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Questionnaire on the quality of customer service. Satisfaction with the quality of service (based on the example of a survey of clients of a company operating in the computer repair and maintenance market)

Providing high quality service is a major challenge for almost any type of business. Service quality can be a major factor when a customer decides which company to use to meet their needs. Consumers have certain expectations regarding the level of satisfaction they receive from the business whose services they regularly use. Companies that make it a habit to meet these expectations can have sustainable businesses and a loyal customer base. However, it is difficult to improve the quality of service if you do not have any information from your customers on how to improve. Therefore, collecting customer feedback and using it to measure service quality should be a significant part of almost any business game plan.

Steps

Part 1

obtaining consumer feedback

Use questionnaires. Perhaps the easiest and most direct way to get customer feedback is to simply ask about it. One easy way to do this is with a questionnaire, a list of questions about their experience. Multiple choice questionnaires are especially useful for business because the answers to these types of questions can be easily quantified, making it easy to draw conclusions from the data in the form of graphs, charts, and so on.

As a rule, questionnaires are issued at the end of customer service (for example, after dinner, or upon leaving the hotel). You can include documents that complete the transaction, such as a food bill, a store receipt, and so on.
Keep things short and clear - almost no one likes filling out long, detailed questionnaires. The simpler and more accurate your survey is, the more likely people are to fill it out.

Take follow-up actions with the consumer after the service has been provided. Another common way to get customer feedback is to contact them after the service has been provided. This is usually done through contact information provided by the consumer as part of receiving the service - you may have engaged in this type of feedback if you ever received a call from the cable TV company after installing a receiver, for example. This form of feedback has the advantage of allowing the consumer some time to use the service before asking their opinion about it.

Offer usability testing. The above two customer review examples involved collecting data on customer experience after they used your company's service. Usability testing, on the other hand, offers the opportunity to obtain feedback from customers during their use of the product or service. Typically, during usability testing, several participants are given samples of your product or service while observers watch and take notes. Participants are usually asked to complete specific tasks or solve problems with a product or service - if they fail to complete, it may be a sign that the product or service has design problems.

Maintain your media presence. Nowadays, word of mouth doesn't just refer to people talking to each other in person - the rise of social media in the last decade has made it easier for people to discuss their likes and dislikes online. Take comments made about your company on social media seriously - although the standards for online communication are not particularly high, people are more likely to be honest online, where there is some degree of anonymity compared to face-to-face communication.

Encourage the feedback process. Consumers are the same people with big amount own obligations, so their time and effort are very valuable. This way, you are much more likely to receive feedback from them if you are not left in debt. One way to do this is to simply pay them for detailed feedback or participation in testing. If you don't have the cash to set aside for this, you can still incentivize your customers for feedback if you're willing to get creative with it. Below are just a few sample ideas:
- Offer discounts or preferred status to participating customers
- Attract customers to participate in a lottery or competition with prizes
- Provide gift certificates or purchase credit
- Give away free product samples
Use analytics data for online business. If your company conducts some or all of its business online, you can use the power of web analytics to draw conclusions about the quality of service on your website. By tracking which pages your consumers visit, how long they spend on each page, and other browsing patterns, you can draw valuable conclusions about the quality of your online service.

