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Insider Tips: How to Measure & Improve Customer Satisfaction

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Customer service is the new marketing. So, what's the best way to provide great customer service? Contact centers have a wealth of data, but data without action or purpose is useless. During the latest #ICMIchat, industry thought leaders shared their best tips and tricks for the most effective ways to measure and improve customer satisfaction. Click through for insight your business can use. To learn more, visit http://www.icmi.com/resources

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Insider Tips: How to Measure & Improve Customer Satisfaction

  1. 1. Insight from the August 9th, 2016 #ICMIchat Topic: Measuring & Improving Customer Satisfaction Host: @JeremyHyde_
  2. 2. Q1: How do you define customer satisfaction? Is it different from delight?
  3. 3. Delight is the unexpected. Satisfaction means the customer only feels they got what they paid for. J U L I E R O D R I G U E Z | @ J U L I E M R O D R I G U E Z
  4. 4. Satisfaction pays the bills. It sets the stage for reliability. Delight should be a rare exception because it changes expectations. A L H O P P E R | @ A L H O P P E R _
  5. 5. Flip a light switch: Lights on = expected. Not memorable. J E F F T O I S T E R | @ T O I S T E R Lights on + surprise party = delight. Lights not on = Frustrating.
  6. 6. Q2: Which metrics do you use to gauge customer satisfaction? How did you choose them?
  7. 7. According to ICMI research, CSAT is most common. But 82% of customers say ease of experience is the best indicator. E R I C A M A R O I S | @ E R I C A M A R O I S
  8. 8. Customer effort is a far better indicator of loyalty than customer delight. N A T E B R O W N | @ C U S T O M E R I S F I R S T
  9. 9. The WAY you measure & how you act on data may be more important than the actual metric. J E R E M Y H Y D E | @ J E R E M Y H Y D E _
  10. 10. Q3: What’s the best way to interpret & use customer satisfaction data to improve the customer experience?
  11. 11. Be sure to gather both qualitative and quantitative data. Some metrics are better expressed in words than numbers. N E X T C A L L E R | @ N E X T C A L L E R
  12. 12. It's more painful & humbling but look at big, unexpected gaps in CSAT between scores you expected or had & what you've got now. L E S L I E O ' F L A H A V A N | @ L E S L I E O
  13. 13. Don't ignore outliers, but don't focus too much time on them either. They may represent a silent many, or they may be alone. E V A N W A T S O N | @ E V E N W A T S O N
  14. 14. Q4: What are the components of a great customer satisfaction survey?
  15. 15. The survey should be simple, short, and straight-forward. Only focus on (and occur right after) the interaction at hand. P A T R I C K R U S S E L L | @ P A T R I C K _ S A A S
  16. 16. 1. Make it easy. 2. Don't ask questions you know the answer to. 3. Ask for opinion, not fact. J E F F T O I S T E R | @ T O I S T E R
  17. 17. CSAT surveys should be brief, timely, and fielded in the customer’s channel of choice. E R I C A M A R O I S | @ E R I C A M A R O I S
  18. 18. Q5:What are some nontraditional questions you’d like to see in a customer survey?
  19. 19. Choose the word that describes your experience today. Disappointed. Satisfied. Delighted. N E X T C A L L E R | @ N E X T C A L L E R
  20. 20. How does our service compare to your ideal service experience? What could we do to make it more ideal? E R I C A M A R O I S | @ E R I C A M A R O I S
  21. 21. Q6: How do you build a customer-centric culture?
  22. 22. Treat your employees well and make them happy, then invite them to be part of making customers happy. P A T R I C K R U S S E L L | @ P A T R I C K _ S A A S
  23. 23. Build a customer-centric culture by expecting & allowing agents to make decisions on customers' behalf. L E S L I E O ' F L A H A V A N | @ L E S L I E O
  24. 24. Share stories of good customer service with the team. Choose KPIs that support the culture you want to create. G I S E L L E H O W A R D | @ H O W A R D _ G H O W A R D
  25. 25. Join us next week! Topic: Contact Center Accessibility Host: @NealTopf #ICMIchat | Tuesdays, 1pm ET

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