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December 01, 2005
Survey Channel Slamming
Survey Channel Slamming is one flaw that can be easily avoided. When quantifying customer satisfaction, we must not inadvertantly create dissatisfaction by making customers go through a different contact channel to measure service. If your measurement strategy is to reflect your mission to be customer-focused, then you should be sure to use the customer-selected channel of communication. Failing to do so results in Survey Channel Slamming. One reason why contact centers provide multiple points of access is to improve the success of the interaction. Multi-channel integration is is the new reality for contact centers. Providing several channel options for the customers shows that we are in touch with their desire for high-, medium- and low-touch customer service interfaces. All PM reports:
If you can’t randomly sample from each channel, then don’t measure at all. Invest your research budget into a program that yields results that are worthy of your management team’s attention, one that is statistically viable. Your Return on Investment (ROI) will be significantly higher even though the initial investment may be slightly more.
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