Does your customer experience data answer the $64,000 question?

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Does your customer experience data answer the $64,000 question?

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The other day, I got the $64,000 question (more like a million dollars nowadays) from a client — why was their best-selling product not selling so well anymore?  For years it had been their cash cow because of its ease-of-use, long lifespan and consistent price point.   My client was scratching his head because, in his mind, nothing had changed.  The call center was still taking the same volume of calls and they hadn’t had any recent agent turnover, so on the surface there was no reason as to why sales had fallen off a cliff.

The answer is always with your customer and often takes some outside eyes to take a different approach.  So we dug deeper into the customer experience data to find out what was happening during the agent calls that was contributing to the decline in sales.  Turns out that their tenured agents were consistently attempting to up-sell customers (and being a little pushy) on the accompanying products that the customers felt they didn’t need.  This was causing many of their customers to sour and end the call, purchasing the product elsewhere. The analysis identified our client’s issue and with a quick re-scripting for their agents they got a steady increase in sales over the months following this small tweak.

It’s a common thing we see with our clients.  Do you also assume that you know your customers and how they will react to new strategies without researching and analyzing the data properly?  How much money are you leaving on the table because you don’t really know?  Is it 64 thousand, 64 million or something in the middle?

customers-grade-the-callsHere’s what we hear:

“Every time I order from your company you send me a post-purchase survey asking what you could do better.  I feel like you finally heard me because you started re-stocking my favorite perfume.  Thanks!”

“I called your billing department today because you double charged me for my cable service.  Three times your call center agent asked me if I wanted to upgrade to the HBO premium package.  All I wanted was for the charge to be removed but it was like the agent wasn’t even listening to me.”

“Your company constantly sends me email offers for your home furnishings and I’ve never once purchased from you.  Each time I respond asking to be removed from your list.  This time I called to speak to an agent about getting my named removed and they tried selling me stemware.  Honestly it was like talking to a brick wall.”

About Dr. Jodie Monger

Jodie Monger, Ph.D. is the president of Customer Relationship Metrics and a pioneer in voice of the customer research for the contact center industry. Before creating CRMetrics, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.

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