Indian call centers live and die by the responses to customer satisfaction surveys. Customers selected at random are called by an outside agency and asked fifteen questions. Of those, the only one that matters is “Overall how would you rate the agent you spoke with?” Based on the answers to that question, the call center receives a weekly score on a 1-5 scale. The call center aims for 50% of respondents to rate them a 5, the highest, and for 85% to rate them a 4 or higher. From our experience, that seems like an unattainably optimistic goal.
According to a recent survey, chain restaurants are failing to satisfy their customers. The survey of over 3,000 people showed across the board performance drops from last year; customer satisfaction for McDonald’s, Taco Bell, and Burger King all fell by more than 5%. KFC fell by 8.5%.
We made a mock portfolio buying 100 shares of companies scoring high on the American Customer Satisfaction Index (ACSI).
According to JD Power and associates survey of pharmacies, that blight on New York City, Duane Reade, placed last in the rankings of chain pharmacies. From the WSJ Health Blog:The results are based on an online survey of 6,543 U.S. consumers conducted last fall.
(Corporate hotels have little to worry about because if they foul up, Marriott will just send in a glut of extra labor to fix the problem.) So how to keep labor costs way down and keep the scores way up? Easy.
University of Michigan’s American Customer Satisfaction Index (ACSI) increased to an overall 74.9 score out of 100 in the fourth quarter of 2006, its highest level since the survey first started in 1994. That’s a gain of almost 2 percent from the previous year and a 0.7 increase from the previous quarter.
So who is winning and who is losing?