Bring in competent outside contractors to gather feedback. If your company is actually having difficulty assessing the quality of its service, it is important to remember that she should not perform this task on her own. If you simply don't have the time or resources to effectively collect customer reviews, try enlisting the services of a high-quality customer service firm. The best companies will take your business's unique mission into account when addressing your needs for customer feedback and fully communicating any concerns. For companies that have enough budgetary funds for outsourcing, attracting third party organizations can be a huge time saver and efficiency booster.
- Note, however, that when using a third party to manage customer service, it may sometimes seem that your company does not consider customer opinions important enough because it does not deal with them directly. Because of this, when you outsource your customer service needs, extremely It is important to create a sensitive, “human” image for clients.
Show consumers that their reviews matter. Ask yourself this question: If you were the average consumer, who would you most likely take the time to send a detailed, well-written service quality review to: a large, faceless organization to which you mean nothing, or a company run by people who take the time to respond to the needs of their customers? The answer is obvious. If your company has a reputation for taking consumer concerns seriously, you'll find that you get more (and better) reviews without having to make any more changes. All you need to do is spend the extra time and effort to contact customers who have contacted you with comments about the quality of service.
- One simple way for small and large companies, like this, is to respond to customer comments and concerns on social media, where they are most visible to other consumers. You can't prevent every dissatisfied customer from abandoning your company's services, but if you respond to a mean comment on social media in a courteous and professional manner, for example, you can make the best outcome of an unpleasant situation and even May be attract the client back.
Part 2
valuation of your business
1. Assess the quality of the point of contact with the consumer. When designing a questionnaire or other way to measure your company's service quality, it's important to focus on the metrics that matter most (since customers are less likely to fill out a long, complex questionnaire). One of the most important details to focus on is the quality of the customer touchpoint. By examining the interactions between customers and your representatives, you can determine how satisfactorily business conversation with your clients. Additionally, this survey can help you weed out problem employees with bad attitudes. Try asking questions like these:
  - Which employee(s) provided the service to you?
  - Did the employee providing the service appear knowledgeable?
  - Was he as polite to customers as the other staff?
  - Did it convey a sense of confidence and trust?
2. Evaluate the sympathetic attitude of the company as a whole. If your business deals directly with consumers (as opposed to other businesses), it is very important to convey the idea that your company cares about your clients. There is no one way to do this – the solution to this problem lies partly in marketing, partly in branding and (especially) partly in quality of service. To assess this quality in questionnaires and the like, focus on questions similar to the following:
  - Did the consumer feel that the company and/or employee(s) cared about the people they worked with?
  - Did the client feel that they received personal attention?
  - Has the company managed to demonstrate a friendly, welcoming atmosphere?
3. Assess the reliability of the company. High quality maintenance in the short term means nothing if it is not consistently sustainable in the long term. Consistency is extremely important aspect high-quality service – in fact, research shows that reliability is generally considered the most important aspect of quality customer service. Reliability is the key to the fact that huge multinational corporations like McDonald's are able to attract customers all over the world. Customers enjoy receiving the same satisfactory result every time they use a company's product or service. So, to judge the consistency of your service, ask the following questions:
  - Did the employee or company perform the service thoroughly?
  - Did the client feel that the company or employee would be able to reliably provide the service in the future?
  - Will the client use the company's services again in the future?
  - If the client is not using the company’s services for the first time, what can he say about his latest experience in comparison with the previous one?
4. Assess the company's ability to respond quickly. While this is probably obvious, it is definitely worth noting that customers almost always prefer to do business with companies that are courteous, courteous, efficient, and willing to accommodate their needs. Assessing responsiveness can help determine whether to allocate more resources to create a positive experience for its customers by training its employees to be more efficient, hiring new staff and/or using different strategies to deal with customers. Try to focus on questions similar to these:
  - How willing and able was the employee to respond to the customer's needs?
  - How quickly was the service provided?
  - Did the employee seem happy to offer the extra service?
5. Evaluate the tangible aspects of customer service. Even the happiest, most efficient, most helpful employees cannot provide quality service if they do not have the equipment to do the job or if the actual physical environment of the company is unsatisfactory. Maintaining the physical, tangible aspects of your business is important factor providing high quality service. Identify gaps in your business by asking the following questions:
  - Did all equipment function properly?
  - Was the appearance of the product clean and satisfactory?
  - Did the employee appear professional in appearance?
  - Was all communication clear and professional?
Part 3
improving your company's service
1. Provide your employees with certain standards of service. Staff performance can be slowed down if they are forced to follow countless and meaningless rules, but some direction is vital in sensitive areas such as customer service. Employees must be clear about what is expected of them when interacting with customers and providing services to your company. For most companies, this includes a friendly, attentive attitude, a willingness to please the customer, and prompt, professional service. Additional requirements may vary, so the responsibility to clearly communicate your goals to employees rests with you and your company's leadership.
  - Often the simplest maintenance rules are the most effective. For example, Little Caesars, a large fast food and pizzeria chain, has a simple goal for its employees: to provide every customer with “the perfect pizza and a smile in 30 seconds or less.” This simple directive describes the most important qualities of a company's service (quality, convenience, and speed) and makes it very clear what type of service is expected.
2. Make tracking your service a regular part of your business plan. Measuring your business's service quality shouldn't be a one-time task. If you want to keep your service quality high as new challenges arise, it must become a core, ongoing part of your business. Consider adopting some of the following strategies another time you set the upcoming schedule for your venture:
  - Conduct semi-regular service quality meetings with your management staff.
  - Conduct regular employee reviews with the intention of improving service.
  - Review work training procedures for new staff from time to time.
  - If necessary, consider devoting resources to monitoring your company's online "profile" (or even hiring new employees or interns to perform this task)
3. You need to make it easy for customers to complain and get answers. A company that is interested in improving service quality should not be afraid to face difficulties. Smart companies will try to make it easy for customers to say what the business is doing wrong - after all, the best judge of customer service is (obviously) the customer themselves. Create items to continually attract feedback from your customers. This can be as simple as keeping comment cards next to the cash register or as complex as developing an online database to collect and store all customer inquiries - it's up to you to decide which one is most appropriate for your business.
- Always provide questionnaires in the clients' native language whenever possible for better comprehension and accuracy of results.
- Tailor your questions or surveys to be specific to your employees, business area, or services.
- Offering rewards in the form of a discount or the chance to win a prize can help increase the overall number of survey responses.
- Limit the number of questions you ask to increase the likelihood of thoughtful responses.
Warnings
- Measuring quality and customer satisfaction is extremely subjective. Other measures must also be implemented to determine the quality of the product or service offered.
- Statistical error may increase depending on the number of questionnaires provided to consumers but not returned.

