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Kinesis CEM, LLC
Own the Call: A Key to Customer Loyalty
https://blog.kinesis-cem.com/2014/07/15/own-the-call-own-the-customer-experience/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
http://www.kinesis-cem.com/bank_mystery_shopping_contact.shtml
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
Own the Call:
A Key to Customer Loyalty
What service
attributes from
your agents drive
customer loyalty?
Question
To evaluate which
service attributes
drive loyalty
The Objective
Kinesis conducted
surveys of people who
had recently called a
contact center
Methodology
Determine the
relationship of service
attributes to customer
loyalty
NPS as loyalty proxy:
“Promoter” vs
“Detractor”
Analysis Plan
Individual agents
weigh heavily on
customer loyalty
The Results
Attribute Satisfaction:
Took Ownership
of Call
Specific
Attributes
Attribute Satisfaction:
Confidence in
Agent
Specific
Attributes Attribute Satisfaction:
Value as a
Customer
Specific
AttributesAttribute Satisfaction:
Interest in
HelpingSpecific
Attributes Attribute Satisfaction:
Use of
Understandable
Terms Specific
AttributesAttribute Satisfaction:
Job Knowledge
Specific
Attributes Attribute Satisfaction:
Professionalism
Specific
AttributesAttribute Satisfaction:
Friendliness/
Courtesy
Specific
Attributes Attribute Satisfaction:
Satisfaction with
ownership of the call 1.5
times stronger in calls for
promoters compared to
detractors
Own the Call
Defined as extent to which
the agent appeared to:
- Be the voice of the company
- Took responsibility for the
customer’s concerns
- Showed a desire to be of
assistance
-Advised of possible solutions
and assured resolution
Call Ownership

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