1 to 1 customer service - connect the dots between contact center routing metrics and the customer...
TRANSCRIPT
1-to-1 Customer Service Best Practice #5:
Connect the Dots Between Contact Center Metrics and The Customer Experience
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.2
Presenters
Mike SpikeSolution Architect
Genesys
Jeff WoodlandSr. Solution Marketing Manager
Genesys
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3
Agenda
• The evolution of Customer Service metrics• Introduction to Customer Experience metrics• Connecting the dots• What does a modern Contact Center Reporting solution
look like?• Q+A
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.4
Many Contact Centers Still Use These…
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The fat & starving data paradox
Challenges in Connecting the Dots
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.6
Evolution of Customer Service Measurements
BasicEfficiency Metrics
CustomerOutcomes
History of introduction
Cust
omer
Exp
erie
nce
AdvancedEfficiency Metrics
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7
Operational vs Customer Experience KPI’s
EXPERIENCEEFFICIENCYBasic• Average Handle Time• Interactions per Hour• Abandoned interactions• Missing the SLA
Advanced• Number of Transfers• First Contact Resolution• QM Scores
• Was your question answered?• Was the employee informed?• Did the employee take time to
listen to you? • Any sense of empathy?• Was the employee in control of
the situation?
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.8
Experience Based KPI’sRe
leva
nce
to C
usto
mer
Exp
erie
nce
Time of introduction
CustomerSurveys
Net Promoter
Score
Customer EffortScore
Contact CenterMetrics
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9
Example
Net Promoter
Score
Customer EffortScore
Recommend
1. Great selection 2. Easy to use website3. First contact resolution
Broad features that differentiate
Effort
1. Easy to use website2. First contact resolution3. Agent quality
Process that can be improved
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10
Customer Feedback: Comparing 3 Approaches
Formal Customer Survey
Net Promoter Score (NPS)
Customer Effort Score (CES)
Detailed, multiple question survey.
Would you recommend..? … and why?
How hard is it for you to do business with us?
A survey A relationship metric An effort metric
Systematic and data-richNuanced feedback on what works, doesn’t work
Simple and fastClarifies if/how you are different, with your enthusiasts
Simple and fastMost customers just want ‘easy’. Process-centric.
Rich data available for analysis
Get attention of Execs.High NPS = growth*
Effort links to OpsHigh CES = better loyalty over time*
Takes too long to compile.Expensive to maintain.Not resonate at top level
Over-focus on Promoters. Not process-centric.
Not demanding enough. Not about relationships.
Pro
“SuperPro”
Con
What
* Much debate on this subject
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11
Connecting the Dots
• Net Promoter Score• Customer Effort Score • Customer Satisfaction• # of Complaints• Repurchase
frequency• Sales per Customer• Customer Lifetime
Renewals
• 1st Contact Resolution• Talk time• # of interactions• % of Compliance• Abandoned rates• Wait time• # of Transfers• Hold time
How do they correlate?
Contact CenterMetrics
Customer ExperienceMetrics
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.12
Connecting the Dots
•What metrics are important to my business?
•What is the relation between these metrics? Does it exist?How strong?
•Am I focussed on what’s important for the customer?
Bringing Information Together and Empowering Users
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Increasing Complexity of Operations
Single siteVoice centric
Efficient + ReactiveCompany-centric
Multi-site + At-homeMulti-channel + SocialEffective + Real-time
Customer-centric
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15
What is the Solution?
Evolve upwards from ACD reports
1. One data repository for all Customer Service channels
2. Use Attached Data to add business context and the Customer Experience survey
3. Improve accessibility to the reports, like ad-hoc analysis
4. Finding unseen answers by watching conversations
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16
What Data Do I Need?
(Employee)Performance
Metrics
CustomerSurvey
QualityMonitoring
Voice of theCustomer
EmotionDetection
eLearningAssessment
LIVE DEMOGenesys Interactive Insights
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18
Recommendations
1. Keep business context within a report. It helps keep analysis on track.
2. Tie customer satisfaction scores (NPS, CES, etc) to agent performance. Agent performance can then be linked to training, incentives, etc.
3. Keep reporting flexible and agile to change. Greater exposure should lead to more questions, which requires quicker answers.
4. Look to Speech Analytics to find faster answers about how satisfaction ties to conversation topics
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19
Net Promoter Score
Where Can I Learn More?
Fred ReichheldBain & Co
Customer Effort Score
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20
Ask the Experts!
For more information, please visit
www.genesys.comEmail us:
Mike SpikeJeff Woodland
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21
Upcoming and On Demand Webinars
Best Practices for 1-to-1 Customer Service Series of 6 Webinars1:1 Customer Service Best Practice #6: Build a Dynamic Contact Center Routing StrategyJune 26, 2013
On Demand WebinarsOne-to-One Customer Service Best Practice #1: Maximizing Customer Value
One-to-One Customer Service Best Practice #2:One-to-One Routing
Thank You for Participating!For more information, please visit
www.genesys.com
Email us: [email protected]