When a crisis occurs, the market is filtered. Weak companies leave, strong ones remain.

A pre-assembled customer base is one of the tools that makes the company more resistant to changes in financial weather.

Because you already know by sight the clients who have already bought something from you or who were at least once interested in your products, and you can quickly and effectively restore contact with them.

Moreover, it doesn’t matter whether you have wholesale, services or a store - a customer profile and the formation of a database through it is necessary for everyone.

formation of the base. Why is this?

Just don’t immediately say that it is impossible for you to conduct customer surveys. At one time, we collected contacts and customer reviews even in a butcher shop.

Where people most often go after work, tired and with a great desire to quickly get home, and not do their writing, and for an ordinary counter.

You can collect contacts anywhere and anytime. And first of all, you must decide what information you will collect.

You need to think and decide what information about the client will be useful for you and will bring practical benefits, and what is just for show.

The questionnaire is just a spacer in front of your further actions in which you will use this information.

If we take the minimum marketing package as a basis: calls, mailings, birthday greetings. Then you must collect the following items:

Company name (B2B only);
Birthday;
Cellular telephone;
Email.

You take further points from your needs. For example, in a store you can also find out the birthdays of loved ones.

This is necessary in order to make special offers for your buyer. sentences with the text: “Your wife/friend/mother’s birthday is coming up.

You can buy a gift for them from us with a 30% discount.” By the way, we successfully practiced this in a flower salon.

In the B2B segment you will need to work a little harder, since the more information you collect, the better.

Examples of questionnaires in action

Eat a big difference in data collection in trading floor and over the phone, now I’ll tell you more.

In the case of a telephone, you can say that you fill out the questionnaire yourself and most often weave in additional questions to identify the client’s needs during the conversation.

Based on the results of communication, information is also entered not on a printed sheet of paper, but immediately in, in order to simplify further work with data.

Therefore, this section will be most interesting for stores or companies where the client fills out the questionnaire himself.

In addition to the fact that you only need to collect useful information, You also need to know that the fewer fields there are in the questionnaire, the more willing they will be to fill it out.

Do not think that additional fields make the questionnaire look more solid. No, they only irritate the client. Therefore, the “colder” the client, the shorter the client profile should be.

Below you can see a survey questionnaire template (unformatted version). This is the most minimal version of a new client profile that you can create.

It’s not difficult to supplement it, but we first need to implement this fundamental part according to the rules and laws of marketing, and only then move on.

Example of a questionnaire

Name. We specifically emphasize that this questionnaire is only for special people.
This flatters the client and eliminates the reluctance to fill it out, because everyone wants to be classified as a VIP client.
Purpose of collection. Under the title you must write why you are collecting contacts.
In our example, it is no coincidence that “Closed sales” is at the beginning; this once again emphasizes the client’s status and shows his future benefit, that this is a questionnaire for receiving various bonuses.
FULL NAME. This item combines three components - first name, last name and patronymic.
You also don’t need to split it into several parts, because each answer is an additional field that visually makes the questionnaire more massive.
Birthday, phone number and e-mail. We help the client understand in what format to enter his data, so that he has a minimum of thoughts and a maximum of actions.

The printed form must contain consent to receive mailings and process data (below).

This is a very important point! Without it, don’t even launch the profile “to the people.” The fines are now huge, and people who take advantage of your omission are just waiting for it.

Therefore, we received a signature on the form and put it in a distant box (do not throw it away).

Important. The database needs to be constantly updated. People leave, lose their phones, change their email, and if you don’t track this, then you can make hasty conclusions about efficiency and generally work in vain.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Additional feature

Remember what I said about collecting birthday dates for friends and family? This is a very useful feature.

But I have an even more advanced mechanic for you, where the client leaves, instead of dates (after all, they are not so easy to remember), contact information of your potential clients who may be interested in your product.

The mechanics are very simple. You promise to give a gift to three people whom he indicates in the questionnaire.

To do this, you just need to write their names and contact numbers/emails. Moreover, you can also give him an additional gift for leaving these contact details. This will be the second motivation.

