Measuring Customer Satisfaction

Managing Customer Satisfaction

What happens when you get on a plane and you’re happy? Or unhappy? Who do you tell? What do you do to communicate your experience? We all like to complain, how many bad experiences about flights do you hear vs. good? From a corporate perspective how do you react, how do you convert bad experiences to good ones before it’s too late?

This is what some of the new customer service executives on British Airways are trying to manage – capturing bad experiences and preventing them from escaping. The in-flight executive was measuring everything from the number of requested meals that couldn’t be served (I asked for chicken but got pork), through to seats requiring re-allocation and a random sampling of guest satisfaction.

Previously the CS execs had been using paper records, compiling & recording data for analysis afterward, today they use an app running on a tablet. The app allows them to not only rapidly dissect the data, but to make more informed decisions. It readily advises the team how they can compensate or make amends for service faults.

What if that could be taken just a little further? Providing the in-flight staff more information regarding the guest. Personal preferences, a past history of complaints (maybe they’re frequent complainers?), overall customer satisfaction metrics for the entire flight? Perhaps in seat surveying after the movie? Allowing you to capture a wider sample during the flight.

Do you remember receiving emails asking you how your stay or your flight was? How many of them have you responded to? Don’t worry, you’re not alone. Most people delete them. The percentage of responses is tiny. Worse, once you have the data, there’s not too much you can do with it. The guest has already escaped. Your opportunity to influence their experience for the better before they start telling the world has already passed.

Using the airline as an example, ask yourself what customer satisfaction metrics are you currently measuring? What could you measure if you had a little extra technology to help? Most importantly though, how can you use that to better understand and manage (not just measure) your customer experiences?

Classic scales

Measuring performance with A/B Testing

Last month I decided to take some of my own advice and understand how to improve my blog with some focused study and A/B testing (Science!). The objective was to understand how many of the Marketing Resource downloads were genuine, and whether the users would be prepared to share their details or promote the site in exchange for the download.

I decided to begin by measuring the performance of my most trafficked page (Marketing Resources), and then trying a few variations to see what worked best. To get started, I stopped publishing. I figured that by not publishing anything meant I’d get a clear view of traffic & behavior without any wobbles from posts I make.

Then I upgraded the download software being used for my Marketing Resources section, allowing me to track individual downloads by date and to force subscriptions or tweets as required. I also installed an optional social pop-up system (this does have a force share option too).

For the first two weeks I setup the Marketing Resources page so that every download required visitors to either send a supporting tweet, or enter their email addresses. For the remaining two weeks, the page prompted visitors for an optional social share.

The results were shocking! By forcing users to share their details or make a social post, the page generated fewer downloads, but had considerably more traffic, shares and user registrations. Optional shares results in absolutely no change from normal, meaning less traffic but twice as many downloads. Here’s the summary data:

Mandatory Subscription or Sharing Optional Sharing
Tweets +8 +0
Subscriptions +60 +0
Downloads -50% 0% change
Traffic 20% increase 0% change

Depending on what’s important to your site, you can interpret this accordingly. More consumption of your material, but with no idea who’s consuming it & no obvious promotion from it. Or less consumption, but with a better idea of who’s reading & some extra social media mileage. For me there’s no question that I’d prefer the latter.

I’m going to be doing some more experimentation with how my Marketing Resources page prompts for shares, and I’ll update you next month with my findings. Hope this was helpful.

Marketing Dashboard

Creating a Marketing Dashboard

I’ve gone on a bit about creating marketing dashboards before, and I published a template that I use personally. To make it a little easier, here’s a quick presentation that helps to explain the process of building your own template: