Most companies look to the measurement of CSAT (Customer Satisfaction) as a metric for determining how effective their contact center is, or is not. But what does that really mean? Does it tell you anything about the customer? No, the measurement simply tells you if you met the customer’s expectations. But how do you meet every customer’s expectation when each is unique? In today’s marketplace, consumers are demanding more and more from their contact center interactions. They want timely and accurate resolutions to their ever-changing needs.
There are three main reasons for low CSAT scores in the contact center:
- Poor response times
- Poor execution
- Poor resolution
On the whole, inferior CSAT leads to higher attrition rates for both customers and agents. This creates higher operational costs as well as a decrease in top line sales. Customers and agents are demanding more out of each interaction and expectations are high for service delivery. Today we know more than ever about our customers, but what are we doing with that information to really make their contact center experience better?
AI Drives Down Attrition
Artificial Intelligence (AI) is the buzzword of our time. Everyone is talking about how we can incorporate it into our business processes and integrate it with existing technology. We believe it will help us create an experience that will meet those demanding customer experiences. But what if you could leap frog your customers expectations? AI or machine learning predictive models help companies boost customer satisfaction and reduce attrition by personalizing each interaction. Leveraging the information you already know about your customer, including their behaviors and pattern of interactions with your business, allows you to quickly deliver a more personalized and proactive service.
A Personal Experience
I recently experienced an example of a business “personalizing” my relationship with them. One morning I received a SMS notifying me that my prescription was due for refill. The message asked if I’d like it to be refilled and, if so, to reply with ‘yes.,’ Then it told me that I’d receive another SMS when it was ready for pick up.
The only thought that came to mind was ‘Xanadu!” In year’s past I had to recognize when I was running low on my prescription and try to remember to call the pharmacist to have him refill my order. That process evolved so that I received an automated call prompting me to fill my prescription. And most recently, the process changed again. Now the pharmacy’s contact center knew that I preferred SMS and sent me a text message. So now I no longer have to a) recognize the need; b) spend valuable time looking up numbers or selecting from and unintelligent IVR menu tree; and c) be in near proximity to other information (script number, etc.) to complete the transaction. It is almost like having a personal assistant help me as I run between gates at the airport.
Needless to say, there are benefits to the pharmacy as well. Due to the ease of obtaining refills, not only will I remain a loyal customer, but when it comes time to fill another one of my prescriptions, I will be highly likely to use them – thereby driving wallet share percentage up.
What’s next? Hopefully someday their system will recognize that I am bouncing between gates at the airport and offer me a prescription pick-up at their location closest to my final destination!
If you’d like to explore how Blueworx Intelligent Contact Center Solutions can help you drive CSAT and prevent attrition, contact us here: https://www.blueworx.com/contact/