How Two Companies Measure Customer Satisfaction
To chart your client's satisfaction is an important area to enable you to stay ahead of your competitors. If a business just examines the company in a financial way (sales orders received), it may not notice until it is too late that their rivals have overtaken them . The following two illustrations, taken from sales training case studies, demonstrate how a productive system may be established to chart your client's actual satisfaction:
Surveys carried out by company "A" of its clients and employees showed up clear deficiencies. The trouble was that no-one in the company was in overall charge of all matters relating to clients. Each employee dealt with certain areas, such as logging the order, service, the warehouse, dispatch and invoicing, but no one was in overall charge of all the customer-related matters.
If, for example, a customer wanted to know how far advanced their order was, they would be passed from pillar to post when they phoned the company. This would often lead to delays in order processing, which, in turn, would annoy the clients.
Company "A" created a new 'client satisfaction' department with its own director. This department is directly responsible to the customers for all steps involved in processing their orders, from advice to logging the orders, fixing delivery times to deliveries, invoicing and credit matters.
To ensure that the customer satisfaction department is kept abreast of current trends and developments, the whole of the sales department and the dealers working with the department were put on-line.
Client satisfaction in company "A" is assessed on the basis of clearly defined criteria:
Average length of time it takes to process an order Average length of time it takes to react to a client's request for information or objection/complaint The precision of information supplied to clients Percentage of deliveries which include the wrong parts Sticking to the agreed delivery time Percentage of misdirected deliveries
In a second example, Company "B" has a customer satisfaction based on three principles: communication, cooperation and advice. The customer satisfaction department is under the direct control of the executive board and constantly checks client satisfaction and informs the board of the results.
The organisation has a customer assistance centre with 50 highly qualified tele-advisers who answer 1,500 client calls a day on a service extension. By establishing this centre, company "B" has managed to reduce the average amount of time it takes to handle a client complaint from 27 to 6 days.
Client satisfaction in company "B" is tested with two different instruments:
The new sales and delivery survey checks satisfaction with delivery to new customers In the service survey every client is asked the following questions within 20 days of using the service offered by the companies network of repair centres.
Did you receive the best advice? Were the repairs carried out within the agreed time? Were you satisfied with the service you received from the repair centre? Would you recommend the repair centre to anyone else?
Every repair centre documents the parts that were needed for the repair work, the date of the repair and the name of the fitter. The repaired items are registered according to serial numbers. This way, company management knows exactly which problems are arising in which centres, which manufacturing techniques are causing an above-average number of problems and which service fitters are not sufficiently qualified.
All questionnaires are sent by the customer satisfaction department to clients. Information about product shortcomings is immediately passed on to the repair centres concerned and those who have a too high complaint rate are visited and sales training provided by service specialists.
The customer satisfaction department publishes a 'problem workshop list' at regular intervals. This lists the worst 100 repair centre with the highest complaint rate. If a repair centre who appears on the list does not correct the situation, the customer satisfaction department is entitled to terminate contract with that particular repair centre. On the other hand, particularly good repair centres, are publicly commended and the top repair centres receive the 'President's award'.
Some businesses believe that provided their products are selling well, their clients are satisfied. This attitude can be a dangerous one. Ensuring your people are trained to deliver high levels of service, so your clients are satisfied (and measuring this accurately) is just as important as focusing on increasing sales skills with sales training.
Questions and Answers
Article Tags:
sales training
We are witnessing an evolution in the way sales training programs are delivered. The vanguard of this new approach to sales training will be led by the sales training companies which, incidentally, have a less than 30% market share when compared with sales training conducted by the enterprise itself. The evolution, of which we speak, is the inexorable move to online recorded and online live sales training and away from the traditional instructor standing in front of a classroom.
It is an acceptable truth that not every person is gifted with natural selling skills. nonetheless, one can get such skills by participating in training seminar. One thing that you can do is to participate in a professional sales training. This can very well speed up your learning skills in the proper way to raise sales. The lectures in professional sales training will doubtlessly assist you to interact in a better way with prospective buyers. You can also build a rel...
A list of 20 reasons why training is a key investment for all sales managers
If you're like most managers who arrange sales training for your Sales Team, you're unlikely to report being "completely satisfied" with its worth.
Keeping you and your sales team ‘match fit’ and actively engaged in the market place selling effectively is paramount to your survival and success in today’s market. Yet too many businesses, large and small, do not train their sales teams in the vital skills needed in the much more consultative, value add, less product focused market of today.
Having professional Sales Training Consultants can help empower your sales force!A professional sales trainer identifies what ails the sales department and then he sets about his job of fixing things.
In USA, one of the leading brands that offer diverse and high quality products promoting proper hygiene is Difresh USA. If you are looking for the best opportunity to grow and have the opportunity for a new business Difresh USA can help you for they are looking for Exclusive Local Distributors
Getting clean and refresh doesn't sacrifice the place where you are for it should be a habit. Having a healthy body will allow you to do things right and good. And no matter where you are you should practice a healthy and proper hygiene even in little things you do.
Maintaining a healthy and proper hygiene badly needs products that are truly effective and could truly answer our need for this. No matter where we are and at anytime we want to get clean we basically need these products right away and only Difresh USA can supply these in a very easy way
The key reason why some firms thrive while some implode during an financial recession is still a puzzle to many people business-owning business owners. Some wrongly assume that all businesses should suffer via recessionary cycles. But the truth is that some companies are usually essentially recession-proof, and it is not necessarily because they are much larger, better known, or a lot more generously capitalized.
Companies like Arch Coal (ACI) and Massey Energy (MEE) watched his or her stock climbed.
In current markets, where companies offer similar products and services, employing creative sales people is related to subsequent sales success This article looks at the detection of creativity in sales people.
Call centres are a central part of the customer-company communication strategy in large companies. This article describes some of the terminology used and provides a checklist for those thinking about setting up a new call centre.
Seminars are a popular way of providing sales training to the sales force. Whilst they can not substitute for interactive learning they can be a useful tool in motivating performance. This article looks at how to select a seminar for your sales people.
Marketing and sales costs can account for up to 50% of the final product price. Companies are looking at ways to reduce these costs and four areas of interest are discussed in this article.
Sales people can, at the best of times, be hard to manage. This article looks at how to manage the talented sales person whose negative behaviour is having an adverse effect on their colleagues.
Discuss this Article
