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Voice of Customer

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Customer feedback is an important piece of the ongoing relationships between ATS and its customers.

ATS has a standardized approach to capturing customer feedback by sending electronic surveys to them every six months.  We do this by utilizing two different types of surveys.

Voice of Customer (VOC) Surveys

The ATS VOC surveys are modeled in the NPS (Net Promoter Score) format, and are sent to “Decision Makers” with our customers.  We typically think about Decision Makers as fitting some or all of the below criteria:

  • An individual that signs our contracts/SOWs
  • An individual who holds a position with our customer that can refer ATS to other locations in their company or to other companies
  • An individual that holds a position with our customer that if we are not performing to expectations, can remove us from that location

The VOC survey is primarily one question, which is:

“How likely are you to recommend ATS to a colleague?”

The scoring for the VOC survey (the “recommend” question) is on a 0 to 10 scale, and scores are categorized as follows:

  • “Promoter”: 9 or 10
  • “Passive”: 7 or 8
  • “Detractor”: 6 or below

The scores received from the VOC survey translate to the Balanced Scorecard for any customer having a site number.  A VOC red flag appears for any score lower than a 7.

When reviewing a multi-site customer roll-up, product roll-up, or overall company roll-up of VOC survey results, the NPS score for the VOC is calculated as follows:

Net Promoter Score = % of total surveys that are Promoters - % of total surveys that are Detractors

Customer Satisfaction (CSAT) Surveys

The CSAT surveys are sent to “Influencers” with our customers.  These contacts typically are our day-to-day contacts but may not have the authority or role to be a true decision maker on whether or not a company utilizes ATS services.

The CSAT surveys have 5 questions, and the scoring is on a 1-5 scale.

For FMS sites, the scores received from the CSAT survey translate through to Operating System maturity.  The target scores for CSAT scores are categorized as follows:

  • Bronze: 3.5
  • Silver: 4.0
  • Gold: 4.5

With the results of the customer feedback, from either survey, ATS leaders should take that feedback and create/execute action plans that will translate into improved and/or continued customer alignment and high levels of overall operational performance.

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