As these statistics show, it is of utmost importance that companies dedicate their efforts to delivering incredible customer experiences. Let’s take a look at 5 things that drive efficiency in CX.
#1 Keep a thorough track of customer service metrics and KPIs
Only through proper measurement of key performance indicators and metrics will it be possible to assess how well your organization is performing in terms of customer service and the areas that require improvement. Some of the metrics that can be used to measure and enhance customer support efficiency are First Contact/Call Resolution (FCR), First Response Time (FRT), Mean Time to Resolution or Time to Resolution (MTTR/ TTR), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES).
- First Contact/Call Resolution (FCR)
FCR is measured by the percentage of customer inquiries that were resolved during the first interaction with a customer. FCR also known as the measurement of efficiency calculates the percentage of customer grievances, queries or issues that were resolved in the initial email, chat or phone call.
- First Response Time (FRT)
These days customers expect quick responses from the brands they are interacting with. Customers tend to favour brands that respond in a timely manner whereas delayed responses have a negative impact on CX resulting in abandoned purchases and disgruntled customers. That is why First Response Time is one of the top KPIs that need to be monitored and measured to improve CX. This metric is measured in minutes, hours or days and ideally must be calculated in seconds. Although response time varies in accordance with the channel of customer interaction; prompt replies are an important customer expectation nonetheless.
- Customer Satisfaction Score (CSAT)
CSAT is a measurement that is used to quantify the degree to which your customer is happy or satisfied with the service, product or experience provided by the business. This particular metric can help improve efficiency by calculating the success or the efficacy of a particular event, interaction or service.
- Time to Resolution or Mean Time to Resolution (TTR/ MTTR)
This metric is the average time that is calculated between the moment the customer initially reached out to the company and the moment when the issue or ticket from that interaction was marked as ‘resolved’. Here, the quality of service is of the essence. TTR is usually measured over a period of time and is calculated by recording the time or duration of each customer service interaction.
- Customer Effort Score (CES)
CES is a CX metric that asks customers to rate their experience with the company’s service or products. This metric directly asks the customer to rate the effectiveness of the service experience. CES is usually sent after a particular interaction and can be measured by a numerical rating scale, the Likert scale and the emoji scale.
#2 Speed up customer service delivery
One of the most important features of exceptional customer service is speed. Then why are so many companies slow at responding and resolving customer queries and problems? This is where proactive support comes in. It is a great way to earn customer trust and exceed their expectations by reaching out to them before they reach out to you. By being proactive with your customer service, you are tailoring personalized customer experiences that contribute towards enhanced customer satisfaction and a 7X increase in customer service efficiency. This will help you predict when customers require assistance, understand online customer behaviour better, efficiently target the right kind of messaging to the right customer at the right time.
#3 Treat customers to various self serve options
Modern customers want to be able to help themselves before reaching out for support or assistance. Self serve allows customers to get answers whenever they need it and takes the pressure off of customer support teams enabling them to concentrate on critical support complications and issues. CRM Magazine reports that 45% of businesses offering mobile or web-based self-service solutions recorded a significant decrease in phone inquiries and an increase in on-site traffic. Online knowledge bases, digital guides, books, FAQs, resources etc on your website, mobile applications or social media can help customers look for solutions to their problems by themselves. The psychology here is easy to understand- customers would rather browse a forum for the answer rather than subject themselves to waiting in line to get in touch with a support representative.
#4 Increase feedback collection
Feedback is a surefire way of measuring the quality of your brand’s customer service. In addition to that, it also provides valuable insight as to how customers are responding to the service and help in identifying issues or problems and highlights areas that require improvement in your customer service. Gathering direct feedback is crucial for identifying ways of improving CX, improving your products and services and measuring various KPS and metrics. It is also a great way to engage your customers and build meaningful relationships with them.
#5 Gain control of your service process and stay updated
Customers today expect to reach your brand through channels that are convenient for them, not the ‘one’ defined by the business for them. Customers must have the freedom to start his/ her interaction on one channel and conclude it in another channel of the customer’s choice without any interruption. The company must be able to deliver seamless customer service experiences across multiple channels. Although this can be challenging; PwC in its 2020 report found that the percentage of companies investing in omnichannel experiences has jumped from a mere 20% to more than a whopping 80%. Streamline all your customer service enquiries and stay updated at all times which eliminates frustration, bottlenecks delays and unhappy customers.
Ultimately what matters is creating a solid connection between the brand and the customer by putting them first. It’s not just about providing quick responses but also about providing excellent service throughout the lifespan of the customer. Customer expectations are higher than ever and as customers become more empowered, more important becomes the need to create ideal customer experiences. If you want to help with optimizing your customer service experience, VOIZ is here to help. Sign up with us here and get started today!