Monitoring customer service

The information organisations want to get from these often differs depending on the type of business.

Manufacture and retailers

Service providers

Price

Range of service/facilities

Speed of delivery

Prices for commercial service

Attitude of staff

Speed of service

The range of products

The way in which the service was delivered

Packaging

The attitudes of the staff

Catalogue/website information

The quality of the finished results.

Returns procedures

Staff feedback

For many organisations staff feedback is valuable for two reasons. First, many staff deal directly with external customers. They can there for pass on comments made by customers-both positive negative. Sales representatives, for example are usually expected to chat to customers regularly and pass feedback to their mangers.

Second reasons, staff are internal customers, so their views are also important. If many staff is unhappy and leaving to work elsewhere it is sensible to find out why. For that reasons, most organisations regularly assess staff vies by holding meeting with staff association or by inviting leavers to attends an exit interviews.

Mystery customers

Some retailers employ mystery customers to visit their own stores to assess staff. They may also check competitor's stores to compare service levels. Mystery customers will be interested in factors such as the following:

* Speed of service.

* The way in which the service was delivered.

* The attitude of the staff.

* The quality of finished results.

Complaints and compliments letters

If a customers makes a complaint, either by telephone or letter this indicates a possible problem area. If several complaints are received about the same thing, there is obviously a problem that need immediate action to that organisation records the complaints they receive and then check them to see if there are any common factors.

Similarly, a card or letter which thanks the staff for wonderful service or prise a product is to be treasured- which is why many organisations pin these on a notice board or make mention of them in their newsletter.

Evaluate customer service

If a business is receiving marvellous feedback from its customers, then it could be reasonably expected to be thriving. To evaluate customer service it is therefore important to look at key business information which will either confirm or deny this, such as that shown in the table below.

Key information

Trend

Methods of investigation

Level of sales

Should be rising for all key product groups

Check sales turnover figures. Analyse by products and branch.

Repeat customers

Customer loyalty is demonstrated through repeat business

Check customer accounts to find out recorder frequency.

New customer

Number should be increasing

Check number of new accounts. Should also be reflected in slaes turnover.

Level of complaints/complaints

Complaints should be falling, compliments should be rising

Check complaints records both for overall number received and for any trends. Check compliments received.

Staff turnover

Should be steady or falling.

Check number of people leaving each months hold exit interviews to find out reasons.

Improvements to customer service

The evaluation process should identify any areas where improvements are required. This may include any of the following

* Improvements to quality of service

* Reliability

* Improvements to the organisation

* Improving service and/ or products

* Keeping staff

* Attracting new customers

* Increasing sales turnover

* Complying with legal obligations

Improvements for employees

To increases motivation all business are keen to retain hard-working employees and this is more likely it staff enjoy working for the organisation and feel they are valued and treated fairly.

Job satisfaction

All business tries to give job satisfaction in following way:

* Interesting work

* Having responsibility

* Being praised for doing a good job

* Being able to achieve something personally

* Personal growth and learning new skills

* Opportunities for advancements, such as training to learn new skills and promotion within the organisation.

Working environments

Every organisation needs a 'atmosphere' to work. Most employees would expect good lighting and ventilation and equipments, a lack of noise and will work better id there is a restful colour scheme.

Mayank sharma