Every business needs to ensure that their customers' needs are being met and hopefully exceeded in order to:
- Ensure that they are happy to pay for the product/service
- Create an environment where they want to come back for more
- Spread the word to their contacts that they should use you too
To do this you need a way to measure Customer Satisfaction that helps to improve and drive your business.
When we first started, everything was done by myself or one of my fellow Directors. So, we had a very good idea as to whether our clients were happy or not. Now, the business has grown and we have a larger team working with lots of clients. Often, work will occur without any Director involved but we still want to make sure that our clients are satisfied.
We did a few surveys on an irregular basis and although seeing high net promoter scores made us feel good, it always felt like a box ticking exercise. The results were discussed in Director's meetings but nothing really came of it. We needed something more immediate.
More than 65% of our business revolves around IT Support. We believe that if we can understand how our customers feel after each support event we can ensure that our team is delivering fantastic IT Support and quickly deal with any bad experience. The majority of our customer support touch points are via remote control sessions. The remote control technology that we use allows us to create a basic and unfortunately ugly questionnaire that is displayed at the end of each session. This was useful and allowed us to gather a lot of data about each interaction but it was not pretty and unfortunately the results were then buried in a database that was hard to access. So, a Director would review the information, if they remembered, inevitably with a long delay in between reviews. The delay meant that the information was not current and therefore, could not be acted upon. We needed something better.
In our business Customer Satisfaction is front and centre but we had grown too large to keep a strong grip on it. We needed:
- The information to be easily and constantly collected
- Available for quick and immediate review by all parties
- An attractive and simple survey for clients to complete
Happily, Customersure came up with a system that we were able to use to help solve these problems and more. One of the options was to make it so that all non-private survey results, good and bad, would be immediately published on the internet. Having taken a lot of time to think about this we decided that if we were doing our jobs correctly our feedback should generally be positive and it would be good thing to share with the world - we were correct. In the end, by combining our own technical expertise with Customersure's excellent product we came up with a system that:
- Forwards our clients to a great looking survey after each remote support session
- Emails the support team on the completion of every survey
- Publishes all survey results live
This has had a lot of positive results:
- The team gets a boost every time we get a survey with high marks or a nice comment
- There is an element of positive peer pressure that helps keep service levels high - no one wants a bad survey result
- We now have a very positive story to tell about customer satisfaction through the eyes of our clients' experience
- In the rare circumstances where someone is dissatisfied we can quickly move to see if we can turn the situation around
I hope this insight gives you some food for thought. If you would like to discuss Customer Satisfaction or Customersure's product please don't hesitate to contact me - Adam Kuznesof.