Epson Uses Customer Satisfaction Data from SERVICE 800 to Maximize Its Service Potential
In today’s ultra-competitive business environment, world-class technical support can be a differentiating factor for any company. But understanding the effectiveness of customer service efforts is an on-going challenge.
Epson America, Inc. of Long Beach, CA seems to have the formula for measuring service satisfaction and maintaining outstanding service and support levels. Since 1996 Epson has actively participated in the ServiceMetric Benchmark, a program sponsored by CompTIA and administered by SERVICE 800.
"Data from SERVICE 800 helps us make decisions, staff appropriately, and facilitate our service and support systems," said John Dillender, Vice President, Service and Support at Epson America. "The benchmarking program is one way to understand our position in a rapidly changing marketplace."
Epson uses feedback from the program to track customer reactions to Epson telephone and web-based support, warranty repair at Epson Customer Care Centers, on-site service, and overnight depot warranty exchanges. SERVICE 800 interviews Epson customers to determine what they think of the support received, and provides benchmark readings to help Epson compare results to other brands or manufacturers. Based on data received from SERVICE 800 over the years, Epson has developed a multi-faceted service and support organization and has earned consistently high marks from customers for its imaging products.
To maintain customer satisfaction levels, Epson uses data from SERVICE 800 monthly reports to monitor and improve service levels by staffing its service arms with technical representatives who have the right knowledge base, professionalism and service skills.
"Our service and support systems are constantly evolving and adapting to an ever-expanding customer base," Dillender said. "A key to our success is the technical support rep on the frontline dealing with customers, representing the face and voice of Epson. Having SERVICE 800 follow up after the service event makes an impression on our customers. But it also yields real-time feedback that helps us measure customer perceptions and the performance levels of individual representatives, service processes and products."
Data from SERVICE 800 also helps Epson control costs and maximize efficiencies through targeted training for technical representatives, Epson service locations, service partners, and specific market segments. Epson uses the scores to determine the effectiveness of various training program options before deploying the training throughout the company.
It is important to note that Epson uses customer feedback and satisfaction data to motivate employees as well. Epson uses positive customer comments and high satisfaction ratings for specific technicians as reinforcement for outstanding support. Other incentives include recognition among peers, additional responsibilities, or an increase in income. For the Epson bottom line, happy employees mean less turnover.
"For more than a decade, SERVICE 800 has provided a valuable service to Epson," said Dillender. "The company has been a partner to us in gathering and analyzing data to put the right service and support systems in place."