Another example of a questionnaire

And then attention. After receiving a completed form with the contacts of three friends, you need to contact them with the words: “Your friend Ivan Ivanovich has prepared a gift for you s_____, you can pick it up at the store s_____ at the address: s_____.”

The phrase is not verbatim, but just an idea to think about, that you need to refer to the recommender and do it as if he was great, and not just handed over your contacts.

5 motivations for filling out a questionnaire

It’s not enough to just do it and place the form near the cash register. It will just lie there and no one will fill it.

You also need to motivate people to fill it out. Moreover, you must come up with additional motivation even for those who have at least some contact with you, and not just buy from you.

To do this, I have prepared for you 5 of our most popular methods of collecting and forming a database.

Database collection methods

Proposal to inform customers about new products. This method is especially relevant in wholesale.
Almost all wholesalers love to receive SMS about new arrivals of goods and, accordingly, to be among the first to purchase them, because they think that new items on their shelves are the key to a chest of money.
Questionnaire for receiving a bonus card. In Russia, people still love discounts and will willingly fill out a form if you offer a discount or bonus card in return.
And there is one more little trick. You don’t have to give the cards right away, but take the completed form from the client and call him after 2-3 days and invite him to pick up the card. T
Thus, the client will appear at least 2 times, and even better, he will leave with a purchase.
A small gift in exchange for filling. Everything is simple here, the client fills out a form and receives a gift in exchange.
The gift must be valuable (note, not expensive, but valuable). In each niche, valuable gifts can be different products, but as a rule, this is what you always need, but it’s a pity to buy it yourself.
Lottery. You are launching a win-win lottery, where to participate you just need to fill out a form (even those who haven’t purchased).
The lottery can be instant and the person will immediately receive the prize, or you can schedule it for a specific day and time if the gift is significant and you are sure that people will come for it.
Competition for staff. An effective method if you launch it simultaneously with the lottery.
The idea is simple - the seller/manager who brings the most completed questionnaires within a certain time will receive a reward.
As a reward, trips to a camp site or trips to a beauty salon for women sell well.

In order for the questionnaire potential client well filled and the base was collected, there must be some excuse.

And this excuse should be valuable to your customers. Don’t just put the forms next to the salesperson/sales manager, but hang up the corresponding information signs.

Launch sweepstakes and staff competitions at the same time. Believe me, the client base is not something you should skimp on.

Important. You don't need a customer satisfaction survey right away. First, collect a database, and only then use it to conduct a quality survey of clients.

Your gifts from partners

Briefly about the main thing

Every day people are less willing to leave their data. I am proof of this myself. Therefore, do not expect 100% completion and collection in the “as it goes” format.

You need to approach this systematically and a little creatively, especially if you have a lot of competition.

But I assure you, when you gather a base of your clients and it helps you out at the right time, you will never underestimate this process again.

Just don't rejoice too early. Collecting the database is only half the battle. What is more important is not the quantity of questionnaires, but the quality.

And this indicator is measured by how positively your base reacts to promotions and offers.

This is not easy to achieve and will require other work from you. But no one said it would be easy.

In conditions of fierce competition and surplus in the market for your company’s goods and services it is necessary to “keep up the brand” , because dissatisfied customers won’t need much time to find you a worthy replacement. Monitor the level of satisfaction of your customers and take timely action necessary measures If a problem arises, customer surveys will help you take into account the wishes of consumers. Online customer surveys are one of the simplest and most effective methods of feedback, and they can be used in many ways.

Online customer surveys
-

Customer satisfaction. You can ask the client to evaluate your product, service or company as a whole. Is he satisfied with the quality of the purchased products? What did he like about the service provided and what did he not? How did the client feel when visiting your company? Answering these and similar questions will allow you not only to instantly correct shortcomings in your work, but also to understand in which area you have the potential for improvement.

Determination of the Loyalty Index. Effective way The definition of customer satisfaction is (NPS - Net Promoter Score). With its help, you will understand how “loyal” the client is to your company.

Customer satisfaction with service. Employees who are in direct contact with the customer and represent the entire company have a huge influence on the customer’s attitude towards your company. Ask the client if he is satisfied with the service? Was the person serving him polite? Did he provide comprehensive information about the product/service? Did it help solve the problem? Make sure that your company representatives are competent enough to make a good impression on customers.

Surveys of corporate clients. Sometimes corporate clients need more attention from your company, because each of them has unique needs, and the loss of a corporate client is always painful. Ask your corporate clients about their satisfaction with the level of service and the professionalism of the employee working with them.

