Learning Aim D

Monitor and Improve Customer Service

How organisations research, monitor, and
analyse customer service
• Customer service is very important. So how do companies keep track
of how they’re doing?
How organisations research, monitor, and
analyse customer service
• Data analysis
• Online feedback
• Information from loyalty programmes
• Competitor analysis
• Performance indicators
• Sales figures, surveys, complaints, independent review
• Customer numbers
• Social media
• Mystery shoppers
Task
• Be familiar with the topics on the previous slide.

• Research an organisation to find out how it monitors and analyses

customer service.
• For example, how does Emirates Airlines monitor and analyse its own
customer service?