BSBCUS301 – Monitor and report on Service Delivery Copy
Regularly Review Customer Satisfaction with Service Delivery Using Verifiable Evidence According to Organisational and Legislative Requirements
Let’s now look at some of the more common methods of getting feedback on your overall performance in terms of customer service. We will look at a number of methods, including:
Questionnaires are a set of questions that you are able to use to gather specific information for your feedback. Questionnaires are only appropriate when you have a group of people who can easily understand your questions and are interested in actually completing the questionnaire in question. It also allows for some confidentiality – as you can have the questionnaires with no names on them, meaning the information can not be identified.
Actually writing a questionnaire is not something to be taken lightly. Questionnaires are complex instruments and the wording that you use on your specific questions can have a significant effect on the results that you obtain. Questions must remove bias that could affect the responses that you obtain and because there is a chance that you could identify the respondent, asking sensitive information can be chancy.
Mail questionnaires have their own set of difficulties. While you can use them to get the opinions of a wide range of people very easily, and you also have the ability to actually give people time to consider their responses … the number of questionnaires that you actually receive back can be much lower than you might expect, and you have to allow people more time to receive, complete, and mail back the finished set of questions.
Face-to-face questioning is another approach that you may adopt, here you read the questions directly to the respondent and allow them the time to think about their answer and give it back to you. This can allow you to quickly gain the information you need and allow you to actually spend time with the respondent and answer any questions that they may have. This method also allows you to spend time carrying out specific investigations into areas that need it.
Finally, there are telephone interviews. In this process you use your set of questions to ask the respondent for information over the phone. Ensure that when you use this method you know that you have people who are willing to talk over the phone and that it would be difficult to bring the group together any other way. This is particularly useful for sampling a population that is widely spread.
The focus group is a specific market research method that is used to try and get the opinions of your customers. Generally, they involve bringing together four to eight people and asking them for their opinions of your organisation and what your organisation is offering to them in the way of product offerings and services. This method of customer satisfaction research is very useful in that it allows you to gain solid opinions on what you are doing and any changes that you feel need to be made. Your customers also gain a favorable impression of the organisation because by holding the focus group you can provide them with immediate feedback and it shows that your organisation is taking the issues raised, seriously.
It is also very useful to include some of your staff members in the focus group. By including these staff members in the focus group process, it will allow them to get valuable insights into the way that the customers are feeling and may assist them with gaining more knowledge about customer needs. It is, however, important not too include many staff as this may make the customers less willing to be open about their opinions.
So, how does a focus group operate?
• Begin by making your customers feel comfortable – offer them tea or coffee, and allow them to get to know each other
• Open the group by introducing yourself, and provide a brief overview about why the focus group is being run and what you hope to achieve
• Ask your customers what they like about the organisation – keeping things light and positive before you move into those areas which could be heavier. People will open up by providing you with this information first before you ask about where any problems may exist.
Once you have spent time in discussion, end the group on a positive note. Thank everyone that attended, and let them know that you value their contributions. Offer them an opportunity to discuss anything in more detail with you and be sure to let them know that you will provide them with information on the outcome of the focus group. Make them feel like they made a difference, because they certainly will have.
Identify Opportunities to Enhance the Quality of Service and Products, and Pursue Within Organisational and Legislative Requirements
Monitor Procedural Aspects of Service Delivery for Effectiveness and Suitability to Customer Requirements
Regularly Seek Customer Feedback and Use to Improve the Provision of Products and Services
Ensure Reports are Clear, Detailed and Contain Recommendations Focused on Critical Aspects of Service Delivery
What to Ask?
Like all research processes, customer service research has four broad stages. These are:
• Define the problem to be resolved and set objectives for the research
• Develop a plan to undertake the research
• Implement the plan that you developed
• Undertake an analysis of the information gathered and make recommendations based on those findings
For the feedback that you receive from your customers to be useful, you must do more than simply gather the information. You need to gather the information, analyse it, and store it so that it can be used for the purpose of planning customer service improvement in the future.
This will involve the use of solid record keeping practices and the development and use of specialised database systems that can allow you to store and retrieve appropriate data quickly and efficiently. More importantly, this electronic storage and retrieval of data will enable you to compare data from different time periods in order to track the progress of your projects in the future.
• Evidence should be collected from customers that determine the level of customer satisfaction attained from your delivery of service.
• Once you have obtained the data, your analysis should set about trying to determine where opportunities for improvement of service exist.
• Whenever you look to improve your service or product offerings, it is important that you use evidence from customer surveys to back up any statements you make.
• Ensure that your reports based on customer satisfaction are clear, detailed, and contain recommendations focused on the critical areas of service delivery