You settle down for the night, planning to finally watch that HBO film you recorded weeks ago. The kids are in bed, the popcorn is popped and you have arranged yourself on the couch in a way that says “no, I don’t plan on moving for the next two hours.” You hit the ‘recordings’ button on your remote, only to find that every single one of your recorded episodes and movies have vanished from the DVR.
You grab your phone and scroll through several help sites to try and correct the issue on your own. You perform all the obvious maneuvers: plugging and unplugging the box, rebooting the DVR and resetting the gateway, all to no avail. It’s time to make that dreaded call to the cable company.
“How can we help you?” a friendly voice chirps on the other end of the line.
You give the agent a recap of the events—minus the bit about your comfy pajamas. After explaining everything, they provide instructions on how to reset the box.
You start to get agitated—and for good reason. The agent obviously wasn’t listening when you said you already tried this. After several more exasperating minutes, you get transferred to someone who “can better assist you.”
After 20 minutes listening to elevator music, another agent finally answers the phone. Unfortunately, you have to repeat your story all over again. While your issue does get resolved, you are now one hour older and a bowl of popcorn heavier. It’s too late to start the movie now, so you retreat with defeat to bed, intending to try again tomorrow. The following night, the recordings list is somehow bare once again.
What is the likelihood that you will renew your contract with this provider next month?
Not even a ghost of a chance, right?
These types of scenarios are far from uncommon. However, businesses often aren’t even aware that they are taking place at all. Why is this?
Customers aren’t bothering with post-call surveys. At least not at any respectable or reliable rate. Companies are far too dependent on surveys to gauge how happy their customers are. As a result, customers are experiencing survey fatigue and have started actively avoiding them.
This is pretty unfortunate and costly for businesses. Without survey participation, companies that rely on them can’t identify the reasons they lose business from their customers.
Sample sizes matter
In large call centers, managers can typically only listen to a few calls per rep each month. This means companies are missing out on loads of insight, data and opportunities for improvement.
Think about how many unique opportunities to regain a customer’s loyalty there are. Now imagine you are only able to listen to five percent of the calls. If you don’t hear the loyalty and dollar bills flushing away, you need to turn down your radio.
You only get one shot
78 percent of consumers permanently change how they feel about a company based on a single interaction with the contact center, according to this Qualtrics study. While delighting customers is proven not to have a true impact on loyalty; reducing their effort—the work they must do to get their problem solved—does.
In other words, customers want their problems fixed the first time they reach out for assistance, whether that be via phone call, chat or email. And isn’t this beneficial to all parties?
The quicker customer issues are addressed (and sometimes this means resolution in one call, not several), the lower the support cost per call is. The most frustrated customers can become the biggest company cheerleaders when their issues are successfully handled on the first try.
Tethr has your back
With Tethr, disproportionate sample sizes can become yesterday’s problem. All representatives can be fairly evaluated on every interaction, not just a handpicked few.
The Tethr Effort Index (TEI) boasts a response rate of 100 percent. Every single customer interaction that runs through the Tethr platform is scored, indicating the level of effort that a customer put forth, so no data point is missed.
Better yet, when a customer interaction doesn’t go as planned, Tethr can alert you to the situation so that you can call the customer and ask what you can do to improve their experience. This might make the difference between a customer lighting your name on fire over social media, and a customer who decides to give your company a second chance.
Ready to make sense of your unstructured customer data so your contact center can start performing better? Tethr helps businesses surface contextual insights from phone calls and other customer interactions so they can provide better customer experiences.