Scribd Logo
Upload

Welcome to Scribd!

  • 107 views

    Case Study - RAC - Customer Satisfaction Is King

    Uploaded by

    akshay kush
    The RAC measures customer satisfaction in several ways: 1) Patrols hand out satisfaction surveys after every breakdown and the percentage of completed surveys returned is also tracked. 2) Surveys evaluate technical ability, whether the problem was solved, and if extra assistance was provided. 3) Individual patrol satisfaction scores are compared to previous performance and average scores to determine bonuses. 4) The system rewards high performance with bonuses up to 10% of salary and motivates patrols to improve customer satisfaction.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Case Study - RAC - Customer Satisfaction Is King

    Uploaded by

    akshay kush
    107 views1 page
    The RAC measures customer satisfaction in several ways: 1) Patrols hand out satisfaction surveys after every breakdown and the percentage of completed surveys returned is also tracked. 2) Surveys evaluate technical ability, whether the problem was solved, and if extra assistance was provided. 3) Individual patrol satisfaction scores are compared to previous performance and average scores to determine bonuses. 4) The system rewards high performance with bonuses up to 10% of salary and motivates patrols to improve customer satisfaction.

    Original Description:

    oss

    Original Title

    8. Case Study -RAC - Customer Satisfaction is King(1)

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The RAC measures customer satisfaction in several ways: 1) Patrols hand out satisfaction surveys after every breakdown and the percentage of completed surveys returned is also tracked. 2) Surveys evaluate technical ability, whether the problem was solved, and if extra assistance was provided. 3) Individual patrol satisfaction scores are compared to previous performance and average scores to determine bonuses. 4) The system rewards high performance with bonuses up to 10% of salary and motivates patrols to improve customer satisfaction.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    107 views1 page

    Case Study - RAC - Customer Satisfaction Is King

    Uploaded by

    akshay kush
    The RAC measures customer satisfaction in several ways: 1) Patrols hand out satisfaction surveys after every breakdown and the percentage of completed surveys returned is also tracked. 2) Surveys evaluate technical ability, whether the problem was solved, and if extra assistance was provided. 3) Individual patrol satisfaction scores are compared to previous performance and average scores to determine bonuses. 4) The system rewards high performance with bonuses up to 10% of salary and motivates patrols to improve customer satisfaction.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    Case Study No.

    8 – RAC – Customer Satisfaction is king

    [Area: Customer Expectations and Satisfaction]

    Nigel Paget, the RAC’s operations director, explains the importance of measuring customer
    satisfaction:

    Customer satisfaction is absolutely the king here. Each patrol hands out a customer satisfaction
    card at the end of every breakdown and every month the patrols get their customer satisfaction
    index (CSI) for the customers they have dealt with. We not only measure the patrols’ satisfaction
    rating but we also measure their personal response rate as a means of ensuring that they hand
    out the forms. We also measure all the other things that are important to our customers, such as
    technical ability, their fix rate and also if they solved the problem.

    For example, if they can’t actually fix the fault, did they solve the problem for the customer, such
    as take the car to the dealer up the road? We want the patrol to take responsibility and go the
    extra distance to sort out the problem. Again it is all benchmarked and they receive a bonus for
    excellent performance. Around 40,000 customer satisfaction cards are returned a month – that’s
    about 400–500 per person. We know exactly what the customers the patrols served in the
    previous month actually thought of them. We compare this to their previous performance and to
    an aggregate score for everyone. We reward people as a result, and so if you are average you
    get your salary. If you perform above average, you get rewarded on top of that. So the incentive
    is to be better. Around 15–20 per cent will get the top bonus, which equates to about 10 per cent
    of salary, but it’s on a sliding scale.

    Despite the central importance of customer satisfaction and the pressure on an individual’s
    performance, the measurement of satisfaction is seen as a positive that is valued by staff.
    Managers recognise that sometimes there are customers who do not necessarily answer the
    questions with integrity, and that sometimes not every interaction with a customer is going to be
    perfect because someone is a trainee or is just having a bad day. So an individual’s measures are
    compared not only with their previous performance but also with the average performance for
    everyone else. Nigel added:

    They understand that one bad customer report out of 400 in a month is not going to have a
    disproportionate affect, but 30 or 40 out of 400 will. I find it hugely encouraging that when I sit
    down with people they will just ask me if I have any ideas as to how they might improve their CSI
    because they simply want to do better.

    Question

    1. Assess the advantages and disadvantages of the RAC’s collection and use of satisfaction
    data.

    You might also like