Turning feedback into management actions
By adopting a systematic approach to
customer experience feedback an organisation can turn
customer feedback into management actions,
build an effective force against service management
challenges and a defence against
customer dissatisfaction.
CTMA has identified six
important steps an organisation must take in order to fully
exploit these opportunities:
-
Start measuring customer
satisfaction (and dissatisfaction) in financial terms:
This lets the organisation prioritise current
threats to customer retention and positive referrals,
and opportunities for
improvement, in terms of their potential influence on
strategic and financial outcomes.
-
Establish a customer experience baseline of satisfaction, loyalty
& dissatisfaction:
A customer experience baseline helps you identify the
problems that customer currently experience doing
business with your organisation and
prioritise them for remedial action.
-
Improve
customer-response and complaint-handling skills,
processes and systems:
Customers who make contact looking for help can then
be assured of a consistent and effective response and
timely problem resolution. An effective response
can improve customer loyalty and advocacy.
-
Increase feedback from customers
by making it easier for them to contact you:
This, combined with improved customer response,
increases the number of dissatisfied customers your
organisation can turn into satisfied customers, reduces
your potential negative reputation and increases the
amount of data available for preventive analysis.
-
Establish a "Learning from Customers
Programme":
Customer experiences can then be
monitored on an ongoing basis and recurring failures in
service and product quality can be quickly identified
and addressed.
-
Conduct ongoing tracking
of customer satisfaction with key processes:
A
systematic approach to satisfaction tracking provides
the organisation with an effective ongoing management tool to
support the management of critical
customer experiences.
CTMA's portfolio of consulting and research
services is dedicated to helping organisations address
these six key areas and help turn customer feedback and
customer satisfaction measurement into management actions.
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