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Why Bother Improving Customer Service?
"I am amazed at the number of people I talk to who when I ask them how they get customer feedback simply say 'we don't!'"
Customer satisfaction can be a real pain! Merely a record to keep HQ happy, a fake smile to ensure that mystery shopper score is achieved. For those who view customer satisfaction in this way, there is no need for improving customer service.
If all you are doing is ticking a box to say 'we do customer satisfaction surveys'- then you are simply wasting your time. Fundamentally, all research should be focussed on improving customer service and ultimately, the bottom line. There are countless papers in business schools proving that if you improve customer service, you increase customer loyalty, which has a direct impact on revenues.
Here are just a few customer satisfaction survey examples of how clients have used our innovative research technology for customer satisfaction needs and improve profitability:
1) Through feedback results, a retailer identified that certain products were running out at particular peak times in the week. From these results they improved their processes for restocking, which meant that they sold more.
2) By running a well created customer satisfaction survey, one food caterer discovered a sector in their market that they didn't realise existed. They made adjustments to their product offering. The result - they sold more into a new area.
3) A GP surgery conducted a satisfaction survey on waiting times. They discovered certain types of people were happy to wait over 20 minutes whilst others were impatient after 5 minutes. They then adjusted their appointment making process to accommodate both types. They actually found a drop in complaints which saved reception staff significant time. Additionally, this change occurred with no extra cost to the surgery.
These examples demonstrate where a client has;
• Listened to their customer
• Learnt about the customer experience
• Responded
• Improved profitability
In short, our clients invested in improving customer service. Utilising CRT’s cost effective technology they were then able to increase profitability.
