Customer Satisfaction Measurement
“The issue with effective customer satisfaction measurement is not so much the how or the what...but the when.”
The timing of a shopper giving their feedback is crucial to achieve accurate results. E Kolsky's paper for Gartner Research on ‘Customer Satisfaction Management’ states that customer feedback collected at the point-of-experience is 40 percent more accurate than customer feedback collected 24 hours after the event. Furthermore just measuring customer satisfaction in the immediate is likely to increase response rates by 10 to 12%.
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So when selecting customer satisfaction measurement products and services it is advisable to select one which is suited to the medium and timing of the customers transaction. For example, someone buying online will provide a more accurate insight if they complete a customer satisfaction questionnaire online, immediately after their experience. In a retail store, touch screens are proven to be the most effective mode of collecting customer feedback. And on the same basis telephone service is best followed by an IVR survey.
Any research on customer service levels must be robust enough to withstand manipulation, particularly if this is linked in with employees KPI's. CRT's customer feedback software solutions include Valid8™ - unique algorithms, developed to counter any attempts by staff or consumers to distort perceived service at that location. This 'filtering and quarantine' system is part of the unique ViewPoint Research Control Suite of software.
CRT provide a wide range of products and services to help their clients in measuring customer satisfaction.
