Use Customer Service Surveys to Build Customer Loyalty
Customer service focuses specifically on the quality of assistance and courtesy granted to those who patronize an organization. Good customer service drives customer engagement, referrals, loyalty, repeat business, as well as sales volume. For this reason, customer service is essential to both developing and maintaining relationships with customers.
By understanding how your customers perceive their experience with your organization, you can identify key contact points in the organization and develop standards for those points of contact. By developing criteria and adhering to it, you ensure customer experiences are positive, and the things that matter most to customers are being addressed.
NBRI partners with you to identify key questions to measure customer service at your organization. During this process, we work with you in the construction and deployment of your customer service survey and analyze your data to identify key areas of importance. At the same time, we train you on how to take action on the results of your survey, enabling you to continually improve both customer service and customer loyalty.
The relentless focus on reliable, accurate, meaningful data is one of the competencies that sets NBRI apart from our competition. For over three decades, we have carried a strong commitment to conducting grounded, scientific research. As a result, you can trust NBRI to provide you with reliable, accurate, and valid data that can be used to enact meaningful organizational changes.
Helping Businesses Make Effective Decisions
Customer acquisition cost is the price associated with marketing a product or service to a customer. This cost may include research, advertisement, accessibility costs, as well as marketing budgets. The expense of acquiring clients highlights two important issues: the importance of keeping existing customers happy, and the relative value or worth of possessing a strong reputation capable of drawing new clients.
In our over three decades of conducting survey research in thousands of businesses, we have found that once a slide in satisfaction begins, it can be difficult to curtail. By continually monitoring the customer service experience through the use of regular surveys, you can ensure service levels remain high and customer loyalty is strong. So why should your organization consider implementing a customer service survey?
- Avoidance of reputational loss.The unfortunate reality is that poor customer service is more likely to be shared with others than excellent customer service. With the advent of social media, it is easier than ever to share customer service experiences instantaneously with a broad group of friends and acquaintances using Facebook, Twitter, or other social media platforms. Once a poor service encounter is publicized, it is difficult to retract or make amends, leading to immediate reputation damage. Now, more than ever, it is necessary for organizations to deliver excellent customer service in a consistent way to ensure their reputations remain untarnished.
- Maintenance of market-share.Understanding how well you are servicing your clients—and in particular—how well you are serving them relative to your competitors, will help you understand how to develop or maintain customer patronage. By relying on our extensive benchmarking database, NBRI can tell you whether your personnel are, for example, friendlier than the typical personnel in your industry. This can help you identify key competencies in your organization and translate those competencies into unique selling points that will allow you to maintain or develop market-share.
- Better understanding of customer expectations.To provide an excellent customer service experience, it is imperative to have a detailed understanding of customer expectations, and the relative importance of those expectations. For example, a customer service assessment may find that the timeliness of delivery is only the fifth most important facet of the customer service experience. Rather than timeliness of delivery, expectations may focus more heavily on the receipt of innovative services. This is vital information to know if customer service modifications and improvements are made in the ensuing months. By targeting the customer service issues that are most important to clients, organizations can deliver better quality service in a more efficient way.
- Identification of performance gaps.One of the main reasons to deploy a customer service survey is to understand whether there are any performance gaps that should be immediately addressed. The resulting data can tell you what areas/departments/locations are the lowest performers and need the most attention to increase the quality of the customer service experience. The data can also help determine organizational problems by order of magnitude. As a result, a coherent plan of attack can be developed to bridge these performance gaps. Furthermore, the choice to collect data on an ongoing basis will allow your organization to understand what specific measures have positively increased the customer service experience, and to what extent.
- Access to legitimate data.Using a third-party vendor for a survey will help you ensure your data are both valid and legitimate. The unfortunate reality is that self-collected data may be tainted—however unintentionally. For example, a customer service representative may only give comment cards to customers who are visibly happy with the customer service they have received. While this action seems benign, it will have a massive impact on the data collected. When you use a third-party vendor, you can be confident the data are valid. In this way, the data provided can allow a firm quantitative understanding of the added value of a specific area or employee. As a result, you can use the data for internal purposes like performance appraisals and departmental assessments. Employees can also have confidence in the data that are gathered, which may mean more acceptance of the validity of their performance appraisal.
By asking the right questions, applying our ClearPath Analytics, and identifying specific steps that should be taken to improve your customer touch points, NBRI’s Customer Service Surveys provide quick wins for organizational performance and profitability.
When you hire NBRI, you’re hiring more than a company to conduct survey research. You’re hiring a business partner with a sincere interest in the health and success of your company.
Give us a call. We’re confident that you’ll find us a valuable partner capable of fulfilling your survey research needs, and exceeding your expectations.
Customer Service Survey Case Study
NBRI was engaged by an international service organization to conduct a customer service survey of 3 million of its 110 million customers located worldwide. The client selected NBRI to gather data on their customers’ service experience due to NBRI’s expertise in this area as well as our ability to customize the survey to suit their specific objectives.
Through a stratified random selection process, NBRI selected a sample to participate in the survey. This technique ensured the client received valid and representative data at each market level, while simultaneously reducing the cost of the study by tens of thousands of dollars.
NBRI deployed the survey in five languages using three methodologies: telephone, paper, and online. The client chose to benchmark themselves against more than 100 similar organizations in the NBRI Benchmarking Database, which provided an objective comparison for their results.
NBRI’s ClearPath Analytics revealed that the high level of technical knowledge possessed by their customer service representatives was the most important determinant of the client experience. This root cause item actually drove 65% of all service questions, and it also drove all customer perceptions regarding innovation and creativity, and heavily influenced the extent to which the client was perceived as a leader in their market.
Per NBRI recommendations, the client increased the salience of the technical knowledge of their customer service representatives. Leveraging the data in this way helped the client achieve Best in Class scores (at or above the 90th percentile of the NBRI Benchmarking Database) within four months. This was a significant increase from their initial scores, which were categorized as Opportunities (between the 50th and 74th percentiles of the NBRI Benchmarking Database).
The Standard NBRI Customer Service Survey includes 20 questions covering 4 topics, requiring less than 3 minutes to complete, and is customized to achieve each organization’s specific goals for their study.
Standard Customer Service Survey Topics
- Customer Service
- Sales Assistance
Customer Service Survey Related White Papers
Research is in our blood. It’s who we are. It’s what we do. Our white papers highlight our philosophy on areas of business impacted by survey research.
See for yourself:
How Customer Service Drives Customer Loyalty – Think back to your most positive customer service experience. What made it such a good one? Now, think about your worst experience related to customer service or lack thereof. What made it such a nightmare?
Can Brand Engagement Overcome Poor Customer Service – In the global marketplace, customers expect to get what they want when they want it, where they want it, how they want it, in the quantity they want, at the quality they want, and at a price they are willing to pay.
View all Customer Survey White Papers by NBRI.
Here’s what some of our customers are saying about us:
Everything about the service has been what we were looking for and all representatives are a pleasure to work with.
What do you like most about NBRI? The ability to benchmark our results against like competitors.
The NBRI team is dependable, professional, and keeps us on track with our continued customer service goals. NBRI has helped our organization implement a thorough, professional and meaningful customer satisfaction program. They take the time and initiative to help us continue the program with proactive communication and reminders that are effective (not pushy).
We’d love to add your name to this list. It’s as easy as picking up the phone and giving us a call.
Customer Loss Review Surveys
Identify the root causes of why customers leave so that direct action can be taken to stop the devastating effects of customer loss.