Improve Customer Satisfaction Csat & How to Improve the Key Drivers of CSAT in Your Business
It doesn’t really matter how you measure customer satisfaction – CSAT. I happen to be an outright fan of Customer Effort Score (CES) because in my view it is simple and potentially less critical than Net Promoter Score (NPS) and thus in my mind likely to be more reflective of the true service position of a supplier.
Cut to the chase, hands up those who want an interaction with a supplier to be effortless? All of us do, surely? It doesn’t matter what we are buying few of has the time or inclination to go to a load of hassle to do so – so whether consciously or unconsciously we seek out suppliers that deliver what we need in an effortless way.
BUT, what is the primary driver of effort? Well I guess that depends on whether your supplier intervention is on-line or face-to-face or voice. If your on-line customer journey is painful then this is a function of your system and process, not your people. Potentially you could have the best customer service people in the world and still get slated on the CES because of your on-line journey. If you just transact on-line then you should relentlessly review the entire customer journey and see for yourself how effortless you are to trade with.
But if the interaction is face-to-face or via the telephone or web-chat then do not underestimate the impact your employee knowledge and competency has on the CSAT (CES or NPS). It is I suspect no coincidence that John Lewis relentlessly trains it store staff and time and time again tops the customer service rankings and I am sure we can all think of brands that clearly do not invest in agent competency and languish at the bottom of the rankings.
So is it all about training? No it isn’t, it is about employee/agent competency and those suppliers with the most competent staff will win out in the long-term, even if they may not have the most bang-up to date systems. Because at the end of the day, humans adapt and a good competent agent will overcome often quite serious operational dysfunction to deliver a effortless customer experience.
Training does not equal competency and far too many firms fall into the trap that they can throw some training dollars at the problem and CSAT will improve. It won’t! Simply because training does not equal learning and to be competent you need to learn what you have been trained and retain that knowledge.
Smart firms who understand that agent competency is probably the single greatest driver of customer satisfaction invest in ensuring that their agents learn. Clever Nelly from www.elephantsdontforget.com is a neat, super-secure, low-cost application that guarantees what you train your agents they learn and retain and Nelly is taking the customer service world by storm.
Not convinced that staff don’t learn what you train them and that this drives poor CSAT? Tell us a little about yourself and we will share with you our unique insight gained from asking thousands of agents around the world literally millions and millions of competency based questions. Enquire here