Consumerization: Customer satisfaction surveys

Consumerization: Customer satisfaction surveys

Everybody receives ‘em, from every kind of services: whether it was a hotel accommodation or a booking of concert tickets or anything.. In the era of consumerization the end customer is a king and their opinion counts. But what’s the point of customer satisfaction surveys if they fail to reach the most crucial thing: customer satisfaction?

My case: Invoicing gone bad

Last week I received an invoice concerning the maintenance service of my car. I knew for sure I had paid the bill in question already a month ago.

I called to the service desk and after waiting for around 10 minutes (I was not happy with 10 minutes response time!) my call was answered. The customer support person was polite and yes, the invoice was a double invoice and according to the customer support person I could just ignore it. There would not be a reminder of an unpaid bill coming afterwards.

When the phone call ended, it took less than 1 minute to receive a customer satisfaction survey (later on just “Css”) as an SMS. I could either answer Y(es) or N(o) to let the service provider know if my case was solved or not.

So let’s wrap up what really happened:

  • I got an unfounded invoice concerning a service I had already paid for.
  • I waited for ~10 minutes on the phone for response.
  • I got a Css in less than 1 minute.
  • I could just answer “(Y)”es or “(N)”o describing about my satisfactory on my case.

When the phone call ended, it took less than 1 minute to receive a customer satisfaction survey as an SMS.

Case closed?

The customer support person told me on the phone that the unfounded invoice had already been credited. However, it took three more days until I got the credit note and a so-called explanation of what had happened. Until I finally received it, I didn’t want to answer the survey: I had no tools to verify if they really had handled my case properly or not – and what’s even more serious: I didn’t trust them at this point.

By the way, do you want to know the root cause for the incident in this case? 

Ta-da-daa… Surprisingly: “system failure”! That’s really enlightening and I’m sure their customers can feel themselves relieved now..

Measuring customer satisfaction?

It’s interesting that the only answering option I got was a binary 0 or 1 (Yes or No) to the Css.

What’s the point of conducting Css’s if the only information you get is just Yes or No? Sure, you can do advanced mathematics and calculate the percentage of all the Css’s and compare the Yes-No results. That gives you something, but it’s almost nothing.

Wouldn’t you like to receive even a little bit more information? For example:

  • How likely would you be to recommend our customer service to your colleagues and friends [0-10]?
  • How would you rate your experience of our customer service in general [0-10]?
  • How quickly did you get through to a customer service specialist [0-10]?
  • ..

There are loads and loads and loads of examples of the Css questions in the internet, so there’s no need to list more of them here.

My point is: why to conduct Css’s if the only measure is a percentage of solved cases vs. all the cases?

Timing is everything

And finally, about getting the Css in advance: the problem is that if you answer to the Css too early (= before you are certain your case is handled properly and closed), you might

  • give unnecessarily good feedback of the service, if it later on turns out that your case was actually still unresolved
  • have to go your problem all over again, calling or otherwise contacting the service desk and dealing with yet another customer support specialist, because your earlier incident has already been closed and thus is not active any more.

Why? Because you answered Yes to the Css you received too early.

There is a collision between the Service Desk’s point of view and the end customer’s experience: from SD’s point of view the case is closed, but the end customer has no possibility to verify if the case is solved, they can only trust the Service Desk.

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