Presenting Current Measuring Methods

As it came up from the interview results, customer experience measuring is done with different methods in different touch points by the case company. In order to get better understanding of the current measuring, some of the used measuring methods are presented. The analyzed measurement methods are presented in the appendix 3. Every color in the table represents a one measuring method, for example all the questions that are in the red base are asked in the similar questionnaire. All in all it can be said that there are quite many methods for measuring, with different kinds of questions with different answering options. In the chapter 4.3 some ideas are given to help the case company to improve their measuring.

4.2.1. Measuring Customer Experience in the Customer Service

The interviewed C and A were discussing about the questionnaire sent after the customer experience encounter. In customer service, there is an automatic questionnaire call sent after the customer has ended the call with customer service representative. There are four questions regarding to the customer’s experience from the customer service encounter. Customer is asked to evaluate his or hers experience on the Likert scale from 1 to 5, where 1 is the worst and 5 is the best.

The questions are regarding the customer service, servant’s ability to tell company’s products and services, did a customer get a solution to his or hers issue solved and the readiness to recommend the case company. The company

does react to the given feedback, and unsatisfied customers are contacted. As it was pointed out in theory, such a case may be a chance to turn an unsatisfied customer to be satisfied.

When comparing the measuring method for example to emails, the questionnaire call allows the achievement to instant feedback from the customer service.

Customer gets the questionnaire right away and customer cannot postpone giving answer, like it can be done with emails. Customer has a clear picture how was the encounter. In addition in emails, it may be that customer does read emails once in a while, and when reading the email it may be that some time has passed after the interaction: it may be challenging to remember how the encounter exactly was and what was the call even considering. In addition, emails are also easy to bypass.

On the other hand, as the call comes from the unknown number, many may not answer.

4.2.2. Measuring Customer Experience in the Company’s Webpage

The interviewed A told that about the customer experience sheets that are used on the company’s webpage. There are three different kinds of questionnaires considering the customer experience in the web. The questionnaires are regarding contract making, the registration process and customer’s own service (please see appendix 3).

The first mentioned is concerning the fluency of contract making process, did customer get his or hers issue solved, and does customer have positive feedback or development suggestions (open feedback). There answer options are yes/no, Likert scale 1-5 (where 5=totally agree and 1= not agree) and open feedback. The contract making related questions are concerning the easiness and fluency of registration, and the background for the registration. In addition open feedback and development suggestions are asked. There are answer options with yes/no – option, multiple choices, and open feedback. The questionnaire of customer’s own customer’s own service page on the web: why customer did come to the company’s webpage, did she or he get the issue solved, and other questions

regarding to the company’s service offered. In the questionnaire there are following answer options: multiple choice, yes/no questions and open feedback.

4.2.3. Measuring Customer Experience Feedback from Emails

The case company is doing automatically triggered email communication to its customers whose email address company has, and there are different kind of emails send depending on the lifecycle status of a customer. In some of the emails, there are feedback questions asked. As there are numerous different kinds of emails existing, it is not sensible list those in this study.

Interviewed A did also explain the customer experience measuring in email communications. The case company is doing active email communication. Emails are sent in different touch points during customer’s lifecycle. Emails are typically sent on the basis of customer’s lifecycle status, and the aim is to meet the customer’s possible arousing or prevailing needs. Some of these emails include different kinds of questionnaires regarding the customer’s experience on the customer service achieved, and other things alike. There are also more comprehensive, product –related questionnaires and very short questionnaires consisting of only one or two questions. In this study the concentration was chosen to the emails that are sent in the beginning, during and at the possible end of the relationship, in order to get a bit more comprehensive understanding from the whole lifecycle of the customership.

In the beginning there are questions concerning customer’s experience regarding the service received from the customer service: this email is only send if a customer has done the contract with a customer servant. There are multiple answer options regarding the customer’s experience of the service achieved, from 1 to 5 with similar evaluation criteria as presented above. After that, from a customer is asked would he or she recommend the company, with yes or no answer options. During the customer relationship, in case of some products, there are questionnaires concerning customer’s experience. These questionnaires are notably longer and include different kinds of questions regarding the product and

the service. In the end of the questionnaire there is NPS asked. If the customer relationship ends, there is an email sent to the customers whose email the company has. The chosen questions are concerning a customer’s experience of the received customer service during the contract, and his or hers readiness to recommend the company. The answer options are on multiple choices and yes/no.

In the case company, email questionnaires are more protean way to measure customer experience. Emails can be quickly modified, and emails can be sent during different phases of customer lifecycle. Emails are also very cost-efficient measurement method, they can be sent without any actions required from a customer, like the automatically sent customer questionnaire call from the customer service. The emails are sent only, if the agreement has been given by a customer. These questions can be seen more as a relationship feedback than transactional feedback. Like phone questionnaires, the email questionnaires are quick to answer. However, as said, emails are easy to pass, the answering can be postponed reducing the opportunity to achieve real-time customer experience results. What it comes to web communication, similar notifications apply like with email, one difference is that the answering cannot be postponed.