Measuring Return on Customer Service 1 of 15 – Engagement

Engagement. This is the first of 15 focus areas that you can use to calculate and measure your return on customer service (also known as #ROCS). Firstly it is important to distinguish that there is a difference between ‘engagement’ and ‘satisfaction’ (and you can probably then guess what will be the second focus area in a few weeks’ time).

Engagement is all about the passion, commitment and effort that goes into work. If you think about those three words (passion, commitment and effort) – an increase in all three of those, will directly lead to better customer service. As discussed in the DIME™ approach, this is all about showing customers that you are deliberate, intentional and conscious about how you serve them. Customers will be able to see passion, they will know that you are committed, and the extra effort will certainly be noticed. In summary, customers will see that the staff are engaged. Often, customers write compliments and share how the staff appear engaged.

So, this theme, shifts the focus from how we can get better customer service, to how we can get better engagement. A fundamental principle to increasing engagement, is done through the very first touchpoints of a team members journey with your organisation. These are:

  • The service common purpose;
  • Recruitment;
  • Customer service training;
  • Recognition of service achievements;
  • Internal communication and briefings.

But this is all about ‘measuring’ return on customer service right? That means you need to be able to measure the engagement levels of your team. Whilst passion, commitment and effort can be seen by most leaders who interact on the frontline, a series of questions could be used to survey team members to find out how engaged they are in the workplace. Some of these questions could have a criteria of strongly disagree to strongly agree to the following statements:

  1. I can see that senior leaders are committed to organisational goals;
  2. At work, my opinions seem to count;
  3. Team members who perform well are recognised for it;
  4. My leader is a good mentor to me;
  5. I would recommend the company to my friends as a great place to work;
  6. I feel that I know what’s going on in my organisation;
  7. Poor individual performance is not tolerated in my organisation;
  8. I receive useful and timely feedback on m performance.

What do you need to do now?

  • Focus on the topic ‘engagement’ for the next 3 weeks.
  • Start looking at the passion, commitment and effort your team are putting in;
  • Reflect on the way you portray the organisation through the first touchpoints of a new team members journey;
  • Consider surveying your workforce the 8 questions above to get an idea of their engagement level;
  • Meet as a leadership team to discuss the above 4 points and set a review meeting two weeks from your first meeting.
  • Prepare to have ‘engagement’ tracking taking place before the next focus area which will release the week of 19 February 2018.

Chris Smoje is a customer service speaker, trainer, facilitator and founder of the DIME™ Customer Service approach. Chris works with organisations and their people to develop a common interest and excitement about delivering exceptional customer service results:

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