In the customer care world, tracking and understanding every customer interaction is more important than ever. These insights allow brands to correct policy or procedure issues, respond faster to inquiries and ultimately increase customer satisfaction.
In our previous blog, we talked about the importance of overcoming common insights and analytics challenges. What’s just as important is to always use this data to drive customer care programs forward. Here’s how:
Listening to front line teams and empowering them to share their voice is so important; they are the ones who are really hearing what customers are saying. Using Voice of the Agent (VOA) feedback and surveys, these suggestions and thoughts create a 360-degree picture of what really is and isn’t driving strong customer experiences.
Examining brand sentiment and Voice of the Customer (VOC) data gives a strong indicator of how customers are experiencing a brand. By unpacking why customers are calling, emailing or tweeting, it becomes possible to correlate these interactions to the metrics that reflect how they are feeling.
Using insights to make the customer journey more effective and efficient leads to more generated revenue and improved return on each interaction. ROI through insights and analytics can best be seen through:
- Customer Service Representative (CSR) Cost Perspective
- Customer Spend (Frequency & Amount)
Report In Real-Time
Online reporting tools make it easy to see how performance is trending in real-time. To get the most out of data, reporting tools should allow companies to easily do the following:
- Access data in real time, 24/7
- Monitor activity and statistics
- See a single view of data across all channels
- View data in animated charts and graphs for easy trend analysis
- Interactively compare date ranges over custom defined periods
- Compare interaction arrivals from different area codes, marketing campaigns, etc
- Report on dispositions or verbatim reporting, allowing for additional drill down capabilities and data accuracy
Did you know? Companies are 23 times more likely to acquire customers, six times as likely to retain those customers and 19 times as likely to be profitable if they are data-driven?
Being a data-driven company means capturing data from all parts of a business (not just customer data), which helps to optimize areas like recruiting, training and operations. Let’s use the training process for new CSRs as an example:
During training, it’s a best practice to do “pulse checks” and final tests to measure knowledge acquisition and retention. Training should be capped off with final tests and experience surveys to capture any feedback that can be fed back into the training process.
To reinforce key training concepts and gain insights for future training classes, a nesting period for new CSRs should be established in the training process. During this transition period, CSRs can be benchmarked against established KPI standards over the course of their first 30-60-90 days. This helps to identify skill gaps in individual performance and evaluate overall performance.
Once customer care teams are in production, performance needs to be tracked closely. Feedback based on emerging issues and quality analysis can be fed back into the training process to improve future teams and improve tools like Knowledge Bases.
Brands who outsource their customer care should make sure they are working with trusted partners with flexibility and operational excellence to continue driving programs forward with insights and analytics. There should be consistent collaboration and updates on how data can be used to meet the company’s most important goals.
BE DATA DRIVEN, PERIOD.
When companies dedicate time and resources to diving deep into insights, it guarantees smart decisions that will positively impact customers, employees and the bottom line every single time - it’s a win-win. Download our thought paper to learn more!