Case Management: Systemizing Service Recovery after Surveys
Posted by Jeffrey Henning on Mon, Dec 06, 2010
Market research departments move through four different stages of integrating service recovery into customer satisfaction research:
- All customer satisfaction research is anonymous. No service recovery is possible.
- Customers can identify themselves and request follow up at the end of a survey. Service recovery is ad hoc.
- All customers are identified during CSAT research. Dissatisfaction with specific attributes triggers the transmission of alert emails to customer service representatives, so that they can address the immediate issue.
- All customers are identified, and dissatisfied responses generate a ticket in the organization’s case management system, so that customer service representatives can prioritize the issues they respond to.
When it comes to case management, some organizations integrate survey alerts into their existing case management system: dedicated tools such as Parature, Singularity and i-Sight, or the case management modules of suites like Salesforce and JD Edwards EnterpriseOne. Other organizations use their enterprise feedback management system’s built-in case management tools.
Case management lets you:
- Track all open customer issues (“cases”)
- See how long cases have been open
- Customize the questions or fields that service representatives need to complete
- Review a service representative’s notes and comments on an open case
- Drill down into case analytics
Dedicated case management systems offer extensive additional functionality, often related to business workflow and process management.
After keeping service recovery at arm’s length, MR departments are embracing it. Nothing is more powerful than inviting customers to take a satisfaction survey and later that same day addressing the concerns of those dissatisfied customers who hadn’t requested service through the usual channels. Service recovery and case management make customer satisfaction research actionable.
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