Customer satisfaction is a key indicator of the quality and value of IT services. But how do you measure and improve it? In this article, we will explore the concepts of IT service expectations and perceptions, and how they affect customer satisfaction. We will also share some practical tips and tools to help you assess and enhance your IT service performance.
Expectations are the standards or criteria that customers use to evaluate IT services. They are influenced by factors such as previous experiences, word-of-mouth, marketing, and service level agreements. Perceptions are the subjective judgments that customers make about IT services based on their actual experiences. They are influenced by factors such as service quality, reliability, responsiveness, and communication. Customer satisfaction is the result of comparing expectations and perceptions. If perceptions meet or exceed expectations, customers are satisfied. If perceptions fall short of expectations, customers are dissatisfied.
Subjective judgement does impact customer satisfaction surveys but the real question is .. is the customer happy with the product itself rather than the service or support that is given for the product.. Eg : mailbox limitations 1) the service could be good 2) customer support is excellent 3) but the product itself has limitations So even if customer gives full ratings to 1 and 2 still it the product would not go long way
The gap model is a framework that can help you understand and improve customer satisfaction by identifying five gaps that can cause customer dissatisfaction. These gaps include the difference between customer expectations and management perceptions of those expectations, the difference between management perceptions of customer expectations and service quality specifications, the difference between service quality specifications and service delivery, the difference between service delivery and external communication to customers, and the difference between customer expectations and perceptions of service. By recognizing and addressing these gaps, you can increase customer satisfaction and loyalty.
To measure customer satisfaction, you need to collect and analyze feedback from your customers. Surveys, interviews, focus groups, complaints, compliments, and social media are all methods and tools you can use. Common metrics for measuring customer satisfaction include the Customer Satisfaction Score (CSAT), which asks customers to rate their satisfaction with a service or interaction on a scale of 1 to 5; the Net Promoter Score (NPS), which asks customers to rate their likelihood of recommending your IT service to others on a scale of 0 to 10; and the Customer Effort Score (CES), which asks customers to rate how easy or difficult it was to get their issue resolved or their need met on a scale of 1 to 5. The lower the CES, the higher the customer satisfaction.
To improve customer satisfaction, you need to act on the feedback you receive and implement improvements in your IT service processes, people, and technology. Setting clear and realistic expectations with customers and communicating them effectively is essential. Additionally, you should monitor and measure your IT service performance and quality regularly and report on them transparently. Training and empowering your IT service staff to deliver excellent service and handle customer complaints effectively is also important. Moreover, it is beneficial to seek to understand and anticipate your customers' needs and preferences and tailor your IT service offerings accordingly. Finally, soliciting and appreciating customer feedback and using it to identify and close the gaps in your IT service delivery is a great way to improve customer satisfaction.
Among the many factors to look in order to improve customer satisfaction, I have noticed one that is not usually looked at, which is the person responsible for providing it. No matter how many strategies and performance indicators a company could implement to improve it, if the person providing a service to a company is not enthusiastic about it the customer satisfaction will not improve. A lack of interest from one individual is a key element to look for because if one can determine what is the root cause of it, then the right approach can be taken to correct this and in consequence, the person will feel empowered and ready to follow the company's strategy when it comes to customer satisfaction.
Measuring and improving customer satisfaction with your IT services can be done with the help of various tools and software, such as SurveyMonkey, Zendesk, Qualtrics, and ServiceNow. Customer satisfaction is not only a measure of your IT service quality, but also a key factor in driving IT service value. By understanding and improving customer satisfaction, you can increase your IT service reputation, retention, and revenue.