21st Dec 2015
In January, the Institute of Customer Service will release the latest UK Customer Satisfaction Index (UKCSI), the national measure of customer satisfaction for the UK. It is the only measure that gives a consistent long-term view, updated every six months, of satisfaction levels across all sectors of the UK consumer economy.
The UKCSI is one of several tools that measures satisfaction levels among customers. While customer satisfaction surveys have been criticised in the past for not making a difference to organisations’ satisfaction rates, Stephen Hampshire of customer experience measurement specialist The Leadership Factor believes that this is largely due to organisations failing to invest in customer service or act on their surveys’ findings.
Interestingly, surveys themselves can help to rectify this, if they deliver results in a way that encourages a willingness to change. Put simply, any customer survey that gives organisations actionable outcomes and engages staff is a good one.
“Getting the right balance of quantitative (numbers) and qualitative (stories) feedback is a really important part of getting traction within the business,” Hampshire says. “People respond to people, so getting comments from real customers can do more to motivate change than all the fancy analysis in the world.”
If companies get this right and foster a can-do attitude across the business, Hampshire believes customer satisfaction levels can only increase. “Getting the right mix of surveys will enable organisations to understand their customers better, and to improve their experiences faster than competitors,” he adds. “Those organisations, like the ones who regularly top the UKCSI, will continue to thrive and grow.”