Look & Listen

Know your customer attitudes, behaviours, needs

In order to meet or exceed your customers’ expectations – you really need to know what they expect and care about!

CUSTOMER SATISFACTION

The deeper your insight into customer satisfaction, the more powerful.

Why you need it

To provide a deep understanding of how your customers perceive your business, including complaints. Constructive customer feedback is as valuable as it is rare – this is your opportunity to gather data that makes a difference.

How it works

  • We get in touch with real customers and interview them to understand their view of your business – either relating to a recent interaction, or their general perception and awareness.
  • The format is flexible, we work with you to design it. These surveys range from the simple to the complex, can be conducted over many communication channels, and can be standalone studies or syndicated programs.
  • Our Australian based call centre operates to the highest standards in the land and achieves outstanding success rates making for very efficient research.

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QUALITATIVE RESEARCH

Find out what your customers think – and, more importantly, how they feel.

Why you need it

Emotion is often more powerful than logic, especially when it comes to customer behaviour and can clearly be linked to loyalty. Qualitative research is a powerful way to develop theories about customer motivations and opinions, which you can then test and validate with further with quantitative research.

How it works

  • We help you identify your most loyal – or possibly, least loyal – customers, and invite them for a deep discovery session.
  • We then work with you to design the sessions, using a range of techniques to shed light on your customers’ perceptions, desires and beliefs.

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INTERNAL CUSTOMER SATISFACTION

Often the most important customers to understand are those who are internal to your organisation – employees, influencers and associates.  We call it Voice of the Business (VoTB).

Why you need it

The success of any customer experience depends on the efficacy and motivation of the internal teams that need to deliver it. By identifying and tackling challenges in this area, your ability to improve the customer experience increases and you can unlock trapped potential.

How it works

  • We interview internal teams to determine what is working well, and what is holding them back. Questions focus on their dealings with each other and with other internal stakeholders.
  • Our team analyses the results, developing insights that can help drive positive changes and create value.

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Query & Probe

Identify strengths and weaknesses, analyse, diagnose, recommend action

Delivering excellent experience is all about reducing pain and injecting empathy – while that sounds simple it takes a bit of work!

CUSTOMER JOURNEY MAPPING

The customer journey is a series of interactions with your organisation. To gain insight into how customers experience your business, you need to understand their actions, thoughts and feelings at every touch-point including before they connect with you way after you’re “done” as well.  Not everything your customers experience is visible to you. Customer journey mapping gives you the chance to step into their shoes, and understand how each aspect of their experience fits into a larger whole.

Why you need it

NOT ALL STEPS ARE CREATED EQUAL….so don’t evenly distribute your scarce “business improvement funds” across all stages of a journey.  A great journey map is a recipe for maximising customer experience with zero regret investment.

How it works

  • We identify the main touch points and interactions that occur when a typical customer experiences your business. Importantly we find out which touch points matter to the customer most.
  • The focus is on emotional insights – a qualitative assessment of how your business ‘feels’ to customers.
  • From here, we highlight opportunities for improvement, and how your strategy and policies can reposition you for growth.
  • The results go beyond better customer experience, they include improved efficiency, more motivated staff, and streamlined costs.

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ENTERPRISE DATA

Your business generates multiple streams of data at any given time – but chances are you are not making the most of it. Get the best return on investment with an enterprise data audit.

Why you need it

There is often significant value buried in existing organisational data, but it takes time, effort and speciality analytics to unearth it and find the golden nuggets.

How it works

  • We work with you to design and conduct an information audit
  • We gather all the survey results you already have to hand, combining them with other sources of data from across your organisation, including KPIs, employee turnover and loyalty data.
  • Our team identifies helpful insights from this data, including any data you might be missing and any information gathering processes that could benefit from a redesign.

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ANALYTICS, INSIGHTS AND REPORTING

Data on its own can be valuable. Data that is put to use in the right way is invaluable. Many businesses collect their own customer survey data but miss the chance to extract its full value.  We specialise in developing exception reports…why look at everything  when you really just need to know what to fix or what to celebrate!

Why you need it

Data analysis can be unwieldy and accuracy is essential. Our experienced team of specialists provide comprehensive reports to help you make the most of the data you already have but perhaps are not using.  Now that’s a great way to improve your return on investment!

How it works

  • Our team of insights specialists look at your existing data, working with you to develop a data frame. They’ll help you extract value, spot what is missing and fill in the gaps.
  • We tailor reporting to reflect what you need to drive action in your business, at the frequency and via the medium that suits you best – real time, periodic, high level dashboards or detailed data tables.
  • You also receive briefing sessions and ongoing training and feedback, to ensure you get the maximum benefit from each report.

