Here are the Top 5 things to measure to know if your customers will remain loyal or leave

The quality of your company’s customer experience (CX) is its No.1 differentiator. Consumers are willing to pay more, more often, to do business with organisations with outstanding customer service. Businesses that champion CX have a lower cost to serve, a lower churn rate and higher advocacy. So, what do you need to measure to understand how your brand measures up to the competition? What are the customer satisfaction metrics that matter most?

1. Customer feedback

If you want to know how well you’re serving your customers, the best way to start is by asking them if they’re satisfied with your service. Frequent use of customer satisfaction (CSAT) surveys will capture your customers’ feelings at particular moments in time and apply a score to them.

CSAT scores can be viewed by individual customer, customer type and by channel – are people that call more or less satisfied than those that use live chat, and vice versa. CSAT should also help you to see if it’s a particular product or service that’s causing scores to rise or fall. If only a certain type of customer is less than satisfied, it could be because of what your company is offering them rather than how well it’s resolving issues.

However, satisfaction alone is only part of the picture. For a clearer view and better understanding, you need to combine CSAT with Net Promoter Score (NPS) and Customer Effort Score (CES).

Think of NPS as word of mouth or the buzz you’re creating. It measures how likely a customer is to recommend you based on their experience with your customer service – the greater the chance of recommendation, the greater the chance that they will remain loyal and continue to advocate.

A CES measures effort. It asks customers how easy it is to do business with your organisation. The harder a customer has to work to resolve an issue, the less likely they’ll hang around and continue to give you their custom. As such measuring customer effort can also flag up steps on the path to purchase and along the customer journey where there is too much friction and where improvements are needed.

2. Tickets

Constantly counting your tickets is an excellent way to identify everything from weaknesses in your customer service department to problems with your products or services.

Knowing how many tickets are generated on a daily, weekly and monthly basis helps you monitor and adjust staffing levels in contact centres to suit peaks in demand, for example. With enough historical ticketing data, you can plan friction-free ramp ups and ramp downs of agents to ensure a continuity of service level.

Understanding ticket backlog – how many tickets are outstanding and awaiting resolution – will also help you manage your existing resources. It will tell you your capacity for further tickets and where best to deploy your resources.

However, if the volume of tickets is always high, regardless of the steps you’re taking within customer services, then the cause of the contact could be down to the products and services. If they’re problematic, people are going to get in touch.

Likewise, if the same types of ticket remain open and unresolved, then it could point to the need for better training and guidance in your contact centre so that staff are in a better position to solve customers’ problems.

3. Response times

How long does it take for you to engage with your customers, channel by channel? Even if the initial contact doesn’t yield the solution your customers are searching for, they have expectations when it comes to how long to wait. Live chat and social messaging should be as close to instantaneous as possible. People expect a response to an email in the same day, and no one wants to wait on hold when phoning a call centre.

The longer they have to wait, the less satisfied they’re going to be, regardless of whether the issue is resolved and the ticket closed.

4. Contact drivers

Even if your response times are wonderful and ticket volumes are manageable, why are they getting in contact? Monitoring contact drivers will highlight issues that could be resolved for good, simply by adding self-help content to your website, or making an adjustment to a service. It could completely remove certain types of contact altogether. That in turn will reduce pressure on your CX teams who will have more time and bandwidth to deal with other types of contacts.

5. First contact resolution

According to the 2018 CCW market survey, 65.36 percent of U.S. consumers consider first contact resolution (FCR) the ultimate sign of great CX. Therefore, the better your FCR rate, the better your CX.

Every organisation’s goal should be to resolve its customers’ issues in the fewest interactions possible. So to measure how well you’re doing, divide the number of issues that have been resolved via a single interaction by every incoming customer issue that could have been resolved in a single interaction.

Also, don’t forget to drill down and see if the FCR rate is better or worse across different channels – for instance, if emailed issues remain unresolved after several messages, maybe you need to use standardised contact forms to ensure that customers are providing all the information you need to solve the problem quickly.

From integrating a comprehensive system for measuring customer satisfaction, to contact centre staffing and training and omnichannel customer support management, Sitel Group can help your organisation improve its NPS scores and response times and boost its FCR rates.


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