1 to 1 Customer Service - Connect the Dots Between Contact Center Routing Metrics and the Customer Experience
 

1 to 1 Customer Service - Connect the Dots Between Contact Center Routing Metrics and the Customer Experience

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  • Good morning, afternoon or perhaps evening to all participants to today’s webinar. In the next 20 mins, we will discuss how 2 important types of metrics should be married together to turn customer experience KPI’s into actionand how Genesys can help you gain a better understanding of how operational metrics impact the customer experience and vice versa.
  • Many operations still rely on these type of reports to run their operation. Detail is lost in averages About efficiency mostly No reflection of the customer experience
  • Those single reports then get produced everywhere and you have a Fat & Starving Data Paradox = You are fat with data, but starving for answers, especially about the Customer Experience.Lack of visibilityLack of business answersThe answers come late. Too many silos.Too much data, locked in systems, and answers come late.
  • Tier 1: BasicEfficiency MetricsAverage Speed of Answer, Talk Time, Hold Time, Handle TimeMetrics are trusted. And great at explaining frontlien efficiency.Ignore the Customer Experience!Tier 2: Advanced Efficiency Metrics First Contact Resolution, # of Transfers, Hold Time Directly impact the customer, especially FCRHard to measure. Hard to link to frontline performers.Tier 3: CustomerOutcomesCustomer surveys, NPS,Customer Effort Score, could include Sales data to complete the pictureClearly capture customer sentiment
  • Historically, in the early days of call centers, before the modern Customer Experience KPIs, contact centers ‘measured’ customer satisfaction/experience based on what I like to call ‘pseudo metrics’. I.e. by looking at metrics like Service Level %, we assumed that 80% of calls answered within 20 seconds produced ‘good enough’ customer satisfaction. But, in reality, these metrics only reliably speak to operational efficiency and the quality of the staffing plans.Efficiency metrics are operationally focused by nature, while customer experience metrics have a far more emotional foundation and point of reference.Don’t get me wrong. Both categories if you will have a time and place. The trick is to understand what each statistic means and more important, if and how it’s related to the other category.
  • Over the past 5 years (or so) we have witnessed an uptake in interest around what I call “Experience based KPI’s”. The traditional Customer Satisfaction index is still widely used but some argue that it’s very generic, hard to turn in to action.Fred Reicheld, the author of the book ‘the ultimate question’ has introduced a KPI called ‘Net Promoter Score’ and it measures on a scale from 1 to 10 if your customers would be likely to recommend your products and/or services to their family and friends. The idea is that companies with a high average NPS perform better in terms of growth and profitability compared to their peers who score less.Since about two years another ‘philosophy’ is gaining popularity and it’s the concept of ‘stop delighting your customers, just get it right’ and it focuses on the question ‘how hard is it for my customers t do business with my company’.Whilst all three metrics have a right to exist, the challenge found by some customer service leaders who have adopted these is to understand how to impact these without risking to run all sorts of initiatives on a ‘trial and error’ basis.
  • All approaches have value. The importance is which one best reflects your industry and customer, which can be implemented within your organization, and which will help you fund your projects?
  • Key thing – bringing the information together, IT will measure and manage up time, number of reported incidents, recovery time and application efficiency of the applications. Contact Center Management is looking at FCR, quality & compliance, abandoned rate etc.The VP of customer experience will look at CES & NPS type metrics, number of complaints, financial related KPI’s like repurchase rates and sales per customer as key indicators.Each of these metrics impact the customer experience one way or the other or at least give an indication of how the service provided is experienced by your customers.
  • E.g. SL% = do our customer think it is a good thing that 80% of our calls are answered within 20 sec? Do Employees who score high on Quality Monitoring sell more? And have higher NPS?Do # of transfers or being put on hold impact NPS more or less?
  • Measuring performance has always been a challenge, and due to the changing nature of our customers needs, it is even more challenging. Must be – multi-channel. You must consider using at-home agents to increase skill set and handle peak times. Customer and bosses also have moved to a faster speed –they want answers quickly. They want first call resolution or sale resolution – it is more than average handle time. And, to compete, you must make your operations ‘customer centric’.
  • By looking at different sources of information and take a holistic view you can build an ‘eco system’ of metrics that are important for your business operation:Customer Surveys will provide you with the external perspective as the customers tell you themselves.‘Voice of the Customer’ initiatives use analytical capabilities such as speech & text analytics to understand what your customers say when to speak to you or when they speak to their peers on social channels or your own support forum for example. You can see this as the ‘macro level view’ of customer survey’s.Emotion detection capabilities will give you a flavor of customer happiness and customer frustration.eLearning assessments provide usefull information of how well your employees understand the product or service you provide and how effective your training program is.Quality monitoring scores will tell you if your employees demonstrate the right ‘behavior’ when speaking with your customers and if they can turn the knowledge they have in to a meaningful conversation.Employee Performance Metrics will indicate how ‘productive’ your employees are. These metrics can also include HR related information such as sick leave.