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Think & Fix

Refine your value proposition, strengths, positioning, culture

CUSTOMER EXPERIENCE MANAGEMENT

Creating a positive customer experience culture involves your entire organisation. Determine the best way to achieve this with a customer experience management strategy.  We will help you to design a framework, suite of measures and your First Responders team so that you can use your VoTC customer intelligence to improve your performance.

Why you need it

Customer experience is not just the responsibility of your customer service teams – it is affected by the actions of your entire organisation. Decisions made within departments across the organisation including finance, logistics, fault reporting, brand and communications will all have an impact. Our team can help identify how well these teams – and your organisation as a whole – are fulfilling your customers’ needs and expectations.  We guarantee that you don’t just receive data and insights, we commit to co-developing an action plan with your CX team that helps you to move the dial.

How it works

  • We work alongside you to build a phased plan to help make your organisation more customer-centric.
  • We identify where your teams sit on the ‘Customer Experience Maturity Curve’, assessing customer experience competency across all departments and the organisation as a whole.
  • We help you identify which individuals and departments should be involved as key members of the customer experience team in the future.
  • We develop metrics to help you track customer experience within your teams, including relationship-based and transactional skills.
  • We train key team members in People Centric Experience Design (PCxD)™, teaching them how human design principles can help guide organisational changes, now and in the future.
  • We help you build your First Responders team and give you quality driven project management tools to implement change and gain full value from your investment.

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EMPLOYEE ENGAGEMENT

The engagement of your employees has a large impact on the success of your business. Motivating your team to perform is essential – but requires specialised skills.

Why you need it

Organisations with engaged employees enjoy high productivity and low turnover, have lower rates of sick leave and find it easier to attract top talent. At the same time, happy employees deliver a better customer experience, so there is a ripple effect when you get employee engagement right.

How it works

  • We work with you to understand your organisation’s level of employee engagement, according to a five point methodology:
    • First, we seek to understand shared purpose– how much employees feel a sense that they are contributing to company goals.
    • Next, we assess the degree of autonomous working– how well employees feel informed and skilled to perform to their best while operating autonomously.
    • We then determine how well employees feel listened to, and how much their voice is valued.
    • We evaluate levels of trust, and the degree of connection employees feel with their colleagues and with the leadership team, and finally
    • we assess employee wellbeing in holistic terms.

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BENCHMARKING

Intelligence is more than knowledge – it is knowledge in context. Benchmarking gives you a simple, affordable way to compare your business with competitors within your sector, or similar businesses within your locale.

Why you need it

If you want to understand how your customers experience your business, you need to know how you compare with your competitors and other business they experience. To gather this data, an independent source with rigorous methodology is essential.

How it works

  • You can choose to benchmark your performance against others in your sector, or measure yourself against a set of internal standards.
  • We design, conduct and analyse mystery shopping and customer satisfaction surveys to provide clear feedback on how your organisation compares.

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Deliver & Review

Service delivery performance, progress, quality

Once you have built a world class customer experience management framework, you may benefit from independent assessment as part of your quality management intelligence kit.

MYSTERY SHOPPING

SenseCX is the defining customer experience measurement system built to reflect how customers prefer to be serviced. The proprietary system provides ready access to insights for improved customer interactions that lead to remarkable outcomes: better customer satisfaction, unwavering loyalty and lasting market differentiation.

Why you need it

Customers expectations are rising exponentially. They want their query resolved the best way, not just the fastest way. They want it to be consultative. They care about outcomes. They want to be heard. They want to be recognised as an individual. They’re also switching channels at will – email, phone and face-to-face – making it harder for you to ensure a consistent customer experience (CX). What’s more, the explosion of live chat and social media interactivity adds a new dimension that, up until now, has been tricky to measure.

SenseCX provides you with a consistent approach for resolving customer queries the best way, not just the fastest. By bundling measures into the three key CX simple pillars of success, ease and sentiment for each channel, SenseCX gives you the tools to enhance customer interactions fulfilling their sales, service and conflict resolution needs.

How it works

The system incorporates best-practice mystery shopping service standards against benchmarks and aligns outcomes with the metrics you’re currently capturing from direct customer feedback.

