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Your team needs to evaluate performance in After-Sales. What type of evaluation should you use?

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After-sales is a crucial aspect of customer satisfaction, retention, and loyalty. It involves providing support, service, and feedback to customers who have purchased your products or services. To ensure that your after-sales team is performing well, you need to evaluate their performance regularly and identify areas for improvement. But what type of evaluation should you use? Here are some tips to help you choose the best method for your after-sales team.

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Nick Axtell

Aftersales Operations Manager at Volkswagen Group | Owner at Hope Wellness Therapies | Board Trustee at Relate MK |…

1 Customer feedback

One of the most direct and reliable ways to evaluate your after-sales performance is to ask your customers for their feedback. You can use surveys, reviews, ratings, testimonials, or referrals to measure how satisfied your customers are with your after-sales service. You can also track metrics such as customer satisfaction score (CSAT), net promoter score (NPS), or customer effort score (CES) to quantify your customer feedback. Customer feedback can help you understand your customers' needs, expectations, and pain points, and how well you are meeting them.

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Nick Axtell

Aftersales Operations Manager at Volkswagen Group | Owner at Hope Wellness Therapies | Board Trustee at Relate MK | Counselling, CBT & Mindfulness trained | Passionate about supporting Mental Wellbeing
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Customer experience has to be the ultimate beacon which everything else points towards. Getting the basics right, meeting and exceeding expectations, delivering customer convenience, communication, and all other areas all seek to drive better customer experience, and in turn customer loyalty, ultimately resulting in revenue. Customer scores are a great indicator of the ‘mood’ and trends, but the real richness comes from truly listening and hearing what customer are saying in their verbatim feedback. Customers are literally giving us the answers as to what they feel went wrong, and what they expected.

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Amber Strong

Customer Experience Specialist
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Any evaluation of after-sales performance must start with customer feedback. **The positive: What are we doing right? **The negative: What did we get wrong and how was it handled? **Suggestions: What features or services does the customer tell us they are looking for? From here I would brainstorm ideas with the team to find better solutions. In doing this we also must be willing to ask our customers the hard questions and face them head on with action.

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Abdullah Alajmi

Aftersales EV & ICE Service Specialist | E-Mobility Service Consultant at JLR
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when my team needs to evaluate performance in After-Sales, we should use a comprehensive evaluation approach. This includes assessing key performance indicators (KPIs) such as customer satisfaction ratings, service quality metrics, response times, resolution rates, and overall efficiency in handling after-sales inquiries and issues. Additionally, we should consider feedback from customers, analyze data from service reports, conduct regular performance reviews with team members, and benchmark our performance against industry standards and best practices. This holistic evaluation strategy helps us identify areas for improvement, optimize our after-sales processes, and ensure high levels of customer satisfaction and retention.

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2 Service quality

Another way to evaluate your after-sales performance is to assess the quality of your service delivery. You can use standards, benchmarks, or best practices to compare your service quality with your competitors or industry norms. You can also monitor metrics such as service level agreement (SLA) compliance, first response time, resolution time, or case closure rate to measure how efficient and effective your service process is. Service quality can help you identify your strengths and weaknesses, and how you can improve your service delivery.

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3 Employee performance

A third way to evaluate your after-sales performance is to examine the performance of your individual employees or teams. You can use goals, objectives, or key performance indicators (KPIs) to align your employees' performance with your organizational strategy and vision. You can also use feedback, coaching, or training to support your employees' development and motivation. Employee performance can help you recognize and reward your top performers, and address any performance gaps or issues.

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4 Financial impact

A fourth way to evaluate your after-sales performance is to analyze the financial impact of your service activities. You can use metrics such as revenue, profit, cost, or return on investment (ROI) to measure how your service contributes to your bottom line. You can also use metrics such as customer lifetime value (CLV), customer retention rate, or customer churn rate to measure how your service affects your customer loyalty and retention. Financial impact can help you justify your service investments, and optimize your service profitability.

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5 Continuous improvement

The final way to evaluate your after-sales performance is to use the results of your evaluation to implement continuous improvement initiatives. You can use tools such as SWOT analysis, root cause analysis, or gap analysis to identify your opportunities and challenges, and prioritize your actions. You can also use tools such as plan-do-check-act (PDCA) cycle, SMART goals, or balanced scorecard to plan, execute, monitor, and evaluate your improvement projects. Continuous improvement can help you enhance your after-sales performance, and achieve your desired outcomes.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your team needs to evaluate performance in After-Sales. What type of evaluation should you use?

1

2

3

4

5

6

1 Customer feedback

2 Service quality

3 Employee performance

4 Financial impact

5 Continuous improvement

6 Here’s what else to consider

Aftersales

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Your team needs to evaluate performance in After-Sales. What type of evaluation should you use?

1

2

3

4

5

6

1 Customer feedback

2 Service quality

3 Employee performance

4 Financial impact

5 Continuous improvement

6 Here’s what else to consider

Aftersales

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