It is an ongoing debate whether the customer is always right or not. Although no one statement or theory can be applied to every company or its functioning, overall the outlook and advice of all the experts is that customer is always right.
They believe that to succeed in the field of customer support service apart from using the latest call center software, the customer care must give high priority to resolving customer issues and queries.
The retail trade has followed the path of “customers are always right” for so many years. The expression was coined in Chicago by the boss of Selfridge, Marshall Field. Ever since then discussions have been going on about how and where a customer can go wrong.
According to Bill Price thinking that the customer is wrong is incorrect and most of the successful companies around the world have always put their customers and employees first.
To find out the potential effect, angry or negative customers can have on your business you can implement the three ways to use customer experience analytics.
It will give you a clear idea regarding how to put negativity from the customers into the right perspective:
1. Using The Data
Today’s advanced customer support software store a lot of data in the form of call history, call drop, call recording and so on. You can also track the customer data from social media, emails and other marketing campaigns.
This data can be summarized to find out whether your services or products are effective or not. It can be used to evaluate whether you are receiving a decent amount in return for your investment.
By viewing this data you will come to know whether the customers are satisfied with the service you’re providing.
Also, the data will give you an idea of which area you are lacking and are unable to keep the customers satisfied. The segments about which your customers are complaining can be the reasons behind your company’s less profit.
2. Personalize Customer Messages
Use the analytics data such as social media comments, messages and recorded calls and feedback from other platforms and predictive analytics for preparing a personalized message for the customers.
If you are using advanced customer care system then, you can also use Voice of the customer analytics and update the journey of the customer.
Studies reveal that such practices help to more loyalty and less customer churn.
3. Big Data To Get Significant Information
With the help of this treasure trove of data, you can extract all types of analytics from each and every department of the company, filter it and then come up with significant information that is not easy to find out if you go out searching one by one.
Using this data to decide your further customer service policy and marketing strategy goes a long way in ensuring that you are successful at providing quality customer experience.
4. Call Center KPIs For Monitoring The Customer Experience
So going with the phrase, “customers are always right” you need to take steps to make sure that your customer care strategies are channeled properly to ensure that the customer is treated as the king.
And for that, as discussed above you can use analytics to your advantage.
The latest call center systems offer huge data to the companies and using the analytics the customers can be kept happy. However, since the data is quite big, you may find it difficult to figure out the right metrics you need to monitor.
Let us discuss a few KPIs of a call center that you can track easily and improve the customer experience:
1. Segmenting Customers
Of course, customers are a top priority. Even then, not all customers are created the same. It means that not every customer will provide you with the same benefit despite giving each of them equal level of customer service.
You can understand this differentiation and segment the customers using the algorithms and Big Data that you can easily extract from the email, social posts, and images.
The best way to use this data is to apply the dynamic offer-relevancy scoring to this data and accordingly design your services or offers dynamically relevant to ROI.
By using the software data and other tools you can easily find out how your offers are really working and whether giving personalized offers is indeed providing you the expected escalation in sales and profitability or not.
What if the analytics reveal that the customers are not satisfied with the services or offers and have posted negative comments or reduced their purchases?
In the long-run, you can come to know that some customers are consistently unprofitable. Who are such customers?
These are the people who are only using products or services that are deeply discounted. Also, these are the same customers who are calling you all the time for the same problem or returning/exchanging the products all the time.
It indicates that such customers have a habit of showing inconsistent and displeasing behavior. It is almost impossible to convert these customers. So what can you do? In such a scenario, either they will leave on their own or it is really sensible to ask them to leave.
But you must do this task tactfully by making them leave themselves through offering and certainly not forcing them to do it as it might affect your image.
Importantly, call centers who intend to follow this path must employ experienced, skilled and trained agents who can execute such responsibilities smoothly.
2. Preparing Quality Scorecards
It is easy to predict the experiences of your customers by building on personalization instead of opting for biased, costly surveys.
For this, all you have to do is listen to what the customers are trying to tell you through their online behavior on social media or through data analytics and recorded call speech in your call centers or through post-visit voice capture in a home.
Another important move is to ask your frontline employees in the call center about what the customers are saying or you can as well hold roundtables with them and listen to the customer calls. These steps can help you predict the needs and wants of the customers and loyalty.
