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Customer Service Evaluation
1990 FUTRENDS Report, Tool #7
How to Use This Tool for Conducting Customer Service Evaluations
The Survey
This Customer Service Evaluation Tool provides the distributor or the manufacturer with a comprehensive evaluation feedback mechanism.The survey itself should be sent to your customer. The survey can be modified to fit an individual company's circumstances. For instance, you should tailor the "Your Special Product/Service Needs" section to meet your product and service mix. You may also want to include products or services you don't supply, if you would like to do some market research.
The Process
You will want to include a cover letter when you mail this survey and explain your purpose(s) and to advise the recipients of how their responses will be used. You should also include a postage-paid, self-addressed return envelope so the survey is easy to return.Surveying your customers' level of satisfaction should be an on-going process because it provides the basis for a continuous cycle of improvement plans.
Feedback is critical to the success of any improvement program. Your customers need to be kept aware of efforts your company is making to enhance its service excellence, and they need to be made aware of changes you will make based on the results of the survey. Additionally, those who respond to your survey with praise, criticism, or constructive suggestions deserve personalized and timely feedback.
Feedback reinforces the importance of the role your customers play in your business decisions. Therefore, feedback should be provided to your employees, too. Let your employees see the results of the survey. Employees need to know that management is dedicated to excellence before they are asked to adopt and implement service excellence programs.
Click here for a Adobe PDF file of a sample 38-question survey that you can personalize, update and adapt for your use.
You can download Adobe's free Acrobat Reader by clicking on the button to the left.