Reporting Customer Satisfaction

Services

Reporting

Omega’s reports are referred to as ScoreBoard^SM Reports. They are real-time in nature and can be generated online when desired. ScoreBoard Reports are intuitive and have been designed specifically for presentation. The reports can be structured to reflect data gathered via web-based research as well as through telephone surveys. The web surveys are interactive and highly customizable.

Special ScoreBoard Report features include:

A paperless customer action alert and advisory system.
- Permission-based log-in access for field managers
- Ability to generate "days outstanding" alert reports by location and date range.
Automatic transfer of survey participant data from CRM software closed service ticket data.
Single sign-on user access to all survey initiatives in process
Real-time data access with full filtering capability; such as:
- Frequency distribution
- Cross-tab reporting
- Trend analysis
- Mean comparisons between entities (e.g., district, regions, vertical markets, etc.)
- Correlation analysis
- Significance testing to compare service practice differences among entities
- Text-mining (to analyze verbatim commentaries)
- Data export capability

Special ad-hoc custom reporting & analysis

Additional custom ad-hoc reporting and analysis services are available through Omega's Center for Loyalty Research. The ad-hoc reporting includes support engineer report card and customer satisfaction key driver analysis in service profit chain, and identify key metrics that influence service goals.

Omega’s reports, which incorporate the latest advances in dashboard reporting, contain seven types of metrics:

1) Percent satisfied -- a quantitative metric calculated by adding up the sum of respondents who have ranked your service organization as meeting their expectations, being above expectations, or exceeding expectations. For example, aggregated customer responses to a survey question might show that 86% of respondents said they are satisfied with a given product or service. However, you don’t know how satisfied these 86% are, or how dissatisfied the others may be.

2) ScoreBoard Index (SBI) – is a qualitative assessment used to actually manage your service organization. In this report, Omega computes weighted average by multiplying the number of respondents by the numerical value for each category (e.g., exceeded, above, met, below and did not meet expectations). Then we sum all five categories and divide the result by the total responses for that question. We are looking for a weighted average of 4.0 and above. That’s because our research confirms that, at 4.0 and above, you have high level of customer satisfaction and you also are building customer loyalty and retention. This is where you clearly raise the bar for your competition.

3) Satisfaction vs. SBI – this report compares percent satisfied with weighted average to help you refine your loyalty management strategy. Percent satisfied basically is a pass/fail grade; respondents are either satisfied with your quality of service or they aren’t. The weighted average provides a clearer picture of how satisfied the customer is using Omega’s 5-point scale, roughly analogous to an academic grading system of A, B, C, D or failing.

In this example (Figure 1), even though 100% of the respondents say they’re satisfied with your quality of service in your support personnel’s ability to provide an answer that resolved their issue, the weighted average of 3.0 is a grade of C, which is average performance. You’re meeting the customer’s expectations, but not locking-in loyalty since that happens at 4.0 and above.

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4) Delta Analysis -- we ask your customers what customer service issues are most important to them, and then ask how they rate the quality of service in each area. This process, also known as gap analysis, is critical to your operations because it identifies areas where you may be over investing as well as areas of potential competitive vulnerability. For example, let’s say customers rank documentation as not very important, but they rate the quality of your documentation as outstanding – in fact, exceeding their expectations. If that trend is consistent among customer responses, we would say that you’re over investing in this area, and recommend you reallocate your resources.

5) Customer Satisfaction Index (CSI) -- The Customer Satisfaction Index is an overall score, for an entire category (such as telephone support). It is a roll-up, or average of the scores, for all questions per category. Companies often use the CSI as the basis of employee recognition and rewards under their loyalty management strategy program. For example, let’s say that the CSI metric the contact center staff needs to achieve in order to receive a group reward or bonus is 95%.

6) One Minute Trending – The One-Minute Trending report shows the current year’s scores and the prior year’s scores. The data will be in the same time frame (monthly or quarterly) as that in which we have conducted your surveys. We refer to it as one-minute trending because you can literally see in one minute which way the wind is blowing.

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7) Benchmark – Our last example of an Omega ScoreBoard report is the Benchmark report. This report includes Omega’s Top 25 service organizations, NorthFace ScoreBoard recipients and industry-specific data. Results are displayed in terms of percent satisfied and weighted average as they relate to customer satisfaction and “would you recommend” data that is key to gauging customer loyalty.

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