Whyisitimportanttomeasurecustomersatisfaction

MEASURING CUSTOMER SATISFACTION
Frequently Asked Questions
Why is it important to measure customer satisfaction?
While it is critical to be in sync with the overall business objectives of the organization, it is also critical to be in tune with informa tion requirements of users, and the value they find in services provided by the Info Center.
In order to be perceived as integral assets to their organizations, most information professionals are concerned with expanding their activities, and serving more customers better. Building on a loyal customer or user base is the best and easiest way to grow your business. Just as companies find it costs approximately five times more to acquire new customers than it costs to keep a customer, Info Centers will find it most cost effective to grow by building on the services now provided to loyal, committed customers. To continue earning that customer loyalty, information professionals must keep tabs on the satisfaction levels and perceptions of value held by Info Center users. Strategies to develop new business should always be balanced by strategies to retain existing business and ensure ongoing satisfaction of existing customers.
There are also real bottom-line reasons for measuring customer satisfaction. Positive results from customer satisfaction studies will make a strong statement in support of continued funding for Info Center activities.
What are key indicators of satisfaction for Info Center users?
It must be stressed that what makes one customer satisfied may not be important to the next. For some customers, satisfaction is measured by quick turnaround. Others may prize high level analysis. Still others may place great value on the opportunity to discuss their business problem with an information professiona l--exploring various aspects to their question and various ways to approach the answer. A deep understanding of user needs and perceptions of value will help you build relationships and customize services based on the distinct needs and value perceptions of various user segments. Indicators of satisfaction might include:
❑Rapid turnaround time
❑Accuracy
❑Comprehensiveness
❑Access to tools to perform research themselves
❑Answers vs. data
❑Broad range of resources
❑Consulting services
Given the changes in information technology and information resources, products and services that satisfied users in the past may no longer satisfy them. Continuous communication with users about how the Info Center is contributing to their productivity and helping them meet their work objectives should prevent any erosion of customer satisfaction
What should be measured?
Before deciding what to measure, it is important to think through what will be done with the data collected. There must be a commitment to honestly evaluating the input collected with the intent of revising service attributes and offerings based on that input.
Some core items to be considered for measurement include:
❑How the Info Center is meeting customer expectations.
❑How services provided by the Info Center compare with those of “competitors”.
❑Measures of quality and value of importance to Info Center users.
❑The customer's perspective on how improvements should be prioritized.
How can I get this assessment information from users of Info Center services?
Plans for regularly measuring customer satisfaction should be addressed in the Info Center’s operating plan or market plan. It is important to budget for customer satisfaction assessment activities; serious business research costs money. It is also important to allocate staff and management time for this initiative. Varying levels of understanding of customer satisfaction can be obtained with the following tools:
❑Spot Surveys
To take a reading of user satisfaction, consider administering a brief survey to users of the Info Center during a specific week every six months, or use other sampling methods that will provide appropriate data for your ultimate use of the information. A survey could be handed to all persons using the Info Center at specific time, sent with all online search results, given to all users of a specific service in the Info Center, or mailed at random to names of users collected in a database maintained by the Info Center. These spot surveys are typically designed to collect feedback on a particular area of service.
❑Phone Follow-up
Consider setting aside an hour every month to make phone calls to persons who have used the Info Center. Use a script so that information collected by different persons can be reviewed on the same basis. It is beneficial for Info Center managers to participate in this activity as well so they are not getting second or third hand information about satisfaction.
❑Focus Groups
Focus groups can be held on an informal or formal basis. On an informal basis, consider having a group of Info Center users meet for coffee or a brown bag lunch to discuss their satisfaction with services being evaluated. On a more formal basis, a facilitator with experience in leading focus groups can work with Info Center personnel to plan questions and activities to elicit perceptions of value and satisfaction from focus group participants.
❑General Surveys
Survey all customers to get an in-depth understanding of the performance of the Info Center with respect to customer requirements. If you do not have experience working with survey questionnaires, enlist the support of your market research department or an external consultant to help you (or modify the sample survey provided here). It must be decided in advance if the survey will measure overall customer satisfaction or if it will focus on satisfaction related to specific areas. Surveys can be mailed or administered from the Info Center web site.
From this research, performance scorecards can be generated to show how well the Info Center is meeting expectations of customers overall or those using specific services. The scorecards serve as a focal point for reviewing processes, prioritizing improvements, and perhaps eliminating activities not viewed as adding value. They also provide a benchmark for further assessments.
It should be noted that the research methods noted above are not foolproof ways to guarantee an understanding of user satisfaction. Some users may have a difficult time articulating what they actually believe about the service. Participants in focus groups can be swayed by peer pressure. This makes it necessary to continue communicating with users and continue asking for their feedback on services provided.
How do you improve customer satisfaction?
Improvements start with listening to customers and understanding their expectations. Approach user feedback with an open mind and engage users to help you evolve service and product offerings to keep satisfaction levels high.。