An indicator of customer loyalty is the Emotional Loyalty Index (ELI), the calculation of which takes into account: the share of positive answers, the share of negative answers, the share of customers who refused to answer questions, etc. More about ELI

Of course, customer loyalty, characterized by NPS or IEL indicators, and customer service quality (service quality), characterized by SQI and CSI, are not exactly the same thing. In addition to the quality of service, customer loyalty depends on the attractiveness of the brand, past personal experience, choice and other factors. But for practical service quality management this difference is not critical. The target function of service quality management is to increase sales, for which it is sufficient to have an indicator characterizing customer satisfaction and correlating with their economic behavior. Since this requirement is satisfied by both NPS and IEL, as well as SQI and CSI, it is advisable to choose the indicator that is easier and cheaper to measure. For the retail and service industries, this indicator is the Emotional Loyalty Index.

Question	Index	Formula for calculating the Indicator
Are you satisfied with the quality of work ?	INK@Staff
	INK@Office
	IEL

Conclusion

Date of publication: 2015-11-01; Read: 622 | Page copyright infringement

Satisfying the needs of the population is the main goal of work, both for government agencies and for commercial organizations. The degree of consumer satisfaction, although not the only indicator characterizing the quality of goods and services provided, is the most significant criterion.

The main tool for obtaining information about the satisfaction of consumer expectations is a sociological survey.

Sociological survey is a method of collecting primary sociological information about the object being studied by asking questions to a certain group of people called respondents. The basis of a sociological survey is mediated (questioning) or non-mediated (interview) socio-psychological communication between the sociologist and the respondent by recording answers to a system of questions arising from the goals and objectives of the study. Sociological survey occupies a very important place in marketing research.

A sociological survey, unlike other methods of collecting information, allows you to “catch” not only the opinions of respondents, but also the nuances and shades of their mood. Therefore, a survey is considered the simplest and most accessible method of collecting information. In fact, the efficiency, simplicity, and cost-effectiveness of this method make it very popular and a priority. However, this simplicity and accessibility is often apparent. The problem is not in conducting the survey itself, but in obtaining quality data. And this requires appropriate conditions, compliance with certain requirements: the availability of reliable tools, the creation of a favorable survey environment, the professionalism of specialists, etc.

In the practice of sociological research, the most common type of survey is a survey, or questionnaire. This is explained by both the variety and quality of the information that can be obtained with its help. The questionnaire survey is conducted in order to identify the subtlest nuances in the opinions of the respondents. The questionnaire survey method is the most important source of information about actually existing social facts and social activities.

Basic principles and stages of conducting a sociological survey

Setting the purpose of the survey. Basically, surveys are conducted to determine consumer satisfaction with the quality of goods and services and identify problem areas.
The definition of the target consumer segment should be as clear as possible, taking into account the characteristics of each group of respondents.
This allows you to more accurately determine the wishes of consumers. Questioning is rarely continuous (covering all members of the community being studied); much more often it is selective. Therefore, the reliability and reliability of the information obtained by questionnaire depends, first of all, on the representativeness of the sample. If this sample is carried out incorrectly, then the sociological study cannot be considered representative and reliable, and its results cannot be trusted.
Drawing up a questionnaire. The questions in the questionnaire must exactly correspond to the subject of the sociological survey, since the result of the study depends, first of all, on the clarity of the questionnaire and its compliance with the objectives of the study. Developing a questionnaire is the most difficult part. You can read more about this in our article “How to write a questionnaire”
Conducting a pilot study, that is, testing a questionnaire on a sample of consumers. At the same time, respondents not only answer the survey questions, but also evaluate the quality of the questions themselves. Based on the information received, the survey questions are subject to adjustment.
Collection of information. Conducting a survey requires sufficient qualifications of the interviewer, as well as the personnel involved in interpreting the materials of the sociological survey. The survey method involves obtaining sociological information in a situation of socio-psychological communication, therefore it is especially important psychological characteristics the interviewer, his willingness to conduct a friendly dialogue.
Analysis of results. Based on the findings obtained, a report is generated that characterizes consumer satisfaction with the product or service.
Assessing the quality of service In modern

Based on the results of the analysis, it is possible to draw conclusions about the specific needs of each group and prepare recommendations for eliminating facts of consumer dissatisfaction. Special attention deserve problematic moments. To do this, it is recommended to include in the questionnaire an approximate list of reasons for dissatisfaction with the quality of the service provided.

Opinion polls of consumers are the main tool for feedback between consumers and company management. As a rule, surveys are conducted at certain intervals. A comparison of the results obtained allows us to assess the degree of consumer satisfaction over time.

In general, the survey results clearly characterize the situation that developed in the process of purchasing a product or providing a service. Revealing weak points in the company’s activities allows you to evaluate, plan and implement the necessary changes in the process of selling a product or providing a service. In addition, consumers taking part in the survey have the opportunity to influence the quality of the final product, which increases their trust in the company.

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Conducting marketing research means listening to your buyer and getting to know your competitors.

