why survey - critical component of itsm, part 1

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Did You Know…

HDI is the leading professional association and certification body for technical service and support professionals. Facilitating collaboration and networking, HDI hosts industry conferences and events, produces comprehensive publications and research, and connects solution providers with practitioners, all while certifying and training thousands of professionals each year.

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Customer Satisfaction Metrics

Want to talk about other customer satisfaction survey methods? Contact me for more information on: NPS – Net Promoter Score • Measures customer loyalty • NPS asks the question, “How likely are you to

recommend us to a friend or colleague?” CES – Customer Effort Score • Measures the customer experience • CES asks the question, “How much effort did

you personally have to put forth to handle your request?”


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Did You Know…

0% 10% 20% 30% 40% 50% 60%

Higher Ed

Retail*

Software

Outsourced

Manufacturing

Financial Svcs

Government

Healthcare

Insurance

Percentage with "very satisfied" customers

Percentage with "verysatisfied" customers

*includes Food and Beverage

Based on the HDI 2012 Practices & Salary Report


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Language Support

Global presence? No problem. The HDI CSI Service currently supports 27 different languages for survey delivery. Contact me for a listing of languages, or visit http://www.thinkhdi-csi.com/About.aspx to send yourself a sample survey in the desired language.

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How to Survey Right Critical Component of ITSM, Part 2

Presented by


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Who am I?

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Review: Why Survey?

• Communication with customers

• Customer satisfaction --> Customer loyalty

• Customer loyalty --> Repeat business

• Identifying trends

• Compare yourself to a standard


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Goals

• First step – take a hard look at the goals for your team, dept, company, and corporation

• If you don’t have goals – create them based on overall goals of organization • Evaluate strengths and weaknesses by:

• Creating process or workflow which shows the steps each customer takes from the initial point of contact to issue resolution

• Define known customer pain points and incorporate into new goals

• Run customer scenarios to test the limits of your goals and to keep customer focus

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Focus on your customer, align with your organization


Goals (cont.)

• Evaluate strengths and weaknesses by: • Use past survey data or customer feedback refine goals • Set pre-survey customer interviews to determine the depth

and factors they consider important • Take the information you’ve put together, create some targeted

goals • Make sure these goals align with your team, dept, company, and

corporation goals • With informal framework in place, start collecting initial data • Process should be fluid, continually update your goals based on the

collected data

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Focus on your customer, align with your organization


Developing a Baseline #HDI_CSI


Developing a baseline for measurement

• To fully appreciate and adequately measure ongoing success, must develop a baseline

• Baseline = Customer Satisfaction Index, which is a methodology that allows you to compare your organization to other similar ones, while collecting data on customer satisfaction trends and drivers

• Primary way to develop this baseline is through “customer satisfaction survey that covers scope of service issues relevant to your customers’ business needs” (HDI)


Developing a Baseline (cont.) #HDI_CSI


Developing a baseline for measurement

• Take goals and create a baseline by: • Research competitors or similar organizations to see who you are

comparing yourselves to and who you may be potentially sharing your customer base with

• Identify current trends or hot issues within your industry or market that affects your customers

• Decide on a methodology • 5 point scale, 4 point scale, retention (customer loyalty),

comment, mixture of some, etc.


Setting up Success

• Ask yourself: are your goals and baseline realistic? Will you be able to gather the information you want using a survey?

• Make sure the scope of the survey is within your budget and limits of the organizations processes and timeframe

• Is the information you need/want being collected somewhere else?

• Identify how you will use the feedback you get to improve your service

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Take steps to ensure long-term success


Setting up Success (cont.)

• Consider delivery methods and collection timeframes: looking for quantity, quality, or both and yearly, quarterly, or monthly?

