Customer Insight, Root-Cause Analysis Mean No More Playing Games with CX
The beauty of any effective voice of the customer program is that it takes much of the guesswork out of what makes for a strong customer experience, one that best positions the brand to retain its customers and even make brand advocates of them. Think of the confusion and frustration that would result from losing customers, and having no mechanism whatsoever for receiving feedback:
“Sales are down 12% this quarter.”
“Why?”
“No clue. We’ve continued to market the same in-demand widgets that once made our brand successful, but somehow it’s become a harder sell.”
“So what should we do?”
“No clue. The kids seem to dig this Pokémon stuff; maybe if we made our widgets more like Pokémon, more people will want to buy them.”
“Would that actually work?”
“No clue. Trial and error is all we have. Now I want you to pull your team off whatever project they’re working on, and have them find out what a Pokémon is.”
Scary, huh? Now think about the value a bit of customer insight could provide in such a situation. When customers communicate their dissatisfaction solely by leaving for a competitor, there is lag time between cause and effect, and by the time you’ve spotted any such trend, you’re already facing real problems. When they tell you “I’m unhappy, and this is why,” you can learn a lot about what keeps customers loyal, and you can take corrective actions quickly.
Security Verification: One Too Many Hurdles?
When a customer’s feedback is linked directly to that customer’s identity, the identity of the contact center agent who handled their interaction, the type of interaction involved, and that customer’s activity history, such data offers insight into their expectations, preferences, and keys to ensuring satisfaction and loyalty. Take, for example, the following customer feedback, an actual verbatim comment received by a NICE client in financial services:“The young man I spoke to was very polite and thorough. My one reservation was that I changed my address details online, but I now have to confirm this in writing. I would have thought that if I passed the security checks online, that would be enough to accept my word for the change of address. I'm not too happy about that.”
Based on this comment, the customer likely found the organization’s security verification protocols to be redundant, increasing customer effort and thus hindering customer satisfaction. While it appears the agent had done his best to provide a positive experience, the process in place was preventing him from providing an optimal one, at least with regard to this customer.
Root-Cause Analysis Suggests This Is No Isolated Case
Now observe each of these comments, received by the same client:
“Just asking a simple question; operator wanted to go through all security questions—wasn’t necessary. Common sense—it’s not that common!”
“Couldn’t understand why so many security questions.”
“I don't appreciate someone ringing me who obviously knows they're ringing me as they have my number, and then won't tell me why they're ringing unless I pass the security process. I don't like giving my details if I don't know who people are and won't tell me why.”
“I wasn't happy with the bank, not so much the advisor. I called to say I lost my card, which took ages to sort, then I gave my new address to be told I have to sign something and send it back. What's the point of going through all the security questions—and there were a lot—to have to then sign something? As a result I closed my account with you, because I don't have time to sign stuff and send it back. Poor service, considering how long I have been with you.”
“It was very frustrating to be asked for the same security information several times; I must have repeated my phone number at least five times and been asked every single piece of security information the lady had on the screen. I don't like to be rude but I came very close indeed. It was atrocious customer service in my opinion.”
You get the picture. And, thanks to voice of the customer solutions that enable immediate customer insight via multi-channel feedback, trending topics and root-cause analysis, a business such as this one could determine there is room for improvement when it comes to security verification protocols. Perhaps they might want to consider implementing real-time authentication and fraud prevention solutions.
Seen here: CX FAIL
Furthermore, tying such feedback to individual agents can help identify which personnel might require additional training, as the customer often makes for an effective coach:
“The gentleman I spoke to had the most boring voice and had no personality. He sounded like he hated his job.”
They say happy employees yield happy customers, and vice versa. Use voice of the customer technology to ensure you have plenty of both.
It’s certainly easier than trying to figure out what the deal is with Pokémon.
Watch our on-demand webinar, “I Should’ve Seen This Coming: Never Miss a Customer’s Warning Signs Again,” and learn how you can identify which blind spots have been constricting your organization’s customer experience strategy.
