DEVELOPING AN ACTION PLAN THAT RECTIFIES WEAKNESSES & BUILDS ON THE STRENGTHS

A five-step process can be used to make these longer-term improvements.

Step 1: Spot the gap

• Look at the customer satisfaction data to see where there are low absolute scores and low scores relative to the competition
• Pay particular attention to those issues that are important to customers
• Assume the scores are correct unless there is irrefutable evidence to the contrary – and remember, perceptions are reality

Step 2: Challenge and redefine the segmentation

• How do satisfaction scores vary across different types of customer?
• Are segments correctly defined in the light of the customer satisfaction findings?
• How could a change in segmentation direct the offer more effectively and so achieve higher levels of satisfaction?

Step 3: Challenge and redefine the customer value propositions

• Are customer satisfaction scores low because the customer value proposition (CVP) is not being communicated effectively to the market?
• Are customer satisfaction scores low because the CVP is not being effectively implemented?
• Is the CVP right for the segment? How could a change in CVP achieve a higher customer satisfaction index (CSI)?

Step 4: Create an action plan

• Describe the problem
• Think through the issues that need to be addressed and list them out
• Identify the root cause of the problems
• Identify any barriers that could stop the improvement taking place
  Set measurable targets
• Allocated resources (usually money and people)
• Assign people and time scales to the tasks
• Measure and review progress

Step 5: Measure and review

• How has the customer satisfaction index (CSI) moved?
• Is the movement significant/real?
• Has the action recommended in the plan, taken place? Has it been enough? Has it had enough time to work?
• Revisit the steps – spot the gap, challenge the segmentation and CVP, more action

Many of the issues that affect customer satisfaction span functional boundaries and so organisations must establish cross-functional teams to develop and implement action plans. One of the best ways of achieving this involvement by different groups of employees is to involve them in the whole process.

via b2binternational.com

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