How is csi measured in Sberbank. The most important indicator

The customer satisfaction index (CSI) is probably the most popular of all non-financial key indicators efficiency (KPI). Most commercial organizations it is generally perceived as the most revealing non-financial indicator of future financial performance, based on the belief that the more satisfied customers are, the more likely they are to remain loyal to the company, and this will lead to financial success.

In other words, measuring customer satisfaction shows how successful an organization is in providing products and/or services to the market.

The key question this metric helps answer is how satisfied are our customers with us?

Moreover, regular research over several decades has shown that attracting new customers is much more expensive than retaining existing ones. Therefore, ensuring customer satisfaction is more financially beneficial.

CSI Measurement Model (Customer Satisfaction Index)

Despite the lack of financial motivation, state organizations also make efforts to make customers feel satisfied. Dissatisfied customers (who compare performance public sector with the highest standards of private sector performance) turn their wrath on individual officials, who then demand improvements from government leaders.

Among the many benefits of measuring customer satisfaction, one of the most useful is that the customer satisfaction score allows business leaders to gain insight into the gap between current product/service performance and customer expectations. This sets in motion actions to improve customer performance.

How to take measurements

Information collection method

To collect information, quantitative (objective) and qualitative (subjective) methods are used. Various types of surveys are widely used. For example, customers are often asked about their overall satisfaction with a product/service using a scale from 1 (very dissatisfied) to 5 (very satisfied). Post-service customer surveys are also often conducted, using a combination of ratings, yes/no responses, and qualitative questions.

Finally, many organizations run customer focus groups to get a better (and deeper) view of customer satisfaction levels. It is generally recommended to use a combination of quantitative and qualitative approaches.

Formula

There are many ways to measure customer satisfaction. One of them is the development of a consumer satisfaction index. In essence, CSI is the average between all the components that contribute to customer satisfaction. Since these components can affect satisfaction in different ways, they often have their own weighting factor. The widely used American Consumer Satisfaction Index (ACSI) is a ranking based on an analysis of customer expectations, perceived quality, perceived value, customer complaints, and customer loyalty.

Customer satisfaction is often measured on an ongoing basis. Organizations can evaluate the satisfaction index values ​​quarterly with comments on qualitative data. Organizations may also conduct one annual study to compare its results with other organizations.

The data source is surveys and interviews with clients.

Large customer satisfaction surveys, especially those conducted by external companies, can be expensive and are usually conducted once a year. Focus group research is also costly. However, other approaches (eg, short questionnaires in hotel rooms) are relatively inexpensive while providing valuable data on customer satisfaction.

Target values

For comparative analysis customer satisfaction, there are many services both within industries and in more global scale. The US Consumer Satisfaction Index, introduced in 1994, covers many industries/sectors including automobiles, FMCG, hotels, airlines and telecommunications. Participating organizations can evaluate their performance both in comparison with the performance of competitors in the industry, and in comparison with the performance of companies from other industries.

The British Consumer Satisfaction Index covers 13 sectors of the economy, including banks, cars and government services.

Example. As an example of the structure of the consumer satisfaction index, consider the approach underlying the ACSI index (a methodology adopted by companies in the UK and other countries). ACSI uses two interrelated and complementary methods to measure and analyze customer satisfaction: interviewing and econometric modeling. As for interviewing, it is carried out by telephone by professional interviewers among randomly selected clients of companies and organizations.

ACSI analysts use the data to build a custom model that shows ratings for measured components (customer expectations, perceived value, quality, etc.) and their interdependencies. Each company and organization is assigned a different customer satisfaction score, which is a weighted average of the responses to three satisfaction questions. Since the index has a value from 0 to 100, each company receives an index value in this range. In practice, the index ranges from 50 to 80. Since there is a difference between consumer surveys in different industries, three identical questions are asked when determining the ACSI index for any company. This approach allows for a correct comparison between companies and organizations.

ACSI measures customer satisfaction annually for over 200 companies across 43 industries and 10 economic sectors. The measurements are carried out by the oncoming wave method. During each quarter, data is collected for specific sectors or industries, which are then used to replace data collected 12 months earlier. To obtain the value of the country ACSI received data; are subjected to statistical processing.

