Customer satisfaction (CSAT) scores, loyalty, Net Promoter® Score and other performance metrics are all effective at measuring the health of your business. So naturally, you work hard at trying to deliver an outstanding service experience whenever possible. It’s rewarding to see these KPIs improve over time. But what if those same KPIs start moving in the wrong direction? Of even greater concern, what if you can’t figure out why?
With more and more customer interactions beginning online, it makes sense to start by improving the online experience you are delivering to your online visitors. It also helps to think like today’s web-savvy consumer. This may seem intuitive, but many businesses don’t do this. Their online presence is proof as many corporate websites are very confusing to consumers. And this is not good news if your organization is trying to improve its online service KPIs.
Customers today are treating your company’s website as their first point of contact to ask questions, and resolve their issues. In fact, a recent Harvard Business Review article based on an extensive consumer survey showed that 57.7% of callers to a call center were on the website before calling, and a staggering 34.4% are still on the website!
With this in mind, a few things that will frustrate consumers when they are online and possibly lead to poor overall customer satisfaction are:
Are your online customer service KPIs going in the wrong direction? Do you have the right customer self-service tools built into all your service channels (web, mobile, social and agent desktop) to accommodate your customers?
To learn more about Virtual Agents and how they can help your company improve your online customer service KPIs, watch this video.
1. “Implement Effective Customer Service Metrics”, Forrester Research Inc., August 21, 2012.
NPS®, Net Promoter® & Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.