AASCIF Conference 2013 Customer Service Surveys

Customer Service Surveys

An Overview of AASCIF Members October 1, 2013

Steve Holmes, Missouri Employers Mutual Michael Whittaker, Beacon Mutual Ins Co

Session Objectives Here

1. What is Customer Service 2. AASCIF Member Survey Results 3. MEM Overview 4. Beacon Mutual Overview 5. Resources

Not So Good Customer Service

Here http://www.youtube.com/watch?v=bTbHwnxCGaI

Customer Service Defined

•Customer service is the provision of service to customers before, during and after a purchase.

•Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, “the feeling that a product or service has met the customer expectation."

•The perception of success of such interactions will be dependent on employees "who can adjust themselves to the personality of the customer/client/guest.”

•Customer service should be included as part of an overall approach to systematic improvement.

•A customer service experience can change the entire perception a customer has of the organization.

Member Survey Here •Survey was sent to all registered

attendees •Included 14 questions to obtain / gauge who, what, how, when, and why’s regarding Customer Service Surveys •10 Funds responded

Member Survey Results Here

What ways do you determine how an external customer perceives the service that they have

received? Here • Utilize a survey (sent via email) to obtain

feedback. (5 members utilize Survey Monkey) • Periodically send satisfaction surveys (feedback on

entire State Fund) • Letters and or emails received from customers • Random selection of accounts are solicited &

contacted regarding their experience • General feedback from agents and customers • Work with external vendor for policyholder and

agent feedback

What ways do you determine how an internal customer perceives the service they have

received? Here • Informally through interdepartmental meetings

• Employee surveys • Underwriting Customer Service Survey • Face to face feedback • No formal survey of this group • Discuss interdepartmental needs on a quarterly

basis • General feedback from peers • Feedback sessions, in person and via email • Reviews have internal customer feedback

How do you measure customer service in your organization?

Here • 60% indicated that they have a formal

program or methodology • 30% have informal programs • 10% have no program

How long has your customer service evaluation program been in place?

Here

• 30% = 10+ years • 30% = 2-5 years • 20% = 1 year • 20% = no program

What specifically do you measure?

Here • Perceived value of the Loss Control visit to the

customer • Mutli-department satisfaction of the customer • 8 Points of measurement (see resources) • Level of agreement with statements about the

most recent visit. • Overall satisfaction with the onsite visit • Scoring of set questions on a scale of 1 to 10

How do you utilize the feedback? Here • Part of monthly staff meetings and reviews

• Used in regular communication with executive management • Results help drive strategic business planning processes • Used at mid-term and annual performance reviews • Exceptional items are brought up at the time of receipt • Used to make changes in safety consultant assignments if necessary • Rolled up and provided to staff on a quarterly basis • If policyholder requests a response, we call • Take action if needed • Feedback used to gear our services based on where customers see

room for improvement • If knowledge or skills gap identified, further training will be provided • Identify new services or training

Stated goals and objectives of your customer service evaluation program?

Here • Gauge policyholder perception regarding the service they have received

• Evaluate current state and formulate strategies for future state

• Provide excellent and effective Safety & Health consultation services to assist in the success and productivity of the policyholder’s organization.

• Deliver quality service and meet each unique customer’s needs

• Evaluate perception of service and enhance service • Validate level of service, identify any gaps, and stay in

touch with policyholder perceptions and business needs • To improve the customers experience

How was your program developed and implemented Here

• Developed by managers with input from the staff and approval of executives

• Provided by a vendor with little or no employee input

• Safety manager worked in conjunction with Communication Department

• Developed jointly by staff and managers • Developed at management level • Developed by management with UW input • Developed in concert with an outside vendor

What obstacles did you encounter during the development of your program and how did you

overcome them?

Here • Just an RFP process • Staff was cautious, believed feedback would be

used against them. Involved staff in the process. • None • Staff felt vulnerable. Change in process and

potential negative feedback. Kept staff involved. • Initial survey was via postcard. Survey Monkey

process shows 10% response rate. • Getting internal customers to respond when

feedback wasn’t positive. Educated internal staff why the process was important.

How are the results of the customer service evaluations documented and shared with LP staff

and or members of senior management? Here • Gathered via Survey Monkey tool and shared at departmental meetings

and in evaluations. Summary to executives on a monthly basis. • Results provided by vendor, analyzed and shared with staff by senior

management • General results shared in ppt to staff. Specific feedback (positive or

negative) shared on an individual basis. • Scores are rolled up and shared with management and individual

consultants • Everyone sees companywide survey. Department results at team

meetings. • Track on spreadsheet with averages for individuals and department

level. Executives see results in business plans and performance evaluations.

• At scheduled 1 on 1 staff meetings

How do you use the results to improve the service/safety for customers, safety consultants skills, and perceived

value to the customer?

Here •Include a question specifically asking what other services would the policyholder like to see provided •If survey reveals issues, then the leader takes appropriate action and follow up •Change a process or coach the employee •Implement suggestions as nearly and as quick as possible •ID trends, focus on areas for improvement •Offer training to employee(s) based on the issue •Knowledge gap = opportunity for professional development

How do you incorporate the results for customer service evaluations into the staff's

overall performance review? Here • Line entries and survey comments can be added directly into the

Customer Service portion of the evaluation. • May or may not end up in the review. Results discussed directly with

the employee • Customer satisfaction results are one metric within the “Customer

Relations” section of the appraisal system. • Comments are included in the behaviors section of the review. • Incorporated as one of 5 major business objectives in the review • Shared goal as part of CSS. Consultant have their own score while

managers score is rolled up from the consultants they manage. • Summarized and included in the narrative portion of the review • Internal evaluation is integral part of performance evaluation

As a member of AASCIF what additional information would you like to learn about

customer service evaluation programs from other members?

