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Measuring Call Center Customer Feedback

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Using Customer Service To Predict Customer Success

In an increasingly competitive business climate, savvy businesses place even greater importance on the level of customer service provided by their vendors. But how can technology buyers find out if technology suppliers are truly committed to meeting their customer service needs? Valerie How, Customer Experience & Retention Manager at Pitney Bowes, provides insight into what to look for from technology vendors when making your technology purchase.

Organizations invest significant time and effort in the selection of technology. Some compare performance metrics such as speed, accuracy and throughput (i.e. feeds and speeds). Others conduct side-by-side comparison evaluations in their decision making process. Most technology buyers understand, however, that such capabilities represent only one part of the buying decision. Service after the sale, ease of doing business and a commitment to meeting evolving customer needs are also critical in selecting the right technology partner.

Most technology vendors talk a good game when it comes to customer service, but these factors are often difficult to assess in advance. Referrals and case studies, for example, may or may not serve as representative or consistent samples of real world customer service. Fortunately, one time-honored adage holds true: you are what you measure.

How a technology provider measures customer satisfaction says a lot about how they will deliver. By learning more about a suppliers approach to capturing and managing customer feedback, buyers can gain insight into the level of service they can expect after becoming a customer.

Forward thinking technology vendors employ dedicated resources to measure and build upon customer satisfaction. They understand that there are limited pools of potential customers and that satisfaction, loyalty and purchase behavior are closely aligned. A lot of companies measure customer satisfaction, but that is not what makes a best practice provider. What differentiates a best practice provider is what they do with that data, for example, how feedback is incorporated back into the business. You can see that 95% of companies capture Voice of Customer feedback, but only 50% communicate it internally, and only 10% make the information actionable. In selecting a technology partner, the question should not only be what does your technology supplier measure but what do they do with this information - and are people compensated on the results (10% of PB company goals are dedicated to Customer Value). The dedicated resources should not just be to measure, but to build action plans, facilitate deployment and show demonstrated, sustained results.

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Savvy technology buyers understand that feature sets, performance metrics and capabilities represent only a part of the buying decision. Service after the sale, ease of doing business and a commitment to meeting evolving customer needs are also critical in selecting the right technology partner.

 

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