August 2010

Customer Journey Mapping

Traditionally companies establish performance metrics and then try to fit customer satisfaction around those metrics. Why not take an outside-in approach: understand your customers first and then design everything around them.

Do you have gaps in your understanding of the experience that your customers are undergoing?

Would it help you to have high impact feedback to challenge conventional thinking?

Do you have processes which generate significant rework or customer complaints?

Rave reviews for the inaugural LGMA WA / CSBA Customer Service Forum!

On 23 June 2010, the first LGMA /CSBA Customer Service Forum was held in Perth. Working in partnership with the WA division, Customer Service Benchmarking Australia presented a one day forum for Directors, Senior Managers and Customer Service staff focusing on Customer Service and the issues it represents.

With 78 delegates attending from 29 councils across metropolitan and regional WA, the event was extremely well attended.

The key objective of the day was to discuss customer service trends and issues in local government and to workshop solutions. The forum also provided an opportunity for delegates to meet with their counterparts from across WA.

From the Managing Director

Why do most companies measure the wrong numbers in customer satisfaction?

Last month I had the opportunity to make Customer Satisfaction presentations at a number of senior management forums.

The discussions following my presentations convinced me that there is a genuine and growing interest in the delivery of good customer service. These conversations also made me aware that the managers of many organisations do not know what to measure and some measure the wrong things.

In telephone contact, customer service managers appear to be too preoccupied in monitoring and improving the connect time to an Agent. Although getting through to a real person in a reasonable time is important in providing good customer service, it is far from the be all and end all of the process.

1 Budget Direct
2 Médecins Sans Frontières Australia
3 University of Western Sydney
4 Wannon Water
6 Launceston City Council
7 Aurora Energy Business
8 Wyong Shire Council
9 Mildura Rural City Council
10 The University of Sydney


How good is your company at handling customer complaints?

Participate in the CSBA 2010 complaints benchmarking program.
Click HERE to find out more.

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Benchmarking Australia

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