Recently my colleague Tony Cosentino wrote an analyst perspective asserting that big data analytics will displace net promoter score (NPS) for more effectively measuring the entire customer experience. This prompted a response from Maxie Schmidt-Subramanian, asserting that big data and NPS aren’t the only ways to measure customer experience success. The main point of Tony’s piece, as I interpret it, is that NPS is just a number, but big data analytics can reveal much more about customer behavior and intentions, and it can link these to business outcomes. On the other hand Maxie argues that whether or not companies use NPS, when it comes to measuring the customer experience, they rely too much on surveys and no one metric does the entire job. While to a large extent I agree with both arguments, from a business perspective I don’t think either addresses three very important questions. The first is what actually is the customer experience? Second, how should it be measured? And third, what is the best use of big data in relation to customer experience?
Topics: Social Media, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Cloud Computing, Business Performance Management (BPM), Call Center, Customer Performance Management (CPM)
My research and experience show that contact center agents and others handling customer interactions face the continuing challenge of meeting customer expectations while keeping down the cost of handling interactions. Our benchmark research into the agent desktop and customer service finds that one obstacle to meeting these dual objectives is that users have to access multiple systems – typically four or five – to resolve a customer interaction. The research shows that this impacts efficiency (by increasing average handling time and reducing first-contact resolution rates) and effectiveness (by degrading the customer experience, introducing data entry errors and undermining agent satisfaction). This situation is compounded as companies support more channels of communication, often making it necessary for agents to access even more systems.
Our benchmark research into next-generation customer engagement finds that the top priorities in customer service for companies are to improve the customer experience (said 74%) and their customer service performance (70%). To do this, the technological steps most companies expect to improve customer engagement are to deploy collaboration systems, redesign the customer portal, deploy internal mobile applications, deploy mobile customer service apps and use social media for customer service. All of these we regard as potentially innovative and required digital technologies. Deeper analysis of the results finds key primary drivers for these priorities. Employees across the organization are handling customer interactions, but customers expect consistent responses no matter who they engage with. Customers are using more electronic channels of engagement, but here, too, they expect consistent responses. People on both sides are engaging more while they are on the move, so mobile support for employees and customers has become essential. Let’s consider how each of these five technologies can help companies meet these challenges and improve customer engagement.