CICM Releases Fourth Zim Customer Satisfaction Index

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By Makanaka Masenyama

THE Chartered Institute of Customer Management (CICM) in partnership with the Contact Centre Association of Zimbabwe (CCAZ) has released the fourth edition of the Zimbabwe National Customer Satisfaction Index Report (ZimCSI).

The report was released during an Executive Customer Experience Virtual Symposium Thursday under the theme “Customer Experience Mindset In The Midst of Covid-19”.

The ZimCSI is a national indicator of how companies are performing in terms of customer satisfaction at a sector level.

Zimbabwe’s top 10-rated companies in terms of customer satisfaction were announced and honoured at the virtual launch event.

The top 10 rated companies according to The National Customer Satisfaction Survey as a benchmark for customer satisfaction in Zimbabwe were; Nyaradzo Group, Pick n Pay, FML, Cassava Smarttech, Meikles Hotel, First Mutual Health, DHL, Netone, Zimnat Assurance and Old Mutual in no particular order.

The overall National Index for 2020 was 62.6 % a point decrease from 63.6% in 2019.

Results were based from National Satisfaction Survey carried out across the country from the period December 2019 to May 2020.

CICM chief executive Ricky Harris said data from the index will help local firms make better decisions in terms of their customer relationship management.

“Customer satisfaction acts as a key differentiator of price in the midst of this pandemic and even beyond, price is no longer the main attraction for clients but rather overall quality of customer service and customer experience,” Harries said.

“The NCSI Report is used by various organisations as a tool to optimise customer satisfaction in order to drive customer loyalty.

“It depicts brands exceeding or falling short of customer expectations and the respondents’ idea of the ideal product to achieve an overall result out of 100. Customers today expect companies to be aware of their preferences, needs, past behaviours and expectations.”

NCSI report enables various businesses across sectors to gather customer insights and in turn, helps them respond better to customers’ expectations”.