By Tuula Fai on Apr 27, 2015
As organizations evolve on their roadmap to a modern customer experience, they are adopting new business processes and technologies that allow them to support the needs of the connected customer. As a result of adopting new communication channels, companies now have an additional set of metrics that can be used to measure and improve the effectiveness of their multi-channel customer experience.
The traditional, internally- focused operational metrics like Average Handle Time (AHT) or Occupancy are insufficient to assess the customer’s perspective of the end-to-end experience. To measure the customer experience in a multi-channel world, companies must adopt and leverage a new set of metrics that provide valuable insight into the effectiveness of their multi-channel customer experience initiatives.
Modern Customer Experience Metrics
First Phase of Modern Customer Experience
In the first phase of a modern customer experience, companies address their ability to manage customer interactions on multiple channels. The new communication channels like chat, community and social provide a new set of metrics that provide valuable insight into customer behaviors and expectations.
Chat and Co-browse
Each of the new channels in a multi-channel environment contains metrics that can be used to measure the effectiveness of a company’s ability to handle interactions on these channels. For instance, as companies add online support in the form of chat or co-browse, they have the ability to provide support ‘in-the-moment’ that leads to higher online retention and reduced site abandons. By measuring and analyzing online support requests on chat or co-browse, companies can identify issues that are directly impacting the connected customer experience. Chat and co-browse metrics provide insight into why customers left the online experience to get the information or assistance they needed to complete their online transaction.
Companies that provide online communities also have a new set of metrics they can use to measure and improve the community experience and effectiveness. Companies can measure how many of their customers are engaged in the community (Community Participation Rate) and how often they post information (Community Post Rate). These new metrics provide direct insight into customer participation rates and provide metrics that measure the effectiveness of their initiatives to promote community involvement and customer loyalty. Community metrics like the number of active members in an online community can be used to measure the number of loyal customers who are contributing to the community.
Similarly, there are a number of new metrics that can be used to measure the effectiveness of a company’s social strategy and initiatives. Leading companies have developed strategies and operational practices to actively engage in the conversation on social networks. These social networks provide metrics like Fan Growth Rate, Like / Dislike Ratio and other social metrics that can be used to measure the effectiveness of their social networks. The beauty of these metrics are that customers on social networks are posting continuously and allow the company to gain real-time information on the experience without requiring a formal feedback survey or other means of gathering customer perceptions. Social metrics can be accessed in real-time and used to adjust the company’s social strategy without the lengthy delay associated with outbound customer satisfaction surveys.
Second Phase of Modern Customer Experience
As companies advance on their journey to a modern customer experience they employ strategies, businesses processes and complementary technology designed to assist customers who cross multiple channels to obtain information, or to connect with support resources to complete a transaction. This cross-channel environment provides an additional set of metrics that can be used to measure and improve cross-channel business processes.
Online experience metrics that measure the customer’s ability to connect to online knowledge or to support resources can be used to measure the effectiveness of a company’s online support effectiveness. Web site tracking metrics that show the number of clicks (customer effort) required to find relevant knowledge, or to find an online support resource, can be used to measure the effectiveness of the site design. By adding web tracking tags to knowledge articles companies can now measure the end-to-end online journey and optimize the use of knowledge to reduce customer effort during online transactions.
Website tracking metrics can also be used to determine where customers opt-out of the online channel to obtain additional support. These metrics provide web experience designers with the information they need to measure the impact of site design changes to increase online conversions or reduce site abandons. The overall impact of the cross-channel experience initiatives can be assessed by adding customer effort score that provides a broad view of the cross-channel experience.
Third Phase of Modern Customer Experience
As companies advance to providing a personalized, omni-channel experience, additional metrics are available to measure the company’s ability to make offers and recommendations that recognize the value and preferences of the customer. The omni-channel experience leverages the customer’s profile information and cross-channel interaction history to make appropriate offers, product recommendations and create customized business processes for each customer. The omni-channel experience model provides companies a new set of metrics that can be used to measure the effectiveness of their personalization strategy. New metrics like conversion rate on personalized offers, percentage of offers made in the customer’s native language and percentage of customers who receive support in their native language are examples of new metrics available to measure the organization’s ability to personalize the experience.
Many of the new customer experience metrics like community participation rates, or ‘likes’ on a social network are measured from actual customer behavior. Although sentiment metrics like customer satisfaction (CSAT) and net promoter score (NPS) are a reasonable indicator of intent, the new experience metrics provide an actual measure of action taken by customers to recommend a product or service. These new experience metrics are an important element in a balanced score card of experience metrics. By capturing metrics on actions taken, as well as traditional experience metrics like CSAT and NPS, companies can create a balanced score card that provides immediate insight into the effectiveness of their customer experience programs.
The Roadmap to ModernTM customer service allows organizations to evolve from an internally-focused to an externally-focused organization that maximizes customer value throughout acquisition, retention and support processes. By leveraging new business processes centered on the customer experience, complementary technology and the metrics available in a multi-channel world, companies can create a competitive advantage by providing a compelling customer experience that significantly increases customer acquisition and customer loyalty.
You can learn more Multi-Channel (first phase), Cross-Channel (second phase) and Omni-Channel (third phase) engagement strategies to become a more Modern Customer Service organization on our website.