Summary should include vehicles for gathering customer reactions to services received, such as the following:
- Comment cards
- Toll-free numbers on receipts
- Web-based surveys
- Social media
- Audience response systems
- Customer retention (repeat business)
Summary of uses of customer service measurement data may include improvements in
- staff (e.g., empathy, response time, courtesy, dependability, knowledge)
- facilities (e.g., furnishings, layout, amenities)
- procedures (e.g., communication process, planning process).
Process/Skill Questions:
- What might be the outcome if survey results do not coincide with company goals?
- How can physical factors (e.g., the facility, the appearance of staff) negatively affect customer service?
- What should be considered when developing a training plan to improve customer service?
- How often should a company evaluate their customer service policies?
- Who should respond to negative online comments? Why?
- How can a company use social media to measure customer satisfaction levels?
- How are secret shoppers used to measure customer service?