Module 3 - Reporting customer survey
results
Download a printable version of this tutorial in PDF format
 We will now provide our
weekly tutorials in a
downloadable PDF format so you are able to view and print them
as resources. Depending on the topic of the tutorial, you might
choose to provide it as a handout with your team, business
leaders or employees.
We will also continue to provide the tutorials in html format as
found below.
The Call Center Learning Center is excited to a new tutorial series
on measuring customer satisfaction. This tutorial series
pulls from Prosci's research-based toolkits and best practices reports.
Module 1 explained why customer satisfaction surveys are a sound
business strategy.
Module 2 provided guidelines for how to
accurately measure customer satisfaction. This module explains
how to report customer satisfaction survey results. Module 4 will focus on setting and achieving customer satisfaction goals.
Measuring and analyzing customer satisfaction is a critical component
of providing excellent customer service.
Module 2
of this tutorial series focused on how to measure customer service. This tutorial will cover
the analytical segment of this
metric, covering the following three steps:
- Generating reports
- Communicating results
- Analyzing data
Step 1 - Generating customer satisfaction reports
Customer satisfaction reports can provide key pieces of information to help you improve
your call center's performance. When summarizing the customers'
survey
answers, the information can be presented to represent
three critical
pieces of information to your organization:
- Your current performance in each area (see
Module 2 for
guidelines on how to measure customer satisfaction)
- The trend over time (how you are doing compared to last
month, last quarter or last year)
- The benchmark and goals you have set for each area compared
to your current performance (stay tuned for the next module in
this tutorial series, which will focus on setting and achieving
customer satisfaction goals)
Customer service survey data should be
presented in an easy-to-understand manner. Keep in mind that
charts and tables are less intimidating and easier to interpret than
spreadsheets or plain text. Samples chart types include:
- Bar charts
Each question is represented by a stack for each time period,
with average score of 0-5 indicated. See Figure 1 for an
example of a bar chart for one month's results of a customer
survey.
Figure 1 - Example of bar chart used to report
customer survey results for one month
- Line charts
Each question is represented by a line with successive time
periods on horizontal axis to track trends. Figure 2 shows
an example of a line chart tracking the trend of customer scores
for one survey question over one year's time.
Figure 2 - Example of line chart used to report trend
of performance over time on one question
Charts and data can also be separated and analyzed based on different
customer data, including the following:
-
Demographic information (including gender, age,
geographical location, type of business or any other demographics
that are relevant to your call center strategy)
-
Customer profitability (including first-time
customers vs. returning customers or amount of purchase)
-
Type of transaction or service (if your center is
responsible for more than one function, such as order-taking and
technical support, you will want to separate the customer survey
results based on the reason for customer contact)
Step 2 - Communicating customer satisfaction results
Customer satisfaction results should be
shared will all
staff, including management, supervisors, agents and even other
departments. It is especially important to communicate results
with leaders who can authorize investment in remedial action.
Guidelines for communicating customer survey results to the staff include the
following:
-
Keep your audience
in mind. The
information you share with marketing will have a different focus
from what you present to a Vice President, a Director of
Customer Service or an agent. You will provide more
details to those actually working within the call center than
you do to those outside the center.
-
Post summaries or charts on the wall, put them
on readerboards and discuss them during meetings so agents are
kept informed.
-
Ensure that the call center teams and individual
agents understand how their work impacts
the customer
satisfaction goals of the center and the larger organization.
Step 3 - Analyzing customer satisfaction data
Trending should be conducted to track the center's customer
satisfaction performance over time. If targets and goals are not
being met, it may be a training, staffing, or systems issue, but you
will need to determine the actual root cause of the problem.
Continue to ask "why?" until you reach the factor that is causing the
low performance.
|
