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How you measure effectiveness of your customer support?

  • Act broadband is a new fiber to home broadband service provider in Bangalore claiming to provide super fast broadband experience. I had terrible exp with Tikona broadband so I thought of giving it a spin. I drop a request on there website. It took more than one week to just say they can not provide service in my area. Yesterday I called ICICI bank customer care for an inquiry on a suspicious transaction. There IVRS system turn out to be more puzzling then a Sudoko. I spent 20 min just to get audience with a real person who was not willing to speak anything beyond corporate-speak. last week My friend was looking for cab services for a 3 day trip to Ooty. I suggest him Ola cab understanding that being a venture funded legit business from people with right credential they will provide quality service. I didn't had any personal experience. My friend did a quick search on Google and got scared with reviews on Mouthshut. Finally he used a local service provider recommended by another friend.   From past 3 month since I have moved to Bangalore I had similar experience with many other service provider I contacted in my quest to start a normal life as soon as possible. One area where most Indian businesses suck is customer support & customer experience. It  doesn't matter what is the  brand, size or domain of business most of them do not care who you are once you are a paid customer.  Both Tikona & Act broadband are in startup stage for a telecom business player. I find hard to understand why they are gambling with there brand name. Reason I stick with these provider is either because I do not have options or because I am not aware of any. While my experience is bad news for their customer I sense huge opportunity for startups. As a startup we are always looking for competitive advantage, I I think one competitive advantage an Indian startup can have from day one is pure, unadulterated, hard-to- believe customer support. I am curious to know how many indian founders here agree on my observation. I am also eager to know how your startup is managing  customer experience.  Who owns the customer experience responsibility in your organisation?  How you measure it and kind of matrics & KPI are used in the process? How you deal with bad customer reviews? How many management layers exist btn customer and the key decision makers in your organisation. How you educate your customer about product or services?  In nutshell as a startup how you are managing/exceeding customer expectations?

  • Answer:

    Good question. Traditionally, 1. Monitoring the quality of conversation. 2. Providing script to callers. 3. Statistical figures of per call time etc. But a lot of new age companies build very different parameters for this. They do not follow such quantitative parameters and instead focus completely on user satisfaction and build the company culture according to that.

Sangram Singh at Quora Visit the source

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The effectiveness of the Support organisation can be best measured by the feedback from the customers along with all other internal metrics for productivity. The major indicator of success traditionally has been the satisfaction scores or the ratings provided by customers during surveys. An evolution is happening around measuring the actual effort perceived by customer for getting the required support. Another concept often talked about is how much is good enough. Often companies invest on exceeding customer expectations. But the questions would be, is it worth the investment!  What is the benefit of exceeding the expectations versus just meeting the expectations.  In reality, the benefit may not be proportional or taper off after initial wow level.  But we have to always remember there is more to loose than to gain. So the  company shall loose customer loyalty faster with an unsatisfied customer than it can gain from multiple satisfied customers.

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