How to Maximize the ROI for Your Service Satisfaction Measurement and Benchmarking Efforts (article 4 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 4 – What are the Best Ways to Use Positive Customer Feedback?

Customer satisfaction feedback is a very powerful tool to help your organization maximize its service potential. But when we study customer satisfaction feedback, most of us instinctively look for negative trends so we can quickly correct problem areas.

That isn’t a bad thing to do, you want to quickly address problems, but if you focus only on the negative aspects of customer feedback, you aren’t getting the most bang-for-your-buck. If used correctly, positive customer comments and data can significantly boost the service delivered by your employees. By focusing on positive customer satisfaction feedback, you can:

Motivate Employees to Perform – Use high customer satisfaction scores to motivate employees with bonuses and other incentives including promotions, recognition, choice of shift, plaques, additional vacation days, and the like. Before implementing an incentive program, talk with your employees to find out what motivates them to perform and then, if it makes sense, make those rewards available.

Promote Healthy Competition – Design internal customer satisfaction programs to encourage competition among technicians, support groups, offices, and regions. Companies that recognize employees for outstanding customer satisfaction generally have high overall customer satisfaction rates. In fact, SSPA SoftwareMetric Benchmark participants report an increase in customer satisfaction levels after implementing competitive, recognition-based programs. Believe it or not, bragging rights are more powerful and lower in cost than any other incentives you can dream up.

Foster Positive Service Behavior – Publicly recognize individuals and teams for outstanding customer satisfaction, and encourage others to pattern their behavior after those acknowledged. For example, one benchmark participant recognizes service mentors at its annual meeting and uses them to train other technicians using real-world mirroring programs, actual customer comments, and formal training.

Reduce Employee Turnover – Use customer satisfaction feedback to minimize employee turnover by reinforcing positive behavior and maintaining good morale. Many employees dread the monthly meeting with the supervisor because all they hear is what they did wrong. On the contrary, supervisors who emphasize positive performance and show employees their worth are more likely to retain employees longer.

Next Week - Is it Possible to Enhance Employee Motivation and Morale by Using Customer Satisfaction-based Incentives and Recognition?

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.