As an emerging brand, outstanding customer service can be the difference between survival and extinction. Without 50 years of brand capital to fall back on, a few negative customer experiences will quickly shape the way you are perceived in the market. The stakes are higher, and your promises mean more.
And when your teams and budgets are smaller, the only way to offer competitive customer service is to learn fast and keep improving. The key to that? Putting your data to work. Using the right customer service data points, you can rapidly assess the performance of your teams. It also enables you to use that intelligence to refine and reallocate resources continuously to enhance the service they can deliver.
In this blog post, we dig into three data points you can use to stay in control of your all-important, make-or-break customer experiences.
Let’s dive in.
Reading time: 4 mins.
Customer Effort Score (CES)
Customer Effort Score (CES) measures how easy it is for your customers to solve a problem using your services. In a time when consumers have come to expect instant results, keeping tabs on your CES gives a great insight into overall customer satisfaction. If your customer service data shows high levels of customer effort, it’s crucial you identify where that effort is concentrated to surface the obstacles preventing you delivering a seamless customer journey.
This is vital because getting customer journeys wrong can have a huge impact on brand perception and loyalty. If you offer a broadly similar product to your competitors, and your CES is worse than theirs, it won’t take long for customers to make the switch.
The pandemic and the subsequent labor shortage have cemented employee satisfaction as a crucial data point that every company needs to measure. But its importance is particularly acute for customer service because low levels of employee satisfaction can cause a downturn in overall business performance. Why? Customer service employees don’t leave the moment they become unhappy, but do immediately begin to drag your service performance down.
In short, unhappy customer service agents create unhappy customers. To keep a close eye on this customer service data point, regularly perform informal pulse checks across your teams to make sure the people interacting with customers feel happy, supported, and valued.