The ACSI score is based on responses to three questions on a scale of 1 to 10. The wording of these questions can be found on the ACSI website (www.theacsi.org). Organizations can use these or similar questions in their customer satisfaction surveys to provide industry benchmarking and corporate index targets.

Remarks

The following caveats should be kept in mind when analyzing customer satisfaction. First, organizations can lose business by being too zealous in catering to exceptional customer demands without paying sufficient attention to the cost of such satisfaction. Financial expenses to ensure satisfaction must necessarily be taken into account in any model.

Second, in today's fast-growing markets, customer satisfaction does not always give a complete picture of future customer loyalty and therefore financial results. In some markets, consumers may be extremely satisfied with a product/service, especially driven by a new offering: a customer may be very satisfied with the offer, but go to competitors because their product/service is more attractive - this is especially true, for example, in technology sectors of the economy.

Organizations also need to continuously analyze customer satisfaction and use different approaches to gain a broader and more informed understanding of consumer behavior and preferences. A survey conducted once and a year is not enough, as it will not show you trends and may depend on circumstances beyond your control (for example, negative feedback in press).

Methods for determining consumer satisfaction indices

The development of the integral value of the product into generalized and detailed consumer expectations is called customer satisfaction tree.
Indexing the degree of consumer satisfaction allows you to quantify the contribution to the general opinion of the consumer about the quality of the object, various components.

As a rule, the standard five-point scale is taken as the basis for the determination methods (very familiar from school and naturally from institute practice).

The value of the components is determined by the table:

Characteristics of quality objects:
Services:

The quality of the components (tree component) is determined by the scheme:

The degree of consumer satisfaction with the quality of execution of each component of the tree	Grade	score	Consumer Satisfaction Index	Three Ways to Present Survey Results
				a	b	c
Completely dissatisfied	Badly	1	(1)	0	20	The absolute number of consumers who gave ratings of 5 and 4.
Dissatisfied	Failed	2		25	40
Neutral	Oud.	3	(2)	50	60
	Good	4	(3)	75	80
Completely satisfied	Excellent	5		100	100

How many people answered how they rate "reliability", etc.

All surveys are conducted among the so-called. “external consumers” (remember what “external” and “internal” mean?)

So: "external consumer" can be represented by three main groups.
Typically, consumers are asked to rate the weight (in terms of points) of each entry (component) of the tree. In the tree picture, the opinion of consumers about a particular component is shown as a percentage. Based on the results, the company adjusts not only the work to improve the quality of the product or service, but also the strategy to achieve main goal- the maximum value of the product for the consumer and its minimum cost for both parties.

Rice. external customers of the company.

For greater clarity, the statistical results of the study of consumer satisfaction can be represented as a map of consumer satisfaction profiles, on the abscissa axis of which the components of the tree are applied, and on the ordinate axis - the opinion of consumers about these components (the average value of their assessment, expressed as a percentage).

Similar maps can be built for each group of homogeneous consumers corresponding to a specific market sector.

They are very useful for comparative analysis.

Rice. PU profile map.

European consumer satisfaction index.

It is believed that the European Consumer Satisfaction Index is one of the important results of the European quality promotion policy, which contributes to increasing competitiveness and economic growth both at the macro and micro levels.

At the micro level - the UE index shows the most important asset of the company - customer value.

Any PM index is usually designed so that its emphasis is on supporting macroeconomic policy. In particular, the PM index makes it possible to evaluate the real structure of competition, to choose the economic principles of structural transformations aimed at strengthening competitiveness, to evaluate economic indicators more broadly.

Europe has some experience in using national indices. In particular, in 1989 the so-called Swedish "barometer" UP was introduced, and since 1992 - the German "barometer" of consumption. They are also being developed in Austria, Denmark, France and Italy.

The barometer model is based on three levels:

• the first deals with the forces driving customer satisfaction (various aspects of the consumer's understanding of quality, expectations, price, etc.);
• the second - issues weighted in the PM index;
• the third - some indicators representing exclusively the results of customer satisfaction (for example, loyalty).

