A new survey highlights the need for companies, particularly those in the ‘customer relationship’ arena, to carry out analysis of their own customers’ satisfaction levels.
The survey, commissioned by Noetica, covered its customer base of European call centre bureaux, and assessed satisfaction into all stages of its relationship with customers, including pre-sales service, product training, customer service, and product usability.
“This survey is an example of how CRM-orientated companies should be the first to practice what they preach,” says Noetica commercial director, Keith Symondson. “It’s one thing extolling the virtues of your company at pitch stage, but quite another to assess your performance to customers – especially when frank answers might require a good deal of legwork.”
“We take customer feedback seriously. We have recently rejuvenated our helpdesk, and are considering the formation of a customer user group. Feedback has also been used to add new features and innovations.”
Symondson, concludes: “Surveys won’t always tell you what you really want to hear. Some of our results were not as high as we’d wished and we have taken action to deal with this. How can a company call itself a CRM specialist if it fails to manage its own customer relationships?”
Established in 1997, Noetica is a leading developer of innovative software solutions for successful management of any call centre. Part of the privately controlled holding company the Scandex Group, Noetica is based in London, UK, with strategic partners throughout Europe, Canada, Asia and the US.