of 14
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1/14
ServiceExcellence- Business Perspective
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The Service Delivery
Goal ? World Class Processes
Best in Quality Score
Customer Satisfaction
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Satisfaction
Satisfaction is a means, not an end itself.
Process:
What the
company did?
Process:
What the
company did?
Satisfaction:
How did the
customer feel?
Satisfaction:
How did the
customer feel?
Behavior:
How did the
customerbehave?
Behavior:
How did the
customerbehave?
Best behavior Repeat purchase, Recommend
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CSAT VS Mkt. ShareM a k e t sh a re i n N e w aQ rt I Q r t I I Q r t I I I Q r t I Q r t I I Q r t I I I
C irc le 1 7 0 7 5 7 8 3 0 % 2 8 % 2 5 %
C irc le 2 7 5 7 3 6 9 2 2 % 2 5 % 2 8 %
C irc le 3 5 5 5 6 5 8 1 3 % 1 4 % 1 4 %
C irc le 4 8 8 8 6 8 8 3 5 % 3 3 % 2 9 %
S a ti sfa c ti o n I n d e x
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CSAT VS Mkt. Share
CSAT VS Mkt. Shar
0
10
20
30
40
50
60
70
80
90
100
Qtr 1 Qtr 2 Qtr 3 Qtr 1 Qtr 2 Qtr 3 Qtr 1 Qtr 2 Qtr 3 Qtr 1 Qtr 2 Qtr 3
Circle 1 Circle 2 Circle 3 Circle 4
SatisfactionIndex
M aket share in
New
additions(Perce
ntage)
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Converting CSAT to Profits Customer Satisfaction
Customer Intended behavior
Customer actual behavior
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Service Components: A. Service / Product Experience: Core Value
Delivered by the product / service Eg: Food in a restaurant Outcome of Doctors prescribed medicines
B. Contact Experience: Experience delivered
at every contact Eg. Dining experience Doctors bedside behavior
Core product experience is primary withoutwhich contact experience can be ineffective.
AndMore
The core
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Quality Score Vs CSAT
Qrt I Qrt II Qrt I Qrt II
Circle 1 85 90 75 72
Circle 2 88 84 80 82
Circle 3 90 88 70 65
CSATQuality Score
If the Measurement tool is not tuned to customer needsit will not reflect true satisfaction.
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Quality Score Vs CSATQuality Score Vs CSAT
0
10
20
30
40
50
6070
80
90
100
Qrt I Qrt II Qrt I Qrt II Qrt I Qrt II
Circle 1 Circle 2 Circle 3
Quality Score
CSAT
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New Measurements
Root Cause for the calls Reasons / Stimuli
First Contact Resolution Quick resolution
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Contacts that originated in a
month repeated
in a 7 day period across allchannels
= ________________________________________Total contacts received in a month
FCR
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FCR Vs CSAT
Qrt I Qrt II Qrt I Qrt II
Circle 1 80 85 75 72
Circle 2 87 85 76 77
Circle 3 75 78 70 65
CSATFCR
FCR can't be internal measure alone
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Service-Profit Chain
SuperiorServiceQuality
HighPerceived
Value
Strong
CustomerLoyalty
ExcellentFinancial
Performance
Adapted from: Heskett, et al.,Putting the Service-Profit Chain toWork,
Harvard Business Review, March-April 1994, p.166.