• Perform an initial pilot of the survey program with a smaller set of customers – get feedback and revise

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Take steps to ensure long-term success


Communication #HDI_CSI


Communicating survey strategy to your customer base

• One of most important parts of surveying is letting your customers know

• Keep them updated through the process – tell them about your long term goals, your strategy for implementing change, and set expectations on what the data will be used for and who has access to that data

• Spend time giving clear instructions on what you will be collecting and clear instructions for completing the survey or getting in contact with the person or team who will be managing the survey program


Creating Solid Response #HDI_CSI


Targeted Questions

• Take your goals and create questions that reflect the scope of the services and support you are measuring

• Avoid questions that can be perceived as threatening or pushy • Especially true of organizations doing surveys on

internal support teams, need to address the confidentiality issue in a professional way so you get honest feedback

• Place your most important questions first, as you will get incomplete responses

• Be specific! Limit the number of questions in your survey so customers don’t feel like it’s too much work

• Long questions or long answers = low response rates


Creating Solid Response (cont.) #HDI_CSI


Survey Frequency

• Important not to be too aggressive when soliciting for feedback • Settle on a realistic response rate

• Example: 20-30% (80%-100% survey participation won’t happen) • Survey a certain percentage of tickets • Manage the frequency of surveys per recipient

• Are you sending customers too many surveys per day, week, or month?

• Try starting off sending a survey to each customer within X number of days • prevents over surveying (customers feel bombarded) • Ensures healthy response rates • Decreases opt-out rates


Leveraging the Data #HDI_CSI


Identifying Trends and Comparing Results to Your Baseline

• Too often, survey results are being used for reporting on how they did last month

• Don’t invest resources into survey program without getting maximum value

• Use reporting dynamically, on an ongoing basis – don’t wait till the end of the month to identify key customer satisfaction issues or reach out to dissatisfied customers


Leveraging the Data (cont.) #HDI_CSI


Identifying Trends and Comparing Results to Your Baseline

• Schedule daily or weekly reports, along with alerts on poor feedback

• Review the data daily, weekly, and monthly and report findings to management when issues occur

• Schedule time to review reports for goal criteria • look for trends in scores, analyst performance, timeliness, etc. • Compare it against your baseline, or other organizations • Take timing into account; holidays, technology issues are two

examples


Improvement through Results

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Doing something with the data you’ve collected

• Make sure technology is in place to notify you immediately of negative (or positive!) customer experiences

• Make sure a process is in place for responding to customers immediate customer satisfaction concerns • 24-48 hours after service interaction crucial;

research shows majority of customers respond to surveys within this time

• Responding to these urgent needs can lead to new business, upsell or cross sell opportunities, process corrections or fixes


Improvement through Results (cont.)

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Doing something with the data you’ve collected

• When you don’t respond right away, customers may get the idea that you don’t care about their experiences and may take business elsewhere

• If using a third party service for surveys, make sure survey process and alerting is seamless

• Establish specific criteria when immediate response is required • Can identify keywords or certain scores received on a survey or

feedback • Implement a team for effective and quick follow-up • Need senior management attention and commitment to participate

in review of results on an ongoing basis and to do something about the feedback that comes in

• Be proactive! Identify initiatives to improve the customer experience


HDI teamed up with 47 technical support practitioners and customer satisfaction experts to develop a tool to help support center managers to MEASURE, TREND, and BENCHMARK the satisfaction with their support centers from the customer’s perspective.

The Solution?

HDI Customer Satisfaction

Index Service

Benchmark

Statistics

Reports

Sampling

Alerts

Validated

Easy Setup

Secure

Measure, Trend, and Benchmark


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Benchmarking Made Easy

• Transforms CSAT from just-a-metric to a KPI • Compare your results against four different benchmarks • Real-time indexing gives you the most up-to-date information • Results for individual subscribers are kept private

49% of support centers who measure customer satisfaction levels are at very satisfied. How do

you measure up?

The HDI 2012 Practices & Salary Report www.thinkhdi.com


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• Easily set the alert parameters

• Designate one or more recipients to receive alerts by email

• Alert notifications are sent when survey responses meet defined criteria

• Alerts notification are sent in real-time when survey responses are received

Powerful Alerts

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• Add up to two custom questions per support center • Can track on additional agent info, incident, or other metrics

Custom Questions

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• Measures customer loyalty

Net Promoter Score (NPS)

• Measures customer experience

Customer Effort Score (CES)

Additional CSAT Metrics


Easy to Set Up

Works seamlessly with most incident systems, contact me for system-specific info Requires no new software and little ongoing

maintenance

Step 1 Complete your Company Profile

Step 2 Add Your Contact or Support Centers

Customize preferences (optional)

Step 3 Configure Ticketing System

CSI can be configured in as little as 30 minutes! On average, most subscribers take about a week to complete the setup and learn the system.

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Free Three Month Trial

Go to www.thinkhdi.com/csi

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For More Details

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why survey - critical component of itsm, part 1

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