Better Than CSAT Surveys: Really Knowing Your Customers Are Happy
By: Joe Galvin
Every executive serious about growing their business also must be serious about understanding what is really happening when it comes to the perception and behavior of customers. Customer Experience, or CX, continues to permeate discussions among leadership teams, service teams, product and marketing teams, and board members as it becomes increasingly clear that winning today is as much about how customers feel about a brand’s offering as the offering itself.
An entire industry has grown up around the measurement of customer satisfaction (CSAT). It arrived on the scene a few decades ago, even before the internet drove customers online, where interactions could be scored based on what customers and prospects did that would lead to a sale — or no sale.
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With smarter, more connected homes and cars, insurance companies are uncovering new opportunities to serve customers better and operate more efficiency; at the same time, they are facing competition from start-ups who are establishing new policies based on Internet of Things technologies.
Let’s Be Perfectly Human About Serving Customers, and Perfectly Data Driven to Create Winning Outcomes
Imagine you are the head of contact center operations for a mobile communications services company, and responsible for the performance of hundreds of agents across all queues, from troubleshooting to billing, from marketing to regulatory compliance.
With the emergence of new technologies addressing the improvement of Customer Experience (CX), ongoing changes to what we used to refer to as “contact center” and “customer service” offerings, the evolution of CRM and other systems which claim they can improve the entire lifecycle of consumer interactions (from discovery to delight), it is getting more difficult to budget for and measure investments.