Here • What is the survey response rate? • How others administer their programs. • Ideas on questions and how other funds utilize the

program. • Sharing of best practices • Ideas on formats and questions • What other are using and whether they find their

process to be effective. • What data is collected, how is it collected, and how

is it shared with the rep. • What are the questions other Funds are asking.

Do you have any ways or programs in which to provide recognition to employees for positive

customer (internal or external) service? i.e. movie tickets, gas cards, etc...

Here • Formal employee recognition program at three award levels. Employee can select gift cards or items from a catalog.

• EE recognized for outstanding Customer Service during monthly all employee meetings

• Write up in the company newsletter and gift card for an employee who demonstrates they are an example of the company’s mission, vision and values.

• Quarterly Shinning Star recognition program • Rewards system via points that can be turned into $$$. Above and Beyond

award that results in 100 points and lunch with senior management. • Good news section of each monthly staff meeting acknowledging positive

feedback • Manager encouraged to write personalized thank you notes for

extraordinary service and email the note to the employee and senior management.

• Internal program with cash bonus • Computer program similar to Facebook where employees can be

recognized, along with points that can be redeemed for gifts / gift certificates

External Surveys

MEM’s Approach

Components

• Method of survey • Source • Frequency • Utilization

Methods

• Phone & Online

• Policyholder: Seek general overall company satisfaction – Department or company operations

• Resources • Ease of business • Billing/invoice

Policyholder

• Departments: – Premium Consultation – Loss Prevention – Claims – Customer Service

Policyholder

LOSS PREVENTION • Have you personally dealt with an MEM loss

prevention representative within the past year?

• Would you prefer more, less, or about the

same amount of contact from loss prevention reps?

Policyholder LOSS PREVENTION How would you rate each of the following items?

• The quality of MEM’s loss prevention services • The availability of safety resources, including web resources,

printed materials, training and visits • The quality of safety resources • The loss prevention rep’s knowledge • The loss prevention rep’s responsiveness to your needs • Your comfort level in interactions with the loss prevention rep

Producer Survey

• Service • Marketing • Commission • Resources • Ease of business

Producer Survey

Questions reflecting market comparison—rating MEM to competitors:

• Image • Quality • Ease of business • Product

Non-policyholders

• Branding

• Recognition

Source

Outside vendor – Questions – Analysis – Validation – Statistical significance

Frequency

• 13,660+ with 400 sample size – 3 times per year even breakout 400

• minimize any swings or conditional responses

• 200 sample size producers – 2 times per year

Utilization

• Executive and Senior Management – department managers and staff

• seeks confirmation of policyholder and

producer satisfaction.

• surveys are conducted periodically – no one survey creates an urgency to act,

rather explore areas for improvement.

Utilization

Results may suggest – additional information needed – action such as focus group(s) – follow up questions – research on competition

Recent external surveys

– baseline for future measurements – analysis to assist in evaluating our services,

product and value

Beacon Mutual Insurance Company

Customer Service Survey Overview and Results

Loss Prevention Customer Service Survey Survey Purpose

Obtain objective feedback on the following:

• Policyholder perception of the service they have received

• Learn of other services that are valued by policyholders • General policyholder feedback about the visit

Loss Prevention Customer Service Survey Survey Process

1. Utilize “Survey Monkey” on-line tool 2. Link to the survey is sent on all external

policyholder emails following • Exposure Report, • Service Visits • Training

3. From December – Sept: • Over 1500 surveys sent • 13% response rate • Benchmark rate 5-10% (non incentivized)

1. The Loss Prevention Representative was highly knowledgeable and addressed our safety concerns and needs.

2. The Loss Prevention Representative was highly professional in the presentation of services.

3. As a result of the information provided by Loss Prevention Representatives, our company is better positioned to prevent workplace injuries.

4. As a result of the information provided by Loss Prevention Representatives, our company safety program will improve.

5. Are there any other Loss Prevention services or information which you would like Beacon to provide?

6. Are there any other comments you would like to provide?

Loss Prevention Customer Service Survey Survey Questions

Loss Prevention Customer Service Survey Survey Results

Loss Prevention Customer Service Survey Survey Results

Policyholder Comments Customer Service Survey Comments in Included: • Neil did a wonderful job presenting the required training information in a way that

kept the staff engaged. • Lester Poole was personable and professional. He was a great representative for your

company. • Guy is always professional and thorough. • Armand has been doing a program for a number of years and find him to be a

pleasure to work with and always accommodating. • Guy always addresses my questions and makes relevant safety suggestions. He is

always willing to provide me with information to make our facilities safer. He truly is an asset to Beacon's staff.

• Kurt is very knowledgeable; it's always a pleasure working with him. • Mr. Benson's presentation is always well received by our employees. He provides

information that they understand and can readily apply to their work situations. • Lester did an excellent job with the training! Very helpful. • It's always a pleasure dealing with Lester. He is very professional and

knowledgeable. • Guy does a wonderful job and encouraging ideas and thoughts from the participants.

His personality is warm and cordial as he describes situations. We are very pleased with his organized and personal nature along with his willingness to help in any way.

Employee Recognition • Compass

• Navigator

• Flagship

Customer Service Resources (via pdf)

• Customer Service Sample Surveys

• Sample Questions • Sample Emails • Underwriting CS Survey

Good Customer Service Here

http://www.youtube.com/watch?v=ISJ1V8vBiiI

Customer Service

• Questions and Answers