Contact centers that understand their customer metrics are able to get a clear idea of what they need to do to manage and enhance the customer experience. Customer metrics are based on several sources, including surveys, social media, customer ratings and comments, and interaction logs. By collecting, analyzing and acting upon customer metrics, the contact center can enhance their value as a company while improving customer loyalty. Here are four must-have criteria for evaluating customer metrics.
- The metric cannot be ambiguous.
The metric has to be clearly defined and straightforward. You need to know exactly what you’re measuring. The definition of the metric may also clarify what you are not measuring in addition to what you are measuring.
- The system for scoring has to be clear.
You need to know how the metric is scored and calculated. To do this, it’s necessary to understand the questions or items included in the metric and how those questions or items are combined to get a score. Note that in situations where natural language processing is used, it’s important to know how the scoring system processes sentiment.
- The metric has to be both reliable and valid.
Two important measurement properties for customer feedback analysis are reliability and validity. Reliability refers to how precise or consistent the measurement is. Validity ensures that the right information is being measured. Each metric has to be both reliable and valid.
- The metric provides the contact center with insights that they can use.
Customer feedback metrics are only beneficial to the contact center if they can spur positive organizational changes. To do this, the contact center must know the consequences of the customer metric. What changes will improve the marketing, sales or the service team? How will that improvement then increase revenue or lead to growth? What will happen if those changes aren’t put in place?
Cutting-edge contact centers know to rely on customer metrics in order to understand and improve their customer relationships. Once you’ve analyzed the data and deployed a solution, you should notice that your metrics improve and that your customers are positively impacted by the changes. If your metrics don’t improve, consider that you may have used the wrong solution. Re-start the feedback loop to take another look at the data and to find an alternative way to troubleshoot the problem.