Rice. PU profile map.

National PM indices being introduced today mostly follow this model.

Companies are becoming more and more aware of the importance (CX, customer experience), but not every one of them understands exactly where to start improving it. As Maggie Young, SVP of CX at User Testing, puts it, “First you need to take a series of small steps and prioritize. You can't just snap your fingers and instantly become kings and queens of customer experience."

Identifying key metrics can be a great start to such a process, but how are quality metrics like CX even measured? In today's article you will find the answer to this question. We tell you which KPIs are being tracked large companies to evaluate the quality of your customer experience.

1. Net Promoter Score (NPS - commitment index)

Net Promoter Score is the percentage of buyers who would like (or not) to recommend your company to their friends, colleagues or relatives. This index is usually determined by direct customer surveys. They rate your organization on a scale from 0 to 10, and the final NPS score is the difference between detractors and supporters:

Red - detractors, yellow - passive, green - supporters

Pro tip from Jay Baer, ​​author of Hug Your Haters and founder of Convince & Convert:

“The experience of your customers largely depends on how you manage their expectations. Great CX occurs when you significantly exceed customer expectations, and bad CX occurs when you fail to meet those expectations.

Ask each of your customers (or a random sample) a simple question: "On a scale of 1 to 10, how much better (or worse) was your experience with our company than you expected?" This is the NPS Commitment Index methodology adapted to the realities of customer experience.”

CSAT is an average measure of satisfaction that customers use to rate certain experiences with your company, such as getting a response from customer support or returning products. It can be measured by sending users an automated questionnaire asking them to rate their level of satisfaction with the experience on a scale from “not satisfied” to “very satisfied”:

“How satisfied were you with the quality of our service during the flight?”

Pro tip from Helen Casewell, UX Research Manager at VoxGen:

“Want to understand what customers think about a particular product or service, or measure the effect of improvements? In this case, take a closer look at the CSAT score. I believe that both CSAT and NPS have their advantages, but they really do miscellaneous work. CSAT measures user satisfaction with a product or service, while NPS characterizes the degree of their loyalty.

The CSAT is typically based on a series of statements that users use to describe their agreement or disagreement with the statement: “Overall, I am satisfied with the product/service.” But at the heart of NPS is one question that is dictated by the overall interaction of customers with the company: “What is the likelihood that you will recommend this company / product / service to a friend or colleague?”

The key advantage of CSAT is that this metric takes into account the instant response to satisfaction with a product or service (within 30 minutes of using the product or service), whether through a website, IVR, smartphone or any other channel.”

CES helps you determine the effort required of customers to complete tasks such as submitting a support request or finding products they are interested in. Most often, this index is measured by sending an automated questionnaire asking them to rate a particular interaction on a specific scale.

In regards to contacting customer support, for example, you might ask them, "How much effort do you need to put in to solve your problem?" Then let them rate the interaction on a scale from "little effort" to "a lot of effort."

If you're measuring how easy or difficult it is for your customers to find a particular product, you can ask them to rate the offer: "The company made it easy for me to find the product I wanted" on a scale from "strongly disagree" to "strongly agree":

To what extent do you agree or disagree with the following statement: "The company made it easy for me to solve my problem"

Professional advice from Matthew Dixon, Karen Freeman and Nicholas Toman of the Corporate Executive Board:

“When it comes to customer service, companies increase customer loyalty by first helping them solve their problems quickly and easily. Armed with this understanding, we can fundamentally change the focus of customer service interactions. Simplifying the service for users has contributed to the development of many companies. Asking salespeople to exceed customer expectations leads to confusion, wasted time, and costly sales. When you tell them to “make the service easier,” they get specific guidance.

What exactly does "make the service easier" mean? To put it simply: remove obstacles... Customers don't want to contact the company multiple times to solve their problem, repeat information and switch from one carrier to another... Minimize these costs and track changes with a new metric, the Customer Effort Index (CES), which is assigned a value from 1 to 5, where 5 represents serious effort.

The churn rate is the percentage of users who do not make repeat purchases (for a transaction-based business) or unsubscribe from a service (for a subscription-based business).