Delivered through a robust scoring platform, SenseCX allows you to access results quickly, and convert to prioritised actions. The system is built upon a research-based methodology and integrates:

  • over 30 agent behaviour measurements in each service interaction, with subtle variations across each channel;
  • tangible observations that clearly indicate what can be celebrated and where improvement is required;
  • readily available dashboards and reports with as much detail as you need;
  • customisation to add, delete or alter criteria to suit specific customer environments;
  • internal and external benchmarking to achieve consistent performance across teams and channels while keeping an eye on competitors; and
  • the ability to add or augment core service team measures or extend to sales teams.

 

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EXTERNAL QUALITY ASSESSMENT

If you want to measure more complex customer service interactions, an external quality assessment can help.

Why you need it

While mystery shopping is useful, sometimes you will want to assess an interaction that is more complex – maybe it requires the customer to provide an ID or more personal information, or get a detailed, accurate response or service.  You may also be seeking a platform to use for your own internal quality assessment data capture and reporting.

How it works

  • We will observe a series of interactions between your customer service representative and a real customer.  These can be across multiple customer service touch points (you can supply phone recordings, video interactions, email or live chat transcripts straight out of your CRM system).
  • We will assess these based on our SenseCX criteria. You can choose to receive your individual results, or get some benchmarking across your competitive set.  If there is something specific, you want to know more about – for example, whether the information the customer is receiving is accurate, or whether your sales team is using your preferred upsell technique – we can measure that too.
  • We can setup your own protocols, provide access to the reporting platform and let your own team conduct internal mystery shops or quality assessments.  This can keep your enterprise data in a single, reporting platform to create consistency, simplicity and the ultimate mechanism for driving improvement across teams.

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TRAINING PROGRAMS

The growth of a business depends on the growth of its staff, and the customer experience is only as strong as those who deliver it. We can develop, design and deliver training programs tailored for individuals and teams within your business who play key roles in the customer experience.

Why you need it

With tailored training, you can improve efficiency, leadership and morale within the team, as well as develop specialist skills like journey mapping and complaint handling. Our trainer works on-site with your staff, helping them develop dialogue and rapport with the customer. The training provides measurable results in sales, service and complaint handling , so you can quantify your return on investment.

How it works

  • We look at your current customer experience and review the training currently delivered to your teams. With this knowledge, we then work with you to design and develop training to achieve the goals you set. This can be face to face workshops and classroom sessions or E-learning modules to improve staff onboarding, address service failures and “recalibrate” from time to time.
  • We then work with your staff development teams to either run a stand-alone training program, or package it with our other customer experience services for maximum impact.
  • You and your development team choose from topics including customer service (basics and advanced), complaint handling (advanced), in-depth call handling skills, dealing with hardship calls, high-performance team skills and team training based on the SenseCX methodology.
  • Each of our training consultants has more than a decade of experience across a number of industry sectors.

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Understand

Because sometimes, you need to know where to start. And this might be to understand your customers’ needs, expectations and experiences. Or, are you unsure what parts of the service cycle you need to improve, how to become more customer centric or how to improve agent performance? Wherever you are right now, CSBA can help.

Strategic diagnostic and service reviews

A Strategic Assessment and Service Review helps you identify current challenges and performance gaps and identify the actions that will make a difference. CSBA brings a range of consulting methodologies, diagnostic checklists and frameworks that cover the spectrum of your business. We work with you in a flexible, modular way to develop a customer centric program to suit your particular challenges and circumstances.

With over 16 years’ experience we know what to look for and how to help you be the customer centric organisation you want to be.

Site Reviews

How is your contact centre operating? Want to have an independent assessment to improve customer service and business performance? Our experienced consultants can determine if the contact centre is demonstrating best practice in operational and customer service delivery and achieving your business goals.

We identify the issues and concerns, capture current measures and performance, compare to industry practices, conduct on site observation and then come up with an action plan.

Assess Front Line Performance

All front line staff require feedback on their performance, yet less than half receive regular feedback on how well they handle customer service interactions. CSBA has developed comprehensive and rigorous customer service methodology and measurement criteria to provide an independent quality assessment of the service experience. We recommend actions to improve the service experience.

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Measure

Awash with measures and metrics and not sure which ones matter or what they tell you in an industry context? CSBA has the knowledge and expertise to know what processes and measures e.g. NPS, loyalty, ease of doing business provide the best value for money. We work with you to develop the measures and metrics and the information you need to know how your business is performing, how you measure up against your competitors – and what your customers really think.

Design your dashboard

Sometimes, some clear, unbiased thinking helps to sort out the measures that matter. We can design the dashboard that contains the measures you need to know, the reporting cycle that works for you and that what you are doing is making a difference to your business – and your customers.

