Contributed by Reynolds and Reynolds
Reynolds has refined customer feedback gathering methodologies to gain a clear and concise understanding of our customers needs and perceptions. A primary element of this process is our monthly Voice Of the Customer (VOC) survey which has been in place for over four years. Our VOC survey methodology utilizes a 1 – 5 customer satisfaction rating scale in which 1 is “very dissatisfied” and 5 is “very satisfied”. Though a 3 rating of “neither satisfied nor dissatisfied” is technically neutral, Reynolds considers it an unacceptable customer satisfaction rating. Our ultimate goal is to deliver a level of quality in our products and services that leads our customers to both repurchase from us, and to recommend us to their colleagues peers.
The VOC group is a team of full time telephone interviewers within our corporate offices. They survey senior dealership personnel possessing decision making authority and dealership department managers who utilize our systems on a daily basis. Customer satisfaction levels are identified and a detailed corporate analysis is published on a monthly basis. In addition, the service organization has its own dedicated manager of customer satisfaction who is responsible for producing drill down analysis and recommendations for the service team.
An automatic closed loop issue resolution process is an integral component of our measuring customer satisfaction, and is activated for any customer rating of 2 (dissatisfied) or 1 (very dissatisfied). The service organization has expanded this process to include any customer rating of 3 since our goals are based upon percent positive 4 and 5’s only.
Automatic issue escalation triggers are built into the process moving the issue to higher levels of management if it remains unresolved beyond established time periods. Our new customers are surveyed between 120-150 days after hardware installation and software training is complete. The VOC team pulls a list of new customers who meet the 120-150 day post training parameter. VOC then randomly selects one department manager from each of these new customers to be surveyed. This survey captures our new customer’s opinions of the support they receive during their initial experience with our Technical Assistance Center. The results of this survey are published in both a trending report and a report that provides details by specific customer.
The second VOC survey targets customers who have owned their systems for 3 to 5 years. This survey provides us with customer feedback reflecting long term use and exposure to our support center offerings. VOC contacts our customers who are celebrating their third, fourth or fifth system ownership anniversary during that survey month. The results of this survey are also published both in a trending report and a report that details results by specific customer. Reynolds and Reynolds will continue to seek relevant actionable customer satisfaction to enable us to better focus upon our customers and provide them with world class service and support.