Number of Lost Customers in the Last Quarter / Number of New Users in the Last Quarter = Churn Rate

Professional advice from the RJ Metrics team:

“Although the churn rate has traditionally been used by startups that rely on the recurring revenue model, today many of the leading eCommerce companies also take into account this metric. Calculating customer churn in this segment is much more difficult, but it is quite possible and the result is definitely worth the effort.

The main difference between eCommerce and subscription companies is that the former must clearly understand where exactly the churn is. For example, if a company knows that the majority of its customers who intend to repurchase will do so within 90 days, it may consider any customer who has not purchased anything in that period as "gone."

Whether your company uses a subscription or not, tracking your churn rate will still contribute to the long-term growth and well-being of your business.”

First response time is the average amount of time it takes for a user to receive an initial response to a problem.

To measure this metric, you need to find out how long, on average, users spend from the moment they create a support ticket to the first response:

As you already understood, the average processing time refers to the average amount of time it takes to fully consider a user support case - from the moment of the first initiation to the full resolution of the customer's problem.

This metric includes the time spent interacting with users by phone, email, chat, or elsewhere, as well as the time between these interactions:

What is your average processing time?

Pro tip from Amar Zagorica, Customer Service Manager at HelpJuice:

“Each of you is well acquainted with the meaning of the first contact. It's simple: users expect you to answer their questions immediately. And if you are not able to fulfill these expectations, it will not reflect in the best way on customer satisfaction.

Here's what we learned pretty quickly: speed is the only variable you should consider, but don't brag about answering questions for one minute if you're not doing it effectively. Instead, ask yourself, "How many interactions between the customer and the company's employees are needed to fix the problem?"

Of course, the best answer is... 0 if you can avoid problems, but still 1 is a much more realistic number. If an average of 5 interactions are required to resolve a problem, this may indicate that the customer is being associated with the wrong people. It's a waste of time for both the user and your company."

Instead of a conclusion

Each business has its own characteristics, so there is simply no such metric that would work for all companies and industries. Whatever you choose, try to measure the metrics that are critical to your customers.

Alferov Alexey Head of Accounting and Planning Department, Vyazemsky Dairy Plant LLC

CSI Calculation Summary Report for wholesale enterprise"Z", selling dairy products, has the following form:

Table 1

	Satisfaction scores	Merchandiser	Fact. meaning	Weighted value
	Price
	Product Price Satisfaction Survey
	Price level compared to competitors for Group A products
	Product quality
	Marriage rate
	Product quality index
	Service
	Deficit rate
	Logistics Satisfaction Survey
	Client indicators
	The level of sales dynamics of group A customers
	Client database dynamics level
	Target

The summary report contains 4 blocks. In the "Price" block qualitative assessment prices are determined by customer surveys. The following question is asked:

This question, as a rule, is included in the general questionnaire (together with surveys of the quality of goods and services) and goods A are evaluated.

The company's price level is determined on a monthly basis by comparison with the main competitor. If the price of the enterprise is lower than the competitor, then this level is determined as 100%, if it is higher, then the calculation formula is:

UCC \u003d C con / C pr, where

UCC - Enterprise price level;

C con. - the price of a competitor;

Pr. — the price of the enterprise.

The calculation form is as follows:

table 2

Interpretation of the indicator: price level for pasteurized milk 1l. enterprise "Z" is 97.6% of the ideal price (the price of the main competitor).

In the "Quality of goods" block, the level of defects is calculated as the ratio of the amount of defects (return of defective products) to the total amount of shipment.

Table 3

The calculation of the product quality index is based on quality assessments for each item (SKU). The summary calculation has the following approximate form:

Table 4

Product name		Assessment result	Weighted score
Milk pasteurized p / p 1 l.
Pasteurized milk bottle 0.9 l.
Sour cream 250 g.
Cottage cheese p / n 0.5 kg.
Cottage cheese by weight

The weight of the goods is determined by the share of sales in the total turnover.

