In several recent posts, we have talked about the importance of consistency in customer service.  While running the risk of spending too much time on the importance of consistency, I want to return to the topic one more time.  This time, I will add a few statistics that reinforce the value of consistency.

On much of the research work we do there are several key questions we ask.  We ask the NPS question as well as overall satisfaction and satisfaction with communication from the provider.  When I compare our the responses to these questions from the top-performing client with those of the bottom performing client (based on NPS), there are some fascinating differences.

 

Overall Satisfaction

Satisfaction with Communication

Promoter Response

Top Performer
 Standard      Deviation

1.10

1.10

1.09

Mean Response

9.46

9.55

9.66

Bottom Performer
Standard Deviation

1.79

1.58

1.99

Mean Response

8.39

8.83

8.66

While the lower scores are to be expected between the top and bottom performer, also note the big differences in standard deviations.  One could argue that because the scores are higher for the top performer then, by reason, the standard deviation should be lower.  This is true.  However, the lower performing company could have a lower standard deviation with a mean response of eight, as an example.  This was not the case.

Turning to an educational analogy, there are consistent A students and consistent C students.  The same is true for customer service.  You can be a consistent A performer or a consistent B performer.  What you do not want to be is an inconsistent performer.  Inconsistency in customer service confuses the customer.  They do not know what to expect.  Much like the parent whose child comes home one period with straight A’s and the next with C’s, B’s and A’s; what should you expect the next period?  Customers face the same quandary!

Lynn Daniel

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