Outsourcing Versus Developing And Executing Program Internally

The decision either to outsource the program or to develop and execute it internally is critical to the success of a customer satisfaction program. Cost is certainly a major issue, but determining whether outside help is needed depends upon the scope of the initiative, how much is riding on the outcome of the project and level of expertise available in house. A company may save money by using internal employees for some or all of the responsibilities, but it is important to recognize and assign cost to all of the components prior to making a decision.

Points to consider:

• Customer responses are influenced by how questions are written and asked.
• The expertise and predisposition of the surveyor can distort responses.
• Expert help in survey development should produce more objective responses.
• Responses to customers, reports to management, and feedback to employees are all critical elements of a good program. Expert assistance in the development and/or management of these communication systems may be needed to maximize returns.
• When interviewing an outside firm, be sure to investigate the qualification of the actual surveyors. Many firms use minimally trained people for phone work.
• Some calls result in an urgent demand for a solution or management's attention. Will an employee or a third party handle that best?
• The pricing structure for professional providers will vary, but typically they include a charge for development work, a charge per completed survey, and an ongoing fee for reporting. It may be possible to outsource some parts of the work while completing some elements of the program in house.