June 2017

Not so long ago, measuring customer experience (CX) was much easier. Service satisfaction was all about time; connect time, call duration and giving customers answers as quickly as possible. 

But the landscape has changed. Big time.

Customers' expectations are rising exponentially; they want their query resolved the best way, not just the fastest way. They want it to be easy; they want it to be consultative.  They want to be treated like an individual.  Our Customers expect the best from us. They’ve challenged us to look for a more contemporary approach to training and assessing the Multi Channel Customer Experience of today.

Seems like a reasonable enough request, but how can your business most efficiently deliver on these expectations?

Introducing the remarkable SenseCX

SenseCX is a CX measurement system designed to culturally embed how your customers truly want to be serviced. The proprietary system provides ready access to insights for improved interactions that lead to better customer satisfaction, unwavering loyalty and enduring market differentiation.

The result of over 12 months’ development, involving field testing by a panel of 600+ Australians, SenseCX delivers a consistent approach to resolving customer queries. The system gives your service (and sales) teams tools to enrich exchanges with customers, and ultimately fulfil their servicing needs.

SenseCX allows you directly access results through a robust reporting platform, and to quickly convert challenges to action plans.

Key features include:

  • over 30 agent behaviour measurements in each service interaction, with subtle variations across each channel;
  • tangible observations that clearly indicate what can be celebrated and what needs improvement;
  • rapidly available dashboards and reports with as much detail as you need;
  • customisation to add, delete or alter criteria to suit specific customer environments;
  • internal benchmarking across teams, enquiry types or service channels(phone, email, face to face, social platforms); and
  • external benchmarking against a wide variety of sectors.

Let’s get started...

We’re champing at the bit to get you on the path to first-rate customer servicing across all channels.

Contact us today on 03 9605 4900 or info@csba.com.au for a no-obligation demonstration of SenseCX.


CSBA presented the much coveted award for ‘Excellence in Customer Service’ to La Trobe University at the annual ATEM ( Association for Tertiary Education Management) Student Service Centre Conference held in Sydney  at the end of May.
Each participating institution was contacted by mystery shoppers via telephone and email from February through to March and simple questions were asked to determine how effectively the institution met its callers’ needs. Calls were rated using different criteria that reflect the service quality of each call. The results were then collated and the winners revealed. This year's awards were divided into, Best Australian University, Best TAFE and Best New Zealand University.

The winners were:

Best Australian University and Overall Winner – La Trobe University
Best TAFE – Holmesglen
Best New Zealand University – University of Waikato

CSBA is a proud sponsor of the ATEM SSC Conference and the theme of this years event was "Tailoring the Student Experience" 
Keynote speakers at the conference provided a broad range of perspectives about where customer experience is heading. While there might be some divergence in terms of the best way of addressing issues and challenges, there is alignment on the fact that CX is and will remain a significant priority. CSBA presented a paper that outlined our research findings into the role sentiment, consultation and personalisation is playing in the customer satisfaction results across all industries. We revealed the important competencies and attributes needed in the Customer Service professional of today and how they vary from the needs of prior eras.

Image: Caitlyn Arena and Elizabeth Gallagher representing Latrobe University with CSBA's Director of Research, Education, Brian Irvine.

Employee experience…is about so much more than remuneration

"This doughnut went KEBAM in my mouth" - not something I hear very often in my work as a customer experience consultant. Don’t get me wrong, product quality and innovation is a huge part of the customer experience, but in my company we spend our time with sectors that are customers of the doughnut industry and not competitors in it.  No - on this “work day” I was enjoying my most coveted benefit: my day of birthday leave.



On this rarest of days, I met my sister in the city and collected my nephew who was only days away from his fifth birthday. Together he and I shared a memorable collection of moments that included not only said “Kebam worthy” doughnut – it also featured rainbow coloured stuffed teddies, a gleeful chance encounter with R2D2 and C-3P0, countless nibbles, tickles and giggles we will struggle to ever recreate. I am so grateful I could have that time with my little man (and a grown-up lunch with my sister and brother in law too).  Reflecting on it now, my joy was magnified by the generosity of the gesture from my company.  In short - that day meant more to me, in that it was a gift, than almost any other gesture the company has made to me in my short tenure.

I have long advocated that recognising the individual, the human element to an employee, is the bedrock upon which relationships, dependency and trust can be built.  I know I am aiming higher this week, I feel more connected, more valued, more loyal then I did last week. I can’t explain it, but I just do.

I didn’t only spend time with my family, I also managed to achieve some other life “administrivia”. I sorted out the roster for the remaining 12 weeks of the footy season, painstakingly allocating oranges, umpire escort, boundary and runner tasks to other stoic parents of my son’s football team. I made a banana cake to get rid of the sad looking bananas out of the fruit bowl before my anti-waste husband could chide the kids for them refusing to eat the imperfect fruit. I dropped off four bags of unwanted goods to the goodwill bin (at last, those once loved but never likely to fit again outfits are elsewhere), raked the leaves and endless other pieces of minutia that I could bring forward from Saturday to Friday, to make room on Saturday for other things.

I love that my company makes room in my life for life.  Not only through the provision of birthday leave, there is always the flexibility to duck to the dentist, attend a sports carnival, leave early to attend school council meetings, arrive late after an exam, but boy – that day of birthday leave will rate highly in my New Year’s Eve highlights reel.

Written by Michelle O'Donoghue, Director of CX at CSBA.

