Brett Jenkinson, head of retail customer experience for KBB distributor PJH, reveals why benchmarking customer feedback is vital if a business is going to perform to its full potential.
In today's competitive KBB sector, simply listening to customer feedback is no longer sufficient. The true measure of a company's success lies in its ability to actively utilise customer feedback to enhance service delivery. At PJH, as part of our commitment to being the Customer's First Choice, we have implemented the Voice of the Customer (VOTC) initiative – an essential part of our customer service strategy to ensure we not only meet but exceed customer expectations.
The Importance of Measuring Customer Feedback
Customer feedback is a critical component in understanding how a business performs from the customer's perspective. At PJH, we believe that feedback should be viewed as a vital metric that informs all aspects of our operations. This approach goes beyond traditional methods of customer service, where feedback is merely collected and stored. Instead, we actively use this feedback to refine our services and align them with the evolving needs of our customers.
The VOTC Initiative: A Strategic Approach
The VOTC initiative is at the heart of this strategy. By engaging customers through surveys and direct communication via our PJH Partners Portal, we collect invaluable insights into their experiences with our products and services. This initiative is aligned with the globally recognised Net Promoter Score (NPS) programme, a metric that quantifies customer satisfaction and loyalty, and provides perspective of performance against other customer-focused businesses. PJH's Retail Division recently achieved a world-class NPS score of 88%, a testament to our commitment to exceptional customer service.
The VOTC programme at PJH is more than just a feedback mechanism; it is a strategic tool that helps us gauge our performance and identify areas for improvement or change. By systematically analysing customer feedback, we can pinpoint specific issues in service delivery and address them promptly. This proactive approach not only resolves immediate concerns but also helps prevent similar issues in the future, ensuring a consistently high level of service.
Moreover, the VOTC initiative plays a significant role in motivating our staff, with regular staff briefings highlighting the importance of customer feedback and how it impacts our service standards. This not only fosters a culture of continuous improvement but also ensures that every team member understands the significance of their role in the customer service chain. The result is a dedicated workforce that is consistently aligned with PJH’s ethos of being the 'First Choice' for our customers.
In conclusion, harnessing customer feedback is not just a best practice; it is a business imperative. The VOTC initiative at PJH is a testament to our dedication to understanding and acting on customer needs. By leveraging this feedback, we not only enhance our product and service offerings but also foster a culture of continuous improvement and excellence. This strategic approach ensures that PJH remains a leader in the KBB sector, consistently delivering a 'First Choice' service that meets and exceeds customer expectations. As we move forward, we remain committed to using the insights gained from our VOTC programme to innovate and grow, ensuring that we continue to set the standard for exceptional customer care.
