Customer Service Survey

Walt Disney, the father of Disney Company, once said that he was only interested in one thing in business, namely “The Bottom Line”; “The bottom line on the faces of our customers”. He was of the opinion that if that line curved in the right direction, the other bottom line would follow suit and the organisation would prosper and grow.

Research conducted over many years indicated that customer service is always measured by the same six factors, irrespective of whether it is related to the service of the local spaza shop or an international five star hotel. These factors are:

• What the customer experience with their senses when they interact with the organisation and its employees
• The competence of the employees the customers interact with
• The reliability of the service and products
• The empathy or customer centricity the customer experiences during interactions
• The responsiveness of the employees and the organisation’s systems
• The cost competitiveness of the products and services provided.

The research is conducted by means of a structured telephonic questionnaire. The questionnaire is based on a generic questionnaire to measure customer service in this ”hands-on” model. The questionnaire is adapted to suit the business environment of the client.

As a result of the research the organisation will know:

• If there is a gap between the service employees assume they provide and the service experienced by the customer
• If there are differences between the service experience of different groups
• What could be done to ensure that customers experience quality customer service.