But ask ANYONE ON EARTH, what is more, important to them, that the company dealt with their call/letter/application/etc quickly or correctly and I’m pretty sure everyone will answer ‘correctly’.
So why then do so many organisations persist in focusing on quickly instead of correctly?
I think the answer is ‘because it’s easy’ and ‘because we understand it’.
It’s easy because you’re just counting things. Most systems do this automatically. We understand it because when you say the result was 90%, I know that means 90% of calls/letters/applications/etc were completed in X time. And you look at the ‘whole’ of the data, not just a sample.
Measuring the quality of work is more difficult, but that doesn’t mean we shouldn’t do it. Quality is usually measured by someone looking at the work and providing a quality score or result. It’s often a subjective measure (or personal opinion) which means it is Qualitative data. It is time consuming and resource hungry, which means you usually only check a sample. This means you need a basic understanding of probability, including an understanding of confidence intervals.
And there is more than one way in which we can measure the quality we provide or the level of customer satisfaction we have. In fact, it’s far better to measure these things in more than one way, to ensure your results are not biased in any way and truly reflects the customers’ perspective.
There are many different methods and approaches to measuring Customer Satisfaction and using a combination of approaches will provide a robust understanding of your performance:
• Customer surveys
• Mystery shopping
• NPS score
• Social Media mining
• Quality monitoring interactions
• Customer journey mapping
• Benchmarking internal and external
• Complaints tracking
• Voice of customer forums
• Customer interviews
Once you’ve decided to capture more customer satisfaction information, the next challenge is to decide how to capture the information, but that’s a topic for another time I think…
Find a way (or ways) of tracking how well you are doing, not how fast you are doing. If I could change one thing about business, I would change the term ‘Service Level’ and start calling it ‘Speed Measure’.