This presentation was recently shared at the "Re-Inventing Customer Service" conference held in Toronto by Federated Press.

1. Why should we Are my
measure customer employees
satisfaction? Happy?
How Satisfied is my Customer?
How do we figure
this out?
Lilly Krstic, Principle Consultant, In Genius Solutions
Measuring Customer Satisfaction

2. Key Questions…
• Are Customer Service performance results important in
your business/role?
• Do you want to know if there is a correlation between
Customer Service performance and Employee
Satisfaction?
• Are you trying to make the case for a more Engaged
Employee workforce in your business?
Are you in the right meeting?

3. Agenda…
• Measuring Customer Satisfaction
• What is “Voice of the Customer” all about?
• What about Employee Engagement?
• What should we focus our efforts on…Customer Satisfaction or Employee
Engagement?
• Review Best Practices
Why do Customers leave? Best Practices?
How do I implement
How do I measure Voice of the Customer?
Satisfaction? Where do I start?

4. Introduction – IGS…
IGS is a global management consulting, technology solutions, and
customer service outsourcing company. Established in Canada, IGS
has international capability ranging from North America, India, and the
Philippines.
Choose a Partner you can trust

5. Consulting Experience…
In Genius Solutions Inc. specializes in:
 Strategic Planning and Change Management
 Customer Experience “In Genuity”
 Operations Optimization
 Remote Worker Strategy
 Call Centre Technology Assessments
 RFP Development & Vendor Selection
Customer Testimonials::

6. Customer
Satisfaction

7. Why Should We Measure Satisfaction?...
• Every Business has customers
• Every Business has competitors
• Every Customer has choices regarding where
to spend their time and money
• Customers have less time and money to
spend and more choices for both than ever
before
• Word of mouth is becoming easier and more
critical to business success than any other
factor
“Success is a lousy teacher. It seduces smart people into
thinking they can’t lose.” – Bill Gates
7

8. The Canadian Customer…
A recent Canada Stats survey indicated Canadian Consumers want:
• Service 24x7 “We are Consumers all the Time”
• Service Anywhere (Internet, Mobile Device, Call Centre, in Store)
• Value for their money - Quality product and Quality Service
• Relevant offers and consistent experience between their channels of
choice
• Loyalty programs that match their life style and changing needs
Why do customers leave and what retains them?
8

9. Why do Customers Leave?...
Service from Front-Line Employees is the largest single point
of failure (43%) resulting in Customer Defection
9

10. Measuring Customer Satisfaction
Listen to your Customers:
• Social Media (On-line blogs, Facebook, Twitter)
• Integrated text analysis (contact centre, email,
twitter, blogs)
• Customer Satisfaction Surveys
• Analysis of KPIs (internal and external)
• Engage employees
Key Insight: When trying to understand Customer Satisfaction, we must take care that
we are making the best use of each customer interaction....how many times will we
complete a survey for each company we do business with?

11. The Do‟s and Don‟t of Customer Surveys...
All this effort must be well thought-through and executed precisely
to be successful...however, it can never tell the whole story.....
11

12. What to do with the feedback...
Process Service
Analysis Channel
(Supply- Customer Usability
Chain, On- Surveys (IVR, Web)
boarding) Employee
Feedback
VOC
Social Analysis
Media Text/Speech
KPI
Analysis
Voice of the
Customer

13. What to do with the feedback...
• Assessing VOC for any business is always unique combination of multiple
sources of data. It’s usually a multi-faceted process that changes over time
as the business changes.
• A consultative approach is the best way to get measurable results
• On-going employee input and focus groups are very important
• The quality of the data outputs is dependant on the quality of each source
of data (engaged employees provide better data, call disposition tracking,
data analytics, etc.)
• Customer Surveys are only one indicator of Satisfaction
There are many great technologies available to measure
Customer Satisfaction and Customer Experience...
However.... there is no “Magic Bullet”

14. Key Tips for Improving Customer Satisfaction
1. Set and measure the Service Standards
2. Develop the Web Strategies to deliver on the customer experience
goals
3. CRM Strategies – Understanding the process
4. Implement Superior Customer Service
5. Marketing and Customer Service need to be in lock-step (Direct Mail,
Telemarketing)
What gets measured....improves
14

15. Employee
Engagement

16. In the news....
Happier Employees Give Companies Better Returns
Corporations listed in Fortune's "100 Best Companies to
Work For in America" had equity returns that were 3.5%
per year higher than those of their peers, indicating that
employee satisfaction correlates positively with shareholder
returns.
Employee Engagement is a key Indicator of a
company’s Results
Source: HBR: Alex Edmans, Wharton School 16

17. Case Study: Loyalty One
AIR MILES® Reward Program receives the Gold Contact Center
Employer of Choice® Certification Award for 2011!
About LoyaltyOne – Airmiles:
• Canada’s largest coalition loyalty program
• Double-digit growth since company founded in 1992
• 10 million household subscribers ( represents 2/3 of Canadian households)
• World-class customer satisfaction rates (SQM)
• High Employee engagement results (CCEOC) and very low agent attrition rates
Great Place to Work!

