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What additional information can we use to determine customer satisfaction?

Question:

Our customer satisfaction survey response rates are declining. What additional information can we use to determine customer satisfaction?

Answer:

Contact centers have a wealth of data that provides insight into customer satisfaction and can be used to augment enterprise feedback management (EFM)/surveying results. Here are some suggestions:

  • Speech/text analytics – use contact center analytics technology to fill survey gaps. Speech and text analytics can mine customer interactions from all voice and digital channels to capture the voice of the customer (VoC), without any effort on the customer’s part. VoC results from speech and text analytics can be integrated into EFM reporting to enhance findings.
  • Social media – use customer posts and comments from social media as “customer-initiated” feedback to supplement your “company-initiated” survey data. Social media provides insight into areas of customer concern or delight that your enterprise surveys may not currently explore.
  • First contact resolution (FCR) – customers want “one and done” interactions. Low FCR rates generally equate to low customer satisfaction. Find and fix the roadblocks in your organization, which will not only improve FCR rates, but will also increase customer satisfaction.
  • Escalations – analyze your contact center and executive office escalations. Escalations are often handled in a vacuum, each one worked on by a different contact center supervisor/manager or consumer affairs employee. Log escalated contacts into a central repository, and analyze them for trends and areas of opportunity to improve customer satisfaction.
  • Employee engagement – utilize a formal employee feedback program to better understand employee engagement and its impact on customer satisfaction. Engaged, empowered employees are invested in keeping customers happy, and can provide a front-line assessment of customer satisfaction and recommendations for change that are not available from any other resource.