Customer Service, 3 Key Factors
Working with customer data and feedback is of crucial importance when managing customer experiences. Customer intelligence assists management to evaluate the value of the current customer base and make decisions regarding future priorities. Designed properly, such input will also provide a basis for development within the following areas:
- Service concept development: provides valuable input for defining new successful concepts and improving weak links.
- Service value: as input is important to benchmarking data across businesses’ units and locations
- Management development: provides input for successful account managers and improving the value proposition.
It is primarily the responsibility of every service provider to perform systematic follow-ups on customers. In that connection, creating yearly non-anonymous customer surveys that focus on both service performance and relationship management are recommended.
Performing customer surveys allows valuable insights into where and how the service provider must improve efforts in order to ensure customer retention and profitability while stimulating development and dialogue.
To gain a thorough understanding of customers it is wise to survey both decision makers, main influencers but also end-users, for example customer employees or guests using the facilities. Having a 360 degree perspective with the customer as the turning point allows the service provider to draw a direct link from “outside in” diagnostics to “inside out” action planning. Furthermore, it gives the service provider the chance to pick up early warning signals from employees and users before they reach the decision-makers in the customer’s organisation.