SKU quality assessment on the example of 1L milk. has the following form:

Table 5

Indicator names		Result of evaluation of milk "N"	The result of the assessment of milk "Z"	Weighted grade "N"	"Z" weighted score
Taste and smell of milk
Freshness (date of production)
Naturalness and usefulness of the product
Packaging integrity
Package design
Ease of use of packaging

The quality is compared with the main competitor "N", the choice of indicators and weights are determined by an expert or based on marketing research. The weighted score is calculated as the product of the weight and the result of the score. The final weighted score is equal to the sum of the weighted scores of all indicators.

In the "Service" block, the level of deficit (LE) is calculated by the formula:

UD \u003d T / (D + T) * 100%,

D - shortage of goods in Nat. units

T - turnover in Nat. units

The survey of satisfaction with the logistics service in the same block has the following form:

Table 6

Indicator names		Assessment result	Weighted score
Timeliness of delivery *
Completion according to shipping documents
Availability of sanitary passports for a / m
Agent responsiveness (quick response to additional needs)
Agent Availability by Phone
Acceptable payment terms
* the indicator is determined in case of its absence in the automated accounting system

In the "Customer indicators" block, we determine the indicator of the level of sales dynamics of group A customers. In case of growth, the level of 100% is automatically assigned, if there is a decrease, then the level is considered as the ratio of the current sales volume to the previous one. An example of the calculation is given in Table. 7

Table 7

The calculation of the level of dynamics of the client database has the following form:

Table 8

The client base is understood as the number of active counterparties working with the enterprise in a certain period. The logic is obvious: with the satisfactory performance of the enterprise, the number of recommendations increases, which positively affects the number of new contracts concluded.

The calculation principle is similar to the previous example (see Table 8).

The CSI analysis from Table 1 shows that customer satisfaction falls short of the 95% target. To increase it, it is necessary to reduce prices to an acceptable level, improve the quality of milk (convenience of packaging, increase usefulness and taste properties), and raise service indicators.

So, examples of reports on the calculation of sub-indicators of the customer satisfaction index are given. The methodology can be easily adapted to any enterprise, taking into account the specifics of the business.

Measuring user loyalty is very difficult. Analytics data cannot always help with this. They don't answer main question: Why are the numbers like this? What exactly do users not like and how to change it?

Dealing with this can be tricky. The fact is that the perception of the site, the attitude towards products and services is very subjective. Each user gets their own experience from working with the site: someone will say that the background melody is perfect, but someone will be disturbed by music.

When we talk about satisfaction, we are talking about user experience. How can you find out about them? The easiest way is to ask the users themselves. But at the same time, it is very important to design the survey correctly, and then correctly interpret the information.

Rules for a successful survey

All existing customer loyalty metrics are based on surveys. However, in order for the study to give the right results, when compiling a survey, you need to take into account several rules.

Correct selection of respondents

At the preparation stage, it is necessary to determine the target audience of the survey. It must be a specific segment target audience: exactly the one that interests you now. Whose opinion are you interested in - potential wholesale customers or retail buyers?

Example: Wholesale clients prefer cashless payments. Retail customers prefer the pickup service and courier delivery with cash payment.

Definition

All questions must be specific. Abstract formulations do not provide useful information.

• Wrong question - "How much good products we offer?".
• right question- "Do you like the quality and design of our products?".

Clarity of the wording

All questions must be unambiguous and understandable. Otherwise, you will either get a lot of opinions that cannot be measured, or ruin the relationship with the client, because he is unlikely to want to put in the effort and guess what you wanted.

• Wrong question - "If you have used our website, telephone system or help system on e-mail, did our customer service representative contact you in time?".

The right question is “How responsive is our company?”.

impartiality

It is very important to avoid leading questions, because the purpose of the survey is to find out the true opinion of the respondent, and not to hear what you want. Questions should not influence the respondent's opinion or confuse him.

• The wrong question is "What is your opinion of our friendly customer service representatives?".

The right question is “How quickly did our customer service representatives help you?”

The next step after conducting the survey is to choose a loyalty assessment method. There are several of them, and each method has its own capabilities and limitations. Naturally, none of them will reveal the secret of instant increase financial indicators and the growth of repeat sales, but they help to improve the service and are very convenient for monitoring the situation as a whole. Although all metrics are based on surveys, each of them allows you to solve a certain problem. Choose a methodology based on the objectives of the study.

