Measuring Customer Service for the future

Robyn ReillyApril 2010

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How is customer service in tertiary institutions changing?

Changing delivery channelsand

greater levels of self service expected

is changing the roles of customer service staff and the

type of service customers expect.

Staff need new skill sets and different measures of success.

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CSBA regularly surveys over 40 tertiary organisations

•Benchmarking

•Customer satisfaction

•Customer journey mapping

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What is customer service?

The customer’s perception of how they were dealt with when interacting with an organisation, receiving a service or purchasing a product, compared to their expectations.

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So – what should we measure ?And why?

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How do you know what to aim for?

Your plans will be driven by the needs for:

Competitive success Staff satisfaction Customer satisfaction Business success

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Benchmarking Understanding your comparative

market position

Establishing a starting point

Prioritising change

Easy to repeat with consistency to track change and improvement

Great for collaboration

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BenchmarkingSome considerations

Scope may be limited for consistency

Benchmarks will move as others change

Input data needs careful quality control

Usability can be limited if drill down data is not available

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Customer satisfaction measurement

Voice of the customer

Can be immediate and specific

Represents individual results

Useful for assessing effectiveness of new processes, systems and training.

Can be highly tailored and specific

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Net Promoter Score®

0 1 2 3 4 5 6 7 8 9 10

Detractors Passives Promoters

Not at all likely Neutral Extremely Likely

NPS = % of Promoters (9s and 10s)

% of Detractors (0 through 6)-

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

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Customer satisfaction –some considerations

Only addresses the questions asked – effective survey design is critical

Time delay between survey and reporting may reduce accuracy and value

Needs to be focused on purpose

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Customer journey mapping

Records the actual customer experience, compared to their expectations

Defines the critical points in the experience for customers

Maps the customer’s ideal journey

Considers internal processes and constraints in making recommendations

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Customer journey mapping- some considerations

Needs an effective sample of customers

Needs a climate of willingness to accept outcomes – and a desire to change

May identify gaps not previously considered

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Know what you want to measure

Know why you are measuring it

Have a plan of how you’ll use the results

Choose a method suited to your purpose

Focus on the customer – not on your organisation

Measuring customer service successfully – a checklist