As one of the key customer facing members of the organization, Marketing is responsible for creating value and driving growth by helping your organization acquire and retain customers, and grow share of wallet. For most organizations, customer service and support is an integral part of delivering and communicating the complete solution. They are essential to building a long-term relationship with your customers and enabling customer success. Show
Service, Support and Marketing Need to Join ForcesIn addition, your service and support can be a source of competitive differentiation and advantage. These capabilities are also integral to increasing customer satisfaction rates and loyalty. When an organization does not service/support (hereafter referred to as customer service) customers effectively, the customers you have worked so hard to acquire may defect. Even worse they may share their bad experience with their extensive networks (including via social media), making it more difficult to acquire new customers. Therefore, Marketing and the functions responsible for service and support must all work together. Create a Plan to Link Service and Marketing, with Operational StrategiesResearch has shown that product and service quality are commonly noted as a critical prerequisite for satisfying and retaining valued customers. Evaluating the quality of your services and what attributes are most important to customers is important to satisfying and retaining your customers. In their book, Marketing Services: Competing Through Quality, Berry and Parasuraman identified five determinants of service quality and the importance customers attribute to each of them:
As you can see many of these encompass human interaction. While you may be focusing on more digital interactions, as long as your customers are human you will need to find a way to balance digital solutions with human beings. Because humans are emotional beings, empathy affects the perception of your customer’s experience. Machines do not have empathy. To be of value empathy must be authentic. That means hire people who have empathy – in every customer facing part of your organization, including Marketing. How you manage Moments of Truth directly impacts both a specific interaction and the long-term relationship. As a member of the leadership team, you have a large stake in ensuring that the organization’s customer service functions positively impact customer satisfaction and loyalty. You can evaluate your company’s capabilities against each of these attributes and then determine which areas need improvement. In general, if you achieve these numbers your customers are satisfied, if you come in below these numbers, your customers are dissatisfied, and if you exceed these numbers, you customers are delighted. You need a plan if you want to use customer service and support as a way to improve experience and loyalty. This plan need to create a link between the Customer Service, Marketing, and Operational strategies. The purpose of the plan is to make sure you understand customer expectations and are addressing those that matter most. A key part of developing the plan is establishing success factors and key metrics. This is our domain of expertise and why our customers depend on us. Customer Service MetricsLink Service with Marketing to Improve Loyalty What are the appropriate metrics for customer service and how can Marketing leverage these for tactical and strategic decisions? A study conducted by Service Excellence Research Group in cooperation with Supportindustry.com identified some of the most common metrics being used to measure service and support:
Almost every company uses some form of customer assessment, either formal or informal. Satisfaction surveys vary widely in both breadth and depth, but they narrow down to two types:
Not sure what to topics to include in your customer satisfaction surveys? These are the top five topic categories: overall experience, speed and completeness of resolution, and knowledge and professionalism of the representative. To benchmark your customer satisfaction, check out the American Customer Satisfaction Index (ASCI) developed by the National Quality Research Center at the University of Michigan. It tracks customer perceptions for all major economic centers. Another possible source for customer satisfaction benchmarks are the J.D. Power studies. Customer Service and Marketing are Partners in Improving ExperienceCustomer Service Impacts Satisfaction and Loyalty Customer service functions can provide Marketing with invaluable qualitative information about customers. Customer service interactions can provide valuable insights into:
By partnering with the customer service group and understanding their metrics, Marketing can gain tremendous insight into how to build a stronger relationship with customers. Learn how our customers succeed with this initiative. What are the sources of customer satisfaction?set a definite rule: “It's All About The Customer.” On the basis of that rule, we continue to hone the three key sources of satisfaction for customers— our service, products, and store environments—that are also the source of our competitive strength.
What methods are used to identify customer satisfaction?One of the most common methods of measuring customer satisfaction is through surveys. Respondents record their feedback via multiple-choice questions, rating questions, open-ended questions, etc.
What are the possible question about customer satisfaction?Customer Satisfaction Survey Questions. How would you rate the value for money of the product? ... . Kindly share a few things we could do better? ... . How does our product/service make you feel? ... . How satisfied are you with the purchase experience? ... . Do you identify as a loyal customer of our brand?. What type of data is customer satisfaction?Tried and True Quantitative Data. A customer satisfaction score is explicit information pulled from a survey to the customer. Such a survey asks the customer about their experience and satisfaction level directly and makes use of a scale for responses (1 to 5,” not satisfied at all” to “very satisfied”, for instance).
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