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Critical Success Factor

In: Business and Management

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Measures and Metrics to Track Critical Success Factors for Customer Service:

1. Achieve higher levels of customer satisfaction 2. constant improvement in our processes 3. Increase our market share.

Measures and Metrics to Track CSF Data
There should be measurements put in place to monitor and track progress. This can be done through a reporting process that is used to collect specified data and share information with senior leaders.
STEPS:
1. Finding Key Customer group * Buyer * Rentals * Seller i. Individual ii. Agent iii. Builder Every customer group will have different requirements and expectations. The measure of their satisfaction should also be different. 2. Seek Customer Feedback: * The only way for an organization to know how well they are meeting customer requirements is by simply asking the question. * There should be a structured process to collect feedback from each customer group in an effort to identify what is important to them. * Can be done by Focused group discussions conducted on a quarterly basis and finding out what is important to a customer.

3. Develop Survey Tool * Conducting a monthly quarterly survey to find how well are we meeting the customer requirements( found out in FGD) * Different survey for different customer groups.

4. Survey Each Customer Group : * A survey customized to their particular requirements. * Customers’ perception of current practice * This provides a starting point for improvements and demonstrates progress as improvement plans are implemented.

Surveys for customers: a. Customer enquiring in chat : https://www.surveymonkey.com/s/L2HC29N b. Sending questionnaire through mails to buyers : https://www.surveymonkey.com/s/6N9J2S5 c. Survey for PSM customers: https://www.surveymonkey.com/s/8RLN7VB d. Builder survey: hard copy e. Agent survey: hard copy f. Individual survey: https://www.surveymonkey.com/s/FPN2DYW g. Survey for customers looking to rent in : https://www.surveymonkey.com/s/3L2YS85

h. Survey for customers looking to rent out: https://www.surveymonkey.com/s/3VL79CB

These surveys have ratings assigned to each question. At first the initial ratings has to be obtained which should be compared with the resurvey score done after 3-4 months regularly. 5. Develop Improvement Plan * Once the baseline is established you should develop an improvement plan based on customer feedback from each group * Improvement plans should be written in SMART goals format with assignments to specific staff for follow through.

6. Resurvey * After a period of time (3-4 months), resurvey key customers to see if scores have improved.

7. Monitor CSF * It is important to monitor CSF monthly to ensure there is consistent progress toward goals.

8. Incorporate Satisfaction Data into Marketing Plans * Once you’ve achieved some positive results with your satisfaction data, use it as a marketing tool! A lot of successful organizations miss the boat by not letting others know what they do well.

IMPROVEMENT PLAN a. CHAT : If the overall score of chat is not satisfactory, following could be the reasons:
Possible Reasons i. Representatives do not have hand on practice of the chat window. ii. They are not well informed about the services and details for which customers frequently enquire. iii. They are not able to clearly understand the requirements of the customer. iv. Due to too many chat requests, they are not able to maintain the quality of chat. v. They understand the question, know the answer but are not able to put forward in terms which customer understands. Action plan: i. Conduct a meeting with the chat representatives and try to enquire about their pain areas. ii. Make a note of the pain areas and try to address those. iii. Adopt different course of action for different problems a. Representatives do not have hand on practice of the chat window i. Train them on virtual chat windows or test chats. ii. Monitor their improvement and response time. iii. Allow them to handle few chats at a time b. Representatives are not well informed about the services and details for which customers frequently enquire. iv. Prepare a list of commonly asked questions. v. Prepare standard responses for those questions and make sure that all representatives have those in a document or its included in the canned responses. vi. Conduct training sessions and enlighten the representatives more about the site, various search options and how to handle queries effectively. c. They are not able to clearly understand the requirements of the customer. vii. Prepare a list of commonly asked questions and difficult/rare questions. viii. Also prepare a list which shows different sentences in which these queries can be framed. ix. Tell representatives that it’s ok if they confirm the query from customer by posting the query again in a simple terms and confirming if that is what the customer wants to ask. d. Due to too many chat requests, they are not able to maintain the quality of chat. x. Monitor the flow of chat request. xi. Try to minimize the manual work by automating responses for questions included in the drop box xii. If this still continues to be a problem, increase the resource size. e. They understand the question, know the answer but are not able to put forward in terms which customer understands. xiii. Prepare a list of commonly asked questions and difficult/rare questions. xiv. Prepare standard responses for those questions and make sure that all representatives have those in a document or it’s included in the canned responses. xv. If customer is still not able to understand then ask the customer his/her preferred language and give a call to customer. iv. Conduct a test for each representative by pseudo chat requests (5 per month for each representative) v. Rate them on various parameters like response time, awareness, professionalism. vi. Declare the best performer of the month. vii. Set improvement targets target for each representative. b. TOLLFREE: feedback can be taken on the call by directing the call to feedback system or installing a system which requests the customer to type “ 1 if satisfied” or “2 if not satisfied” with the information given on the call. Take feedback for 6 days. Calculate the score.
Possible reasons i. They are not well informed about the services and details for which customers frequently enquire. ii. They are not able to clearly understand the requirements of the customer. iii. They are not able to handle irate customers. iv. They understand the question, know the answer but are not able to put forward in terms which customer understands. v. Customer talking in slang language. vi. Customer demanding information which c ould not be revealed eg. Office address. vii. Same customer calling again and again for irrelevant questions. viii. Representatives not good in communicating in the language preferred by customer.

