Quick Tips to Improve Your Customer Experience Management

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By: Shorit Ghosh

November 14, 2019

Clarabridge Analytics
Contact Center

Great customer experience is a responsibility of the entire organization and requires cross-functional teams to prioritize and implement initiatives to make a difference. The Contact Center plays a valuable role in providing feedback from millions of interaction records to fuel each of these initiatives.

Here are a few tips to improve customer experience via interaction and feedback data found in the Contact Center:

1. Understand contact drivers at a granular level

You cannot improve customer experience unless you know what parts of the customer experience are broken. Contact Center should leverage analytics solutions that offer prebuilt models, categories, taxonomies and ontologies across all your sources of data to truly understand why customers are reaching out. This is critical to fast speed to insight. Accurate frameworks like these are the most important part of your CX analytics program and will be the “heart” of your CEM hub.

2. Measure sentiment and emotion on contact drivers

Sentiment analysis is critical because it helps you see what customers like and dislike about you and your brand. Customer feedback—from calls, social media, your website, your call center agents, or any other source—contains a treasure trove of useful business information. But it isn’t enough to know what customers are talking about. You must also know how they feel. Emotion analysis is one way to uncover those feelings. Peaks or valleys in sentiment scores give you a place to start if you want to make product improvements, train sales or customer care agents, or create new marketing campaigns.

3. Measure customer effort for every interaction

Effort is an evaluation of the ease or difficulty of a customer experience, or in other terms, the amount of work a customer has to exert in order to interact with a business, service or product. Research has shown that effort is a leading indicator of loyalty. Using effort as a KPI can guide companies in identifying emerging issues before they explode into major issues that impact loyalty and the bottom line. Customers’ impressions of their own exerted effort are strongly tied to their expectations of service, which may vary dramatically between different companies, products and use cases. To assess effort, many organizations will ask customers to self-report their perceived effort on surveys; however, this approach endures the natural bias of self-reporting and limits responses to brand-owned channels. Effort can also be evaluated by analyzing the words used in a customer’s actual feedback. Using text analytics and Natural Language Processing capabilities to evaluate the level of effort expressed in any piece of customer feedback, Contact Centers can now quantify their customers’ effort across all feedback and interaction channels, allowing them to develop a more holistic understanding of their customer and to get ahead of problems wherever they may occur.

Other Articles in This Series:

Enhance Your CX Program by Integrating Customer Service and Marketing
Published December 9, 2020

Artificial Intelligence in the Contact Center
Published October 22, 2019

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About the Author:
Shorit Ghosh is the Vice President of North America Services at Clarabridge. Shorit manages a team of consulting managers, business consultants and technical architects to help his customers improve their own customer experience, increase revenue, and reduce cost and churn.