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CSAT

How Analytics Can Help You Deliver Superior Customer Service

960 640 Lauren Maschio

Lauren Maschio, Product Marketing Manager, NICE

Consumers today expect world-class customer experiences, and delivering the fast, personalized service they demand requires that you build analytics into the core of your business. Analytics can deliver a competitive advantage by improving the quality of your interactions with customers, and with the contact centre the most vital point of contact between your company and your customers, that’s critically important.

Analytics encompasses far more than trends and insights, however; trends and numbers will get you nowhere unless your analytics program is driving the business outcomes you desire rather than simply identifying trends. Here’s what you need keep in mind to truly impact CX and CSAT:

Leverage the power of AI

AI technology has become the driving force behind innovation ranging from self-driving cars to e-commerce recommendations. In the contact center, the use of prebuilt AI technology for analytics has moved from a nice-to-have to an imperative due to its ability to transform customer service, both in terms of quality as well as efficiency. While machine learning examines and compares data to find patterns and explore nuances, AI takes it a step further, continually evolving in how it enables machines to behave in a way previously thought to require human intelligence.

In the contact center, that takes a variety of forms, including:

  • Autodiscovery, or the use of unsupervised machine learning to surface unknowns in interactions data, which makes it possible to focus deeper analysis on the topics that are most critical to your business.
  • Sentiment analysis, which is a proven predictive indicator of customer satisfaction such as tNPS or CSAT surveys.
  • AI behavior models, which score the agent soft-skill behaviors that influence the sentiment analysis on all interactions.

Move beyond speech analytics

Your agents’ interactions with customers are no longer limited to the phone; increasingly, customers are reaching out via chat, email, social media and more. If you really want to know what your customers are talking about, you must be analyzing interactions over all channels – text and audio.

An omnichannel approach that covers all channels of interactions enables you to analyze a variety of characteristics, including:

  • Speech time/non-speech time, or the presence and amount of speaking vs. silence in calls over a period of time. You can identify both the agents who have the highest speech or non-speech time as well as the reasons for call silence.
  • Agent response time in a chat, or how long it takes the agent to respond to a chat request.
  • Customer sentiment on social channels, including through text, hashtags and more.

Focus on outcomes, not data collection

When implemented in a way that drives outcomes rather than simply outlining trends, analytics offers tremendous potential to improve CX and CSAT, as one financial services provider found. After implementing an analytics program across its contact center, the provider discovered that agents were missing information, leading to long hold times. By training agents better, the provider was able to:

  • Decrease hold times.
  • Increase customer satisfaction.
  • Save more than $540,000 annually.

Keep evolving

If there’s one constant today, it’s that change is ongoing. Your sales and service models aren’t static, so your analytics program shouldn’t be either. Your business — and the language your agents and customers use when speaking about your unique environment, products and services – will naturally evolve, and your analytics program must be able to adapt in response.

To learn more about how analytics can give you the tools you need to drive the outcomes your business desires and the service your customers demand, download the ebook, AI-Enabled Contact Center Analytics For Dummies 

Connect ESAT to CSAT in Times of Crisis: NICE introduces WEM@home

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At a time when human connections matter most, are your frontline employees empowered to perform, and inspired to care? Are you doing all you can to keep your agents engaged and motivated?

Now, more than ever, every moment in the customer journey matters. The COVID-19 crisis has evolved to render face-to-face touchpoints less frequent, thereby highlighting the value of connected experiences in channels from phone to chat to SMS text.

Contact centre agents are in a unique position to deliver personalised, seamless omnichannel customer experiences that synthesise a variety of interactions – and to put the “care” in “customer care”. To this end, contact centre leaders that use actionable insights gained from agent experience feedback can inform successful evolution in times of disruption.

Would your agents recommend your company to a friend?

Employees, when engaged and empowered with the right tools and training, can be your most valuable brand asset – and increase customer loyalty while reducing customer churn.  Successful companies use the power of Net Promoter Score (NPS) along with direct, indirect and operational customer feedback to refine and deliver superior customer experiences, all along a holistic journey. Just as NPS reflects customer experiences from the outside in, it is equally as important to gain insights from the inside out.  Would your agents recommend your company to a friend? How they feel about their experience directly reflects to the experience they provide to the customer.

With insight comes opportunity

Especially in times of crisis, Voice of the Employee (VoE) and agent experience insights are a key part of the holistic feedback mechanism that powers customer experience management. Enhancements to customer experience cannot be accomplished without a keen understanding of the customer experience agent.  How do they feel about their ability to successfully engage when their work environment changes? Do they have the tools they need to deliver? This critical connection cannot be overlooked when working situations evolve. As the human connection to your brand, you must understand their situation and align to their changing needs.

Igniting a holistic CEM program that elevates CSAT

Times of crisis offer an opportunity to authentically engage with your customers, as well as your employees. This open outreach can nurture a collective appreciation of individual feedback that can shift CX programs into high gear. When agents on the front lines feel their feedback is important – their voice is heard – spirits are lifted, and that is infectious. Opening that feedback channel can inspire an ongoing, company-wide culture that not only elevates performance, but values input. And it is that input that is critical to a holistic understanding of all experiences that affect CSAT.

Our challenging times have surfaced human connections as a premium. As contact centre agents connect with your customers, it is more important than ever to connect to their input. With a durable, integrated feedback framework, agents can be inspired to see problems, find solutions, and feel more accountable to a holistic customer experience that delivers on your brand promise.

Integrated feedback management is an essential tool to gather and synthesise actionable frontline insights. NICE Satmetrix offers integrated listening for a 360 degree understanding of multidimensional behaviours that impact customer loyalty. To learn more about how you can gather and use employee experience feedback to drive engagement, and gain visibility and ensure performance, visit wem@home.