There have been several blog postings recently which discuss the importance of treating customer satisfaction scores as more than a simple metric such as 5 Customer Experience Management Myths and Should Customer Feedback Scores Drive compensation? Two different topics but both are underpinned by the important discussion of how to use scores effectively.
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One of our food & beverage clients, since implementing its own customer feedback programme, has seen significant growth in its customer satisfaction score, market share and competitive profile – all having a positive effect on ROI. In the past three years since starting its programme this particular organisation has seen customer satisfaction scores grow rapidly, leaping from an initially low score of 8% in 2008 to 36% in 2010. As a result this organisation has seen a direct correlation between sales results, operational excellence and its customer satisfaction score.
This example also confirms the theory that measuring the success of a customer satisfaction programme is about so much more than just keeping scores – it’s what you do to react to issues that really drives customer loyalty. Our customer saw its most visible improvement when it implemented a closed loop environment, which enabled employees to take instant action on low scores/complaints to resolve customer queries in a timely and effective manner, leaving the customer satisfied with the way their interaction had been dealt with
