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3 Steps to Create a Successful Feedback Process for Your Small Field-Service Business
Are you looking for ways to improve customer experience for your field service business? Here are three steps that you should use to build a customer feedback process.
In today’s age of customer-focused businesses, creating a positive customer experience is a key challenge for small-business field-service managers.
According to a recent study, 97 percent of field service businesses view customer service as a key enabler for building brand loyalty. The same study also indicates a high attrition rate of 64 percent among customers because of poor customer service.
To create a more positive customer experience, field service businesses must start by building a system for capturing the right type of customer feedback through the best channels. Customer feedback helps field service managers understand customer sentiment and identify areas for improvement in the customer experience.
To help field service businesses manage their customer feedback processes more efficiently, I’ve identified three steps that a field-service business manager should use to design and manage the customer feedback capture process.
Small field service businesses must carefully choose the most optimal method for capturing customer feedback at each touch point along the customer journey, or else, they are destined to face a customer attrition rate of up to 64 percent.
What we'll cover:
Map out a feedback strategy for the entire customer journey
Deploy your customer feedback process strategically
Select the right set of tools for collecting customer feedback
Next steps and additional resources
Overview of customer feedback strategy
Map out a feedback strategy for the entire customer journey
From a customer perspective, there are three stages in a field service job: before the job starts, during the job, and after the job is finished.
The demands and expectations of a customer vary across each of these stages.
For example, before a visit, a customer may expect you to communicate the time of the visit well in advance and provide timely updates if there are any changes to the technician’s schedule. During the visit, a customer will expect the technician to be prepared with the necessary equipment to fix the problem in the first visit.
Because of these differences in customer expectations, field service businesses must employ different approaches for managing customer feedback across each stage. There are three approaches to managing customer feedback:
Direct feedback, where customers submit feedback through forums, complaints, or surveys.
Indirect feedback, where customers provide feedback on channels that are not directly owned by businesses, such as review websites and social media.
Inferred feedback, which can be found by analyzing the transactional data, such as time-to-arrival, the percentage of on-time trips, and route selected. Transactional data provides an instant and accurate snapshot of customer experience.
To understand customer sentiment across each stage, field service businesses should create a feedback map, which maps each customer stage and technician work-order cycle to the optimal feedback approach.
A feedback map will help to ensure you collect feedback across all points in the customer journey. This not only provides a general understanding of the “voice of the customer,” it also helps you identify areas for improvement across each stage in the customer journey.
A sample feedback map based on the stages in a customer journey
Harshit Srivastava
