How Measuring Your Tech Will Improve Customer Experience
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.
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
2014 Customer Experience Award Alok Kulkarni CX Cyara OCX operational customer experienceLatest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.