Now based on this Big Data, companies can create quality scorecards so that they can manage call quality on every call and utilize this card for managing their quality metrics.
While creating a quality scorecard the importance should be given mostly on optimizing quality and performance.
To check out whether the goals for the call quality are working in line, companies can arrange for call calibration sessions on a weekly basis.
It will indicate whether the execution and the performance of the call centers are according to the quality parameters made mandatory by the companies.
3. Making Concise Calls Top Priority
Being friendly, polite and inviting to the customers whose call is good. But the primary objective of these customers is to get help.
And the top priority of the agents should be to resolve their issues as quickly as possible thereby limiting the average handling time (AHT).
For delivering the customers their optimal happiness level, it is important that the calls are concise. Of course, it is not always possible to have each of your agents to be trained and skilled to the same level.
However, the advanced call centers using robust CRM systems can route the software integrations and ensure that their best agents are mostly exposed to the biggest issues of the customers.
Although friendliness and casual tone are highly important in customer service, it is also equally essential that the agents avoid prolonged conversations and focus on the issues that are needed to be resolved instead of discussing trivial issues. The quicker an agent, happier the customer will be.
To know further how the KPIs can help a customer care company monitor the customer service experience let us study the case of an e-commerce site that has been handling its own call center system.
The company had a wide base of customers with prominent brands displayed in its online store. It was natural for its customer service department to face certain issues now and then, but things were handled efficiently at the start.
The trouble started when the site decided to expand its range of products and made a contract with multi-national brands to attract customers from all the age groups.
The e-commerce site focused on almost all the issues that are the part of expansion such as updating their website with the new displays, making these products a part of marketing strategy, informing its online marketing agents about this new product-addition and so on.
Of course, the site also informed its frontline staff from the customer support department about the new developments and the features of the new products.
Even then, it began to notice higher than expected customer attrition within few months of expansion.
It was for the first time since its inception almost a decade ago that the e-commerce site was facing such massive customer attrition. The management was simply shocked at the rate the company was losing its clients.
To find out what was making the customers turn away from the site, the management decided to hire a team of consultants who were not only given the task of finding the problem but also of giving plausible solutions that will quickly fix this issue.
After understanding the whole problem, the team decided to mine all the recorded calls for the last few months, especially from the date the new brands were introduced on the site.
Since the company was already using the best call center software it was quite easy for the team to mine the data.
The team extracted information stored in the form of call drop, call history, call recording and also tracked down the pattern of customer behavior from social media, marketing campaigns and emails.
The research team also discussed the customer care issues with the frontline employees. Then they summarized this data to find out which product or service was leading to huge customer attrition.
After extracting all the details from the analytics and summarizing it, the research team offered the following solutions:
• It asked the e-commerce company to segment the customers based on the Big Data they had extracted and accordingly prepare services or offers for those customers.
• Next step was to use the call center software solutions to monitor whether these offers were really working or not.
• While implementing the new offers and segmentation process, the research team also advised the management to schedule weekly meetings with the customer care agents to check how the new strategy is working.
• On the advice of the consultants, the e-commerce site also prepared a quality scorecard of the customers based on their behavior pattern on the social sites and other online and offline platforms of interaction.
• Even the experienced agents were asked to take updated training to understand new ways of completing the calls with the customers quickly instead of getting into trivial discussions.
After the e-commerce site implemented the KPIs for determining the quality of the customer experience, it immediately could track down the offers and services that were turning off the customers.
Importantly, the segmentation of the customers were prepared using the call center solutions, helped the e-commerce site evaluate which customers are displeased or making negative comments and affecting the overall brand value of the site online.
The company then decided to leave such customers on their own or came up with offers that forced the customers to leave on their own without causing any issue.
Also, the updated training helped the agents to quickly fix the issues with the customers thereby reducing AHT and also making the customers happy.
In a nutshell, the steps taken by the e-commerce site included:
• The agents offering quick solutions to the issues
• The company providing personalized services and offers to the customers based on quality scorecard and segmentation
• Indirect removal of irritating and negative customers
All this helped the e-commerce site finally put a hold on its rate of customer attrition and slowly manage to bounce back into the business.
Thus, the case study shows how it is possible to grow your business, fix the problematic issues and monitor customer experience by using the KPI’s as the indicators.