FranklinCovey Blog | Customer Loyalty
Most organizations consider customer service as a value. They’ll tell you it’s important to them to treat their customers well. But how do they know what their customers are thinking, how do they accurately and reliably measure how they are doing?
Typically when asked how companies measure customer service we hear one of three things:
- They have no measure
- They have an unreliable one (but they don’t know it)
- They have an unreliable one (and they do know it, but that’s what you have to put up with in customer service)
One of the most common ways we see unreliable customer service surveys is in the use of email or “back of receipt” surveys for data gathering. You’ve probably experienced this before – you go to a store and at the bottom of the receipt there is a website where you can take an online survey on your experience in that store. If you take the survey, (and I do now, since I’m fascinated with how others get their customer service metrics – but my guess is most of you probably do not) you may be asked to answer anywhere from 10—50 questions on your experience. This survey data is used to rank the stores and to get feedback on all the elements of the customer service experience. › Continue reading