NEXTGEN-TV PROGRAMMING
NOW PLAYING
Starting on the hour every hour today
Coming up this Week
#contactcenterworld, @brightpatternus
Author: Shelby Faris, Marketing Manager, Bright Pattern
The customer experience (CX) is increasingly digital with over 95% of customer interactions starting on websites. Forrester research shows that customers are using and hopping between an increasing number of media channels, such as chat, text, messengers, and of course, traditional channels like email and voice calls. Even though "omnichannel" is still an industry buzzword and there has been a dramatic shift to new channels, fewer than 20% of companies offer a seamless, continuous conversation across channels. Ninety percent of consumers want this type of effortless customer experience without friction or silos, but companies are failing to deliver.
Similar to the gap between customers’ expectation for omnichannel and companies’ ability to offer it, metrics for customer experience have also remained siloed and focused all too often on voice. Traditional CX metrics like Average Handle Time are still valid but today’s digital world requires new metrics. In this blog, I will discuss and propose some new metrics as well as some keys to measuring them.
Key #1: To improve the journey, you must see and measure the journey
Recent metrics that attempt to move beyond siloed metrics for the voice-only world include Reichheld’s Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Sentiment, which rate overall how customers feel about a company and their customer experience.
To improve the customer experience, I recommend using NPS, CSAT, and Sentiment as guiding lights for three new metrics: NPSJT, and CSATJT, and SentimentJT. These metrics measure NPS, CSAT, and Sentiment by journey type (JT). For example, banks may want to measure CSAT, NPS, or Sentiment by journey type—think mortgages, credit cards, or home equity line of credit. Likewise, retailers may want to measure NPS by journey types like TV sales versus refrigerator sales. By measuring at the journey level, you can improve the quality of each journey type. In the illustration shown, these quality assurance metrics are displayed in a CX quality management dashboard of CSAT and sentiment by journey type.
CSAT is typically obtained by a simple survey (e.g., rate your experience by giving 1–5 stars) at the end of the given customer’s journey. Sentiment can be measured by an average sentiment score or ending sentiment score for each journey using AI measurements.
Key #2: To improve channel CX and customer segment CX, institute quality measurements at the channel level and measure at the customer level
It is also important to measure CSAT, NPS, and Sentiment at the channel level and customer level. To do that, I propose using these new metrics for channel type (C): NPSC, CSATC, and SentimentC. These new metrics measure the CSAT, NPS or sentiment on each channel, letting you see which channels are performing well or poorly. They require a simple survey at the end of all interactions within the larger customer journey. If you can see which channel is performing poorly (e.g., chatbots), you can improve the channels and smooth out any points of friction in the customer’s journey. A Bright Pattern survey of consumers showed that NPS scores for bots, text messaging, IVRs, email, and social interactions ranked low, showing common areas along the customer journey that companies should improve.
To measure CX at the customer level, I propose these new metrics for key customer segments (CS): NPSCS, CSATCS, and SentimentCS. Similarly you can look at CSAT, NPS or Sentiment by customer segment, such as gold customers, bronze customers, and new prospects. This provides you with the opportunity to provide specialized care to your best customers by personalizing their experience. You can see and example of these new quality assurance metrics in the dashboard shown.
Key #3: Enable omnichannel conversations and omnichannel quality assurance measurements via a platform approach.
So how to get started? First and foremost, to offer a seamless conversation across channels while measuring these omnichannel conversations to improve quality requires that you take a platform approach. All channels must be native in the platform so that a single conversation can be offered to your customers and all interactions can be measured from a quality management standpoint. An end-to-end omnichannel CX platform with omnichannel conversation capability and omnichannel quality management embedded within the platform is the key to easily creating and measuring great omnichannel customer journeys. Contrast this to bolt-on systems that are expensive and time-consuming to implement with siloed conversations and data.
About Bright Pattern Inc:
Bright Pattern is an effective cloud contact center software which helps businesses to simplify multichannel service.
Bright Pattern’s solution features enterprise-grade architecture that offers non-disruptive maintenance with on the fly upgrades and scales from 5 to 10,000 concurrent agents with a measured 99.99% uptime. Bright Pattern’s out-of-the-box CRM integrations increase agent productivity with integrated UI, click to call, screen pop, and activity history, automatically saved with the ticket.
Bright Pattern’s solution has usability that is second to none with a new intuitive desktop for managing omnichannel experiences, a unified interface to set-up and modify workflows, and a monitoring, reporting, and quality management for and across all channels.
Published: Friday, July 26, 2019
2.) | eGain Corporation eGain Solve Proven, Easy, and Guided Journey to Automate Customer Engagement in a Digital+AI World |
3.) | Pointel Genesys Identity and Access Manager Automated Provisioning Solution for Multi-Vendor Communication Platforms Managing agent profile data across multiple systems is a big challenge for contact centers. The manual tasks of agent provisioning, decommissioning, daily change exercises, skill level synchronization, license recovery and detailed reports on usage are tedious, time-consuming, and often expensive for businesses. Managing ID and access within a contact center is further complicated by profile information and requirements that vary from application to application. Automating the processes of onboarding and off-boarding in contact centers helps overcome these challenges and enhances agents’ productivity. Pointel I... (read more) |
NEXTGEN-TV PROGRAMMING
NOW PLAYING
Starting on the hour every hour today
Coming up this Week
Bharat Parshotam Head Direct Delivery Absa |
Nathalya Wani Sabu Executive Vice President PT. Bank Central Asia, Tbk |
Emmanuel Omoike Team leader QPhoto Pty |
Aymen Ismail Head of Customer Engagement Solutions smart Europe GmbH |
Sindhu Porwal Deputy Vice President ICICI lombard |
Pooja Raiyani Vice President ICICI Lombard GIC Ltd |
Danny Singer Founder& Chief Product Officer Noetica |
Ben Oxford Head of Digital Crisis Support Services Lifeline WA |
Bill Quiseng Chief Experience officer Bill Quiseng dot com |
Raju Shokeen Head - iView (Global Command Center) iSON XPERIENCES |
I am checking out all the amazing and daily updated content on ContactCenterWorld.com and networking with professionals worldwide
Send To Friends Post On My Wall