Ellis Communications, L.L.C.
Not Measuring Your Customer Service?
Then You Are Not Even Close to Managing It
Measure-X Offers Tips On How to Measure Effectively
FOR IMMEDIATE RELEASE CONTACT: Tom Ellis
May 24, 2001 Ellis Communications, L.L.C.
Phone: (623) 780-4558
E-Mail: tom@elliscomm.com
PHOENIX, Ariz. – Most companies and call centers measure success by their sales numbers but they overlook one small detail – the customer. Do you know how your customers feel about doing business with you?
"Do you believe companies when they say they ‘really do care’ about their customers?" asks David Saxby , president of Measure-X, a Phoenix-based firm that specializes in helping companies improve their customer service. "Most people don’t believe that claim. Instead, they think businesses are not walking their talk."
Following are five tips from Measure-X on how to understand customers and how to measure customer service at your business or call center.
Tip No. 1 – If you truly want to understand your customers, ask yourself these questions:
- How do you know your customers are experiencing extraordinary customer service when they purchase from you?
- If they are a new customer, will they be a repeat customer?
- Do your customers tell other people about you?
- Are you meeting or exceeding your customers’ expectations?
- Are your customers buying products or services from the competition because you neglected them?
Tip No. 2 – Mystery shop. Hire a mystery shopping company. These companies have the ability to see your business through the eyes of your customers, Saxby says. "The results of the mystery shop give you the feedback necessary to know what is and is not working from the customer’s point of view," Saxby notes.
Tip No. 3 – Survey your customers by direct mail. "Send out an easy-to-understand questionnaire immediately after they have purchased your product or service," Saxby recommends. "They should only have to take one to two minutes to complete the questionnaire and it should come with a postage-paid return envelope."
Tip No. 4 – Survey your customers via e-mail. E-mail your customers an online survey to obtain their feedback. "Use this feedback before you change or implement a new product or service," Saxby says. "Develop a core group of customers that becomes your source of feedback for future changes."
Tip No. 5. Call your customers. "Hire someone to make the calls," Saxby suggests. "This will make it easier for your customers to be totally honest and it will help keep the results objective. Ask your customers what your company can do to improve its service."
Long-term profitability in a changing market is not solely the result of increased sales, Saxby says. "It’s more about determining the needs of your customers and then meeting those needs," he says. "If you can’t measure customer service at your business, then you can’t manage it."
Measure-X is a Phoenix, Ariz.-based measurement, training and recognition company that specializes in customer service skills and employee retention. The company may be reached at 888-644-5499. Saxby may be contacted at the toll-free number or via e-mail at david@measure-x.com. Visit the Measure-X Web site at www.measure-x.com.
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