1 to 1 customer service - connect the dots between contact center routing metrics and the customer...

1-to-1 Customer Service Best Practice #5:

Connect the Dots Between Contact Center Metrics and The Customer Experience

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.2

Presenters

Mike SpikeSolution Architect

Genesys

Jeff WoodlandSr. Solution Marketing Manager

Genesys

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3

Agenda

• The evolution of Customer Service metrics• Introduction to Customer Experience metrics• Connecting the dots• What does a modern Contact Center Reporting solution

look like?• Q+A

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.4

Many Contact Centers Still Use These…

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The fat & starving data paradox

Challenges in Connecting the Dots

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Evolution of Customer Service Measurements

BasicEfficiency Metrics

CustomerOutcomes

History of introduction

Cust

omer

Exp

erie

nce

AdvancedEfficiency Metrics

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7

Operational vs Customer Experience KPI’s

EXPERIENCEEFFICIENCYBasic• Average Handle Time• Interactions per Hour• Abandoned interactions• Missing the SLA

Advanced• Number of Transfers• First Contact Resolution• QM Scores

• Was your question answered?• Was the employee informed?• Did the employee take time to

listen to you? • Any sense of empathy?• Was the employee in control of

the situation?

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.8

Experience Based KPI’sRe

leva

nce

to C

usto

mer

Exp

erie

nce

Time of introduction

CustomerSurveys

Net Promoter

Score

Customer EffortScore

Contact CenterMetrics

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9

Example

Net Promoter

Score

Customer EffortScore

Recommend

1. Great selection 2. Easy to use website3. First contact resolution

Broad features that differentiate

Effort

1. Easy to use website2. First contact resolution3. Agent quality

Process that can be improved

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10

Customer Feedback: Comparing 3 Approaches

Formal Customer Survey

Net Promoter Score (NPS)

Customer Effort Score (CES)

Detailed, multiple question survey.

Would you recommend..? … and why?

How hard is it for you to do business with us?

A survey A relationship metric An effort metric

Systematic and data-richNuanced feedback on what works, doesn’t work

Simple and fastClarifies if/how you are different, with your enthusiasts

Simple and fastMost customers just want ‘easy’. Process-centric.

Rich data available for analysis

Get attention of Execs.High NPS = growth*

Effort links to OpsHigh CES = better loyalty over time*

Takes too long to compile.Expensive to maintain.Not resonate at top level

Over-focus on Promoters. Not process-centric.

Not demanding enough. Not about relationships.

Pro

“SuperPro”

Con

What

* Much debate on this subject

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11

Connecting the Dots

• Net Promoter Score• Customer Effort Score • Customer Satisfaction• # of Complaints• Repurchase

frequency• Sales per Customer• Customer Lifetime

Renewals

• 1st Contact Resolution• Talk time• # of interactions• % of Compliance• Abandoned rates• Wait time• # of Transfers• Hold time

How do they correlate?

Contact CenterMetrics

Customer ExperienceMetrics

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.12

Connecting the Dots

•What metrics are important to my business?

•What is the relation between these metrics? Does it exist?How strong?

•Am I focussed on what’s important for the customer?

Bringing Information Together and Empowering Users

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14

Increasing Complexity of Operations

Single siteVoice centric

Efficient + ReactiveCompany-centric

Multi-site + At-homeMulti-channel + SocialEffective + Real-time

Customer-centric

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15

What is the Solution?

Evolve upwards from ACD reports

1. One data repository for all Customer Service channels

2. Use Attached Data to add business context and the Customer Experience survey

3. Improve accessibility to the reports, like ad-hoc analysis

4. Finding unseen answers by watching conversations

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16

What Data Do I Need?

(Employee)Performance

Metrics

CustomerSurvey

QualityMonitoring

Voice of theCustomer

EmotionDetection

eLearningAssessment

LIVE DEMOGenesys Interactive Insights

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18

Recommendations

1. Keep business context within a report. It helps keep analysis on track.

2. Tie customer satisfaction scores (NPS, CES, etc) to agent performance. Agent performance can then be linked to training, incentives, etc.

3. Keep reporting flexible and agile to change. Greater exposure should lead to more questions, which requires quicker answers.

4. Look to Speech Analytics to find faster answers about how satisfaction ties to conversation topics

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19

Net Promoter Score

Where Can I Learn More?

Fred ReichheldBain & Co

Customer Effort Score

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20

Ask the Experts!

For more information, please visit

www.genesys.comEmail us:

enterprise.programs@genesys.com

Mike SpikeJeff Woodland

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21

Upcoming and On Demand Webinars

Best Practices for 1-to-1 Customer Service Series of 6 Webinars1:1 Customer Service Best Practice #6: Build a Dynamic Contact Center Routing StrategyJune 26, 2013

On Demand WebinarsOne-to-One Customer Service Best Practice #1: Maximizing Customer Value

One-to-One Customer Service Best Practice #2:One-to-One Routing

Thank You for Participating!For more information, please visit

www.genesys.com

Email us: enterprise.programs@genesys.com