Insight from the August 9th,2016 #ICMIchat

Topic: Measuring & ImprovingCustomer Satisfaction

Host: @JeremyHyde_

Q1: How do you define customersatisfaction? Is it different from

delight?

Delight is the unexpected.Satisfaction means the

customer only feels they gotwhat they paid for.

J U L I E R O D R I G U E Z | @ J U L I E M R O D R I G U E Z

Satisfaction pays the bills. It setsthe stage for reliability. Delight

should be a rare exception becauseit changes expectations.

A L H O P P E R | @ A L H O P P E R _

Flip a light switch:Lights on = expected. Not

memorable.

J E F F T O I S T E R | @ T O I S T E R

Lights on + surpriseparty = delight.

Lights not on =Frustrating.

Q2: Which metrics do you use togauge customer satisfaction? How

did you choose them?

According to ICMI research, CSAT ismost common. But 82% of customers

say ease of experience is the bestindicator.

E R I C A M A R O I S | @ E R I C A M A R O I S

Customer effort is a farbetter indicator of loyalty

than customer delight.

N A T E B R O W N | @ C U S T O M E R I S F I R S T

The WAY you measure & howyou act on data may be more

important than the actualmetric.

J E R E M Y H Y D E | @ J E R E M Y H Y D E _

Q3: What’s the best way tointerpret & use customer

satisfaction data to improve thecustomer experience?

Be sure to gather both qualitativeand quantitative data. Some

metrics are better expressed inwords than numbers.

N E X T C A L L E R | @ N E X T C A L L E R

It's more painful & humbling but look at big,unexpected gaps in CSAT between scores you

expected or had & what you've got now.

L E S L I E O ' F L A H A V A N | @ L E S L I E O

Don't ignore outliers, but don't focus toomuch time on them either. They may

represent a silent many, or they may bealone.

E V A N W A T S O N | @ E V E N W A T S O N

Q4: What are the componentsof a great customer

satisfaction survey?

The survey should be simple,short, and straight-forward.

Only focus on (and occurright after) the interaction at

hand.P A T R I C K R U S S E L L | @ P A T R I C K _ S A A S

1. Make it easy.2. Don't ask questions you know the

answer to.3. Ask for opinion, not fact.

J E F F T O I S T E R | @ T O I S T E R

CSAT surveys should bebrief, timely, and fielded

in the customer’s channelof choice.

E R I C A M A R O I S | @ E R I C A M A R O I S

Q5:What are somenontraditional questions you’d

like to see in a customersurvey?

Choose the word that describes your

experience today.Disappointed. Satisfied.

Delighted.

N E X T C A L L E R | @ N E X T C A L L E R

How does our servicecompare to your ideal

service experience? Whatcould we do to make it

more ideal?

E R I C A M A R O I S | @ E R I C A M A R O I S

Q6: How do you build a customer-centric culture?

Treat your employees welland make them happy,

then invite them to be partof making customers

happy.

P A T R I C K R U S S E L L | @ P A T R I C K _ S A A S

Build a customer-centricculture by expecting &

allowing agents to makedecisions on customers'

behalf.

L E S L I E O ' F L A H A V A N | @ L E S L I E O

Share stories of goodcustomer service with the

team. Choose KPIs thatsupport the culture you

want to create.

G I S E L L E H O W A R D | @ H O W A R D _ G H O W A R D

Join us next week!

Topic: Contact CenterAccessibility

Host: @NealTopf

#ICMIchat | Tuesdays, 1pm ET