When it comes to overall service metrics, research is clear that the value of service metrics like net promoter, customer satisfaction, and customer commitment depend on industry and on what measure of firm performance is being driven. For example, net promoter may do better for a restaurant at predicting likelihood to return, whereas customer satisfaction may do better for an investment service at predicting number of services used.
No matter what the overall service metric, it is important to understand the specific service metrics that drive it. If net promoter is going down, for example, it is important to understand why this is the case. Across multiple industries, our research has shown that a company should have in place service metrics for their business tied to the following areas:
1. treating customers in a fair manner;
2. providing efficient and reliable service;
3. making it easy for the customer to do business with the company;
4. being informative and helping the customer achieve their goals;
5. making the customer and their needs a priority.
In addition, we find consistently that getting the basics right is just half the battle. If a company wants to truly delight the customer - and they want to measure for this - they should have in place a service metric that captures the extent to which they are perceived as going above and beyond what is expected in providing service.