More sophisticated companies are using text and speech mining to understand more about what’s happening to cause the high scores vs. the lower scores. Analytics can allow you to compare phone calls with promoters to those in the middle of the range. Look for differences in tone, topics, customer needs and agent behaviors and the process.
If market conditions mean that retention is more important than customer acquisition, NPS can be a good indicator of whether or not the customer will stay. Therefore NPS is a good assessment of brand reputation, but is difficult to make accountable at the call level as it asks for an overall willingness to recommend, but not in relation to the experience the customer had today.
To make the shift, add the metric to a customer survey to collect data to form a baseline so you can set a new goal. Introduce it to the account, team or contact center site. Once you’ve put new goals in place, then you can assess your workflow, processes, coaching and skills training for adjustments that will need to be made to help agents meet them.
While attributes such as agent courtesy, professionalism, and clarity of speech are associated with CSAT, they have less influence with NPS. NPS has shown to be influenced by the agent’s ability to provide the right solution and their level of efficiency in resolving the issue. This means that when you shift from CSAT to NPS you also need to be aware of how the skills you’ve trained your agents to use may need some modification.
Customer Service Metrics are About Perspective
CSAT is about soft skills—things that make people feel good. NPS is about getting the job done to drive promotion. CES is impacted by gaining efficiency in process so that people can experience how easy it is to do business with you.
It is important to remember that a change to CES will have an effect on measures like NPS and CSAT too. When creating an environment that makes it easy to do business with a company, customers are going to naturally be more satisfied, so CSAT will improve. Those customers, are more likely to make positive recommendations.
It used to be that the agent could side with the customer against the company to drive higher CSAT. This won’t work with NPS. Instead, agents must be advocates for the company to drive promotion. For example, with CSAT, an agent talking to a bank customer who wants a lower interest rate might say they’ll lower the rate for six months due to some issue the customer complained about. With NPS, the agent would tell the customer how happy they are to give them the reduction in interest rate because they are a valued customer. While the message is the same, the way it’s delivered impacts customer service metrics differently.
When selecting which customer service metrics to use that will best align with business objectives, it’s important to understand what will need to shift based on your choice in order to use them successfully. And remember that you don’t need to choose one metric over another. Blending metrics could be the path to greater insights that drive satisfaction, promotion, and affinity.