This trend report looks at developments customer feedback programs, the importance of measuring your customers' journey and how you can measure it: NPS, CES or CSAT?

1. Measuring Customer Satisfaction
Trends and challenges for Customer Services
Trend report
arvato CRM Solutions

2. Customer centricity
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“THE CUSTOMER EXPERIENCE IS THE NEXT COMPETITIVE BATTLEGROUND.”
– Jerry Gregoire, CIO Dell
There is an increased importance of customer satisfaction as a central point of focus for
operational excellence.
KPIs are a means to the end: satisfied customers. Service Levels, AHTs are only drivers to make the
customer happy.
To truly know how you can improve your customer experience, listen to what your customers say.

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GIVING FEEDBACK AS A CUSTOMER
SHOULD BE QUICK AND EASY
No more lengthily surveys that are mainly
accessible via your PC or laptop. Giving
feedback should be easy-to-give, mobile
friendly and fun to do.
SOURCE: MARKETINGFACTS / STARRED

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MAKE IT PERSONAL
The likelihood of a customer giving (and
completing) feedback increases significantly
when it is asked by a person they know. Extent
that experience and make sure that person also
can give a follow up after some time.
SOURCE: STARRED

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FINANCIAL VALUE OF SATISFIED
CUSTOMERS: CASE TRANSAVIA
Transavia developed a model to predict the
financial benefits of an idea that improves
customer happiness. This way managers can
immediately see if their business case is valid.
SOURCE: DAAN NOORDELOOS - TRANSAVIA

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MEASURE YOUR CUSTOMER'S JOURNEY
Measure and compare your client’s satisfaction
throughout the customer journey. Feedback
from any channel should can be used to enrich
your customers profile for a seamless,
omnichannel experience.
Make sure feedback is asked at strategic
moments in your customers’ journey, not after
every contact. Giving feedback should be as
effortless as possible for a customer.

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EMPOWER EMPLOYEES
Empower your employees to give the best
customer experience possible. By making
customer feedback directly available to CSRs,
they take responsibility for their actions and
are able to improve their service significantly.
The arvato contact center for the Dutch
Government (Rijksoverheid), has increased
customer satisfaction by 5-15%.

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SPOTLIGHT: CUSTOMER SATISFACTION VIA
SOCIAL MEDIA
Measuring how satisfied customers are with your
social media customer service is a relatively new
field. A sentiment analysis can give a nice overall
view, but does not always say something about
your service.
Some tips:
→ Be sure to send out a request for feedback
some time after you’ve had your last
conversation.
→ For targeted feedback, make sure only the
user you have interacted with can give
feedback (for example via private message).

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MEASURING CUSTOMER FEEDBACK
- NPS: Net Promotor Score
- CSAT: Customer Satisfaction
- CES: Customer Effort Score
SOURCE: HARVARD BUSINESS REVIEW

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MEASURING CUSTOMER FEEDBACK: NPS
Pro’s: The Net Promoter Score (NPS) is
measured with one simple question: “Would
you recommend us to your friends and family?
Very popular amongst marketers and
management, it provides insights in customer
loyalty.
Con’s: It’s simplicity can also be it’s pitfall,
needing the customer drivers to be able to do
something with the score. Also, cultural
differences can influence the minimum score
for a ´Promoter´: NPS in the Netherlands is
more likely to be from 8 up.
SOURCE: MANAGEMENT TEAM

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MEASURING CUSTOMER FEEDBACK: CSAT
Pro’s: CSAT, or “How satisfied are you about the
recent contact you had with us?” is the most
used measurement in customer contact
centers. It can measure on detailed
conversation level how service can be
improved.
Con’s: But because it only looks at a specific
customer interaction, CSAT alone is a poor
predictor of customer loyalty or intention to
increase spending.
SOURCE: HARVARD BUSINESS REVIEW

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MEASURING CUSTOMER FEEDBACK: CES
Pro’s: Ease of resolution is ranked the top
factor affecting customer satisfaction. 94% of
customers that had to invest little effort will
remain a customer, whereas 88% that had to
invest a lot will talk negatively about a
company. The Customer Effort Score (CES) is
therefore seen as the best measurement to
improve your operational processes that lead
to happier customers. And maybe even a
better predictor of customer loyalty.
Con’s: Just answering the question: “How easy
was it to get an answer?” is not sufficient
information to improve your business
processes.
SOURCE: GLOBAL CONTACT CENTER BENCHMARKING
REPORT 2015 / HARVARD BUSINESS REVIEW

13. How to measure customer feedback for your business
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PUBLIC SECTOR VS. COMMERCIAL BUSINESS
 NPS is better fit for commercial businesses in a
competitive market. When people’s choices are
limited (in for example airline destinations or
government services), NPS makes less sense.
 Public sector businesses will benefit more from CSAT
and CES.
B2B VS. B2C
 NPS is measured by to what extent you would
recommend the service to your peers. For B2B,
solutions can be specific, so that a person might not
know anyone interested. Thus limiting the
responses.
 For B2B, CSAT is a better measurement for
improvement. Also, asking your clients for a public
review or rating is more effective to drive business
and can be used for both B2B and B2C.

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CHANNEL POSSIBILITIES
→ Website review
→ After call survey
→ Follow up call
→ SMS
→ E-mail with link to survey platform
→ In e-mail survey
→ After chat survey
→ Measuring online conversation sentiment
→ Social media with link to survey platform

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CURIOUS HOW WE CAN HELP?
arvato works with experienced partners to
make sure we measure customer feedback in a
structured, unbiased way on every contact
channel.
Contact us now for a quick scan of your
customer feedback program, to see how we
can help you get the best out of your customer
service.

16. Thank you for your attention!
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Contact: Estelle Wienk| arvato CRM Solutions| estelle.wienk@arvato.com