Implementation of an electronic service quality management system

Business development in the service sector is impossible without the introduction of modern and effective automation systems for entertainment centers. Often, business managers pay little attention to the quality of service. According to current practice, work in this direction produces tangible results. The product is designed to solve issues related to obtaining truly independent data "Quartech - customer service quality control system." The information collection complex is produced in the form of a series of hardware elements. The command server is responsible for managing system components and processing incoming information.

How do your clients see the solution?

Installed in entertainment center automated system for quality control of customer service fundamentally different from traditional analysis tools.

Customer service quality assessment

Visitors to the establishment are unobtrusively invited to answer questions that require directive intervention and refinement. The choice of means of collecting information is based on the preferences of the customer and the interior features of the commercial premises. Your clients will be able to answer questions through:

Large radio remote control on a stand. It is a device with a monitor for displaying information, equipped with buttons for selecting an answer option;
Push-button remote controls. The number of buttons corresponds to the selected service quality rating scale. The devices can be located directly at the place where services are provided, or used in a mobile version;
Interactive panel. the device can combine a panel for collecting and providing information and displaying advertising;
Account or tablet folders;
Service quality counters.

What can the customer expect after implementation?

Collecting information from direct clients based on an entertainment center automation system allows for an independent analysis of service quality. Unique algorithm Setting up the software package eliminates distortions and also makes it possible to link each client’s opinion to a specific employee. Thanks to the flexibility of the system, you can set the content of questions and the format of interactive communication with visitors. All settings can be changed in one click. After implementation, you receive an effective tool for monitoring business processes and a unique means of optimizing hidden costs.

The first approach (let's call it classic) is a survey or questionnaire. Clients are asked many questions, each of which has several answer options, from which the client needs to choose one. Most often, you need to answer on a seven-point Likert scale (from “absolutely disagree” to “absolutely agree”). The responses are processed and a service quality score is calculated based on them. The classic approach is used when calculating SQI (Service Quality Index) using the SERVQUAL method (short for Service Quality). The same approach is used to calculate a very common indicator - CSI (Customer Satisfaction Index, consumer confidence index). There are American and European methods for calculating CSI, which today is actually one of the global non-financial economic indicators.

From the point of view of managing the quality of customer service, the classical approach has a very important advantage and at the same time a significant disadvantage. The advantage is that as a result of conducting a survey, you will receive not only an assessment of the quality of service, but also the information necessary to diagnose the reasons for customer dissatisfaction. In other words, by analyzing the results of the survey, you will be able to determine who is to blame and what to do.

However, this advantage is difficult to take advantage of due to the reluctance of clients to answer a large number of questions. For example, to calculate the SQI, respondents must answer two sets of questions, each containing 22 questions, twice. For calculating CSI, there are slightly fewer questions, but still quite a lot. Since a very small percentage of clients agree to participate in such studies and since this is usually a very specific category of clients, the sample is biased. The result is low reliability or very high cost of the results obtained. It is for this reason that a different approach to managing service quality is becoming increasingly common.

The essence of the new approach is to separate the assessment of service quality from diagnosing the causes of customer dissatisfaction. This approach was first proposed in 2003 by the American scientist Frederick Reichheld. In his research, he showed that to assess customer loyalty ( highest form satisfaction with the quality of service), there is no need to ask him many questions. It is enough to ask only one main question: “How likely are you to recommend our company to your friends?” Answer options are from 0% to 100% in 10% increments. A loyal consumer will always choose 90% or 100%. Reichheld called such clients promoters. If the answer is in the range of 0%–60%, the client is negative. These are detractors, or critics. If the answer lies in the range of 70%–80%, then we have a passive client about whom nothing definite can be said. He was undecided. Customer loyalty is characterized by the Net Promoter Score (NPS), which is calculated as the share of promoters minus the share of detractors. Additional questions within the new approach are also used, but not to assess the quality of service, but to diagnose the reasons for customer satisfaction or dissatisfaction.

The Net Promoter Score is ideal for assessing corporate customer loyalty. When calculating NPS, it does not take into account what percentage of respondents agreed to take part in the survey and what percentage refused. This is a very important point, because refusing to answer is also an answer. To avoid the problem of representativeness of the sample, online surveys are more often used to measure Net Promoter Score, in which participants are invited to participate. regular customers companies (whose contacts are always known). If this is not possible - in a store, restaurant, or even banking retail - the effectiveness of classic NPS raises questions.

We took the liberty of slightly adapting the Net Promoter Score concept for use in retail (including financial) and the service industry. The adaptation is as follows:

To assess customer loyalty, it is proposed to use push-button remote controls installed directly at points of sale (points of service). Clients are asked the question: “Would you recommend our company to your friends?” and three answer options are offered: Yes, No, Difficult to answer. If the client responds positively, we classify him as a promoter. If the client answers negatively, we classify him as a detractor. If the client finds it difficult to answer, we consider the client passive.

