Service Excellence Business Perspective

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Service Excellence - Business Perspective
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The Service Delivery Goal ?

• World Class Processes
• Best in Quality Score
• Customer Satisfaction

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Satisfaction
Process What the company did?
Satisfaction How did the customer feel?
Behavior How did the customer behave?

• Satisfaction is a means, not an end itself.

• Best behavior Repeat purchase, Recommend

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CSAT VS Mkt. Share
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CSAT VS Mkt. Share
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Converting CSAT to Profits

• Customer Satisfaction
• Customer Intended behavior
• Customer actual behavior

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Service Components

• A. Service / Product Experience Core Value
  Delivered by the product / service
• Eg Food in a restaurant
• Outcome of Doctors prescribed medicines
• B. Contact Experience Experience delivered
• at every contact
• Eg. Dining experience
• Doctors bedside behavior

Core product experience is primary without which
contact experience can be ineffective.
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Typical Measures

• Service Level indicates how fast the call was
  answered
• Average handling time how long the call
  answered
• Abandoned calls no of calls lost while waiting
  in Q.
• Quality of Interaction
• Calls answered by an agent
• ROI / Revenue per call

None of them focus on the Core Customer issue
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Quality Score Vs CSAT
If the Measurement tool is not tuned to customer
needs it will not reflect true satisfaction.
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Quality Score Vs CSAT
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New Measurements

• Root Cause for the calls Reasons / Stimuli
• First Contact Resolution Quick resolution

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FCR
Contacts that originated in a month repeated
in a 7 day period across all channels ________
________________________________ Total contacts
received in a month
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FCR Vs CSAT
FCR can't be internal measure alone
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Service-Profit Chain
Excellent Financial Performance
Strong Customer Loyalty
High Perceived Value
Superior Service Quality
Adapted from Heskett, et al.,Putting the
Service-Profit Chain to Work, Harvard
Business Review, March-April 1994, p.166.