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Our services - turning
customer experience measurement into management actions
Customer experience measurement
Our customer experience
measurement solutions help organisations establish a baseline
of customer satisfaction and loyalty, identify sources of
customer dissatisfaction, prioritise remedial actions, track
ongoing service quality and actively manage customer
satisfaction, loyalty and advocacy upwards.
More than just an approach to
satisfaction research, CTMA’s measurement programmes
turn customer experience measurements into
management actions to improve customer loyalty and
advocacy
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We believe that effective customer
experience research must to go far beyond a satisfaction or
advocacy score or a performance index. In developing
our research methodologies we have ensured that measurement
produces clearly actionable findings that identify specific
areas of customer dissatisfaction, prioritised in
terms of their financial impact to the organisation.
Customer
experience baseline research
Our customer experience baseline studies establish an external measure of customer satisfaction and
loyalty and identify specific areas of poor performance
and sources of customer dissatisfaction. They also identify
key aspects of customer complaint and word-of-mouth
behaviour and provides a measure of the organisation’s
effectiveness responding to customers. The studies
report on four key areas of customer experience that impact
on loyalty and advocacy:
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Overall customer satisfaction and the impact
current levels of service have on
strategic outcomes for the organisations such as
customer loyalty, advocacy and support
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Problems experienced by customers, identifying
specific areas of poor performance and sources of
customer dissatisfaction
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Customer behaviour (when things go wrong),
identifying key aspects of customer complaint and
word-of-mouth behaviour amongst the organisation’s
customers
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Response effectiveness, providing a measure of
the organisation’s effectiveness responding to its
customers when they make contact about problems and
concerns
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The studies identify a set of clearly actionable
customer-driven product and service quality improvement
opportunities that often include a combination of strategic
and tactical issues.
By
estimating the financial impact of current level of
satisfaction the studies identify opportunities for
improvement based on the profitability of good service and
the cost of poor service. Potential remedial actions
and improvement initiatives can then be assessed in terms of
their potential return on service level investment.
CTMA’s customer experience
baselines range from studies commissioned for individual
companies to industry-wide baselines providing industry-wide
comparative findings for participating organisations. |
Ongoing satisfaction
tracking:
CTMA’s ongoing customer
satisfaction-tracking programmes function as an operational
management tool. They monitor and support the management and
service quality improvement of specific customer processes and
customer interactions such as those in call centres, financial
services, local government, retail networks, passenger travel,
hospitality etc.
Monitoring satisfaction with
service, transactions, relationships and brands, the programmes
focus on management outcomes to track and manage performance against
key drivers of customer satisfaction and loyalty to reduce the
number of problems experienced by customers and to increase
re-purchase, brand loyalty and advocacy. The programmes help
managers:
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Review overall performance
in terms of customer satisfaction and loyalty and manage
department level issues
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Identify high and low performing individuals
(CSR, location, branch, route etc.), track performance
trends and consider possible external influencing factors
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Identify performance strengths and weaknesses for each
individual
(CSR, location, branch, route etc.) and use the results to
manage improvement
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Develop customer-driven service levels and response standards
to maximise return on service investment.
CTMA’s tracking programmes are specifically designed to provide
management with regular feedback on service performance. They
are immediately actionable, allowing the manager to review the
results quickly as part of their routine performance management
process and plan remedial actions with minimum effort. |
