Customer service outsourcing: How to measure customer satisfaction

Monday, November 4, 2013

The saying "You can't manage what you don't measure" is accurate even today.

Businesses measure customer satisfaction levels in regards to their customer service outsourcing operations so they can identify opportunities for innovations and implement improvements to refine service quality.

Here are different ways for businesses to measure customer satisfaction:

Customer satisfaction surveys

There's no point in second-guessing whether your customers are happy or disappointed. The best way to know is to ask them directly for feedback.

Surveys can be done through phone or via email. They typically contain basic questions that can be answered through a rating scale, such as, "How satisfied are you with the service you received?"

Since customer views change, surveys should be a continuous process, though they should not be done too frequently to prevent annoying customers.

Key driver analysis

A key driver analysis is used to identify what variables influence customer satisfaction.

In customer service in particular, these may include average hold time, agents' knowledge, and the representatives' attitude in taking call, among others. In this method, surveys are given to customers, asking them how they feel about the specified variables. This allows businesses to identify which among these are the most important, and this data is correlated with the actual performance of the customer service outsourcing firm in a graphical format.

The surveys also include questions that ask customers how satisfied they are with the presented variables.

Key performance indicators

Key performance indicators, or KPIs, are used to measure and improve the performance of customer service. A selected few may also be used as indicators of customer satisfaction. Some of these include First Contact Resolution, Service Quality, Average Time in Queue, among others.

There are other methods of measuring customer satisfaction apart from these three. Businesses can also make use of quality monitoring on calls or emails, listen to voice of customer forums, conduct interviews, and many others. The important thing is to use a variety of methods to gather an accurate measure of customer satisfaction. This will help businesses improve their services and reduce the number of unhappy customers.

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