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Article : New CX Metrics for Today’s Digital World

#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.

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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.

#contactcenterworld, @brightpatternus


About Bright Pattern Inc:
Company LogoBright 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.
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Today's Tip of the Day - Motivation

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

Published: Friday, July 26, 2019

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2020 Buyers Guide Telecoms

 
1.) 
Cloud IT Services GmbH

Dialfire
Dialfire offers you a complete call center solution that is simple and intuitive to use and adapts to your needs. It's completely cloud-based, saving you the hassle of setting up a phone system and installing software. In addition to predictive dialing and call blending of inbound calls, you can create personalized campaigns through an intuitive and easy-to-use interface. Features include automated workflows and full control over the agent screen.

You can see the full list of features here:

2.) 
Cloudonix

Cloudonix
Cloudonix provides businesses with software development tools (APIs/SDKs) enabling contextual communications, using existing communications tools and workflows.
Connect your website or mobile APP directly to your call or contact center, keeping the context of who the caller is, why they are calling, and how they got to you as part of the call.

3.) 
Megacall

VOIP services
Stay in contact quickly and easily with your international offices through Megacall.

Megacall will fulfill all your telecommunication requirements and on top of that go the extra mile and surprise you with new possibilities for your business, speed to action your requests and keeping within your budget.

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PH: +34 952 667 511

4.) 
NetSapiens

SNAPsolution
Our SNAPsolution – UC and Collaboration tools – can be quickly deployed so you can realize your ROI just as quick. netsapiens offers a comprehensive suite of unified communications (UC) & Contact Center (CC) feature-sets to service providers. Custom-built to provide our partners with unprecedented levels of flexibility, customization, and ease of use.

netsapiens allows you to control your margins in order to improve your ROI. As a provider of a facilities-based solution, you are able to personally choose your origination, termination, hardware costs, etc. to fit your budget. We also allow you to strategically price your product for a maximum return on your investment by charging on a conc...
(read more)
PH: 7608463385
 
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