gogz Started The Discussion:

Proactively analyzing member satisfaction to confirm high-quality service is a must in today's ultra-competitive finance world. Relying on an occasional letter or a call to determine how well employees are serving members is not enough. Rather, developing a quantitative survey system to test and gauge member satisfaction will not only provide useful data and measurable results, but can have a positive impact on your members and employees. There is a measurement tool called the Enterprise Service Quality index (ESQi), which is based on a customer service survey. ESQi is a quantitative term that focuses basically on SERVICE and QUALITY. It is a score that measures the percentage of the customers that are completely satisfied. The ESQi survey concentrates on those aspects of customer satisfaction which are very positive. It measures on complete satisfaction rather than mere satisfaction.

ESQi in our organization:
Like every organization, our company also strives for complete customer satisfaction. Therefore, it is essential to implement ESQi in our co. also. ESQi identifies the underlying attributes that will have the greatest effect on customer satisfaction
for our organization.
„« Courtesy
„« Professionalism
„« Timeliness of service
„« Treatment of service
„« Treatment as a valued customer
„« Quick response time uncompromising quest for quality
„« Ethical standards
„« Form strong partnerships.
„« Live your own core values
„« Grow smart by learning continuously
„« Be different to gain a competitive edge.

Implementing ESQi in our organization (RECOMMENDATION):
Step 1: The ESQi survey
The very step of conducting ESQi is the efficient surveys. The surveys can be conducted at our various branches at US. The surveys should not be mere customers filling out the forms .Face to face surveys are most efficient .follow up surveys should take place over the telephone .The focus is on refining the survey with the result that it appears simple. The survey finds out what makes loyal customers and who the loyal customers are. It delivers results, which allow Enterprise to concentrate on the key driver for the company - making loyal customers. This leads to profitable growth.

The questionnaire helps Enterprise to find out quickly what customers think of each and every one of its businesses.. They can be asked how much satisfied are they with the designs and structures. is it according to their requirements. Studying the data can show that 'completely satisfied' customers are more likely to become repeat customers as those who say they were only 'somewhat satisfied'.
Step 2: Taking the Measurements Seriously in Order to Improve Them
The next step is to get the branches and executives both in US and India to do something about the measurements.
Step a: first step is to link ESQi scores to corporate recognition. This can be done by making corporate average for ESQI and then making the executives and branches ineligible unless your branch or region is at or above the corporate average for ESQi.
Step b: The Company can redesign its monthly operating reports to highlight ESQi, listing every branch's score right alongside the net profit numbers. The reports may rank every branch, region, and group manager, so everyone immediately knew how he or she stacked up against everyone else. Moreover, the company may announce that no one with a below-average ESQi score was eligible for promotion.
Step c: Making Customer satisfaction on the agenda of every management and operations review meeting at all levels.Asking the managers responsible to explain what is going on and what they are doing about it.
Step 3: Publishing the monthly ESQi scores:
The monthly ESQI scores may be published company wide and are used by senior management to determine promotions. If oneˇ¦s ESQI is below corporate average, he/she probably will not get promoted..ESQI scores should feature prominently in the companyˇ¦s daily business. If a branchˇ¦s numbers are low, they can reach out to a superior or another branch for help.
Step 4: Using the ESQi scores:
The next step is to make the ESQi scores the basis for determining promotion. This really gets people's attention because Enterprise only promotes from within the company.
Using the new formula a person's career would only develop with a high ESQi score. There is therefore a clear incentive for ensuring high levels of customer satisfaction. ESQi scores can be published alongside profits for every branch

Benefits of ESQi in our organization:
1) Improving Quality and Service:
It helps to know about how to provide high quality service across a worldwide network of locations. Enterprise's approach to measuring customer satisfaction indicates that internal policies dedicated to strengthening service and rewards for employees adhering to those policies are beneficial across the board. However, perhaps the biggest lesson to learn is this: The primary goal of measuring customer satisfaction is to improve service. The ESQi tool provides a simple way of collecting useful information to measure this service
2) Business improvement:
Concentrating on customer satisfaction helps Enterprise to achieve healthy growth in int markets
3) Using ESQi as a staff incentive:
The ESQi scores serves as the basis for determining promotion. . Using the new formula a person's career would only develop with a high ESQi score. If for example a branch managerˇ¦s ESQi score is below the companyˇ¦s average ESQi score ,he/she wonˇ¦t get the promotion until the scores improves.

Posted 19th June 2007 From India, Delhi


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