Page 38 - Warwickers Customers Count vflip2

measure 38 With so much data it can be really easy to lose sight of the objective but the number one rule of measurement is FOCUS. OUTSIDE: Measurement is key but it must be the right metrics focused on the customer experience. Customer experience cannot be measured by quantitative data alone. Satisfaction scores only tell a small part of the story. Customer Experience Strategies need clear metrics with a simple means to collect, analyse and gain insights. Attempting to measure the customer experience with a single metric such as customer satisfaction or customer advocacy is overly simplistic and risky. Instead, companies should dig deeper and establish a portfolio of measures that can determine how each touch point contributes to the overall experience. Measure each touchpoints effectiveness. The biggest measurement is how you action the insights you gain. INSIDE: Internally performance metrics can be powerful incentives to change employee behaviour. Rate employees along metrics of time or cost, and they will respond in kind, even if cutting cost makes for a poor customer experience. Many call centres, for instance, have structured their performance reviews around cost-driven metrics such as “average handle time” for calls. When representatives then try to keep calls as short as possible, they’re unable to solve complicated customer problems, driving up the number of repeat customer calls and the level of customer frustration. However some companies focus on building loyalty so adjust their metrics to promote CUSTOMER EXPERIENCE MEASURE customer advocacy rather than low costs at any price. So it is more about resolving the issue quickly than call times – this goes down well with customers and colleagues. Big Data Debate Smart technologies have brought reams of data and customer insight metrics to you. It is a hot topic but make sure you really need it. It is better to think about data and analytics re customers to discover new insights rather than focus on the data alone. See it as big data that relates to new technologies and techniques that allow you to find ways to solve problems you already have more affordably with data at greater scale. It is a measurement tool. Focus on the outcome which is customer insight you can action. What it does require is for you to look at data governance and communicate this effectively within the business.