1 to 1 Customer Service - Connect the Dots Between Contact Center Routing Metrics and the Customer Experience 1 to 1 Customer Service - Connect the Dots Between Contact Center Routing Metrics and the Customer Experience Presentation Transcript

  • 1-to-1 Customer Service Best Practice #5: Connect the Dots Between Contact Center Metrics and The Customer Experience
  • Presenters Jeff Woodland Sr. Solution Marketing Manager Genesys 2 Mike Spike Solution Architect Genesys © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Agenda • The evolution of Customer Service metrics • Introduction to Customer Experience metrics • Connecting the dots • What does a modern Contact Center Reporting solution look like? • Q+A 3 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Many Contact Centers Still Use These… 4 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Challenges in Connecting the Dots The fat & starving data paradox 5 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Evolution of Customer Service Measurements Customer Experience Customer Outcomes Advanced Efficiency Metrics Basic Efficiency Metrics History of introduction 6 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Operational vs Customer Experience KPI’s Basic • Average Handle Time • Interactions per Hour • Abandoned interactions • Missing the SLA • Was your question answered? • Was the employee informed? • Did the employee take time to listen to you? • Any sense of empathy? • Was the employee in control of the situation? Advanced • Number of Transfers • First Contact Resolution • QM Scores 7 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Relevance to Customer Experience Experience Based KPI’s Net Promoter Score Customer Effort Score Customer Surveys Contact Center Metrics Time of introduction 8 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Example Net Promoter Score Customer Effort Score Effort Recommend 1. 2. 3. 1. 2. 3. Great selection Easy to use website First contact resolution Easy to use website First contact resolution Agent quality Process that can be improved Broad features that differentiate 9 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Customer Feedback: Comparing 3 Approaches Formal Customer Survey Net Promoter Score (NPS) Customer Effort Score (CES) Pro “Super Pro” Con Would you recommend..? … and why? How hard is it for you to do business with us? A survey What Detailed, multiple question survey. A relationship metric An effort metric Systematic and data-rich Nuanced feedback on what works, doesn’t work Simple and fast Clarifies if/how you are different, with your enthusiasts Simple and fast Most customers just want ‘easy’. Process-centric. Rich data available for analysis Get attention of Execs. High NPS = growth* Effort links to Ops High CES = better loyalty over time* Takes too long to compile. Expensive to maintain. Not resonate at top level Over-focus on Promoters. Not process-centric. Not demanding enough. Not about relationships. * Much debate on this subject 10 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Connecting the Dots Contact Center Metrics • 1st Contact Resolution • Talk time • # of interactions • % of Compliance • Abandoned rates • Wait time • # of Transfers • Hold time Customer Experience Metrics How do they correlate? 11 • Net Promoter Score • Customer Effort Score • Customer Satisfaction • # of Complaints • Repurchase frequency • Sales per Customer • Customer Lifetime Renewals © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Connecting the Dots What metrics are important to my business? • What is the relation between these metrics? Does it exist? How strong? • Am I focussed on what’s important for the customer? • 12 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Bringing Information Together and Empowering Users
  • Increasing Complexity of Operations Single site Voice centric Efficient + Reactive Company-centric Multi-site + At-home Multi-channel + Social Effective + Real-time Customer-centric 14 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • What is the Solution? Evolve upwards from ACD reports 1. One data repository for all Customer Service channels 2. Use Attached Data to add business context and the Customer Experience survey 3. Improve accessibility to the reports, like ad-hoc analysis 4. Finding unseen answers by watching conversations 15 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • What Data Do I Need? Voice of the Customer Customer Survey (Employee) Performance Metrics Emotion Detection eLearning Assessment Quality Monitoring 16 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • LIVE DEMO Genesys Interactive Insights
  • Recommendations 1. Keep business context within a report. It helps keep analysis on track. 2. Tie customer satisfaction scores (NPS, CES, etc) to agent performance. Agent performance can then be linked to training, incentives, etc. 3. Keep reporting flexible and agile to change. Greater exposure should lead to more questions, which requires quicker answers. 4. Look to Speech Analytics to find faster answers about how satisfaction ties to conversation topics 18 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Where Can I Learn More? Net Promoter Score Customer Effort Score Fred Reichheld Bain & Co 19 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Ask the Experts! Jeff Woodland Mike Spike For more information, please visit www.genesys.com Email us: enterprise.programs@genesys.com 20 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Upcoming and On Demand Webinars Best Practices for 1-to-1 Customer Service Series of 6 Webinars 1:1 Customer Service Best Practice #6: Build a Dynamic Contact Center Routing Strategy June 26, 2013 On Demand Webinars One-to-One Customer Service Best Practice #1: Maximizing Customer Value One-to-One Customer Service Best Practice #2: One-to-One Routing 21 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Thank You for Participating! For more information, please visit www.genesys.com Email us: enterprise.programs@genesys.com