Contact Solutions Blog

Measuring Customer Satisfaction Requires Precision and Constant Monitoring

According to Wikipedia, customer satisfaction is “a measure of how products and services supplied by a company meet or surpass customer expectation.”

Business Dictionary defined it as the “Degree of satisfaction provided by the goods or services of a firm as measured by the number of repeat customers.”

We define it as “The percentage of customers who successfully accomplished the task that generated your interaction with them.”

What does that mean? With an IVR solution, it is the number of your customers who were able to successfully use the solution.  As we stated in our last post, your customer dissatisfaction with your IVR solution could be the impetus for dissatisfaction with your company as a whole.

We focus on Continuous Improvement, meaning that we continually monitor our customers’ contact automation solutions to keep track of dynamic customer and end-user needs. Then we adjust as necessary. Here’s how we do it:

• Capture voice-of-customer feedback
• Evaluate usage by channel (who’s using what, where)
• Measure the impact of solution improvements through the customer’s eyes

The things we encourage any company to measure when evaluating their contact automation solution include:

• Measure the outcome of the transaction, not necessarily the likelihood to recommend
• Measure the experience with a transaction, not the company
• Measure specific customer goals for the solution – more self-service transactions? More web-based transactions?

Finally, when you are measuring customer satisfaction, there will be variables per channel. For example, you should measure your IVR solution after the most common and/or targeted transactions.  Measuring web transactions? The best way is a short survey upon exit or through post-visit/period polling.

Regardless of the offering, your contact automation provider should become a partner with your company on the best measurement model for your solutions.

What are you measuring and why?

Tags: contact center, Continuous Improvement, Continuous Improvement Practice, customer satisfaction, IVR, ivr solutions, Self-service, surveys