11:40:27 pm on September 4, 2009 |
Can you monitor your service experience in real time?
We know that:
Not all companies need to provide exceptional customer service – just good enough service that is in-line with their brand.
This service offering must work for the customer and work for the company.
We illustrate this outward-inward tension using a balanced scorecard of (1) cost of service, (2) customer satisfaction with the service experience, (3) ability to comply to company policy (and in heavily regulated industries this becomes very important – think HIPAA standards for healthcare) and (4) the ability to generate more sales.
These balanced scorecard metrics are hard to measure, and if they are measured, it is done after the service interaction has unfolded. But why can’t we measure them during the service interaction?
- Cost of service – You should know the average cost of a process flow used to answer a customer’s question. What about measuring the cost of a single interaction as it unfolds and comparing it to this average? You could display this to the agent so that he knows how he is doing. And, if the cost of an interaction greatly exceeds the average, you could proactively route it to a Tier 2 agent or SME to ensure a good customer experience and a low cost interaction for you.
- Customer satisfaction – We use enterprise feedback management to survey customers after the fact, but what about surveying them during an interaction?
- Compliance – What about implementing programmatic ways for agents to follow company policy – for example applying BPM flows to customer service interactions, and not allowing an agent to proceed through the flow unless compliance steps are done?
There are new technology solutions that help with these real-time measurement activities which would allow you to be more proactive in the way that you deliver service. Do any of you do this already?