Customer service can be difficult to evaluate, especially when only 1 out of every 26 unhappy customers complain (and the rest leave you wondering where you went wrong). Learning from the 4% who do report their problems is crucial for preventing churn. And collecting data is only the first step - once you have weeks and months’ worth of complaints and feedback, how do you use that information to produce an actionable plan for improvement?
The RATER framework eases the transition from information to action by dividing service issues into the five service dimensions customers care about:
Reliability: do you deliver as promised?
Assurance: does your organization inspire confidence?
Tangibles: does your company present itself professionally?
Empathy: are your team members understanding and empowered to solve problems?
Responsiveness: does your team address queries within the expected time frame?
By using questionnaires designed with the RATER metric, you can discover the gaps between what your company delivers and what your customers expect, then use that information to make changes that increase retention.