ABSTRACT
This chapter discusses how best to analyse and communicate the results of customer service measurement. It focuses on analysing qualitative and quantitative data, presenting results, reactions to feedback, problem-solving techniques and decision-making frameworks. The benefit of qualitative research such as one-to-one in-depth discussions and focus groups is that it allows the organisation to explore views, opinions and feelings. A four-box matrix is a simple way of prioritising customer and organisational needs. Multiple voting is a consensus-reaching technique that enables a group to select a proposal sufficiently acceptable for all members to support. Brainstorming is a method of getting a large number of ideas from a group of people in a short space of time. It is the best-known and most frequently used technique for solving problems. Communication is the life-blood of customer service measurement. Unless the results of measurement are communicated and also the actions that are going to take place as a result, measurement becomes a pointless exercise.
