In today’s highly competitive market, every customer interaction represents your brand. This not only includes interactions with your contact center, but also every employee who engages with your customer. Today we have tools to help measure customer engagements and evaluate the context of the interaction. We have the ability to hear the “voice of the customer” and improve the interactions we have with them.
Poor customer interactions are a huge problem in organizations. Nearly 70% of consumers said they had ended a relationship due to poor customer service alone.
What is the cause-and-effect of this?
The root causes of poor service are:
- Being trapped in automated self-service
- Being forced to wait too long for service
- Customers having to repeat themselves
- Representatives that lack the skills to answer customers’ inquiries
The vast majority of organizations are paying attention to the wrong metrics. Most organizations are spending their efforts on quantitative data like queue holding times and speed to answer, or worse yet – relying on short surveys that are viewed as intrusive and rarely answered. If firms want to ensure positive customer experiences whenever customers interact with the company, they must focus on qualitative data like:
- “How long did it take my customer to get to the person who could solve their problem?”
- “Did the representative(s) ask the customer to repeat themselves?”
- “Did the representative have the skills to answer the question correctly?”
Without quality, quantity means nothing.
Organizations are not properly analyzing the data surrounding customer interactions – they are being descriptive when they should be prescriptive. A prescriptive analysis examines customer interactions in order to determine what should be, rather than what IS. In a customer experience context, this can be more useful to decision makers than basic phone log data. A descriptive analysis, on the other hand, seeks only to measure and explain what is, rather than what should be. A descriptive analysis describes reality without an opinion; it is a guide for future action, but does not directly advocate action. If firms want to improve their customer interactions, they need to be prescriptive and link the data to actions that will directly impact a positive customer experience.
Are you descriptive or prescriptive?