One Idea on Measuring Customer Service

In our business there are not many ways to measure customer service because we do not deal directly with the people that use our services. In the B2C world, a customer or client is the person receiving the good or services. In this situation, it is a straight forward process to get a customer to rate a customer experience. For example, after a person stays in a hotel, the company can leave an evaluation form in the room and ask customers to rate the service they received during their stay. These forms can be left in the room for the maid to pick up or to be dropped off at the front desk. Simple, straight forward and effective.

In our business, it is not so easy. The HR department or government agency does not use our service directly. They may get test results quickly or be satisfied that the billing is accurate but be unaware of what is actually happening at the point of service.

So how do we get a customer service rating from our client (people receiving testing services)? More importantly, how do we use this information to influence the perceptions of decision makers within companies and agencies to appreciate the quality of our services and differentiate AccuDiagnostics from our competitors?

One tactic: When a client comes into our office for testing services and after the test is completed one of two things could happen.

1. The lab tech could ask the client if they have an email address. If they do, the lab tech could explain that we would like to send them an email survey on their experience during their visit.

2. If they do not have an email address, a prepaid postcard could be given out and the client asked to fill it out and drop it in the mail.

The lab tech would also explain that if the survey is completed they would be eligible for a drawing and the opportunity to win a weekend trip to Las Vegas, San Francisco or Catalina – or some other equally exotic an interesting place, all expenses paid. This would probably cost $500-800 for the entire year. This would be a CAMPA expense. The drawing would be for all locations in our region. After the drawing all clients notified of the winner.

The benefit of this type of program is the accumulation of a significant amount of data that can be compiled to show decision makers in companies and agencies the level of excellence of our testing services and that we are indeed a different breed of testing service. After all, what other company focuses on efficiency, fast turnaround of drug tests and making sure their employees or clients are treated so well.

If you have other ideas on how customer service can be measured, please go to the FranConnect Marketing Forum - Survey – Your Ideas and share your ideas there.

I am confident that if we start accumulating metrics on our customer service now, not only we will learn how to improve our operations directly from the clients that are using our services but we will be able to reward our lab techs that are delivering the service. CAMPA might consider an annual award given to the lab tech that is rated the highest in customer service survey rankings.
This recognition will enhance the amount of attention that is paid by each Lab Tech to clients receiving testing services throughout the region.

Most of all, we will learn how to influence the decision makers and have the data that will show how we are different to our target companies and agencies.