A new Forbes Insight report, in association with Oracle, indicates senior managers believe their companies are making excellent use of customer service, with 75% of those surveyed saying they perform customer service better than their industry peers. When it comes to measuring their customer service success, it seems that most companies use traditional metrics, such as time to resolution and customer satisfaction. Still, a small percentage of company executives, 20%, consider the impact of customer service on new customer acquisition, and just 28% consider its impact on sales.
Taking a strategic view of customer service does not appear to be standard practice, however. Only 38% of the companies surveyed indicate that customer service is an organization-wide strategic goal, and just 15% consider customer service a key component of their marketing message or brand.
For this study, the responses of 415 executives, 79% of whom labeled themselves as being in customer service, were analyzed. All of the executives were from companies with over $250 million in revenue.
According to the report, "companies are struggling to make the connections among retention, revenue and spending, even as they are beginning to recognize the importance of customer effort on loyalty."