The two most common customer service metrics are the Customer Satisfaction (CSAT) Score and the Net Promoter Score (NPS). CSAT generally asks customers to rate the quality of their experience with a business, assigning a score to an in-store visit, online shopping occasion, or phone conversation with a customer call center. NPS serves as an alternative to traditional customer satisfaction research and can gauge customer loyalty. It also asks how likely a customer is to recommend a company to their family, friends or colleagues.
Both of these metrics are important for business, yet they don’t tell the whole story. The major flaw is their inability to capture what specifically is negatively impacting the overall customer experience — how much effort did it take for these customers to get their issue(s) resolved? The process that customers go through when seeking help has significant impact on their overall experience with your brand and their loyalty.
High Effort = Customer Churn
The most frustrating customer experiences are those that involve multiple channels (e.g., switching from web to phone), repeat calls and transfers to multiple contact center agents. This creates high effort, and as customers endure high effort experiences, they become dissatisfied and disloyal to your brand. Oftentimes, they leave without you realizing the issues that negatively impacted them.
Rather than focusing on the score of a single interaction (e.g., taking a survey or rating an agent after a call to your contact center), businesses should strive to create customer experiences that are effortless.
In 2010, HARVARD BUSINESS REVIEW published an article by Matt Dixon, Karen Freeman and Nicholas Toman called “Stop Trying to Delight Your Customers”. One of the key takeaways from this article explains that companies should focus more on resolving issues quickly and less on exceeding expectations.
Two critical findings emerged that should affect every company’s customer service strategy. First, delighting customers doesn’t build loyalty; reducing their effort — the work they must do to get their problem solved — does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.
Decrease Effort to Win the Game With AI
While a few proactive strategies exist to reduce customer effort, Tethr’s communications intelligence platform, which has been trained by CEB research, listens to phone conversations and identifies the specific issues that are affecting customer service.
Tethr pinpoints issues that are driving your customers away, such as:
- Reasons customers have to call multiple times to resolve a single issue
- Knowledge gaps where agents are not handling certain calls effectively
- Policies and procedures that are frustrating customers
- Agent language and responses that are annoying your customers
Legacy methods like surveys do not provide the actionable insights available from Tethr. In real time, Tethr detects situations and underlying issues that create high effort experiences for your customers. Learnings from Tethr can be used to provide highly targeted training to your call center agents to eliminate performance issues. It’s business intelligence for your phone conversations.
Start understanding where you’re causing high effort for your customers. We’d love to share relevant case studies and schedule a free demonstration if you’re interested in improving customer satisfaction and loyalty. HTTPS://TETHR.COM/#SIGNUP