“Most customer service measurements are lame and pointless at best, and most have the opposite effect to that intended.” – Guy Arnold

What Gets Measured Gets Done

It’s exactly the same with customer service, but most customer service measurements are lame and pointless at best, and very often have the opposite effect to that intended.

This is because:

    * They ask too many questions

    * They ask the wrong questions

    * They annoy your customers (rather than build trust with them)

    * They have low response rates

    * They are hijacked by the marketing department

    * They have no meaningful score

    * They are not regular, so noone can see what progress is being made

    * They provide little helpful feedback

    * They look for ‘satisfaction’ (and we don’t want this!)

The key is to ask the customer:

   1. Have we achieved our CFM?

   2. Why?

   3. What else could we do to improve your experience?

If we ask these questions, we’ll have the score, along with the qualitative feedback we need to develop our organisation towards excellence.

And remember, doing this type of surveying is an area where the input of a third party is essential: it will give you high quality honest information, a meaningful score, perspective on your business, high response rates, regularity, and, above all peace of mind.

Using a 3rd party is also a huge message to all within the organisation that you’re serious about getting this right …and it can be done very cost-effectively.

Remember: what gets measured gets done, so, if you don’t measure this (effectively!!) it won’t get done!!

This is too important not to do, and not to do well.

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