company...a company’s product or service and the customer’s loyalty to the brand. net promoter...
TRANSCRIPT
Company
Angela Margolit Andrés Lezcano
President Account Manager
presents
Seven Ways to Boost Your CSI
About Customer Satisfaction
Meaning & Scope
The Role of Emotions
Customer Service & Customer Satisfaction
Customer Satisfaction & Loyalty
Dynamic Nature
Factors that Shape
Customer Satisfaction
Expectations Experience Perceived Value
Customer Expectations
What the customer anticipates the experience to be like
Honoring of policies and promises Attention to detail Availability Reliability Pricing Prompt and timely service Quick and effective resolution of contingencies Smooth transactions
Experience
The actual delivery of the product or execution of the service.
Booking process Transportation of customers to and from the rental facility Counter interactions
Check-out Check-In
Billing
Post-Experience Perceived Value
Experience relative to Expectations
Actual Value vs. Perceived Value
The Role of Subjectivity
Change over time
Customer Feedback
Meaning & Scope
Purpose
Importance
Helps measure customer satisfaction
Exposes areas of weakness
Reveals customers needs
Aids customer retention
Introduces potential advocates
Collecting Customer Feedback
At the counter (during both check-out & check-in)
Suggestion Boxes
Follow up phone calls
Live chats
Monitoring the Web and Social Media
Surveys Company Website
Emails
Texts
Blogs
Phone
Measuring Customer Satisfaction
Customer Satisfaction Score:
Consists of using a single broad survey question to rate customer satisfaction.
For example:
Rate your rental experience with us using a Scale of 1-10, with ten being excellent, and 1 being poor.
Measuring Customer Satisfaction
Customer Satisfaction Index:
Consists of combining the scores from different business attributes to create a single customer satisfaction index.
For example, adding the customer survey scores for vehicle condition, employee courtesy, service promptness, product quality and price then dividing by four. This gives an index with the same range as each of the attribute scores.
When assigning different values to each attribute, a weighted average must be applied.
Net Promoter Score
The Net Promoter Score is an index ranging from -100 to 100 that measures the
willingness of customers to recommend a company’s products or services to
others. It is used as a proxy for gauging the customer’s overall satisfaction with
a company’s product or service and the customer’s loyalty to the brand.
Net Promoter Score CalculationCustomers are surveyed on one single question. They are asked to rate on an 11-point scale the likelihood of recommending the company or brand to a friend or colleague.
“On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?”
Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters.
Benchmarking
Meaning & Purpose
Benchmarking Categories
Internal
External
oCompetitive benchmarking
o Strategic or cross-industry benchmarking
CSI Performance Appraisal
Planning
Execution
Feedback Collection
Assessment
Change
Relevant Facts & Stats
According to a 2015 survey by Enterprise Holdings more than one in four customers reported that a great car rental experience made them consider buying a car; and almost two thirds of those customers said that they considered buying the specific model they rented. - Especially important for dealerships https://www.acuantcorp.com/car-rental-survey/
23% of customers who had a good customer experience told 10+ people. (Harvard Business Review)
95% of consumers have taken action as a result of a bad experience and of those consumers, 85% wanted to warn others about doing business with the company. (Zendesk)
97% of consumers said they are somewhat likely to become more loyal to a company that implements their feedback (Apptentive)
More Relevant Facts & Stats
11% of customer churn could be avoided if the business simply reached out to the customer. (Kolsky)
A 10% increase in a company’s customer satisfaction score leads to a 12% increase in trust from customers. (Institute of Customer Service)
Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer. (Temkin Group)
It takes 12 positive customer experiences to negate the poor impression left behind from one unresolved, bad experience (BI Intelligence)
67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain.
80% of companies say they deliver 'superior' customer service; however, 8% of people think these same companies deliver 'superior' customer service.” - Bain & Co.
“It is 6-7 times more costly to attract a new customer than it is to retain an existing customer.” – White House Office of Consumer Affairs
Creating a Great Survey
Key Steps to a Great Survey
Define specific goals Determine the business attributes subject to evaluation Check for bias Create an alluring invitation with a call to action and/or an
incentive Be concise Run Tests before release Collect and Assess Data Update as needed
The Seven Ways to Boost Your CSI
Expedite your check-out and check-in processesOpen sufficient terminals & provide sufficient Staffing
Secure timely transportation
Utilize Hardware & Software
Honor all bookings
Honor your value proposition Pricing
Policies
Ensure vehicle cleanliness and condition
Seven Ways to Boost Your CSI
(continued)
Ensure the courteous treatment of customers Develop a loyalty program Leveraging the power of technology
Preparednesso Use vehicle status, net available vehicles, and reservation reportso Res Planner feature
Expediting processes o Retrieve customer information and preferences from system
databases and dealer management systemso Provide mobile technology for bookings and counter operations
Reaching out to customers: Online surveys, Texts, and Live Chats
Leverage Technology
Customer Texting Solutions
Reservations Planner
Mobile Reservations and Access
Useful Resources
Survey Solution Sites
https://www.surveymonkey.com/
https://www.surveygizmo.com/
https://www.getfeedback.com/
https://www.asknicely.com/
https://www.survio.com/en/
Survey Samples https://www.surveymonkey.com/r/TRYMZPY
http://www.abc-carrental.com/survey.htm
Online Form Building Sites
https://www.perfectforms.com/
https://www.formstack.com/
https://www.typeform.com/
https://www.prontoforms.com/
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