|
Our customer experience
research 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.
Customer
experience baseline research:
CTMA’s customer experience baseline study is designed to
establish an external measure of customer satisfaction and
loyalty and to identify specific areas of poor performance
and sources of customer dissatisfaction. It also identifies
key aspects of customer complaint and word-of-mouth
behaviour and provides a measure of the organisation’s
effectiveness in responding to customers. The study
reports on four key areas of customer experience that impact
on loyalty and advocacy:
-
Overall customer satisfaction and the impact
current levels of service have on
strategic outcomes for the organisations such as
customer loyalty, advocacy and support
-
Problems experienced by customers, identifying
specific areas of poor performance and sources of
customer dissatisfaction
-
Customer behaviour (when things go wrong),
identifying key aspects of customer complaint and
word-of-mouth behaviour amongst the organisation’s
customers
-
Response effectiveness, providing a measure of
the organisation’s effectiveness responding to its
customers when they make contact about problems and
concerns
The study sets out to 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 study identifies these 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.
|
