Customer Feedback

All three measures tell you something different and it’s important to identify exactly what it is you want to know and what gives you most value. For example, there is no point measuring NPS if you are a public service with no competition. Likewise, if you are measuring NPS you need to decide if your customers really are likely to recommend your product or service (debt collection for example), if not don’t ask it

If you want to gather feedback about the quality of an agent or getting in touch with you, post interaction surveys are most useful. These are are best done as close to the interaction as possible, often in a post call IVR, SMS or on social media. If you want understand things on a longer term relationship level you can use less immediate channels such as email.

Understanding what your experience is like for your customers is extremely valuable if the insight is used effectively. Using analytics can speed the process up and tell you what is going through real time dashboards and backing this up with internal continuous improvement processes is a powerful combination.

Using the feedback you gather to make specific improvements can be tracked through a clear measurement framework. Most customer contact channels provide statistics on volumes and contact types and adding some commercials around that to provide a cost per contact will really help demonstrate ROI from the improvements you make.