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Are You Using 1999 Metrics to Measure 2019 Customer Care? - Blue Ocean Contact Centers - ContactCenterWorld.com Blog

Are You Using 1999 Metrics to Measure 2019 Customer Care?

 

It’s 2019, which means contact center metrics from 1999 are almost old enough for their first legal beer (and already knocking them back in Canada.) Those metrics were born in an era when customer service was a race, where whoever got to the finish line first (i.e. off the phone) – upsetting the least number of hurdles, extra points for a graceful gait – was the champion, the most successful, the most likely to win “customer service agent of the year.”

Today’s consumers and their shifting expectations have turned that perspective on its head. Instead, we live in a customer-centric world, where metrics like Average Speed of Answer (ASA), Average Handle Time (AHT), and First Call Resolution (FCR) are, by themselves, short-sighted and more focused on controlling costs instead of enhancing the experience. That said, the contact center accumulates millions of data points every single day. How do we use that data to improve the customer experience?

Fighting the Cost Center Mindset

We get it; earning executive buy-in on the decision to outsource your contact center usually includes a discussion about ROI. But calculating how the costs of your customer service solution make an impact on your bottom line can be complicated. For example, at first glance, an hour-long phone call with a customer that doesn’t result in first call resolution or a sale appears to be a high-cost, low-efficiency interaction.

What you may not initially see is how that hour inspires the customer’s lifetime loyalty and widespread promotion and advocacy, converting other customers on top of increasing their own spend. If that call was cut off at two or three minutes in the name of low AHT, an important opportunity to provide exceptional customer experience would have been lost.

Though hour-long calls are extraordinarily rare (though still nothing compared to the Zappos record customer-service call of 10 hours, 43 minutes!), this example holds its integrity even when scaled down to mere minutes and seconds. The point is, while data that describes an agent’s efficiency has its place (no one wants to be kept on hold unnecessarily or sit through minutes of pointless back-and-forth with a less-than-stellar agent) these metrics, taken alone, do little more than tell us to work as fast as possible to disengage from the customer.

Even if we are committed to delivering an exceptional customer experience, the fact is that many businesses turn to these metrics by default when making an outsourcing decision. Changing this approach and perspective is the first step in becoming a brand that your customers love. (For the same reason, we also believe that contact center pricing should never be your first question in the quest to outsource). But where do we start?

One Metric to Rule Them All

What one metric best reflects the state of your customer experience? Consider that today’s consumers are loyal to the brands that personalize the experience, are instantly responsive to their needs, and are authentic in the way they deliver service. The more loyal those customers are, the more they buy.

With that in mind, it’s clear that the quality of your customer experience is directly correlated with Lifetime Customer Value. (We discussed the LCV metric in more depth in our recent blog post, The True Cost of Losing a Customer.)

When you focus on improving that metric, what you’re really doing is shifting your efforts to decrease churn rate and increase retention. In our blog post about the cost of losing a customer, we referenced the example of a client who worked with us to implement a 24/7 team of Subject Matter Experts in support of a customer who had threatened to leave after a disappointing experience. The increased effort to meet expectations and provide a better experience was highly successful. Not only did the client stick around for the long run, their continued business meant a higher lifetime value.

Data is the GPS Mapping Your Customer Experience

While Lifetime Customer Value is a critical measure of your customer experience, it can’t by itself tell you what to focus on in your efforts to improve it. That’s where you have to take a holistic approach with the underlying data.

For example, we can’t forget about Net Promoter Scores (NPS) and Customer Satisfaction (CSAT). NPS was a metric first introduced in 2003, which feels like a lifetime ago. But instead of growing obsolete, this metric has simply entered its wiser golden years. Asking a customer to rate the probability of their promoting your brand to friends and family is a highly effective way to measure how well each interaction is being handled. We are big fans of the “Willingness to Assist” (WTA) metric which we measure through post-contact surveys. WTA is an actionable coaching point for your agents and relates directly to the customer experience. Moving the bar on Willingness to Assist is almost always correlated to an increase in CSAT and/or NPS.

