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. Customer service is essential to both developing and maintaining relationships with customers.
By understanding how your customers perceive their experience with your organization, developing criteria, and adhering to it, you ensure customer service experiences are positive, and the things that matter most to customers are being addressed.
In our over three decades of conducting survey research in thousands of businesses, we have found that once a slide in customer service begins, it can be difficult to curtail. By continually monitoring customer service 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?
- Avoid loss of reputation
- Maintenance of market-share
- Better understanding of customer expectations
- Identification of performance gaps
- Access to customer service data
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.
Case Study: Customer Service Survey
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: online, paper, and telephone. 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 drove 65% of all service related 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 technical knowledge of their customer service representatives through more training. 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).
Customer Satisfaction Surveys
Measure factors that directly affect company growth and profitability.
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.
Customer Pulse Surveys
Permit an immediate understanding of current customer service levels as well as the probability of referrals.