While the primary use of customer feedback is to improve the customer experience, that mission does not lie with just one team or department. It is the responsibility of every single person in the organization. To that end, you will want to make data available across the organization.
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Use customer feedback to directly improve agent perfromance ...
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Most C-SAT programs start with answering the questions: “What do our customer like?”, “What do they not like?”, and – maybe – “What is most important to them?” By including operational data in your analysis, you are able to answer the most important management question: “What should we work on first?”
But this fusion of opinion and behavioral data has another benefit, one with longer term impact and further reach than these others: You will be able to build a predictive model that forecasts future business performance based on changes to the customer’s opinions.
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Even in the best of times, your enterprise has limited resources. As a leader you must be selective about the projects you wish to initiate. They must align closely with corporate vision and strategy. And they must have the desired impact (and ROI) quickly.
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If your challenge is to truly measure how well you organization is meeting customers' expectations, you will most likely start with what you already know about the customer's experience. What did she buy? Did it arrive when promised? How long did she wait on-hold? Who helped her?
The problem with these traditional, internal gauges of performance is that they are incomplete. They show the experience from your perspective … not the customer’s.
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