Imagine that your organization is granted an extra 10% boost in budget. Where would you decide to spend it? At a recent HGS webinar, 43% of our attendees responded to this question with “investment in analytics.” At a follow-up February 10 webinar “The Evolving Role of Customer Care Analytics,” HGS Client Advocacy Leader Jeanne Jones delved deeper into the maturation of analytics as a key business enabler. And she talked about how a “culture of analytics” can play a critical role in translating data into insights.
How do you create the right culture of analytics for your business? It’s both art and science, and it starts with making a conscious investment in the front line of your customer care. It’s often these team members who have the best frame of reference about what your customers need.
At our post-webinar QandA, Jeanne laid the groundwork of a good, effortless customer experience approach. Here are some valuable insights from Jeanne:
Q1: Can you give some examples of meaningful business impacts that can be created by leveraging analytics to transform customer care?
Jeanne: You can check out the case studies on the HGS website for quantified results. Some positive impacts you should be able to expect are:
- Risk mitigation
- Customer loyalty improvements
- Increase in NPS
- Cost saving
- Average handle time (AHT)
- Reduction in calls
Risk mitigation would be difficult to quantify. I recommend working with your organization’s quality professionals, who would be able to guide you on applying a cost of quality model that can easily be translated into dollars.
Q2: Is it common to use agent judgment vs. first person customer feedback in measuring sentiment?
Jeanne: This is a challenge. If you’re using sentiment as a measurement, and you’re creating a field in your CRM system to measure it, calibration is important. You can look at both your verbatim comments and the text that captures the true voice of the customer experience. There is also the intangible level that comes through the interaction, primarily in the voice channel. This cannot be measured in a text. The key to measuring this is using something like a pain scale used in a doctor’s office, where a score for one person is not the same for another. But it’s the best way to measure this. When it comes to representatives and using your “pain scale,” it really comes down to ongoing calibration and providing good examples that you can build on over time for consistency in capturing information. This is used as an indicator, an additional way to weigh insight that you can use to guide you on how you prioritize work or resources or capital.
Q3: Our organization is struggling to identify where to take first steps to build our analytics program. Any advice?
Jeanne: The first step of good analytics is a strong commitment from your senior leadership team, in terms of resources, technology, and a commitment to the culture. The more you can engage your cross-functional peers in quantifying the value of the voice of the customer, the better your business case will be. Some of the areas we discussed today like sharing call recording or flagging cases for investigation are actionable immediately and can be done for little or no investment and can be a great place to start. Having senior leadership buy-in is essential to move quickly.
Q4: What is the most important element or technique to enable a culture of analytics?
Jeanne: In my opinion, investing in people and being purposeful in how you represent the voice of the customer is important with culture. With analysts, it involves a trained eye that comes with knowledge and repetition. These representatives who take calls and process contacts every day become really intuitive and can offer great insights. The data itself will not bring that out. Leveraging your customer care representatives is important along with relying on them for trends and innovations. The more you can share the voice of the customer with your senior leadership in a positive way, the more support you can get to continue. Complaints and issues are important, but there is something about being able to highlight brand loyalty and positive experience that energizes people in supporting the voice of the customer.
Our next webinar, “How to Launch Text Message Customer Service ” is at 1 PM on Wednesday, March 23. At this webinar, we will discuss all of the elements needed to successfully launch text message customer service, including:
Text enabling your toll free number
- Allowing your customers to have the ability to pivot out of your phone IVR into a text message conversation
- Implementing “Click to Text” feature on your website
- CRM integrations or simple customizations
- Opting in / Opting Out
- Recruiting the right talent
- Training courses
- After hour strategies, escalations….and more!