The company used customer satisfaction results for annual interviews and to improve the productivity of its sales representatives.

Objective:

                               Verify customer satisfaction with the company's sales representatives' performance.

Target Audience:

                    Potential and existing company customers.

Measurement Elements:

              22 company sales representatives, 12 company products.

Measurement Method:

                 Continuous measurement.

Rating Generation:

               Electronic invitations.

Measurement Yield:

                  14% customer response rate.

Employee Activation:

          Yes, through an internal benchmarking tool.

CSAT:

                                              4.3/5  

Project:

The company was interested in how their (potential) customers perceived the company's sales representatives and the products they sell. After each sales representative's visit, customers received an e-invitation to rate the representative and the presented product. We prepared 2 questionnaires that measured:

• The performance of individual sales representatives (professionalism, friendliness, punctuality, product knowledge, etc.)
• Satisfaction with the offer (is the price appropriate, is it the right time, suitability for the company's needs, etc.)

Results:

The company gained insight into the work of its field sales representatives. They learned what customers liked and disliked about each representative, which the company used as guidelines for each representative's development (annual interview tool). They discovered that 2 representatives were not adequately representing the company in the market and terminated their employment. Sales representatives learned in which aspects of their work they excel and what they need to improve. They gained insight into customer thinking before they decided to accept or reject an offer, thus gaining the opportunity to adapt their offers accordingly. Through the internal benchmarking tool, each sales representative received a monthly insight into how well they performed compared to others (e.g., 4/22 representatives for professionalism, 12/22 for friendliness), which fostered healthy competition among the representatives.