Consumer experience
Classically, service providers would send out customer satisfaction surveys after a transaction is complete (for example when an incident is resolved and closed) or periodically throughout the year (sometimes called “relationship surveys”). These types of surveys have become so widespread though, that there is a general survey-fatigue, meaning that consumer cannot be bothered providing you with feedback about their experience anymore. Moreover, surveys are often delayed so that the recipients don’t remember well what the touchpoint or interaction was exactly, and therefore cannot provide relevant feedback anymore.
Therefore, when you want to measure CX/UX, you need to do it at the moment that the touchpoint or interaction takes place and keep it as simple as possible. For instance, if you have a portal through which consumers can open a service request, you can implement a small survey consisting of simply a request for a rating of their experience on a five-star scale, plus a field for their verbatim feedback. This method has the highest chance of getting relevant feedback from the consumer. Similarly, if there is human interaction between the consumer and your staff, the staff can ask directly how the consumer felt about their interaction and record this for future analysis.
Consumer reporting
Whatever the service targets are, you need to make sure of a few things:
- Targets need to be worded in terms of specific, measurable, achievable, relevant, and time-bound (SMART);
- Results of the service level measurements should be produced regularly, depending on what is realistic;
- SLA targets should not conflict with any internal performance measures and the targets of those you have put into place;
- Consumers should be able to provide feedback on the results of SLA measurements.