Businesses today need to provide a quality customer experience. Retention and acquisition costs are two primary aspects of maintaining a strong business, especially as competition increases in today’s digitally driven corporate landscape. As a result, companies need to measure the success of their customer experience management. To do so, businesses need to not only integrate with the right tools and software, but also implement the right metrics.
Measuring and optimizing call management services could end up dramatically impacting the bottom line. A recent Zendesk infographic revealed 55 percent of customers said they switched to a different company for a product or service after having a bad customer experience. The ultimate goal in partnering with a back-office customer experience management team is to improve relations and make sure that high-quality is sustainable.
Implementing the right metrics
Measuring and optimizing a customer relationship management program is an industry best practice. Listed below are a handful of metrics to implement:
- Voice of customer: Acts as an internal measure of customer satisfaction. The higher the score, the more satisfied the customer should be.
- Voice of business: Describes the needs of a business.
“55 percent of customers said they switched to a different company for a product or service after having a bad customer experience.”
Companies today need to engage with their customers throughout the consumers’ entire interaction with them. The CSAT, or customer satisfaction score, is the most critical engagement metric today because it truly represents how the client is feeling at a given moment.
Third-party customer experience management teams can help improve CSAT scores by engaging consumers as they interact with the business at hand. It’s important to keep in mind the voice of the consumer when interacting with them, but it’s also critical to stay true to core business needs. There are unavoidable instances of momentary dissatisfaction in any business operation, so setting these expectations ahead of time is also important.
However, companies can minimize these moments by not only providing quality and engaging experiences, but also asking for their opinions. In fact, surveys and other touch points like call center interactions can help gauge how customers are feeling. Some of the key takeaways from these analyses include:
- Quality guidelines
- Products and the processes
- Company policy
By leveraging customer opinion, businesses can optimize their customer experience management processes and in turn improve customer retention. Less consumer turnover can lead to an improved bottom line by saving money and investing it into other areas of operation.
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