Customer Experience Blog

Measuring Customer Satisfaction Makes Good Business Sense, Can Increase Customer Loyalty

Your company has just implemented a new IVR solution. You and other company executives are looking forward to reaping the benefits – increased self-service rates and lower payroll expense, among others. That’s all good.

But does your team have a plan in place to measure customer satisfaction? Not customer satisfaction with your products and services, but customer satisfaction with the new IVR solution. If not, you may end up spending money for which you haven’t budgeted.

Why measure in the first place? Outside of the obvious – keeping your customers happy – here are a few business benefits of measurement:

• ensure that your IVR provider is meeting its service level agreements;
• reduce customer churn and increase retention levels;
• increase self-service, lowering operational costs;
• monitor trends your customer’s self-service use.

The bottom line is that customer satisfaction influences customer loyalty, and customer loyalty impacts your business outcomes. Despite the fact that customer-satisfaction and customer-loyalty research has been conducted for decades and the results have provided effective ways to measure satisfaction and loyalty, companies still don’t do it. In fact, in a Vovici and CGA CE IQ survey of 200 professionals, 83 percent reported that their organizations were not using any standard customer-experience metric.

You know there are business benefits to measuring customer satisfaction and that it could potentially put you ahead of the competition (presuming that the Vovici results hold true in your industry). It is time not only to ensure that your callers’ experiences are not only monitored and measured, but also to ensure that you’re making adjustments to continuously improve those ratings.

What are some of the methods that companies should consider for that measurement?

Tags: Contact Automation, Continuous Improvement, Cost Savings, customer satisfaction, IVR, ROI, Self-service