Satisfaction Scorecards: A Powerful Tool to Track Customer Satisfaction

Customer satisfaction scorecards are becoming an increasingly popular way to make critical information available to a broad range of employees.

A scorecard or dashboard in a management information system serves the same purpose as the dashboard in a car. It displays complex operating data in a way that is easy to read and interpret. Dashboards require no special knowledge of statistics or information technology. They use widely understood presentation methods such as line graphs and bar charts. Their ability to summarize large amounts of data make them a powerful tool to help managers track customer satisfaction.

A typical customer satisfaction survey asks people to express their opinions about such things as quality, price, and ease of purchase. To be useful, the data generated by such a survey needs to be summarized and interpreted in a way that managers will understand. Dashboards perform this important function. A typical scorecard might track three categories of data on customer satisfaction: Key Indicators, Overall Satisfaction, and Reasons for Dissatisfaction. Instead of trying to analyze responses to 15 or 20 survey questions, a manager can tell at a glance how the company is doing in keeping its customers satisfied.

Slicing and Dicing Data
Dashboards offer simple ways to sort data. For example, a dashboard used by a chain of craft stores might display “helpfulness of sales staff” as a key indicator of customer service. Marketing executives could use this indicator to determine which stores are doing a good job of helping customers and which stores need to provide their staff additional training. This key indicator might also be sorted by customer service representative or by type of product purchased. Marketing executives might discover that some customer service representatives are not doing a satisfactory job, or they might find that customers want more help when shopping for certain types of products.

Customer satisfaction scorecards can also show how key indicators are related to overall customer satisfaction. For example, a dashboard might show that “knowledgeable staff” is more directly correlated with overall satisfaction than “ease of purchase.” This information might lead managers to devote more resources to training customer service representatives rather than adding cashiers.

Dashboards can also highlight trouble spots. For example, Mineful’s software can provide a robust analysis of “reasons for dissatisfaction” along with simple displays to identify areas that are most in need of improvement.

Tracking Trends
One of the most useful features of dashboards is their ability to illustrate trends. Businesses typically use dashboards to identify changes from month to month or from one quarter to the next. Is “overall satisfaction” trending up or down so far this year? Are the main reasons for customer dissatisfaction different from what they were a year ago? Which of our stores has made the greatest gains in customer satisfaction since we initiated our new training program? These are the kinds of questions that can be easily answered with dashboards.

Customer Satisfaction Scorecards from Mineful
Mineful’s dashboards enable clients to determine what types of information will be available to different types of employees. For example, a store manager might see data sorted by customer service representative, while a regional manager might see data sorted by store. The key to getting the most out of dashboards is to provide the right information to the right people in a format they can easily understand and use.

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