Organizations are increasingly interested in retaining existing customers while targeting non-customers; ensuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.
Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organization’s attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty.
The Kano model offers some insight into the product attributes which are perceived to be important to customers and employees. The purpose of the tool is to support product specification and discussion through better development team understanding. The model focuses on differentiating product features, as opposed to focusing initially on customer needs.
Arcus has used these concepts to create highly customised customer satisfaction measurement and also produced a methodology for mapping consumer responses to questionnaires onto the model.
Arcus Quality Function Deployment (QFD) makes use of the Arcus model in terms of the structuring of the Comprehensive QFD matrices. Optimization of popular matrices helps us avoid the distortions in the customer weighting of product characteristics. For instance, mixing Must-Be product characteristics --such as cost, reliability, workmanship, safety, and technologies used in the product--in the initial assessment will usually result in completely filled rows and columns with high correlation values. Arcus' comprehensive QFD techniques using additional matrices are used to avoid such issues. Our model provides the insights into the dynamics of customer preferences to understand these methodology dynamics.
Customers As Brand Advocates
Research shows that, on average, only 27% of customers are advocates for a company's products and services. The link between higher customer satisfaction and higher revenue growth is clear. To that end, we have developed a research process to measure the revenue at risk for a company based on the levels of satisfaction across customer clusters. It is a combination of benchmarks of over 500 companies, best practices and a database of many satisfaction audits.
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Customer Advisory Board
A customer advisory board is like a think tank and sounding board for initiatives that could impact your customer base. We have pioneered the concept of a customer advisory board to senior management of companies. Increasingly, it has become important for managers to have an indepth undertanding of issues related to products, services, sustainability practices and customer support. A customer advisory board acts like a board of directors. However, in this case they provide feedback on broader issues at a high level. The process hs been implemented by several Fortune 500 companies. Several others have set up "panels of experts" or "Think Tanks" for specific initiatives such as sustainability practices, engaging boomers, retirement plans etc. for example, the Bank of Montrealhas set up an advisory board to advice managers on retirement related business initiatives. Find out more aboutho your company can benefit from a Customer Advisory Board. Contact us for more information.
A Satisfaction Audit measures customer interaction with all the contact points with the company, including call center, in-store and service related experiences. As a result the audit is comprehensive and delivers substantial insight into reasons for low satisfaction. The audit includes recommendations on how to solve the problem with fresh strategies, communication, process improvements and better marketing.
Arcus offers a comprehensive suite of customer satisfaction planning, measurement and deployment services. These services range from Satisfaction Benchmark Programs to Ongoing Satisfaction Measurement Program. Please contact Merril Mascarenhas, Managing partnerfor more information at +1 (416) 710 2727 or by email.
Organizations are increasingly interested in retaining existing customers while targeting non-customers; easuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.
Find out how your company can address its greatest challenges. Click here to request a proposal. Contact us to find out more information on our customer satisfaction services.