As the following attributes of WRA’s PEER (Post-Episode Evaluation Research) System are reviewed, the relative limitations or disadvantages of many existing systems become evident. Some of the key advantages of WRA’s system are as follows:
Feedback from the customer is obtained for a single, specific experience or contact and once aggregated, is more accurate than generalized impressions.
WRA’s system listens to the customer as it is the customer’s impression that counts.
Customers are interviewed shortly after their contact experience (often within 24 to 48 hours) and this timely review greatly enhances recall of that particular episode.
A carefully constructed random sampling design ensures that a cross-section of customers will be represented and a high response rate is achieved.
By contacting customers via telephone, trained and experienced interviewers collect information and are able to probe for complete replies to open ended questions.
While WRA’s system includes rating scales for evaluation of performance, the PEER System goes one step further. Every respondent is asked to volunteer, in their own words, any positive elements or negative elements of their experience.
Because the PEER System is an ongoing tracking mechanism, performance over time can be evaluated and compared.
WRA’s PEER System can bring customer evaluation down to the individual representative or other unit (i.e., store, department, team, branch, etc.) level.
Once the system is designed and in place, internal resources from the client organization required to maintain the system are minimal.
For organizations who are outsourcing their customer service center functions or for those who provide such services to others, the PEER system can document the quality of customer service provided.
Overall, the key advantage of WRA’s PEER System is that it provides actionable information, not just numbers or scores.
Easy yet secure access to reports is available via the Web, eliminating the need for voluminous hard copy reporting.
Organizations today recognize the critical importance of providing high-quality customer service. The very popular quote, “If you don’t take care of your customers, somebody else will,” truly expresses the premise of this goal. To provide exemplary customer service and build loyalty, measuring performance in delivering service is necessary. 