If you would like assistance in measuring your employee engagement via CSBA's Voice of The Employee Program, contact us for more information 03 9605 4900 or info@csba.com.au

CSBA Index

Quarter 3, 2016-17

1. GWM Water
2. University of Queensland
3. Wannon Water
4. Link Housing
5. Southern Rural Water
North East Water
7. Eurobodalla Shire Council
8. Blacktown City Council
9. TAFE Riverina
College of Law

If you are assessing or reviewing your customer service to monitor and improve performance, CSBA's SenseCX customer service benchmarking assessment can provide an independent validation of your internal assessment of the customer experience as well as benchmarking you against other organistations and sectors. It generates specific, objective feedback you can use to reward and reinforce great performance as well as practical insights you can implement to improve the customer experience. Enrolments are open now to commence from 01 July 2017, so if your team could benefit from external feedback, contact CSBA to find out.


Upcoming Events & Programs

For more information or to view all of CSBA's events, click here.

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February 2017


CSBA has spent the past 20 years working with some of the best service providers in the country to measure, understand and improve customer service.  Having gained a good indication and measure of client service, now what we are seeking to do is richer and deeper.  We are seeking to identify and measure the factors that lead to client advocacy – the point at which the client advocates for your brand.

We have developed a new methodology that can identify the agent behaviours that lead to increased customer advocacy, we call this Customer Experience Insight or CXI.  We will use CXI to drive all our CX measures, including Mystery Shopping.  This means that unlike other mystery shopping tools, CSBA Mystery Shopping:

  • Is truly multi-channel with a first in market Social Media assessment
  • Is action oriented – it provides measures but also clear insights into how to improve against those measures
  • Has a custom index that reflects contemporary CX best practice combination of Ease, Success and Engagement, and
  • Will allow you to conduct spot or rolling programs of assessment when it suits you.

So, in our 20th year of business CSBA continues to evolve and our services evolve with us.  This year we are launching a new product that can identify, measure and improve the agent behaviours that improve engagement.

If you would like to be among the first to have a sneak peek at the new product, please click here


Staff driving change in VicRoads Customer Service

CSBA were delighted to be able to host a group of clients to tour and experience the new VicRoads Customer Service Centre hub@exhibition.  Designed and driven by customer service staff, the new service centre sets the standard in customer focused design.  VicRoads used customer feedback to redefine the customer service roles, induction programs, uniforms, processes and the actual customer service centre itself.  The result is a new state of the art centre capable of serving the increasing number of VicRoads customers able to access services through the new central CBD location.

“Having conducted a range of customer service feedback over the years, we felt we finally had enough input to really redesign every aspect of customer service and the results have been very positive”, says Michael Coughlan, Area Manager from VicRoads.  “Our goal was to make a connection, make it easy and make a difference and this first hub will do just that”.

“We have worked with VicRoads for more than 3 years providing them with insights based on the feedback from their clients.  It is great to see these insights put to such great use in totally redesigning the customer experience” said CSBA MD Paul van Veenendaal.  “This is what real feedback and research is all about, not just numbers but being able to make a real difference to customer service.”


Click here to download.


Do you see your organisation through your customers'  eyes?

Most organisations have particular processes which tend to generate higher numbers of complaints, or where significant rework is created by customers calling in to check on progress or ask for updates on their situation. Knowing what to change to have the maximum impact on both business efficiency and customer satisfaction can be challenging if you don’t have a clear picture of the experience from the customer’s point of view.
Customer Journey Mapping can help you if:

  • You have gaps in your understanding of the experience that your customers are undergoing
  • You are willing to take a fresh look at managing the customer experience
  • You would like to decrease the volume of rework and complaints generated by customers with a particular process


With the rise and rise of Live chat, direct messaging and social media platforms as sales and service engagement channels, businesses have even more ways to impact customer experience. When seeking to assess and improve customer experience, businesses need to ensure their reviews extend to these new platforms.

Here is a very helpful link from the team at Social Media Examiner  - they’ve shared a few ideas for how to get started with Twitter as a service platform – importantly they’ve described a  “hack”  for getting around the service challenges of 140 characters!


As mentioned above, CSBA’s CX and Innovation teams have been developing new tools that can detect the presence and quality of emotional exchange or investment by service agents (or BOTS). Our tools help identify Agents who can infuse empathy, humour, generosity or even a co-conspirator flavour to an interaction – all of which are known to drive up the sense of personalisation and amplify positive customer experience sentiment.

For a fascinating look at where the science is heading with the use of humour in robots, here is a great read from Fusion.

The good news is CSBA can help assess the service experience across all channels. Click here if you’re grappling with Customer Service challenges on digital care platforms and want to speak to our CX team.


QUARTER 2, 2016-17

1. GWM Water
3. Strathbogie Shire Council
4. Town Mosman Park
5. Hobart City Council
6. City of Yarra
Eurobodalla Shire Council
8. University of Western Australia
Coliban Water
10. Link Housing
Townsville City Council
1. Automotive Nissan
2. Banks - General ING Direct
3. Banks - Loans NAB
Home Loans
4. Energy ActewAGL
5. Housing Services Link Housing
6. Insurance AAMI
7. Local Government Strathbogie Shire Council
8. Superannuation Colonial First State First Choice Superannuation Trust
9. TAFE Chisolm
10. Telecommunications  Virgin Mobile
11. Tenancy Authority NSW Fair Trading Tenancies
12. University University of Western Australia
13. Water GWM Water

If you are assessing or reviewing your customer service to monitor and improve performance, CSBA's quarterly customer service benchmarking assessment can provide an independent validation of your internal assessment of the customer experience as well as benchmarking you against others. It generates specific, objective feedback you can use to reward and reinforce great performance as well as practical insights you can implement  to improve the customer experience. Enrolments for the next quarter are open now so if your team could your team benefit from external feedback, contact CSBA to find out.

Upcoming Events & Programs

For more information or to view all of CSBA's events, click here.

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