How to gather customer satisfaction data? What methods are there? What ITIL says? What methods will work for you?
USA Today has come out with a new survey - apparently, three out of every four people make up 75% of the population.
In my last post I spoke about Customer Satisfaction. OK, but how to gather data? How to interview customers? How to get the best results in surveys and help educate the customer about the proces?
Here I give you a list of basic ITIL methods for gathering customer satisfaction data and my coments of its worth in my company. Mind you, we are in Managed Service business, so my grades are biased.
We never considered sending mail interviews to customers as an option. Not in this century at least. What kind od IT-related person would fill the received paper form and send it back to us? Do we need a feedback from this kind of person? No, thanks.
Some time after the interaction with Service Desk, an independent agent calls the customer.
Web-based surveys are a life-saver to us.
My worth: 5/5
Blogs, tweets, wikis, forum discussions and chats are all nice to have and, if maintained well, they will influence customer experience positively.
However, it is next to impossible to mine a structured measurement of customer satisfaction out of them, and they shouldn’t be used for that purpose.
Additional About Surveys
It will be best to define simple questions with multiple choice number ratings. How many different grades? For fine gradation in longer interviews we use grades 1-10. For faster, ticket-focused surveys we opted for a coarser gradation. We used 1-5 for a long time, but a lot of the grades were distributed to 1, 5 and 3. Eliminating the middle value and shifting to 1-4 made our customers think more. We still use (1-4) system for most surveys and we are satisfied with it.
In addition, it is often nice to put an optional comment field under every question. Doesn’t cost much, and sometimes customers leave very useful info there.
How many questions?
You certainly don’t want to scare of the customer with a bunch of questions. OK, annual interviews can be longer, and internal ITIL/ISO20000 audits and assessments can gave a gazillion questions, but survey on incident performance can have only one (how satisfied are you?), ideally three, or maximum five multiple choice questions. You fish for quantity here.
Anonymous or named?
Some customers will answer an anonymous survey rather then named. Well, their problem. This is one case where customer is not always right. You want to know who is satisfied, who is not, so you can decide on your further actions.
Customer Satisfaction in ITIL Service Management: Do You Get It?
Elementary facts about ITSM Customer Satisfaction - How bad do we need it in IT Service Management? Where is it mentioned and where is it dealt with in ITIL V3? How do we manage it in real life?