Are your customers as happy with your service as you think? Here’s a closer look at why it’s important not to wait—and five ways to assess how you’re doing.
Recent research suggests that customers are often unhappier with a company’s customer service than the executive team realizes. As a result, you’re missing valuable opportunities to develop services and solutions that can keep your customers with you for the long haul. Here are five ways to measure customer service satisfaction:
In-call surveys: At the end of each customer service call you receive, conduct a brief survey. While not every customer will be willing to participate, many will. By asking just a few simple questions, it is easy to quickly determine whether customers are satisfied with the service they received or whether you can make improvements. Consider asking specific questions, such as whether their issue was resolved and if they are happy with the customer service they received and, also, integrating open-ended questions for recommendations on how to improve customer service.
Independent market research: When you suspect that there is a larger issue at play, investing in independent market research to measure customer satisfaction may make sense. An outside agency or in-house researcher can contact a sample of your customers to learn more about where they are interacting with your customer service team and how they would rate their experiences. Depending on your research questions, this may involve online surveys, in-person surveys, focus groups, or in-depth customer interviews.
Call volume and type analysis: Measuring customer satisfaction doesn’t always require surveys or customer interviews. Look at your call center data. Many companies evaluate their call volume to look for changes, as well as note the reason for calls received. With this information, it is possible to identify pervasive problems and further specialize your training and call center management strategies to focus on existing issues.
Complaint ratios: Tracking complaints over time can highlight important trends. Have customer complaints gone up or down? How have trends changed over time? When you evaluate the data, do specific issues emerge? For example, one company that evaluated their complaint ratios found that complaints had increased as a percentage of overall customer service calls. However, the majority of the calls containing complaints related to a specific product line. This information not only helped to hone the customer service agent training to ensure agents were knowledgeable about the specific product set but also signaled a larger problem that the company’s managers were able to use to make important strategic decisions.
Social sentiment analysis: Today’s customers are more likely than ever to take their complaints to social media. Using a social sentiment analysis tool, it is possible to track when your brand and products are mentioned, whether customers are happy, and whether satisfaction is increasing or declining. Implementing customer service satisfaction tracking as part of your larger social media monitoring campaign can yield valuable results to use throughout the organization.
Customer service is more important than ever before—and in response, companies are making significant investments in hiring talent, investing in training, and acquiring the right technological tools. Evaluate how your customer service organization is functioning to make sure your investments are yielding the best possible return on investment and helping your team deliver world-class service.