The Hindu Business Line : Now, an index to rate customer experience

Bangalore, July 16 Soon all service providers across sectors in the country would be benchmarked by customers on outcomes such as satisfaction, loyalty, advocacy, expectation fulfilment, ideal performance and value for money.

Custommerce, a forum conceived and incubated by Servion Global Solutions which focuses on customer centricity, has launched Custommerce Index (CINDEX), which through periodic independent surveys among customers, would rate the quality of service experience that companies offer.

To rope in CEOs

Mr Ramesh Venkateswaran, Chairman, Custommerce Board, told a press conference that the forum would rope in CEOs from various organisations as members for the forum, which would help Custommerce engage closely with industry.

In its first random survey focusing on four customer services (intra-city bus transport (train and bus), savings bank accounts and mobile phone services), conducted among 2,856 respondents across 15 cities, CINDEX found that barely 5.1 per cent of respondents were able to recall a great service experience, which shows that Indian consumers have a very low positive customer service experience. Even among those expressing delight, the predominant recall was about an interaction that is part of the normal service that the provider has to offer.

Of the four services, intra-city bus service fared low on customer service experience, smaller mobile phone service providers scored over the larger national players and private sector banks were seen as more customer-friendly than public sector banks.

Custommerce would work with organisations on possible changes that they could bring in to make them more customer-friendly, said Mr Venkateswaran.

More Stories on : Customer Relationship Management | Karnataka

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