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Managing Customer Satisfaction

Managing Customer Satisfaction. PL. ^. OLA Super Conference 2006 Carl Thompson Counting Opinions (SQUIRE) Ltd. Moments of Truth. Interactions (direct & indirect) Information, facilities, equipment, collections, services … and people Customer Perspective Purpose and Outcome in mind

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Managing Customer Satisfaction

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  1. Managing Customer Satisfaction PL ^ OLA Super Conference2006 Carl ThompsonCounting Opinions (SQUIRE) Ltd.

  2. Moments of Truth • Interactions (direct & indirect) • Information, facilities, equipment, collections, services … and people • Customer Perspective Purpose and Outcome in mind Work – Learn – Play Expectation Experience – Emotion – Rationale Choices Competition

  3. Measure Act Analyze Plan What to do?

  4. Objective • Positive Outcomes • Ability to … • Understand and improve customer satisfaction • Measure impacts and outcomes • Gain support for initiatives • Identify Actionable Priorities for Improvement • Support Chosen Methodology/Approach … • ISO 9000 • TQM • Balanced Scorecard • Continuous Improvement

  5. Measurement • Impacts & Outcomes • Action & Reaction • Cause & Effect • Short & Long Term Trends • Same Respondent Trends • Micro & Macro Level • Benchmark Results • Targets • Locations • Peers • Services • Competition

  6. Measure Action Analyze Plan Before You Begin

  7. Measure Action Analyze Plan When Who How What

  8. What to Measure • Core services • From perspective of the consumer • Staff/Management Perceptions • Actual Behaviour and Feedback • Everything & anything that helps … • Relevance • Value Proposition • Captures bodies, minds & hearts

  9. What is Important?

  10. What’s least Important

  11. Attend Events/Programs

  12. Importance Attend Events/Programs

  13. Recommend Satisfaction

  14. Analyze / Compare / Prioritize

  15. To Find Information Methods Used Preferred Method

  16. Relative Value, Use & Preference Relative Value Use Preference

  17. Reason for Preference … This Library … Other Libraries …

  18. Frequency & Years of Use Frequency Years of Use

  19. SQUIRE

  20. Service Priorities

  21. Equipment Priorities

  22. Benefits of Measurement • Improve customer & employee loyalty • React quickly to changes in the market • Identify and capitalize on opportunities • Retain or gain share of customer’s body, mind and heart • Reduce costs (e.g., turnover or hiring) • Maximize investment in changes by knowing which has biggest payoff • Use the information to secure support and funding

  23. Best Practices • Top management commitment • Continuously Listen and Measure • Include Employee perceptions • Don’t forget the follow-up • Link recognition and rewards to Customer Satisfaction • Identify, measure, and track drivers of satisfaction • Set customer-based improvement goals • Make Plans for operational improvements • Support customer satisfaction skills improvement • Change corporate hiring practices • Benchmark internally and externally

  24. Questions?

  25. What is LibSat? • PL specific survey questions • Continuous … • Capture responses online, paper/phone • Real-time reporting • Customized (for each Library) • Identity, locations, language, etc. … • Secure Customer Portal • Subscription Pricing

  26. Upcoming Announcements • Performance Assessment System • Performance indicator management and reporting • Immediate feedback on KPIs and benchmark rankings (no waiting) • No re-entry of PI data across collections • Service Point specific and System-wide PIs • Flexible collection periods (yearly, monthly, quarterly, …) • LibSat subscribers can … • integrate quantitative PIs and qualitative results • Perform peer benchmarking using system-wide or location specific comparators • Additional Tiers of Service for custom PI collections • Organization specific PI collections and historical data • Limit access to defined subscriber subsets or provide access to all • Searchable Directory and Maps of PLs in Canada and US (20,000+) • Auto locator feature and Find nearest location(s) • PLs can easily integrate custom searchable maps on their web site • Currently supports Google Maps and Yahoo!Maps

  27. Collections

  28. Policies – Relative Importance

  29. Importance of Staff …

  30. Measure Action Analyze Plan Analyze / Question / Hypothesize

  31. Customer service training • Employee Recognition • Competency-Based Employee Performance Management • Supplier Performance Reviews • Customer Communications

  32. Priorities • Customer Driven • Continuous Improvement • Minimal need for scarce Resources • Increasing Value • Available On-demand • Responsive

  33. A Customer Driven Solution • Focus on Public Libraries • Not a Generic Product • Ongoing Related Product Development • Customer Portal • Reporting Tools • Marketing Support Materials • Training and Support Materials • Articles • News

  34. Impact on Existing Clients • “Limited only by subscriber imagination” • Impact Analysis (e.g., Pilot projects) • Feedback Monitoring • Benchmarking • Trend Analysis • Customer Segment Analysis • Goal Setting • Collection Development • Strategic Plan Development • Grant Applications • Library Presentations • Quality Management • Best Practices • Customer Expectations/Requirements • …

  35. “Unlimited” Reporting • Simplified operation • Summary reports • Custom Filtering • Cross tab reports • Trend Reports • Integrated mapping

  36. Advanced Graphics • Data Reports • Graphs and Charts

  37. Response Data Mapping • Location Reports

  38. Unique Features • Customer Comments classification system

  39. Special Features • Multiple languages … • English • French • Spanish • Chinese Traditional • Chinese Simplified • Punjabi • … others based on demand …

  40. Requirements • Hardware and Software • No hardware or software required • Internet connection required to access online services • Maintenance • Core upgrades included free of charge • Worry free, secure, uninterrupted service • Learning and Training • Straightforward, easy-to-use interface • No formal training required • Time • Data analysis • Data management (Comment Categorization) • Customer contact

  41. Start-Up • Implementation • Service Customization (Branding, Contacts, Links, etc.) done by Counting Opinions • 1 Sr. Staffer for 8 hrs. recommended for co-ordination effort over 3-4 week implementation period (or as short as 1 week) • 13 Month First Year Subscription • Orientation • Staff Awareness and Perception • Staff Survey Participation • Promotion • Campaign Planning and Implementation • Collateral materials (Posters, bookmarks, banner ads, pop-ups…)

  42. Day-to-day • Data Analysis • Tracking Progress • Identification of Trends • Report Customization • Response Planning and Implementation • Data Management • Comment Categorization • Internal Reporting • Public Reporting • Data Entry • Paper-based Surveys • Customer Contact* • Preparation and Follow-up

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