PAS. The metric of your success
Your business is numbers first of all, and the whole system of trade relations in the world is just mathematics. In order to be sure that your business will be successful, you need calculations that are carried out with the help of certain metrics, which you have already heard a lot about. These are also NPS, CSI, CSAT.
The advantage of common metrics is that they are easy to identify, and the downside is that they are not always correct and accurate. However, do not rush to dismiss the common metrics: they will help to build a foundation for your business.
But the most important indicator is the individual one. It is important to understand what it is for your business, what you need to rely on to make proficient decisions: on the number of consumers, the quality of service, the price of a product or service? You will always have the right answer to all these questions once you understand what is the most important indicator for you.
A unique tool for measuring essential indicators of your business is offered by our specialists. In order to get acquainted with the metrics offered by Scheduling, we asked Artem Petrusenko, our service manager, to tell about its features and differences.
What is PAS?
PAS – Personal Approach Score – is a metric that measures how uniquely the customer was served. Thanks to our experience in 300+ projects, we have output a number of questions, which can tell if a customer is satisfied with the way he has been served. We will also find out how much effort the customer put to get a unique service.
How is this metric measured?
Your client is asked five questions. He answers them using a scale. Each question has a gradation of answers from 1 to 5. And then the average figure is presented in percentage points.
Why is this indicator important?
It is important to calculate it because, in the current climate of already established service and technologies, with the help of which customers are served, an ordinary good service is not enough anymore. This metric is inextricably linked to other significant indicators. It should be used to increase NPS, i.e. customer loyalty. In the modern world, it is not enough to lure a client. We need this client to come back and recommend you to his friends.
What for are other long-established metrics then?
Everyone has different technology in place. In general, there is a basic standard of service in Europe. In order to calculate how bad or good it is, to make some operational decisions on its improvement, such metrics as NPS, CSI, CSAT are used. Our index is designed to understand how likely it is that a customer experiences a wow effect when he visits a store, and how much the overestimated expectations of the service are justified.
Who will get benefit from using PAS?
This index can be applied to business, oriented to a large number of customers, and also to a retailer in places where many consumers pass through every day. Of course, in the stores where there are fewer visitors popping in, they are served more exclusively. At the same time, as our practice shows – 18 years of experience in service quality research – this index also helps small businesses, intended for a smaller number of consumers. We believe that indicators, such as poor service and a large influx of people, are not interdependent. We believe that even if a lot of people come in, they still need to be served well. And this is not a mutually exclusive thing for PAS.
What is the main feature of this index?
Using the results of PAS metrics and making operational decisions to improve the service helps to reduce the dependence of the level of service quality on a large influx of people. This is its value. If we consider this score to correctly develop a methodology for working with clients, then each client will be served properly. That is, each client will feel unique. The customers will understand that they have received a unique service. He may even think that it is not a part of some loyalty program he is familiar with. After all, it exists for everyone, and everyone can take part in it. But if he was served in a unique way, his pains and problems were revealed and solved as it was convenient for the consumer, he would perceive it as good service with respect to him personally.
And how can you check the results of the implementation of this index?
Well, first of all, you should check the index, measuring it in dynamics – comparing the indicators before its implementation and after its implementation.
And secondly, it is possible to conduct a whole complex of marketing research. You may start with the most popular method – the mystery shopper, who will detect existing problems in the service.
Are there any effective indicators of PAS measurements?
We measured this index on the example of one popular network of filling stations. It has turned out that 90% of all respondents answered that they did not know whether they received any unique service or not. And it seems to affect their attitude to filling stations in principle.
While it can be very difficult to ensure that your product meets the market’s needs, getting feedback from the customers with the help of metrics, such as Personal Approach Score, will help you to develop your business at all stages, as your customers can provide you with many useful ideas.
