return on investment in customer service: the bottom line report
Our research report examines what customer service activities bring the best returns, how we go about measuring customer intangibles and how to achieve an ROI from customer service.
You can also buy the executive summary.
It consists of the following quantitative and qualitative data:
- a survey of 153 senior executives in UK–based organisations
- 23 case studies from the public, private and third sectors that demonstrate how organisations are working to achieve a return on investment in customer service
- a literature review of academic and practitioner articles
- a series of recommendations to help organisations achieve a return on their customer service investment
There's also an executive summary that you can buy from our shop.
Who is it for/how will it help me?
The research is aimed at anyone who is involved in:
- making a case for customer service as a strategic driver
- finding ways of achieiving some form of return on investment in customer service
- measuring customer satisfaction, sentiment and other more intangible customer measurements
- measuring return on investment
The research found that organisations believe that there is a link between investing in service and achieving some form of ROI. More often than not it's investment in more complex, harder to define activities such as empowering staff and gaining an understanding of the customer viewpoint that bring the best returns, rather than ‘harder’, cost cutting activities such as moving the contact centre off–shore.
Similarly, the research concludes that some harder to measure goals — such as establishing trust, loyalty and some form of emotional connection with customers — bring the highest returns.
- 81% of respondents believe that gaining an understanding from a customer viewpoint is very likely to lead to an ROI in customer service
- More complex people-driven concepts such as ‘culture of service quality’ and the ‘whole customer experience’ are expected to be much more important in the future
- The public sector sees ‘having a culture of service quality’ as its future top priority
- 47.3% of respondents say off-shoring/outsourcing is unlikely to lead to ROI in customer service
- interaction between frontline staff and customers is a key activity leading to ROI
- right staff with the right ‘inborn’ attitude to customer service is a major contributor
- empowering staff to make decisions delivers increased value for both customers and the organisation
- customer satisfaction is easy to measure and the dominant metric among service providers
- customer service is beginning to play an increasingly strategic role in organisations
Where can I buy it?
Find out more about customer service ROI
We'll be publishing a series of blog posts over the next few weeks that will explore the following areas:
- which drivers will provide ROI in customer service in the future and how do we measure them?
- how Eurostar is implementing experiential and emotional drivers of customer service ROI
- how experience designers should change their approach to customer experience
- measuring customer service ROI by proxy
- generational theory and customer behaviour
- how social media is making organisation/customer relationships more complex