That said, it’s important to remember that most customers respond to an NPS or CSAT survey with one specific interaction in mind, which doesn’t necessarily reflect their big-picture perception of your brand or their lifetime loyalty as a customer. A high NPS score after one successful interaction doesn’t guarantee a customer won’t switch brands next month. Thus, NPS, CSAT, and other scores like Customer Effort Score (CES) are still only a fraction of the big picture when it comes to improving the end-to-end customer experience.

These metrics are most valuable when you can segment and filter them by type of customer (especially by tenure and lifetime value), type of interaction (related to the channel they use or teams they interact with), and the customer’s score over time. Comparing these metrics against data about buying habits, social media interactions, eCommerce activity and more will begin to give you the bigger picture. This is also where you get to add in those more elementary contact center metrics, like Average Handle Time, Average Speed to Answer, and First Call Response rates.

The key is to map out the data in alignment with the customer journey – even in the moments when they are not interacting with you – creating a picture of exactly how well you are serving a customer throughout the lifetime of their advocacy. How that data maps out for high-value customers will likely look very different than the map for short-term, low-value customers. The differences between the two will indicate areas where you can use the data to improve the customer experience in a way that increases the average lifetime customer value.

Sound complicated? It can be, but the time and energy invested into using your customer service data will be returned ten-fold in the value of your customers.

Need a hand? We’d love to chat about building a better customer experience by using the data at your fingertips. Contact us here.

Source: https://blueocean.ca/customer-care-metrics/

Publish Date: February 7, 2019 5:00 AM


2020 Buyers Guide Speech Technology

 
1.) 
Agara

Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.
PH: +1 (512) 333 4634

2.) 
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
PH: +1 512-872-7565

3.) 
Call Tracking Metrics

Execute automated actions based on words spoken by your customer.

Our intelligent word detection and transcription tools make it easier for you to decipher the content of your customer conversations and automate action based on those insights.

Transform the audio of your calls into speaker-organized scripts so you can easily search your call log for specific words from a conversation, or automatically detect when words of intent are spoken by your customer.

Listen in on and highlight common patterns in order to execute triggers to initiate a new action or workflow, such as emailing a manager if the word “cancel” is spoken on a call. You can also set up to automatically redact content from a transcript, such as sensitive health information transmitted on a call.
PH: 8005771872

4.) 
Daisee

Daisee
Daisee builds technology that empowers people to solve problems by making interactions simple and smart so they can have a more significant impact, be more productive and be better at what they do. We believe incremental improvements carry huge potency and provide exponentially greater change for the better.

Genesys customers can now automate risk and quality management using Daisee’s speech and sentiment analytics and remediation workflow software. Daisee helps improve customer experience, ensure regulatory compliance, identify missed commercial opportunities & training requirements as well as provide valuable insights back to the business directly from the frontline – the true voice-of-...
(read more)
PH: +61404697151

5.) 
Eckoh

EckohASSIST
Advanced speech recognition and natural language expertise that routes callers by simply asking ‘how can I help you?’. It allows customers to use their own words to ask for what they want and steers them to the right place.

Menus are eliminated altogether and contact centres can use a single inbound telephone number.
PH: 01442 458300

6.) 
MattsenKumar LLC

SmartSpeech
SmartSpeech – The Best In Class Speech Analytics Software

An all-inclusive speech analytics application that enables you to visualize your audio using state-of-the-art speech recognition, transcription, and text analytics technologies.
PH: +91 99026 10044

7.) 
Voci Technologies Incorporated

V-Blaze Speech to Text
Our GPU-accelerated, AI-based technology enables you to deliver greater insights to the contact center by transcribing audio into analyzable text.

- Transcribe large volumes of recorded audio quickly
- Integrate transcripts with your analytics or business intelligence platform
- Reduce your hardware footprint and minimize total cost of ownership
PH: 412-621-9310

8.) 
Voxjar

Voxjar
Voxjar is your one-stop-shop for driving better phone calls with your customers. We're a modern Conversation Analytics and Call Coaching Platform.

- Custom Charts and Dashboards give you the freedom to analyze calls from the highest level down to the details of each conversation.

- AI-Powered Speech Analytics transcribes, searches, and analyzes your reps' phone conversations, at scale.

- Quality Assurance and Call Coaching tools let you evaluate and improve agent performance with a human touch.

- Long term recording storage for historical analysis


All of these together provide the holistic, easy-to-use software that you need to manage a modern call team and create better con...
(read more)
 



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