Action plan: i. Conduct a meeting with the representatives and try to enquire about their pain areas. ii. Make a note of the pain areas and try to address those. iii. Adopt different course of action for different problems. a. They are not well informed about the services and details for which customers frequently enquire. xvi. Prepare a list of commonly asked questions. xvii. Prepare standard responses for those questions and make sure that all representatives have those in a document or its included in the canned responses. i. Conduct training sessions and enlighten the representatives more about the site, various search options and how to handle queries effectively.

c. VALIDATIONS:

i. Specific targets should be set for representatives. This should be monitored on a weekly basis. ii. Complaints against the errors in validation should be checked for their authenticity and should be tracked. iii. Target to reduce TAT by simplifying the interface. iv. Interface for the team lead to monitor the no. of validations done by each team member on a weekly basis. v. Top performer of the week should be declared based on the highest validation done. vi. Mr./Ms. Accurate should be declared for least error/validation ratio done.

SMART GOALS: * Representatives in a shift have to together validate all the listing/photos/ enquiries that are generated on their interface during their shift. * At the start of the next shift the representative should make a note of how many pending enquiry validation they had to start with. * At the end of each shift, they should send a shift report containing the details of any major issue or update and the no./page they started with the validation and the no./page they ended with. Also the total no. of validations, chat and toll-free handled. This can give an idea about the flow of request.

d. CDP : SMART GOALS

vii. Specific monthly and weekly targets should be set.

Weekly targets for no. of site visit generated
Monthly target for the no. of delighted customers. e. Match leads: SMART GOALS viii. Targets on the highest number of leads sent. ix. Fix overall team target on identifying a minimum number serious of customers and informing about the same to registered agents/builders/individuals. x. Make sure that all the leads generated through self-owned agents is transferred to registered agents/builders/individuals after getting the interest of the customer. xi. Fix a monthly improvement on the site visit lead generated. For ex. 5% increase every month. Align team work to meet this goal.

f. PSM : conduct survey and calculate the score. Also calculate individual scores for each PSM.
Possible reasons for bad score xii. Package sold even when there was no listing available – Report it and clearly inform the customer. Fooling a customer can be dangerous as it may irate him and also earn a bad name for the company. Offer apology for the inconvenience and suggest alternatives. Being honest is what will be highly appreciated by the customer. xiii. Customer misunderstood the package as an alternative to agents service xiv. Customer could not finalize even when properties where suggested. xv. Customer expectation was different from what was delivered. SMART GOALS: * On the number of closure per month * Number of renewal per month * Good feedback from customers: benchmark a score on survey * Monthly improvement on the score

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