Gather, analyse and interpret customer feedback
Overview
This standard is part of the customer service competence area related to Customer Service Management. It includes gathering, analysing and interpreting customer feedback. It covers planning, organising and controlling customer service operations. It includes customer service behaviours and processes that have most impact on the customer experience during customer service delivery. Remember that customers include everyone to whom you provide products and services. They may be external to your organisation or they may be internal customers.
You improve customer service by being fully aware of customer wishes and expectations. You seek structured feedback from your customers about their experiences of your organisation's services or products. Important customer feedback can also be found on social media platforms, where customers and influencers exchange opinions about your organisation's customer service. These opinions effect your organisation's reputation, so you monitor and review social media content to identify trends. You also use social media content and customer feedback to make suggestions for improvements to customer service and changes in the way your organisation deals with its customers.
This standard is for customer service professionals on supervisory or managerial levels who gather, analyse and interpret customer feedback to improve customer service.
Performance criteria
You must be able to:
- identify the methods available for collecting customer service feedback
- evaluate the costs and benefits of each method for collecting customer feedback
- select methods for collecting customer feedback from different sources
- develop a plan to collect information from customers about customer service
- apply your chosen methods to collect customer feedback
- search social media platforms for customer feedback
- confirm that customer service feedback posted on social media is accurate and valid
- classify and collate customer service feedback from social media platforms
- collate customer service feedback about responses to specific requests on social media
- monitor feedback collection to check that it focuses on your chosen customer sample and customer service
- record data using your organisation's software ready for the analysis and interpretation stage
- collate data collected from customers to identify patterns and trends in customer service
- perform calculations to summarise patterns and trends in the data collected
- present your analysis in your organisation's required format
- interpret the meaning of the data by linking your analysis with knowledge of your organisation's services or products, and processes
- make recommendations for changes in customer service in response to the views of your customers
- use customer feedback to develop customer relationships
- respond to customers service feedback through social media platforms when required
- follow the legal, organisational, codes of practice and policies relevant to your role and the activities being carried out
Knowledge and Understanding
You need to know and understand:
- the advantages and disadvantages of collecting customer feedback through different methods, including written questionnaires; telephone, by interview; using focus groups; internet; e-mail; and social media
- the importance of validating feedback submitted through electronic channels such as social media to ensure that it represents genuine customer opinions
- the random sampling techniques that can be used to select customers to provide feedback and how to avoid bias in non-random samples
- the principles of questionnaire design the software that your organisation uses
- the principles of interviewing customers and the type of data that this method generates
- how to calculate the costs of developing and implementing a customer survey
- how to implement customer surveys
- how to search social media platforms for customer service feedback posted by customers
- how to ensure that customer service feedback posted on social media platforms is accurate and valid
- the techniques for monitoring data collection from different sources
- how to use your organisation's software to record and analyse customer feedback
- your organisation's format for displaying and presenting data so that is easy to understand
- the statistical techniques that can be used to summarise trends and patterns
- the ways that customer feedback can be used to provide information to customers and develop relationships with them
- your organisation's procedures for recommending changes in customer service procedures, processes and systems
- the legal, organisational, codes of practice and policies relevant to your role and the activities being carried out