How We DoCustomer SatisfactionAround Here
This is how we do it: Customer Satisfaction
There are many ways to define customer satisfaction. In a nutshell, it measures customer happiness with the company’s products and services.
The measure of things
There are various methods to measure CS: with metrics, direct and indirect feedback. The main tools in metrics are CSAT, NPS, and CES. (Yes, that’s a lot of abbreviations.) But behind a bunch of capitalized letters, they are all relatively simple. They all ask a question and then provide answers set on a specific scale.
Nothing beats asking directly with customer, in-app, and post-service surveys. We ask users about their overall experience working with CMG, what parts of it were successful and where they see the potential for improvement. The answers are then analyzed and cataloged.
Indirect feedback and customer satisfaction are assessed by the power of analytics and provide a non-intrusive mode of analysis.
Using gathered data
Metrics aside, there is no point in measuring without good use. We need the data to create an insight-driven action plan. A 5-star rating feels good. But, to grow, we need to implement client feedback into our further work. This is why every measurement needs a direct outcome.
How we do what we do
This is what we find important with working with our clients:
1. Nothing beats the human touch. Working with our clients is not a matter of establishing a once-in-a-year contact and then asking for feedback. Au contraire! This relationship requires an honest, one-to-one connection.
2. Rome wasn’t built in a day. Just like feedback doesn’t change with the flick of a switch, we allow ourselves to test the theories and, through time, implement optimizations to our work and processes. It’s vitally important to constantly keep in touch with our clients. In case we see a specific ask repeating, that’s our cue to start testing different approaches.
3. Our clients inspire us. By keeping an open mind and staying flexible, we improve our relationship with one client and replicate the experience across the company and generate an overall value. After discussing regular business on status calls, it’s good to leave some room for whatever might come up. Some of the best ideas came from informal conversations with our clients!
4. Always have a plan. Every time we receive meaningful feedback, we are determined to put it into practice. That’s why we create a data-driven action plan, with which we define ways and methods to integrate valuable feedback.
5. Rinse & repeat. We constantly evaluate what we have done and then iterate. This involves repeated feedback on the implementation of feedback. And that’s the only way to do it.
Find out more about how CMG puts the words about customer satisfaction into action from our Account Director Biljana Martincic!