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Article : Use Feedback Management as a Customer Retention Tool!

Several years ago, while selling software into the British telecoms market, I met the CMO of a smallish network operator. He described the issues facing his business, and when I asked him his churn rate, he replied, almost casually, that it was "about normal for our industry: 37 percent." He must have seen my jaw drop, as he quickly retreated from the blasé nature of his disclosure. His brutal honesty gave a young salesperson stark insight into the industry’s attitude towards its customer base.

This attitude isn’t restricted to network operators: I recently met with a member of the Retail Board of a major financial services institution who told me that the Board has only just begun to consider customer retention as a key strategic issue.

Given the current state of the global economy and the risk that customers might defect to the sidelines rather than to the competition, it seems obvious that retention strategies should be at the forefront of any business that has a direct relationship with its customers.

Where to start? With the business line that has the most direct contact with customers and can create the most emotive customer experiences: the call center.

Many service providers view their call centers as cost centers rather than revenue generators. As a result, management tends to search for ways to maximize efficiencies, generally expressed as utilization of agents, number of calls handled, and average call duration. Call center software reports on these and other metrics.

These metrics, however, typically measure what is important to the company, and not necessarily to the customer.

First call resolution (FCR) is the metric that has always confounded me. In most call centers, the agent determines whether FCR is achieved on each call, and therefore how management measures whether a problem has been resolved! Nor do I understand how call centers typically achieve over 80 percent first call resolution (according to Dimensions Data’s global call center benchmark surveys).

Those numbers don’t resonate with my experience as a consumer (with a few notable exceptions), nor with those of my colleagues, friends, and family.

Companies can use an Enterprise Feedback Management program to solicit customer feedback to measure and improve call center performance. The ideal program measures each customer’s experience within 24 hours of a customer’s interaction with the business. Such a key moment of truth might be contacting the call center to add or change a service or to resolve a billing question.

As the feedback relates to a specific, recent event, the customer’s experience is fresh in mind. Invitations to provide feedback can be personalized so that customers understand their context. Personalization and event-driven outreach results in an increased response rate and more accurate data.

Management can use dashboard reporting to track aggregate customer attitude over time. Given that changes in attitude precede changes in behavior, businesses that implement such a program have the tools to anticipate customer actions and change business processes before customers leave.

In the current economic environment, in which customers are more likely to make decisions based on price and might even choose to drop certain services, forewarned is forearmed. If only the CMO I met years ago had chosen to understand his customer churn rate rather than merely accept it.


About Forsta:
Company LogoForsta powers an Experience and Research Technology Platform that gathers and analyzes data, and translates the findings into shareable actions to inform decision-making and drive growth. Forsta’s technology, combined with its team of expert consultants, helps organizations better understand the full Human Experiences (HX) of their audiences.
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Today's Tip of the Day - Keep Cost In Perspective

Read today's tip or listen to it on podcast.

Published: Tuesday, April 28, 2009

Printer Friendly Version Printer friendly version

2024 Buyers Guide Help Desk Software

 
1.) 
Happitu

Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!

2.) 
Knowmax

Knowmax
Knowmax is an omnichannel knowledge management platform. Our mission is to transform contact centers into resolution centers and drive customer self service.
The platform is an industry-agnostic enterprise-grade knowledge platform with components helping in easy findability of actionable information at the right time across the desired touchpoint.

3.) 
LiveAgent

LiveAgent Help Desk
LiveAgent is a cloud-based Help Desk Software with over 195+ compatible integrations. Streamline all customer communication channels and manage them from a single shared company inbox. Enjoy social media integration, unlimited ticket history, call recordings, hybrid ticket streams, and more. Companies like BMW, Yamaha, Huawei, Orange, or Forbesfone use LiveAgent to deliver customer wow to 150M end-users worldwide.

4.) 
OneDesk

OneDesk's software combines Helpdesk & Project Management into one application. No need to purchase, integrate and switch between applications. Your team can support your customers and work on projects in one place. Aimed at SMBs as well as departments at large enterprises, OneDesk is frequently used by project managers, customer service, IT, professional services and more. This easy-to-use, feature-rich, and highly configurable software can manage both ticket & task workflows.

5.) 
Teckinfo Solutions Pvt. Ltd.

ActivDesk Help Desk Software
ActivDesk Help Desk Software is an intelligent ticketing software for multi- channel customer interaction & engagement. It streamlines the entire ticket management process. With its SLA & escalation management, it enables your help desk to deliver enriching customer experience.
 

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