How Measuring Your Tech Will Improve Customer Experience

How Measuring Your Tech Will Improve Customer Experience
SHARE
THIS



In this guest post, Cyara co-founder and CEO Alok Kulkarni (pictured below) shares a simple way for brands to improve customer experience that they may have missed.

Alok Kulkarni

With the rise of digital disruption, organisations now communicate with customers through a number of technologies that come together to form one journey across different channels.

Nowadays, given the ease in switching products or brands, time-poor consumers are very unforgiving and will turn to competitors after experiencing even the most minor customer experience (CX) failures.

Everyone has experienced a CX failure as a result of technology-related issues, whether it be an unresponsive chat, call drop-outs, or a customer service agent not having all your details on hand. CX failures, no matter how small, can cause customer frustrations that lead to a decline in loyalty, and in turn can negatively impact an organisation’s customer satisfaction scores.

Frost & Sullivan research commissioned by Cyara revealed that 56 per cent of companies measured customer satisfaction through the Customer Satisfaction Score (CSAT) and 34 per cent indicated they use the Net Promoter Score (NPS). However, are these widely adopted measures telling us enough about the customer journey in real time? And how can marketers leverage technology to better understand customer satisfaction?

The CSAT and NPS have become common tools to measure the state of an organisation’s CX in an effort to improve customer service. However, effective management of CX requires more than a simple scoring system – an innovative approach that avoids customer frustration and ensures integrity of the data collected is required. But most businesses are unprepared. Although the vast majority of business leaders believe superior CX is important to an organisation’s success, many lack the tools needed to understand where they are failing in the first place.

According to the research, the top five customer expectations of a contact centre were:

  • Knowledgeable, polite, and friendly customer service agents.
  • Calls answered quickly/short waiting times.
  • First call resolution/queries resolved quickly.
  • Customers don’t want multiple call transfers.
  • Personalised experience.

These expectations can only be fully met through providing customers with a seamless journey across all digital touchpoints, but that’s much easier said than done. Widely adopted customer satisfaction measurement tools like the NPS can offer insight into how well your CX technology is working based on the likelihood they will recommend your brand. However, these results often come months after the fact, and therefore only reactive measures can be taken after the damage is done.

So, what’s the answer?

Operational customer experience (OCX) is a framework of metrics that determines the quality of a customer’s experience with a company’s digital touch points. Measuring OCX provides an outside-in perspective using objective and repeatable methods that bypasses the need for customer involvement in the CX measurement process. For example, if an organisation is experiencing frequent drop-outs or long call waiting times, or customer service agents are unable to quickly resolve issues, synthetically measuring OCX will allow these errors to be detected and reported in real time.

By testing, measuring, and monitoring an organisation’s OCX using synthetic customer interactions, an organisation can detect errors before they even reach the customer, ultimately providing organisations with CX assurance. Doing so allows flawless customer experiences, which is critical in maintaining high customer satisfaction and loyalty.

When trying to understand an organisation’s customer satisfaction levels, it is important to first have a clear picture of its CX journey in order to know where errors are occurring throughout. This will allow organisations to better see what part of the journey is failing, and in real time, enabling them to concentrate efforts on preventing customer frustrations, rather than relying on delayed, exhaustive, and often inaccurate customer feedback methods.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]