This suggests that the most powerful conversion metrics are grounded in a holistic, wholeorganisation approach to customer service, with a sharp focus on customer experience (CX).
To uncover our key conversiondriving metrics, we need to look at three areas across the business: customer happiness, team happiness, and business results.
Here are some insights to get you started.
Key metric #1: how happy is your customer?
The secret to creating happy customers who love to buy from you? Simple, really: find out what their frustrations are, and get rid of them.
According to Parature, 41% of customers say getting their issue resolved quickly is the key to keeping them happy.
The same research found that more than a quarter of customers say that getting their issue resolved in a single interaction is most important when it comes to good customer service.
This was followed by polite customer service agents, not being passed from agent to agent or channel to channel, and not having to repeat questions or queries.
‘Bad’ CX (read: customer service that results in loss of a sale) happens every time your customer questions your process.
A perfect example of this? Any time you’ve been on hold for an extended period of time, only to have to answer the same round of questions every time a new customer service agent picks up. By the end of it, your general feeling is that it just shouldn’t be this hard.
The ‘too hard basket’ is the arch enemy of customer happiness. If you want to drive sales, you need to make it easy for your customer to get the info they need, make the decision to buy, and then return as a loyal customer.
Start small by picking one area of improvement at a time – customer wait times,for example – and fine tune it until the pain point is removed.
Key metric #2: how happy is your team?
According to recent research by MaritzCX, only one in five companies place a strong emphasis on staff hiring and training.
The last thing you want in a busy contact centre?
Stressedout staff who are under the pump maintaining call time limits, without the proper training, systems or empowerment to go above and beyond to help the customer.
The key to any successful CX effort is the belief that it is the right thing to do. This means executive buyin across the organisation, including process development and training to drive retention, loyalty and repeat purchases.
The great news is, in Australia, only 20% of companies report there is ‘little belief’ in the merits of CX.
But with proper staff training being a CX nonnegotiable, the notso good news is that 19% of Australian companies report giving employees almost complete discretion in handling customers.
Staff autonomy in customer handling is known to be a key driver of both employee satisfaction and delivering great customer experiences.
Where does your business sit? Are your staff empowered to do whatever it takes to create happier customers? Or are they too busy adhering to strict schedules to care?
Key metric #3: is the business reaping the benefits?
58% of global CX programs are not meeting executive expectations.
With the billions of dollars spent on CX annually, the question of ‘why’ bears asking.
One reason could be that while half of organisations view access to realtime metrics as a very important capability, only 8% receive their metrics as soon as they are generated.
Just because you have a CX system, doesn’t mean it will automatically achieve results. And while, obviously, measurement is key, metrics alone will not get you there. It’s what you do with the insights your metrics provide you with, that counts.
Thorough consideration of processes, information flow, customer handling, employee hiring and training, and organisational culture is what will ultimately help your business move the needle and reap the financial rewards that a CX system can provide.
The key here is that all CX programs are not created equal. But getting your right is well worth the effort: businesses that follow a holistic, crossorganisational approach report as high as 91% yearoveryear net financial improvement and 86% net customer retention improvement.
If that’s not reason enough to create a business case for CX, we don’t know what is.
Creating a business case for CX can be complicated. Find out more how we can help you serve your customers here or call us on 1300 725 628.