Since the key issue of any study is the representativeness of the sample and the reliability of the results, a special survey methodology has been developed that ensures almost 100% reliability of the results obtained. Among other things, the methodology allows us to take into account “silent customers” - clients who refused to take part in the survey. More about this technique

More about IEL

Assessing service quality using push-button remote controls has several important advantages:

Push-button remote controls allow you to “link” service quality ratings to specific front-line workers. This provides the ability to manage front line personnel based on KPIs. All other methods allow you to obtain only general assessments, without reference to specific employees.

Push-button remote controls allow you to integrate service quality assessment into the fabric of business processes, which increases staff self-control and improves the company’s image as being attentive to the opinions of its customers.

Push-button remote controls allow you to control the quality of service in real time and, thus, manage the quality of service proactively (proactive management). Proactive management is about eliminating bottlenecks before they affect sales or other metrics.

Service quality control. How to Measure Customer Satisfaction

The target function of service quality management is to increase sales, for which it is sufficient to have an indicator characterizing customer satisfaction and correlating with their economic behavior. Since this requirement is satisfied by both NPS and IEL, as well as SQI and CSI, it is advisable to choose the indicator that is easier and cheaper to measure. For the retail and service industries, this indicator is the Emotional Loyalty Index.

Having an indicator that characterizes customer satisfaction is necessary, but it is not enough. It is equally important to be able to quickly identify the bottleneck in service quality, which could be, for example, low qualifications or motivation of staff, inconvenient front office infrastructure or business processes, or poor price/quality ratio of services.

To monitor the quality of customer service, push-button remote controls, video cameras and additional buttons necessary to ensure the reliability of the information received are installed at points of sale. Monitoring should ensure solution of three tasks:

Assessing customer satisfaction with service quality;

Identification of service quality bottlenecks;

To solve these problems, push-button remote controls are used, in which you can change the question asked to clients. If clients are asked several questions at once, many will not answer, and the representativeness of the sample will decrease. Therefore, each client is asked only one question at a time, and the rest are placed in rotation. For example, from the 1st to the 10th of each month one question is asked, from the 1st to the 20th - the second, from the 20th to the 30th - the third.

Learn more about how to ask questions

To determine a bottleneck, it is minimally necessary to evaluate:

Customer loyalty (includes everything);

Customer satisfaction with office infrastructure and business processes;

Customers' perceptions of the quality of work of front line staff.

To assess customer satisfaction, you should ask them: “Would you recommend us to your friends?” To assess the quality of infrastructure and business processes, we suggest asking: “Did you like the environment and organization of our office?”, “How did you like it with us?”, “How did you like our coffee shop? " and so on. To evaluate the work of staff, clients need to ask a question that does not allow for double interpretation, for example, “Are you satisfied with the quality of work of the client manager Elena Ivanova?”

Thus, at the monitoring stage, clients are asked at least three questions and on their basis at least three Key Service Quality Indicators (KSIIs) are formed: IEL, INC@Office, INC@Personnel.

Question	Index	Formula for calculating the Indicator
Are you satisfied with the quality of work client manager Elena Ivanova?	INK@Staff	Number of reliable surveys / (Number of negative assessments + Correction Coefficient * Number of Silent People) Surveys that do not raise doubts among the expert are considered reliable. Negative answers (answers “No”) and silent ones recorded during the period of force majeure confirmed by an expert are NOT taken into account.
Did you like the environment and organization of our office?	INK@Office	Number of reliable surveys / (Number of negative assessments + Correction Coefficient * Number of Silent People) Surveys that do not raise doubts among the expert are considered reliable. Negative answers (answers “No”) and Silents recorded during the period of force majeure confirmed by an expert are taken into account.
Would you recommend our company to your friends?	IEL	(Number of valid surveys / Number of positive responses) - (Number of valid surveys / (Number of negative responses + Correction Coefficient * Number of Silents)) Negative responses (answers “No”) and Silents recorded during the period of force majeure confirmed by an expert are taken into account .

The above figure shows the correspondence between the critical gaps in the retail and service industries of the Gap model and the technologies used to diagnose them. The methodology for identifying quality bottlenecks and their causes is as follows.

Service quality = What was received (perception) - Expectation. IN general case This is one equation with two unknowns. Therefore, for practical quality of service management, when assessing each potential bottleneck, one unknown must be removed.

