Are you measuring the right stuff?

One of the reasons Zappos excels at business and with their customer service is that they measure the right stuff.

So rather than measuring how quickly their call center employees can deal with an incoming call, they measure the quality of the interaction with the customer. What a concept! They actually measure quality over quantity!

One of they ways they do that is by asking their customers some non-traditional customer feedback questions:

  • Question 1: On a scale from 1 – 10, How likely would you be to recommend Zappos to a friend or family member?
  • Question 2: On a scale of 1-10 how likely would you be to request the person you spoke with again?
  • Question 3: On a scale of 1-10 how likely would you be to recommend this person to a friend or coworker?
  • Question 4: On a scale of 1-10, if you owned your own business, how likely would you be to try and hire the person you spoke with?

I particularly like the last question because it gets to the heart of the matter in an interesting way.  And imagine how extraordinary the service might be when every employee knows that these questions are being considered!

So look at what you are measuring in your workpalce, becuase chances are, if your like most organizations, there’s a good chance you are inadvertently measuring the wrong things.

And then look at your customer feedback questions. Are you asking the same old questions everyone asks, or can you stand out from the herd and get some juicier information by asking some different questions?

Michael Kerr, September 19, 2011   www.mikekerr.com

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