How to Guarantee Increases in Customer Satisfaction Metrics

By: Elizabeth Clor

August 24, 2015

Tags:
Customer Engagement
customer experience
customer experience management

If you’re on the hook for raising customer satisfaction metrics like Net Promoter Score (NPS) or Customer Satisfaction (CSAT) then you’ve probably realized that you need to fully understand the drivers of these metrics. In order to make the improvements that matter most to your customers (which may differ from your executives’ top priorities for the business) you need an action plan that’s driven by customer feedback.

Because customers are more vocal than ever, with an increasing number of communication channels to voice their opinions, you need to pay close attention. It will be difficult, if not impossible, to improve your customer satisfaction metrics if customers think that you are ignoring their needs and desires. This is a double-whammy. Not only are you missing out on an opportunity to improve the customer experience, but you’re also risking your customers thinking that you didn’t listen to their feedback. Everyone wants to be heard, and if customers think you’re not listening, customer satisfaction will probably suffer.

So, the first step becomes obvious: listen to all sources of customer feedback. It sounds simple, but you’ll quickly find yourself presented with a big data challenge if you try to account for all sources, like social media, surveys, inbound calls, online chat, third party review sites, emails, and others. It’s relatively easy to simply look at the reasons why people are more or less likely to recommend your brand. But if you’re only using survey responses to drive your plan to improve customer satisfaction, then you’re only seeing a part of the picture.

Next, you need to tackle your big data challenge. If you want a sure-fire, guaranteed way to increase your NPS or CSAT scores, you will need a data-driven approach to understanding your customers. Invest in technologies that will help you analyze your customer feedback with depth and specificity. Discover the root cause of a particular area of dissatisfaction. Understand what aspects of your business are most important to customers, at all stages of their journey. Figure out why your promoters love you so much and determine how to capitalize on what you’re doing well.

Empowered with this deep analysis of customer feedback, you can put together a customer-driven action plan for improving your customer satisfaction metrics. Your plan will likely involve multiple teams within the business—the contact center, the web team, the marketing team, the product team, operations, and others. Each of these teams has a role in improving the customer experience and raising customer satisfaction, and you can empower them with the insights they need to make an impact.

Finally, make sure you are showing your executives how your thorough analysis of the customer feedback data is driving your plan. You understand the key aspects of the customer experience that are most important to your customers, and you have a plan to work cross-functionally to improve them.

Still not ready to tackle the big data beast? These real-life examples of businesses that use Clarabridge to analyze customer feedback show NPS success.

DIRECTV
Using customer feedback, DIRECTV overhauled its entire Field Services organization to focus on customer experience. As a result, NPS for its on-site technicians has increased by over 20%.

Capital One
By listening to and addressing customer feedback, Capital One Bank has seen strong improvements in both overall and touch-point NPS scores.

RSA Insurance
RSA focused their efforts on gaining robust insights, executive sponsorship, flagship projects, effective measurement, ROI, and people management. Transactional NPS has improved by over 30 points in two years, and they now consistently achieve high scores. At the same time, cross-sales have improved by 125%.

For more information on improving NPS, view our dictionary page.