Don't guess your customers experience

Don’t guess your customers experience Consider these 5 metrics

Improving the customer experience doesn’t have to be a guessing game

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=  POSITIVE EXPERIENCE   NEGATIVE EXPERIENCE  

It takes 12 positive experiences to make up for one negative experience  

There are metrics you can use to benchmark and improve the experience for your customers

#1 WAITING TIME

WAITING TIME Your customers are living in a busy world where time is a precious asset. If you can respond faster than your customers expects, you’ll go a long way creating an amazing experience that keeps them coming back

Consider three minutes to be reasonable waiting time

53%

Customers expect emails to be answered within 24 hours

24h

#2 FIRST CONTACT RESOLUTION

FIRST CONTACT RESOLUTION An 80% FCR rate sounds pretty good. However, an 80% FCR means your customers call you, on average, 1.2 times to resolve a question or issue

“Customer satisfaction ratings will be 35%-45% lower when a second call is made for the same issue” Greg Levin - TELUS

#3 INCOMING AND OUTGOING CUSTOMERS

“Customers vote with their feet” on whether they want to stay or leave you

Simple customer measurement: Incoming Customers minus Outgoing Customers = Net Growth or Loss

INCOMING AND OUTGOING CUSTOMERS  

#4 MEASURE SATISFACTION AFTER EACH INTERACTION

Measuring satisfaction after each interaction lets you quickly know if you have been able to deliver a great customer experience

This information is important because you want to know if someone was unhappy so you can follow up and resolve the situation

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…is both a specific experience metric and a full promoter measuring system that is very useful and practical to use

BIG think

#5 MEASURE OVERALL SATISFACTION

Don’t just focus on measuring the customer experience based on individual interactions.

A great customer experience is made up of multiple interactions.

That’s why it’s important to think BIG picture and measure overall customer satisfaction as well

Most customers won’t cancel contracts or stop doing business with you based on one poor interaction with your company

They will leave you because, overall, they are unhappy with the service you deliver

Don’t rely on that ‘gut feeling’ when you make customer experience decisions

Use data and these five customer experience metrics to guide your strategy

Thank you  Contact information: thorleif@hallund.com  

Chief  Customer  Officer  2.0  –  Jeanne  Bliss  Client  Heartbeat  –  Ross  Beard  TELUS  InternaEonal  ASCENT  Group  –  Achieving  First  Call  ResoluEon  2009  research  Forrester  Research  2012  The  experiences  uElity  of  queuing:  Real-­‐Time  affect  and  retrospecEve  evaluaEons  of  simulated  queues  -­‐    Ziv  Cameron  and  Daniel  Kahneman  Bain  &  Company:  Net  Promoter  System  

Thanks to the following great companies for inspiration and providing statistics