Measuring Customer Service for the future Robyn Reilly April 2010

Learning & Development Week 2010 How is customer service in tertiary institutions changing? Changing delivery channels and greater levels of self service expected is changing the roles of customer service staff and the type of service customers expect. Staff need new skill sets and different measures of success. 2

Learning & Development Week 2010 CSBA regularly surveys over 40 tertiary organisations Benchmarking Customer satisfaction Customer journey mapping 3

Learning & Development Week 2010 What is customer service? The customer’s perception of how they were dealt with when interacting with an organisation, receiving a service or purchasing a product, compared to their expectations. 4

Learning & Development Week 2010 So – what should we measure ? And why? 5

Learning & Development Week 2010 How do you know what to aim for? Your plans will be driven by the needs for:  Competitive success  Staff satisfaction  Customer satisfaction  Business success 6

Learning & Development Week 2010 Benchmarking  Understanding your comparative market position  Establishing a starting point  Prioritising change  Easy to repeat with consistency to track change and improvement  Great for collaboration 7

Learning & Development Week 2010 Benchmarking Some considerations  Scope may be limited for consistency  Benchmarks will move as others change  Input data needs careful quality control  Usability can be limited if drill down data is not available 8

Learning & Development Week 2010 Customer satisfaction measurement  Voice of the customer  Can be immediate and specific  Represents individual results  Useful for assessing effectiveness of new processes, systems and training.  Can be highly tailored and specific 9

Learning & Development Week 2010 Net Promoter Score ® Detractors Passives Promoters Not at all likelyNeutral Extremely Likely NPS = % of Promoters (9s and 10s) % of Promoters (9s and 10s) % of Detractors (0 through 6) % of Detractors (0 through 6) - Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

Learning & Development Week 2010 Customer satisfaction –some considerations  Only addresses the questions asked – effective survey design is critical  Time delay between survey and reporting may reduce accuracy and value  Needs to be focused on purpose 11

Learning & Development Week 2010 Customer journey mapping  Records the actual customer experience, compared to their expectations  Defines the critical points in the experience for customers  Maps the customer’s ideal journey  Considers internal processes and constraints in making recommendations 12

Learning & Development Week 2010 Customer journey mapping - some considerations  Needs an effective sample of customers  Needs a climate of willingness to accept outcomes – and a desire to change  May identify gaps not previously considered 13

Learning & Development Week 2010 Know what you want to measure Know why you are measuring it Have a plan of how you’ll use the results Choose a method suited to your purpose Focus on the customer – not on your organisation Measuring customer service successfully – a checklist 14