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פברואר 17, 2010

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Customer Experience Metrics for product/offer/service design and development?

Tomasz asked: // Hi all, I am looking for a good metric (set of metrics) related to customer experience that could be used to guide product/service design and development.

Guy answered: Be careful to separate between designing really new products and designing changes and upgrades to existing products and services. Customer feedback is not a good source for radical innovation and other methods should be used. Certainly a metric that is numeric is inappropriate for that.

The exact opposite is true in the case of incremental innovation like changing existing product, improving service program or other process and policy adjustments needed due to updated customer expectations. In that case customer experience monitoring is a very good source for unmet needs and requirements.

I can mention few questions/parameters that can help you in generating new ideas and in making sure new products and service are designed in a suitable way:

 Number of Service Requests. The volume at which your customers approach you for service is a major source for product and service improvements. Ask the customer also if the need to approach you (the service provider) could have been prevented.

 First Contact Resolution. When analyzed by product it can be an indicator of how difficult is it to solve a problem as well as how important is it for the customer. Therefore, it calls for changes in the product / service design.  

  Meet expectations. This is a great question that uncovers very interesting and unexpected gaps between customers and the current offering and delivery. A separate analysis should be conducted for the ones that stated 'above and beyond my expectations' and for the ones stated 'didn't met my expectations'

 Recommendation to a friend (or NPS). While it is a good source of new requirements, I have to state it is more uitable for periodic customer satisfaction surveys and less adequate for monitoring specific customer experience shortly after the interaction with the customer.

You can learn more about how to use Event Driven Feedback in this link: http://www.ransys.com/solutions/voice-of-the-customer/event-driven-feedback.html

 Good Luck, Guy