Customer Experience Management
Customer Experience Management (CEM) defines the journey that a user takes from first awareness in an organisation in the purchasing process; then the delivery of services; through to becoming a repeat customer.
Increasingly this CEM experience is multi-channel – involving contact online; through the telephone; written communication and potentially social media. Customer advocacy is in many ways the ultimate test of customer experience – as it is based on the extent that a user would recommend an organisation to friends and family. One such scheme that measures Customer Advocacy is Net Promoter.
This method segments the customer-base into Promoters i.e. those that rank the organisation as 9 out of 10 or better; the Passives and then the Detractors i.e. rating the experience at 6 out of 10 or worse. The Net Promoter Score (NPS) benchmark is then the number of ‘promoters’ less the number of ‘detractors’. This is increasingly being used as a barometer to test the end-to-end customer experience.
Call Centre Metrics for success
So a guiding principle for having the right call centre metrics is that that they should all be considered outside-in i.e.: from the customer expectation inwards. This means that the contact centre should place less emphasis on internal measures that do not impact on the customer experience, with greater focus on those metrics that are driven by customer needs.
As judges for contact centre award schemes, we now see that top performing operations use a combination of Net Promoter and with post call survey techniques. British Gas Premier Energy, the European Contact Centre of the Year in 2010 is a good example. They achieve a 25% post call survey sample that then drives their understanding of where problems exist with the service that they are providing. They are now taking their thinking one stage further by focusing on customer effort. Using the experience of the
Customer Contact Council, a global membership organisation, this approach is based on the research evidence that service organizations create loyal customers primarily by reducing customer effort i.e. helping them solve their problems quickly and easily.
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