Evaluate individual characteristics of the site

Method: scaling

This is one of the simplest methods for assessing satisfaction. It is ideal for evaluating the quality of service or, for example, the perception of a new website design.

The client is asked to rate something on a 5- or 10-point scale (from “unsatisfactory” to “excellent”). This method is used by our specialists for quantitative usability testing.

The study uses questions to identify four indicators:

• ease of use of the site (evaluation of the statement "How easy is it for you to use this site" on a scale from 1 to 10);

trust (evaluation of the statement “How much do you rely on the information received on this site” on a scale from 1 to 10);

visual appeal (evaluation of the statement “How simple and understandable the design of this site is” on a scale from 1 to 10);

customer loyalty (evaluation of the statement "How likely is it that you will use this site again" on a scale from 1 to 10).

As a rule, special attention when interpreting the results of such surveys is given to indicators in extreme points: those customers who rated the site at 5 points are more likely to make a repeat purchase, while those who put one point will never visit the online store again.

Compare your site with competitors

Method: semantic differential

The method allows not only to find out the opinion of customers about your site, but also to compare it with competitors and an ideal service.

To conduct such an analysis, you need:

• choose a comparison base, that is, the site of the main competitor;

print the layout of this and your site in color;

determine the consumer characteristics of services, i.e. set a list of adjectives and their antonyms, which should be associated with the site design;

based on the selected characteristics, form scales (modern - classic, beautiful - ugly, etc.);

ask users to rate user characteristics on a 10-point scale;

process the result.

Based on the survey data, the average profiles of three curves are built, which reflect the subjective perception consumer characteristics researched sites.

Properly constructed graphs allow you to visually demonstrate the advantages and disadvantages of the service, compare it with the main competitor and assess the proximity to the ideal service for your customers.

An example of using the method to evaluate a shampoo

Find out the attitude of customers to the company's products

Method: Customer Satisfaction Index (CSI)

This method allows you to comprehensively assess the factors that affect customer satisfaction.

• select the most important parameters for the company - price, quality, brand and others;

ask clients to rate each of the identified factors on a 10-point scale;

Essentially, CSI is the average between all the components that contribute to customer satisfaction. It is believed that the CSI index should be at least 95%.

CSI helps to understand what consumers value in a company, since the expectations of marketers and business owners do not always coincide with the opinions of customers. For example, you may think that assortment and prices are more important to them, while users are more interested in the speed of operators.

The New Customer Satisfaction Survey regularly performs, for example, Apple company. Steve Jobs insisted that the CSI evaluation should be done monthly during the first six months after the release of a new product. This made it possible to receive feedback from customers and quickly fix bugs in the first update.

Method: Consumer Loyalty Index (NPS)

To measure consumer loyalty, you need to ask customers the question: “What is the probability that you will recommend the company to your friends?”.

A 10-point scale is used to answer. As a result, the respondents are divided into 3 groups:

• product advocates or promoters (9-10 points);

neutral consumers (7–8 points);

criticism (0–6 points).

The NPS index is calculated using the formula:

The advantage of such a questionnaire over standard questionnaires is its versatility. A client can express what he thinks about your company or product with a single assessment.

However, to clarify the results obtained, it is better to ask additional questions: “Why did you put such an assessment?”. This will help not only to analyze the situation as a whole, but also to understand by what criteria users evaluate a product, brand or service.

Evaluation of the NPS indicator allows you to identify existing problems. Thus, VimpelCom conducts regular surveys of customer satisfaction. In 2013 when mobile operator introduced this technology, Beeline recorded an index of 1%. This was a signal for the need to take measures to improve the quality of communication. As a result, thanks to the customer-oriented strategy announced in 2014, the company managed to raise this figure to 48%.

Methods methods for analyzing user satisfaction are not limited to those given above. There are many more, and which one to choose depends on what exactly you want to know. The main thing is to regularly measure satisfaction indicators, because without this data it is difficult to understand what needs to be improved in a product or service. Remember that retaining a loyal customer is much easier and cheaper than acquiring a new one.

The material was prepared by Anna Akulova