Managing customer satisfaction: a fundamental ongoing exercise

As part of a Feedback Management program, Quality Departments often aim to achieve objectives linked to a key indicator such as NPS or CSAT. Some of our customers are trying to reduce their detractor rate.

Many organizations also set themselves the goal of dealing with dissatisfied customers. What could be more normal than to contact a customer who calls for help through a satisfaction survey?

Equivalent operational objectives

These postures should not prevent a site manager from keeping an eye on all his interactions with customers; on his entire customer journey.

Whether we're talking about a target for a key indicator such as NPS, or a target for the treatment rate of dissatisfied customers, it all boils down to the same thing: the focus is on the overall satisfaction score. In fact, a dissatisfaction alert is often triggered on the basis of the key indicator score (NPS) alone.

It's a bit like processing only the answers to a single question in real time, leaving the rest, if it's ever analyzed at all, to the end-of-year reports.

Mastering the entire course

Satisfaction or dissatisfaction with a key moment or a particular attribute are very useful sources for understanding the level of service provided.

A minor customer irritant can quickly turn into an operational incident if not dealt with quickly. With the advent of social networks, this can happen very quickly indeed.

Similarly, performance on an attribute can be exploited to enhance the offer and highlight the entity's strengths.

With Feedback, controlling the customer journey has never been easier

Feedback alerts you as soon as an attribute poses a problem. This alert system is based on several factors, and an alert will be triggered when one or more of the following elements are checked:

• Attribute downtrend
• Unfavorable comparison with similar entities in the organization (e.g. sites in the same region)
• High importance of the attribute
• Behavior different from what was expected

So you can see the whole route at a glance.

In conclusion

Controlling your entire customer journey means making the most of all the questions put to your customers as part of your Feedback Management program; it means monitoring the slightest underperformance in one of your satisfaction attributes. And, last but not least, it means avoiding understanding a poor monthly or annual satisfaction score too late.