Customer service research measurement with Service Intensity - BDRC Jones Donald

Service Intensity - for Hearts and Heads

Service Intensity is a unique single metric which recognises the importance of customer effort, rational and emotional inputs during a service engagement.

Drawing on innovative work by Harvard Business School, Service Intensity adds a completely new dimension to traditional Customer Experience Programmes and is an indispensable tool for any organisation looking to address all factors affecting customers throughout a service engagement.

The Service Intensity measure is a two-stage calculation

Stage 1
Data underpinning each of the 3 core service contact components - emotional, rational and effort - are collected through survey research.

Stage 2
Via Structural Equation Modelling, survey responses are weighted according to their relative impact on the service occasion, and then scored. For example, emotional input is likely to be weighted more highly for a customer lodging an insurance claim after their home has been burgled, than for a customer simply updating their details after moving house.

The result

A unique Service Intensity score for each respondent/contact occasion which is translated into meaningful findings that give real insight into customer behaviour and trends.

Service Intensity is being adopted by a range of forward-thinking, service-based organisations, either to supplement existing CSAT programmes or to implement new ones.

A unique and holistic tool for managing service strategy effectiveness.

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