40% Customer Experience Improvement

Siemens IT Solutions and Services, who at the time was based in Midrand, Johannesburg, South Africa, had a contractual obligation to their large clients to measure customer satisfaction levels. They needed expert customer experience and loyalty improvements on their IT Service Desk.

The Challenge

Siemens IT Solutions and Services had implemented a customer satisfaction survey on their IT Service Desk, but their customer’s users were not responding and as a result, not providing information to help them improve their offerings. In fact, on average, they had 7 users out of thousands, completing the customer satisfaction survey every month.

Those 7 users would be called and apologized to if they gave a poor rating, but nothing further was done to prevent making the same mistakes again.

The company didn’t know how to make the whole process work, and they didn’t know how to get more users to complete the customer satisfaction survey.

Added to that, they were struggling to interpret what little feedback they were getting, to use it to make customer experience improvements.

The Solution

Analysis

In-depth analysis was conducted to find out what process was being used, and how it could be streamlined, improved and optimized.

It was found that although SIS (Siemens IT Solutions and Services) had a standard form they were using for auditing purposes, it was too cumbersome, and the process was ineffective and involved too many parties.

There was no tracking or trending mechanism, and the person who was handling any user complaints was not trained to deal with dissatisfied people.

The online form they were using for users to complete was compiled by technical people, for technical people and not for the average person. In fact, users were not even opening the emails because the subject headings were not designed to get respondents to open them.

Action

Under my advisement, we changed the subject headings and got the technical team to change the form they were sending, to make it more user-friendly and fun to do. The branding of the form was also non-existent at the time, so we changed that to reflect the Siemens brand.

Very importantly, we put a strategy in place to communicate to users, and offered them incentives for completing the customer satisfaction survey.

We created an in-depth report that worked with the IT Service Desk system, and key in this step was that we did not automate all the functions. Instead we found a way to keep much of it manual, so that we did not lose the customer service experience, but could still track all actions.

We streamlined the entire process.

Results

  1. Performed process analysis and improvement
  2. Created a comprehensive tracking and reporting method
  3. Called all users who were completing the customer satisfaction survey form
  4. Made improvements to Siemens’ offerings and service based on user feedback

Accomplishments

  1. Increased the Siemens IT end-user customer satisfaction survey response rate by 99.5% in less than 2 years
  2. Raised their end-user satisfaction by 40% in less than 2 years
  3. Increased customer loyalty by more than 96.30% in less than 2 years
  4. Created the only comprehensive IT Service Excellence strategy in SA, based on extensive and thorough research


Author: Claire
Claire is not just a writer. Her expertise is increasing website traffic and online sales through the use of smart, search engine optimised content that is targeted towards a certain audience. She specialises in compiling marketing case studies and blog posts using SEO techniques, and providing services to online marketing, CX, small business, recruitment and HR niches.