Measure Customer service

Measuring customer service and satisfaction is an integral part of any organisation’s business improvement program. At CSBA, we talk directly to your customers about their customer service experience, look at all the channels they use to contact you and work hard to turn this data into meaningful insights. We then provide practical solutions to help improve your business practices.

Mystery Shopping

The customer service experience occurs across many channels (phone, face to face, web and email) and activities (sales, service, bill enquiries and hardship). But how do you know if the service experience is consistent across all these? How do you know if the measures are focusing on what matters to customers?

CSBA works with you to define the outcomes you seek, develop the most appropriate scenarios and identify the touch points to measure so that the best possible outcome for your organisation is achieved. When this happens, your front line staff know what matters to provide a great service experience. And that’s what we all care about.

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Improve

Your customers don’t stand still. And neither do you. You know that day in day out there are ways to make it easier and simpler for you and your customers to interact – because when that happens, everyone benefits. How do you move from a customer feedback loop that is designed for governance or annual reporting to one that continuously looks to build a ‘best practice’ experience? How do you make sure that those experiences are translated into your organisation’s DNA? How do you make it easy for your customers to deal with you – after all – the best customer service is no customer service!

Become Customer Centric

Being a customer centric businesses is when we ‘join the dots’ between people, process and technology to provide the services customers want and to improve the service experience. This way the ‘voice of the customer’ is at the heart of what we do and, why we exist. We make decisions to improve the service experience and provide better value.

Map the customer experience

All too often we see companies designing customer processes with little knowledge of what is important to the customer. Do you really want to know what it takes to fulfill a customer request? Is it that hard … or easy? How many times do we find practices that just get in the way?

To get a clear and accurate picture of the ‘pain points’ you, and your customer experience we conduct Customer Experience Journey Mapping. This compares the current customer experience with the organisation’s view. We then establish the steps required to achieve what customers define as optimal customer service (and make life easier for you too).

Improve front line performance

When I get to speak to someone I want to feel they understand my issue, know they can help me and be treated like a valued customer – and I only have to describe my issue once!
From an enquiry to a complaint you want to be confident your staff are equipped with the skills and knowledge they need to resolve each issue and handle every complaint in a professional way.

CSBA programs train front line staff in customer service skills – in the emotional and task content of the role to achieve your service standards. We work with managers, team leaders and staff to develop a picture of what good customer service looks like, define what is important to the customer and how to handle complaints and complex issues effectively. Because we are customers too.

Happy employees create happy customers

Attracting and retaining a talented team is becoming increasingly challenging. Service roles are becoming more complex. Helping your staff to be more proficient in their roles drives up motivation, lowers work related stress and builds advocacy for your business.

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Perform

Want to be beyond ‘best in class’ but don’t have the figures to show it? Want to move there but don’t know how you stack up against your peers? Want to demonstrate to your customers, staff, and management you are ‘better than the rest’? Then participate in our industry benchmarking programs.

Industry Benchmarking and syndicated surveys

For over 15 years CSBA has conducted comprehensive customer service benchmarking programs for over 15 different industries ranging from banks, telcos and government. This measurement is recognised as the most accurate indicator of what matters to customers when contacting an organisation.

CSBA sponsors syndicated benchmarking surveys across a range of industries in partnership with industry associations and government bodies to promote performance, transparency and high standards of service.

State Government

CSBA in partnership with the National Customer Service Summit (NCSS) conducts a benchmarking program to understand, measure and improve their customer service across telephone, face to face and website.

Local Government and Utilities

CSBA holds a license for the Common Measurement Tool (CMT), a questionnaire developed by the Canadian Institute for Citizen-Centred Service. The tool measures service across all channels of service delivery (telephone, in person, web, mail, email). Councils and utilities in Australia are using this tool to compare their performance and to provide better value to their communities.

Superannuation Industry and Net Promoter Score (NPS) Index

For over 6 years CSBA has been conducting the Superannuation NPS program in conjunction with Fund Executives Association (FEAL) and the Melbourne Business School. The program provides an accurate independent measure of NPS that meets statutory reporting requirements as well as providing information to improve business operations to benefit members.

Tertiary Education Sector

CSBA conducts benchmarking for universities across Australia. In conjunction with the Association of Tertiary Education Management (ATEM), CSBA conducts a range of customer satisfaction and mystery shopping surveys to measure and identify drivers of student satisfaction and the processes that need to be improved.

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