So, you’re issuing surveys when you close a customer’s IT ticket. That’s great. It means you’ve got a mechanism in place to capture valuable feedback as customers interact with your support team. And you’re probably calculating some sort of customer satisfaction metric. That’s good too – you’re providing IT management with visibility into how you’re performing.
By my estimates, about two thirds of IT teams do what you do. But a growing number of these teams do a lot more than this with their customer feedback. And they’re the ones who are seeing the biggest improvements to IT customer satisfaction.
These IT teams know that ‘doing IT surveys’ is just the first step on the path to what we call IT Customer Experience Management or IT CEM. If you don’t go any further along the IT CEM path you’ll get low or declining survey response rates and your IT customer satisfaction levels won’t improve. But if you commit to the path, the more customer-centric your IT team will become, the better customer service they’ll deliver, the happier your IT customers will be and the stronger IT’s reputation.
I’ve created an infographic to show you the steps on the path to IT Customer Experience Management (click on it to see it at full-size). You’ve already taken the first steps on the path. If you’re serious about improving the IT customer experience and IT’s reputation, go the rest of the way.
Here’s the Yoda-free version:
- Survey your customers after you’ve helped them.
- Issue the survey immediately after a support ticket is closed.
- Associate survey feedback with the customer’s ticket.
- Don’t spam frequent customers of the Service Desk with surveys.
- Calculate and track a customer satisfaction score (e.g. a Net Promoter Score) as an IT KPI.
- Contact unhappy customers within 24 hours.
- Calculate and track a customer satisfaction score for each support team.
- Publicly display your customer satisfaction scores.
- Track your response rate and customer satisfaction scores over time.
- Share and discuss customer feedback in team meetings.
- Analyse feedback to identify team-specific issues.
- Identify and track improvement initiatives for individual teams.
- Regularly share findings, plans and actions with your customers.
- Incorporate feedback from calls to unhappy customers into your feedback analysis.
- Analyse feedback (across all teams) to identify systemic issues.
- Identify and track improvement initiatives for systemic issues.
- Embed customer satisfaction score targets in team performance objectives.
- Incorporate feedback from non-survey sources (e.g. focus groups) into feedback analysis.
- Institutionalise your feedback process through process documentation, guidelines, training and reinforcement.
- Continually review and improve your feedback process and tools.
What do you think? Are there any steps you think should be added?