CSAT is Not Enough—8 Metrics to Better Understand Your Customers

By Brad Birnbaum

PatternPictures / Pixabay

There are plenty of metrics, scores, and benchmarks to track your customer experience, but some are better than others. From tracking efficiency and keeping down costs, to measuring the effectiveness of your experience and the happiness of your customers, it’s important to track a medley of different metrics so you can have a complete understanding and advance all of your goals. Here are the ones I think are absolutely crucial for delivering memorable, meaningful CX.

  1. Average Handle Time (AHT): Customers want their issues resolved—fast. Every extra minute they’re on the phone detracts from their experience and your bottom line. Some issues require more time to solve than others, but you need to measure AHT to have a working benchmark to figure out the sweet spot for your customers and agents.
  2. First Contact Resolution (FCR): If your customers don’t like waiting, they definitely don’t like having to call back multiple times to resolve an issue. FCR works well for determining the effectiveness of your service and the efficiency of your agents at solving customer issues—bad FCR is a sign that other things are going wrong.
  3. Zero Contact Resolution (ZCR): Even better than resolving your customers’ issues with a single touch is resolving them completely before they even have to contact you. Even good FCR may be misleading, as some customers have probably already tried to get an answer from your site or product manual, meaning that first call or email isn’t really the first touch. Proactive outreach that delights customers represents an even higher quality of experience and is well worth tracking.
  4. Customer Satisfaction (CSAT): CSAT is extremely important for figuring out how happy your customers are with your service—it’s a crucial piece of information and any customer-centric company needs to have. However, keep in mind that customers are usually just responding to the interaction they just had, not what they think of your brand as a whole. They may be very satisfied with an agent’s service, but still feel like they shouldn’t have had to call in the first place.
  5. Net Promoter Score (NPS): NPS will tell you whether your customers would recommend your business to someone else. This is another great way to learn how happy your customers are with your service, and whether you’re generating positive word-of-mouth. However, like CSAT, it can be misleading. Customers may give you an NPS score of “10”, but only actually recommend you to people they feel are as smart and patient as them to put up with the complex support issues they faced. Also, only a minority of customers will take NPS or CSAT surveys, often only after a highly positive or negative interaction—skewing results even further.
  6. Customer Effort Score (CES): CES shines at helping prioritize the sticking points in your experience and where you can smooth out problems to exponentially improve your customer interactions. Since it asks your customers to rate an experience as a whole and not point fingers at individual agents, the results are much more impartial. You can see …read more

    Read more here:: B2CMarketingInsider

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