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However it seems that basic customer service metrics are rarely discussed.
In this context what measures are the most valuable for improving customer service / customer satisfaction? What are the easiest to get data for and what are the simplest to understand?
It is the one area in our ecom B2C business that we do not measure properly, and we are looking to put in place formal measures of customer satisfaction but are unsure where to start.
Many stores follow up sales with an invitation to complete an online customer satisfaction report. 3 or 4 quick questions and a short space for any other comments usually does the trick. Make sure the questions are all closed and can give you the data you need.
this statement applies to me and my business. too much of a focus on the "fun" aspects like tech & marketing.
poor customer service can kill any advantage gained by excellence in marketing & IT
its just once you have identified this as a weakness, what are the steps to first measure it, then improve it?
I don't know what metrics you could put on this? Customer satisfaction surveys are one thing. Also you could phone 1 in so may customers to ask them about their experience with your store. Customer experience is what it's all about.
I don't specialize in customer service by any means. I hated the retail positions I worked when I was younger and am mainly a combination computer geek and artist. However, I do like the main portion of my customers so maybe that has something to do with why they'd be more likely to write when they're happy.
What we are after is some simple method of telling:
1. how satisfied our customers are
2. what are the main drivers of satisfaction
3. what are the main drivers of dissatisfaction
simple as that, its just how to turn "qualitative" date like this into some sort of "quantitative" metric - thats the problem i see
We do issue surveys for feedback - the data is great.
The only problem is that how do you turn this into data that you can compare over time?
Survey answers are often in likert scales - how do you turn these into numbers that you can easily compare over time?
What we are after is a simple number to show the troops whether we are getting worse/better - to see the trends