
Audience / Respondents
Elements / Areas / Functions / Recipients
Questions Overview / Inferences / Reporting
Survey Frequency
Agenda
Audience
Those who interact on a daily
basis
Those who take the service
Those who are affected by the
service
The interfaces
Basic / Must be
Performance / More the merrier
Delighters / Nice to haves
Attribute Area Examples
About the product
Quality of the product
Length of life of the product
Design of the product
Consistency of quality
Range of products
Processibility of the product
About delivery
Delivery on time
Speed of delivery
About price
Market price
Total cost of use
Value for money
About staff and service
Courtesy from sales staff
Representative's availability
Representative's knowledge
Reliability of returning calls
Friendliness of the sales staff
Complaint resolution
Responsiveness to enquiries
After sales service
Technical service
About the company
Reputation of the company
Ease of doing business
Invoice clarity
Invoices on time

Emotion
Engaged
Positive
Indifferent
Negative
Satisfaction here
= pleasant
Satisfaction here
= delight
Satisfaction reflects different emotions
depending on level of engagement
Adapted from Oliver, R. L. (1996)
Satisfaction: A Behavioral Perspective on the Consumer
Satisfaction requires comparison
of an experience to something else
Compared experience to what?
(nothing)
Expectations
Needs
Excellence (the ideal product)
Fairness
Events that might have been
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Adapted from Oliver, R. L. (1996)
Satisfaction: A Behavioral Perspective on the Consumer
And the resulting thoughts differ accordingly
Compared experience to what? Resulting thoughts
(nothing) Indifference
Expectations Better / worse / different
Needs Met / not met / mixture
Excellence (the ideal product) Good / poor quality (or good enough)
Fairness Treated equitably / inequitably
Events that might have been Vindication / regret
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Adapted from Oliver, R. L. (1996)
Satisfaction: A Behavioral Perspective on the Consumer
Measuring service quality: SERVQUAL
Model
(Parasuraman, Zeithaml & Berry 1985, 1988)
Service
Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
ServQual dimensions
Refer to table 4.1, p. 101
Reliability
dependability
delivering on promises
accuracy
consistency
Responsiveness
promptness
helpfulness
Get it right
the first time!
and on time!
Assurance
competence
courtesy
credibility
security
Empathy
easy access
good communication
customer understanding
personalised attention
Tangibles
physical evidence
I feel
safe
They listen
to me
People look
smart
People
Process
SLA
System

Simplicity
Timelines
Resolution
Response
Courtesy
Knowledge

But whatever you do,
have a BIG BOX for the context
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Dont try to ask everything
Tip
16

A couple of
questions: fine.
Dozens?
No thanks.
Ask about recent vivid
experience
Tip
17

Image credit: Fraser Smith
Ask a sample, not everyone
Tip
18

Make me
feel special
3%
5%
9%
14%
69%
No reason
Other Suppliers
Competitors
Product Dissat.
Attitude of owner,
manager or employee
Why Customer Sat. is important?
Study by Le Beouf:
the reasons why customers no longer dealt with a particular
supplier
A customer satisfaction index is a
snapshot at a point in time.
Peoples views change continuously and
the performance of companies in
delivering customer satisfaction is also
changing.
Measuring satisfaction must be a
continuous process.