Does customer satisfaction matter? When was the last time you heard a “satisfaction story” being told at a party? Much more likely are stories of delight or disgust; hitting the mark is no longer sufficient. How did you respond last time last time a waitress in a restaurant asked how your food was? Giving and getting good feedback is hard work; we need to be really deliberate and purposeful. Where once the mantra used to be “buyer beware”, the globalised 21st century has seen the tables turn; sellers need to be aware that the minute their service falls short of expectation they are likely to lose the customer and are unlikely to get any feedback. Delivering a service to the customer specification (their “want”) offers no surety either; if your offering fails to meet their need, they are likely to blame you!
Finding out what customers really need as opposed to what they think they want
Continual improvement towards perfection is necessary but not sufficient; there is no point delivering zero defects, if the offering doesn’t meet the customer need. By what process do you understand your customer’s needs? Do you routinely visit the physical place where your product or service is used and enable your customers to educate you how your offering performs for them? How do you ensure your services are sufficiently flexible to meet the variety of demand?
How well do you understand the nature of demand?
True customer intelligence resides with front-line staff, and by tapping into this organisations are able to measure service failures as determined by the customer not by themselves. We help organisations use this information, determine what failure demands are preventable and in so doing at a sweep improve cost efficiency, effectiveness and customer experience.
Would your customers recognise your measures of service quality as those things that matter most to them?
Do customers mind if their call is answered in 19 seconds as opposed to 21, is one really good and one bad. Or do they just want their request fulfilled at first request with the minimum of fuss? Are you congratulating (or berating) yourself and your leaders over measures which you customers would not recognise as an indicator of their experience?
At BPS we really care about customer experience whether delivered by our organisation or that of our customers, why not put us to the test?
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