While the indiscriminate reduction of manpower without significantly redesigning work processes will almost surely result in short term increases in productivity metrics at the expense of customer satisfaction scores, these gains will be short-lived as higher attrition amongst staff and fewer repeat customers will eventually take their toll on the company ("Harder to please customers with fewer service staff" by Mr Brenton Ong; last Wednesday).
It is very possible to redesign the customer experience in a manner that benefits both the company (in terms of higher productivity) and the customer (in terms of greater satisfaction ).
For example, being able to order room service through the use of an iPad as opposed to having to place a call to a hotel employee would appeal to many travellers and may increase demand for room service. Also, this could be the preferred medium of communication for non-English speaking hotel guests if the menu could be translated to different languages.
This would result in a reduction in call volume to the hotel’s contact centre, a significant improvement in order accuracy, an increase in customer satisfaction and productivity metrics associated with the in-room dining experience.
Even hotel guests who choose not to use an iPad and instead call in their orders will benefit from because the call volume would have been reduced and they would spend less time waiting to speak with an employee.
This example highlights the idea that, when done in a palatable manner, customers are more than willing to partake in the company’s efforts to improve productivity and will be happier for it.
The Customer Satisfaction Index of Singapore (CSISG) does not incorporate any productivity metrics in the computation of the score for each company measured in our index. The 0 to 100 CSISG score each company receives represents the cumulative effects, as perceived by the customer, of all the company’s efforts. The survey questions underlying the score collectively represent the satisfaction a customer has with his relationship with the company.
During this period of renewed emphasis on productivity improvement, the CSISG can be viewed as an invaluable touchstone for companies to ensure that their productivity gains do not come at the expense of the customer experience.
Keeping in mind the needs of the customer is crucial in our national fervour to raise productivity. We want both a Singapore filled with highly efficient companies and many happy customers.
Dr Marcus Lee
Academic Director
Institute of Service Excellence
Singapore Management University
