customer experience analytics

Emotional decisions will cost you thousands without Customer Experience Analytics

It is human nature to make emotional decisions based on nothing more than a reaction to a feeling, even if it is irrational.  In business, emotional decisions made every day without thorough customer experience analysis to support them is costing you tens of thousands of wasted dollars.  How do you know you are making emotional decisions?  If someone had directed you to make a change or has imposed a goal and a customer experience analyst has not verified the accuracy of such, it’s a clue that it’s an emotional decision. Continue reading

All you have to do is listen to your customers

listen to the voice of your customersVoice of the Customer; a catch phrase commonly uttered in offices around the globe. But what does it mean exactly? Where does it come from? How does a business decipher constructive (and valuable) feedback from noise?  It is not uncommon to hear a manager say that you need to listen to the voice of the customer (VOC), but often that’s where the initiative stops.  Proclaiming the need to listen and actually listening are two very different things.  So is acting on the information heard.

One of our clients focused on turning such a proclamation into action and made some changes to the internal processes causing customer dissatisfaction.  The External Quality Monitoring program using a post-call survey methodology revealed that only 51.6% of their callers stated that their question or problem had been resolved on the first call.  With barely more than one out of every two calls yielding a resolution, FCR was obviously an extremely costly issue for them because repeat calls have direct and indirect costs.  It was definitely time to take action. Continue reading

Are unneccessary calls hiking up customer experience dysfunction?

customer experience dysfunction starts with incomplete communication processesWhat are your callers thinking about when they spend minute after minute on hold to speak to an agent?  Probably among the thoughts would be ‘what’s taking so long’?  Studies show that up to half of all customer service calls are unnecessarily placed due to high organizational dysfunction.  A communication misstep within the customer service chain inevitably triggers a customer call to figure out what has happened with their order or shipment, for example. These unnecessary calls tie up valuable agent time, run up call center operation costs, increase customer effort and create an overall negative customer experience.

I recently placed an order online but never received an order confirmation.  Usually I get a prompt confirmation email that includes the order number and an estimated ship date, but this time I didn’t.  Of course, my credit card was charged but without my order number or my confirmation I had to call customer service to ensure my order was actually placed.  My not-so-helpful customer service agent said I had two options:  wait to see if the order arrives or to reverse my credit card charges with my bank and place the order a second time.  Something as simple as a missing order confirmation email had increased my customer effort score through the roof. Continue reading

Is your call center equipped to quickly respond to negative social media?

When was the last time you woke up and thought, “I can’t wait to have a relationship with my utility company today!”  Probably never.

The truth is, most people don’t care about having a relationship with your company until they’re unhappy with your products and services.  Then they can’t wait to tell their friends and followers in social media about it.  Negative, public customer complaints put companies and call center agents in the position to be reactive with angry customers instead of proactive and positive.  And angry customers force companies to respond and resolve complaints almost immediately putting additional pressure on your already busy call center. When immediate restructuring of call center operations to handle customer complaints in social media can’t be immediately established, how will your call center respond to your disgruntled customers (and their rants in social media channels) quickly and adequately?  How will you stop damage to your brand image online if you call center is either understaffed or ill-equipped to handle customer complains in social media?

We explore the 11 Steps to Social Media Success for Contact Centers in a no-charge ebook.  It is possible for the social customer experience to be a positive one; is this in your customer experience analytic strategy? Customer comments like these can deliver valuable insights:

Continue reading

How marketing is destroying customer loyalty

The holiday shopping season is not a surprise to anyone; it comes at the same time every year.  I tend to pay homage to the companies who are able to create the illusion of a shortage for their games and toys.  Which company wouldn’t love to be on the “Hot Toy List” for the holidays?  My respect is given to the marketing team; those who create the demand and get the message out through that media that “THIS” is on the must-have list.

Each year I am struck by the fact that everyone knows what these items will be, well before Thanksgiving.  What truly baffles me is that while these are the “must-haves” for the season, the retail stores do not have inventory of the items.  In the interest of self-preservation, why aren’t the stores listening to customer feedback?  It’s the same every year – we’re sold out of X, Y and Z.  What customer experience analytics are being used to and who is getting this information?  Should there be such a barrier to spending money in retail stores? Continue reading

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