Sales and service measurement
Central to understanding, developing and evidencing a positive customer experience is the ability to accurately monitor the strengths and weaknesses of the organisation’s interactions with the customer.
This is a challenging task since traditional monitoring of compliance requirements
has been conducted in parallel to business as usual management
information activities.
Huntswood has worked with many firms in regulated markets to
ensure their monitoring capability:
- Provides the right amount of customer analysis to correctly
determine and build an overall customer experience
- Embeds regulatory outcomes into business as usual
management
information activities
- Provides the appropriate levels of proactive governance to identify and
prevent breaches occurring
- Shows the escalation paths needed in the event of a breach
- Accurately reflects the right aspects of the customer and product lifecycles
- Defines clearly the data sets and underlying analysis.
As regulators demand an outcome based approach to demonstrate compliance, organisations in regulated markets have sought to focus on developing and embedding their measurement capabilities to satisfy the twin requirements of managing the business and evidencing the outcomes.
Huntswood works with its clients to deliver bespoke sales and service measurement solutions and conduct discrete pieces of work focused on gaining appropriate customer feedback, examples of this include:
- Mystery Shops: Designing and delivering mystery shopping exercises
- Customer Advocacy: Analysing the existing customer experience to understand how advocacy levels can be improved
- Customer Lifecycle Studies: Reviewing the experience delivered by the organisation to individual customers in both the sales and service touch points
- Relationship Drivers: Review of existing customer experience data to establish if it accurately reflects the rational and emotional drivers involved in customer interactions.
Undoubtedly when there is a positive change in how the customer feels about an organisation a number of key benefits are realised:
- Customers genuinely want to work with the organisation assuring the development of both longer term relationships and competitive advantage
- Customers seek to deepen their relationship with the organisation leading to a greater holding of the firm’s products or services
- Firms which better understand their customer’s rational and emotional drivers, are able to tailor their products and services accordingly and compete more effectively
- Evidence of positive customer outcomes are clearly demonstrated and satisfies regulatory demands to demonstration outcomes based compliance
