Quality customer service starts with the simplicity of making contact. It is essential that consumers can reach it easily. This translates in particular into simplified access to contact details (telephone number, e-mail address) which must be quickly accessible. Customers need to waste as little time as possible.
Also, with the development of new technologies, it is essential for companies to expand the channels of contact with consumers. Traditional channels such as phone calls, emails and mail are still relevant, but the emergence of social networks and artificial intelligence is forcing companies to adapt by offering
However, it is not enough to only put the means in place, but it is also necessary to be able to measure the quality of the exchanges between the customers and the employees of the customer relations center in order to guarantee a satisfactory experience. The SERVQUAL method Developed by researchers in the 1980s, this method aims to assess the quality of a customer relations department. The objective is to measure the difference (gap) between the initial expectation and the perception of the service provided on 5 key points:
To calculate the SERVQUAL score, simply perform the following operation for each of the 5 dimensions: SERVQUAL = Perception score – Initial expectation score The result will make it possible to assess the difference between the help that consumers wish to receive and the help that has actually been offered to them. The objective for the company is obviously to have the smallest possible difference on each key point. Hire a mystery shopper To gain insight into the experience a buyer has when they come into contact with the customer relationship center, using a mystery shopper can be very beneficial. The infiltrator can then test the responses of his agents on subjects such as a complaint following the breakdown of a product, the need for information and advice on a use-by date, the confidentiality policy, the management personal data or the procedures for returning a product… This evaluation method is very simple to implement. The post-service surveys It is very interesting to question an individual immediately after he has had recourse to the consumer service. The latter will be able to give his opinion on the spot. In general, the survey consists of a single question submitted via the Internet with an answer scale ranging from “not at all satisfied” to “very satisfied”. It is important for an organization to evaluate its consumer service because this department reflects the image of the company. The association of several of the means of calculation and evaluation detailed above makes it possible to have an overall view of the efficiency of this department. With a service that performs efficient and qualitative mediation, the company will benefit from significant satisfaction and loyalty rates. It is also essential to escalate recurring customer requests to other departments of the company to always be aware of individuals' expectations.
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