How to Maximize the ROI for Your Service Satisfaction Measurement and Benchmarking Efforts (article 3 of 5)
by Service 800, Inc.

The five-week series includes the following articles:

• Why is it Important to Study Customer Satisfaction Data Trends?
  
• How Can Hot Sheets Help Us Retain Customers and Increase Satisfaction?
  
• How Can We Boost Product Sales by Using Benchmark Data?
  
• What are the Best Ways to Use the Positive Aspects of Customer Feedback?
  
• Is it Possible to Enhance Employee Motivation and Moral by using Customer Satisfaction-based Incentives and Recognition?

Article 3 – How Can We Boost Product Sales by Using Benchmark Data?

When we think of measuring customer service satisfaction, most of us assume that the data will only be useful to the service organization. We know that consistent, sound customer feedback helps service organizations: maximize service delivery; control costs; reduce turnover by motivating employees with incentives and skills enhancement programs; and increase service sales. But many companies also use service-based customer satisfaction feedback and benchmark data to enhance product sales.

Furthermore, involvement in benchmark programs, like the SSPA Software Benchmark, allows participants to compare their service performance to similar service providers. This approach fosters an underlying competitiveness among participants and elevates the level of service provided by those companies, which ultimately benefits customers.

Still, don’t overlook the benefits of customer service feedback and benchmark data for the product sales side of your house.

Capitalize on the Competitive Advantage – These days, software and hardware manufacturers end up competing more on product/service bells and whistles rather than on core functionality when the products/services are comparable. In this highly-competitive marketplace, service is a key differentiator between your company and your rivals. After all, most IT organizations realize the importance of protecting their hardware and software investments, as well as their data. Consequently, service and support have become an integral part of the IT sales process, as well as account management.

Enhance Your Sales Efforts – Sharing your customer service feedback during and even after the sale can enhance the customer experience in several ways. Providing customers with solid service and support information during the sales process gives your sales force a powerful tool to bring to the table. It’s not just having a checkmark in the service box, but more importantly having the service capabilities, along with the data and references to prove their worth.

Tout Your Service Strengths Compared to the Industry – Capitalizing on competitive data, similar to that provided by SSPA SoftwareMetric Benchmark, is a particularly effective way to promote your product and services. While specific competitor names are never revealed, benchmark service characteristic rankings let your customers see where your service and support stacks up against the industry.

Reinforce Your Commitment to Service – Simply participating in a service performance benchmark shows customers you’re committed to maximizing your service delivery capabilities.

Strengthen Customer Relations – Periodically reviewing customer service data with your major accounts gives your customers a sense that you are a true partner, with their best interest in mind.

Next Week - What are the Best Ways to Use the Positive Aspects of Customer Feedback?

To Contact Us — To discuss this topic, any other Benchmark Benefits article, or to provide topic suggestions, please contact Jan DeMatteo at jan@service800.com.

For More Information — For additional information about the SSPA SoftwareMetric Customer Satisfaction Benchmark, SERVICE 800, or other benchmark programs, visit www.service800.com/benchmarkprograms.asp.

About SERVICE 800
Founded in 1989, SERVICE 800 designs and administrators real-time customer satisfaction measurement programs, helping service organizations follow up with their customers within hours or days of service events. The company utilizes a distinctive follow up telephone interview process along with e-mail, web, and other survey techniques to measure customer satisfaction. With offices in Minneapolis and London, SERVICE 800 has been measuring customer satisfaction for corporations throughout the world for over a decade.