Measuring service quality
Do you measure customer satisfaction? The majority of companies have some arrangements in place to measure service quality and customer experience. The most important aspect of measuring quality and customer experience is the applicability of results to the development of services and business.
Measuring customer satisfaction and experience has often been carried out using approaches and tools that fall short of providing support for measurement and usage the best possible way. The factors hampering the proper use of measurements include
- infrequency of measurements,
- the large amount of manual work required to carry out measurements,
- challenges concerning the storage and management of measurement results,
- shortcomings in the communication equipment and the poor methods in integrating of such equipment,
- the silo effect affecting information.
Provad is able to help you and your company to measure service quality in a more efficient manner. We can help your company to develop regular measurement processes. For the implementation of such processes, we offer tools that are capable of making measurements more automated than they are today. Measurements can be carried out at regular intervals, or they can be set to be activated in response to a particular course of action taken by the customer. For example, a query can be set to be activated following a purchase transaction or a certain period of customer’s inactivity. You can also create ad hoc queries quickly and easily when necessary. Provad IMS is a solution designed for measuring service quality. This tool includes our expertise concerning the best practices and various measurement tools as built-in features. Find out more about IMS.
Automate measurement to support continuous service development
Many companies measure customer satisfaction, customer experience and NPS too infrequently or not at all for such measurement results to provide sufficient assistance for operational development.
Infrequent measurements are the result of several factors:
- No clear processes have been specified for measurements, or, if such processes are in place, they are not adhered to.
- Measurement implementation relies too heavily on specific individuals.
- The relatively large amount of manual work required to carry out measurements hampers their implementation and exploitation.
Using Provad’s solutions, you can create continuous, systematic, automated, and multi-channel measurements. With the help of Provad’s Interactive Messaging System (IMS), you can send automated queries via any digital channel using, for example, SMS or e-mail. Using the Intelligent Contact Center (ICC), you can also implement queries in the form of outgoing calls. The various channels can be linked to each other, allowing you, for example, to send a reminder SMS concerning a query received in the e-mail system or to create an outgoing call task if the customer responds to the SMS in a particular way.
Measurements can be more easily made as a regular activity after the measurement processes are automated based on a clear specification process. This enables you to obtain information that can be used in a consistent manner in service development. For example, a query activated shortly after a purchase transaction has been completed can be used to provide immediate information about the customer’s opinion concerning the service. When measurements are carried out in a continuous and automated manner, the customer experience can be monitored and developed constantly.
Improve customer satisfaction by responding to negative feedback
Do you react to negative feedback? Most companies do not, irrespective of how negative the feedback provided by a customer might be. The customer in question may be someone who is ready to change service providers. Contact your customers and show that you care about them. At the same time, you will have an opportunity to find out about the root cause of the negative feedback. This course of action will enable you to obtain valuable information and to put it to good use to develop services and to improve customer satisfaction. Your chances of having satisfied customers will be higher and can prevent you from losing them to your competitors. This represents good service and good customer care. If you develop the area of your business that receives negative feedback, you will have an increasing number of satisfied and loyal customers.
Provad IMS allows you to operate in the way described above. You will be able to link an SMS or e-mail message sent from IMS to an automated task, requesting an outgoing call to be made. Thus, a member of the customer service staff will be assigned the task of calling the customer who has provided negative feedback. This approach provides an opportunity to immediately contact customers that have provided negative feedback.
Be aware of your development efforts: make your measurements more accurate and more versatile
Do your queries provide you with sufficient information to enable you to identify accurately those areas that need development? The accuracy of measurements concerning customer satisfaction and customer experience often leave significant room for development. Some of the key reasons for this include:
- Many companies conduct queries that are too general and too wide in scope. For example, a single generic NPS result, intended to give an indication of the probability with which a service will be recommended by its users to other users, is all too insufficient with regard to accurate operational development. A measurement is of no help to operational development if its results cannot be broken down by business segment.
- Fragmentation of information prevents the use of measurements. Results are stored across separate files and databases. This slows down the exploitation of such results. To put it bluntly: results will be liable to remain unused in Excel files deep down in the dungeons of a hard drive.
- The various tools of customer communication often display shortcomings and are poor to integrate with each other. The consequence of this is exactly the one described above – fragmented information, results that can be synthesized only with difficulty, and a host of additional work. Furthermore, better integration would enable timely multi-channel queries: activity in one channel could also be measured via another channel that customers use for contacting the organization and conducting business with it.
- No clear processes exist for information management and use, nor are there any supporting tools in place. Making proper use of the results remains half-finished, as the steps in carrying out the measurement have not been appropriately planned and the measurement is not managed in a systematic manner.
Using Provad’s IMS solution, you can implement multi-channel measurements whose results can be broken down by business segment. All results can be automatically stored in a desired system or database, to be combined with customer information if necessary. IMS is a tool designed for multi-channel customer communication. IMS allows you to create queries that are automated, interactive, and proactive.
With the help of efficient measurements, you can develop your operations in an accurate and systematic manner. You will have satisfied and loyal customers who will recommend your services to other customers.