18. Employee Engagement Factors...
CCOEC: “The top scoring item in the survey was:
Management/Employee Relations and Personal Satisfaction. 90% of
respondents strongly or moderately agreed with this statement.
Virtually all associates concurred that the AIR MILES
organization is focused on its associates”
• Technology and Ergonomics
• Culture and Social Environment
• Work/Life Balance, Health and Wellness
• Rewards and Recognition
• Community Support
And then there are the “Above and Beyond Factors

19. The “Wow” Factors
• Investment in training and • Buy-a-Vacation program
coaching • Sabbatical days
• RRSP matching up to 6% • Corporate travel discounts
• Casual dress (24/7) (apply to families)
• Summer hours • Safe Ride Home program
(work past 11 p.m. or 10 pm
• Bank time
depending on the season and
• Book travel to assist teams of receive a taxi chit for up to $ 20)
charitable causes
• AIR MILES incentives and
• College student tours rewards
• Computer purchase plan • IATA Cards (travel agent
• Fitness subsidy discounts)
• Night shift premium
Investing in Employee Satisfaction

20. 7 Tips to Improve Employee Engagement...
• Give Employees more control
• Ease Commuting Stress
• Stop wasting time
• Encourage Social Connections
• Promote good health
• Create an atmosphere of growth
• Break up routines
Employee attitudes typically reflect the
morale of the company
S 20
ource: Inc.com article, A. Shetrone, May 18, 2011 referencing The Happiness Project, Gretchen Rubin and Delivering Happiness, Tony Hsieh
(Zippos)

21. Honourable Mentions...
Apple
Computerworld: “The Company’s focus on product innovation and customer service has won
it a cadre of famously loyal customers, unlike any other PC vendor.
GE - Black Belts in Customer Service
...promoting goodwill and customer satisfaction is the program wherein the GE Six Sigma
black belts / management experts assist their internal customers in streamlining processes,
cutting costs and increasing profit margins – all free of cost.
South-West Airlines – Happy Employees=Happy Customers
...the company remembers the very basic yet very vital rule of customer delight: happy
employees = happy customers. “While 90% of its employees are unionized, labour relations
have been remarkably positive, especially by industry standards.
Starbucks
Our mission: to inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time. We’re called partners, because it’s not just a job, it’s our passion.
Together, we embrace diversity to create a place where each of us can be ourselves. We
always treat each other with respect and dignity. And we hold each other to that standard

22. Putting it all
together

23. „Real-life‟ Advice...
Some ‘best advice’ from our best clients who’ve learned how to ‘walk to the
talk’:
• Have a strategy that includes your stated Vision/Mission as it pertains to your employees in
addition to your customers – then follow through in everything you do
• Understand and commit to the time and effort it takes to implement an employee-centric
workplace – build it into your budgets and schedules and stick to it relentlessly
• Give your employees lots of room to make decisions, solve problems and create solutions—
you’ll be glad you did! They come up with ideas ‘management’ would never think would ‘fly’
• Give your employees the very best you can and then some, and you will get it back in
spades
Note: If you don’t do anything with the feedback, ideas and suggestions you
get from employees they will not keep giving them to you.

24. In Conclusion...
Here’s what we believe is true given our research, experience and the
results we’ve seen in our practice:
1. Companies who listen to their employees and give them an active role
in the company’s goals have great results
2. Companies who treat their employees exceptionally well, get even
better results
3. Companies who invest in the time and effort it takes to assess the true
Voice of the Customer, and take a continuous improvement approach to
their Customer Satisfaction and Loyalty get the best possible results
Change with your business or be left behind. "It is not the strongest of the species
that survive, nor the most intelligent, but the one most responsive to change."
Charles Darwin

25. Questions? Comments?
Lilly.krstic@ingeniussolutions.ca
5000 Yonge Street #1901
Toronto, Ontario
416-892-5948
www.ingeniussolutions.ca