When assessing the performance of staff, it is logical to assume that the staff knows how to work, so if the values of the INC@Personnel indicator turn out to be bad (high), then the reason is most likely that the staff does not meet the required standards. The best way To verify this or refute it - use the services of Mystery Shoppers, who will help determine the root cause of dissatisfaction. If this is the fault of the staff, then they need to be better motivated or trained. If corporate standards are met, then the standards need to be revised.

When assessing the office infrastructure and the characteristics of the service itself, what clients receive is known even without monitoring. Therefore, if the values of IEL or INC@Office turn out to be bad (at low INC@Personnel values), then the reason is that the office infrastructure or the characteristics of the service itself do not meet customer expectations. The only way to be sure of this and determine the root cause is to conduct market research using a questionnaire, point-of-sale survey or online survey.

To increase the effectiveness of online surveys, it is advisable to integrate the service quality assessment system with loyalty program questionnaires. This will allow you to conduct different surveys for satisfied and dissatisfied customers. If there is no integration with a loyalty program, then you should conduct a series of surveys directly at the point of sale or order an appropriate panel study.

Note. Dissatisfaction with the work of staff can influence the assessment of office performance and service parameters. Therefore, the IEL and INC@Office indicators should be analyzed at low values of the INC@Personnel indicator .

Systematic service quality management is the management of various components of service quality in terms of customer satisfaction. This management consists of three parts:

Monitoring customer satisfaction (loyalty);

Diagnosis of the causes of customer dissatisfaction;

Corrective actions to eliminate the root causes of customer dissatisfaction (low loyalty).

Three technologies are used for systemic service quality management:

Service quality assessment system (push-button panels and other equipment), automatically generating Key Service Quality Indicators. This system used to monitor customer satisfaction and identify bottlenecks in service quality.

Mystery Shopping method. It is activated in cases where the Customer Dissatisfaction Index with the staff’s work is below a certain threshold value.

Surveys (online or at point of sale). They are carried out in cases where the Office Client Dissatisfaction Index or the Emotional Loyalty Index are below certain threshold values.

All three technologies complement each other, so their combined use allows you to manage service quality most effectively.

Conclusion

Remember the parable of the blind men who were asked to tell what an elephant looked like? The one who touched the legs said that the elephant was like a tree. Who touched the trunk said that the elephant looks like a snake, etc. The same goes for customer service quality management. If you rely only on Mystery Shopping, you can see one thing, surveys allow you to see another, push-button remote controls - a third. The results of each method are certainly interesting in themselves. But they don't give the full picture. Only by tying all three technologies together can you see the whole elephant and thus manage service quality effectively.

It is important to understand that systems approach to service quality management is not just a “nice to have” idea. This is very specific technical requirements to the system for assessing the quality of service and to the form (format) in which historical data on the results of the work of Mystery Shoppers and surveys should be stored. Let me briefly say that the format of all received data should provide the possibility of their correlation, on the one hand, with financial indicators, on the other hand, with indicators that affect the quality of service (number of visitors, response time of business applications, etc.).

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The essence of the ServQual concept is in the analysis of service quality. Purpose and task of the method of comprehensive assessment of the commodity system. Form of a questionnaire for assessing the quality of service using the SERVQUAL and MKOTS methods, analysis of the results of a consumer survey.

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Monitoring of corporate clients of a commercial bank

In conditions of fierce competition, banks are coming to understand that it is important not only to increase the number of corporate clients, but also to have information about them. In this sense, monitoring observations should be considered as a necessary condition for ensuring the competitiveness of the bank and as a tool for managing client relationships. Both commercial banks and the Bank of Russia are interested in monitoring corporate clients. The author analyzes in detail the tasks, methods, tools, directions, as well as the structure of organizing banking monitoring of corporate clients.

The need to monitor corporate clients is due, firstly, to the special role that banks play in the economic life of society.

The performance by banks of the function of intermediary between economic entities - enterprises of various forms of ownership affects the volume and structure of money supply, thereby actively influencing the overall economic situation.

Special relationships should be established between banks and their clients, based on complete trust in the banking system, because only in this case can the stable performance of the banking system’s functions of attracting and redistributing temporarily free funds in society be ensured. Only then can commercial banks realize their economic interests - receive the necessary profit in the process of their activities.

The concept of “banking monitoring of corporate clients” can be defined as a system of measures to continuously monitor the activities of corporate clients, collect and systematize data on their financial condition to assess the current state of affairs in the real sector of the economy and, accordingly, banking sector, forecasting their development for the future. Monitoring of corporate clients in a broad sense must be carried out to resolve issues of developing the bank’s relations with corporate clients.

It is obvious that both commercial banks and the Central Bank of the Russian Federation are interested in monitoring corporate clients. Of course, the tasks, methods, tools, directions, as well as the structure of the organization and the coverage of segments will be different from the positions of both sides.

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