Ongoing Customer Surveys To Ensure Standards are Kept
Customer experience is measured at three different levels so ongoing customer surveys and assessments must be conducted on a regular basis.
- The Overall Relationship – This should be done at least once a year and can be a project across all customers at the same time to be able to compare apples with apples.
- The Customer Journey – This asks what customers think about specific journeys. These must be conducted regularly though with different customers so any variances in quality can be identified and rectified.
- Each Interaction – Care must be taken here to not inundate customers with surveys so create rules for sending surveys, for example do not send customers more than one every month even if they interact with you more regularly.
The type of survey will depend on your business and your customers. For example if you are looking at the overall relationship then an in-depth face to face interview done on an annual basis would be more appropriate than a Net Promoter Score, especially if the revenue from that customer is significant and the relationship influences revenue streams.
There is no one size fits all and it is only by sitting down with you and understanding your business, your customers, and what you are trying to measure.
Regardless of the type and frequency we have cloud based dashboards where you can view your status in real time and drill down to uncover potential problems. Depending on how you structure your surveys over time you will be able to pick up trends and individuals who are either excellent or who need additional coaching and support.