For every company, feedback from customers is very important. The reason is, the results of the feedback will be used as a guide to improve and make improvements both in terms of products and services to be even better, to achieve the highest level of customer satisfaction.
One of the parameters commonly used to measure the level of customer satisfaction for products and services is the Net Promoter Score (NPS) and the result of the NPS comes from customer feedback obtained in various ways.
This methodology of measuring customer satisfaction is also used by Digiservey by Telkom Indonesia, as a managed service company in the Information Technology sector. As a company engaged in services, of course, customer feedback is needed to determine customer satisfaction and the perceived quality of products and services, so that improvements can be made.
To gauge the NPS in Digiserve, a Customer Satisfaction and Loyalty Survey (CSLS) is conducted every year and the results will be used to maintain and improve the quality of services provided by Digiserve.
In CSLS there are several points surveyed such as NPS, Satisfaction, Loyalty and other feedback from customers. Through CSLS, the level of customer satisfaction can be measured based on customer experience using Customer Journey and Customer Touchpoints.
The Customer Journey includes Pre-Sales (Explore), Offering & Buying (Buy), Service delivery (Activate), Service usage (Use), Invoice & payment (Pay), Complain handling (Get support) and Service deactivation (Terminate). Meanwhile, customer touchpoints include physical touchpoints (sales, service desk, technician, billing team, etc.) and digital touchpoints (websites or mobile apps).
In 2020, Digiserve NPS had decreased compared to the previous year due to the pandemic. Therefore, Digiserve had to create innovations and strategies to improve service quality so that Digiserve’s NPS in 2021 can improve. One of the key innovations that Digiserve created is Remote NOC: System Remote NOC that allowed and equipped NOC team to work from home 24×7 without the need to come to the office.
In addition, there are two main strategies built by Digiserve. First, Product refreshment to provide education to customers regarding Digiserve services, especially those that can help customers to improve their flexibile working capabilities.
Second, Monthly Review Meeting with Executive Leader. This second strategy is an enhancement of the monthly review meeting that is usually held by the Service Management team with customers. However, at the Monthly Review Meeting with Executive Leaders, the Service Management team invites Digiserve executive leaders to attend so that customers could directly voice their feedback or input to the executive leaders during the meeting.
In 2021, CSLS have been conducted in two phases, namely in the first semester with 13 respondents conducted in April-May 2021. Then in the second semester, the survey have been conducted in August-September 2021 with 13 respondents. The survey was conducted online using Zoom led by a vendor/third party provided by the Telkom Group, namely Enciety Business Consultant.
This CSLS stage is also used to ensure that all surveyed customers represent all Digiserve products, namely Managed Network Services (MNS), Managed Cloud Services (MCS) and Managed Security Services (MSS). The results of CSLS 2021 have showed that in phase 1 Digiserve obtained an NPS score of 69.2% and phase 2 of 76.9%, where this number is far above the average NPS score of similar industries of 42%.
Meanwhile, in terms of product NPS scores, MNS products in phase 1 managed to reach 66.7% and rose to 88.9% in phase 2. Then for the MSS product, the yield of phase 1 was 66.7%, but in phase 2 it fell to 50%. Meanwhile, for MCS products, phases 1 and 2 remained stable at 100%. Digiserve’s high NPS proves that in general, customers are satisfied with Digiserve’s performance, so they are willing to give high scores and have no hesitation to promote Digiserve products or services to their colleagues.
In CSLS, there were also some inputs from the customers, which is very valuable to Digiserve so that it can continue to improve. One of them is related to Website improvement, so that it provides better information regarding Digiserve’s products. And to address other inputs from customers, we have also improved our report content and will also consider in enhancing the features in our MSS solution.
Behind the high NPS received by Digiserve, there are still a number of expectations and inputs from customers that need to be considered so that customers can get an extraordinary customer experience, thereby creating customer loyalty and increasing business profits.
Even in difficult conditions, the company must continue to provide the best and superior service, so that customer satisfaction can still be achieved. Companies that have a high level of customer satisfaction will tend to be more valuable to other competitors. So it will be easier for Digiserve to maintain and even increase its NPS in the years to come.
In addition, no less important is the action plan. There will be no meaningful progress if the results of the study from the customer satisfaction survey are not included in the improvement plan going forward. Therefore the whole point of the CSLS survey is for the company to make continuous improvement and never be satisfied on how to optimally serve the customer and improve their sense of satisfaction.