Your agents power the ebbs and flows of your customers’ journey. Turns out, the better the tools and the training you offer up to your agents, the more satisfied your customers are. And for your company, more satisfied customers mean less of those who are at-risk to drop you for the competition. Now, customer experience tools & techniques to improve satisfaction and make for loyal customers are king in the competitive landscape.
In fact, tracking customer satisfaction and driving memorable customer experiences are industry mainstays. Nearly 57 percent of contact center leaders flagged customer satisfaction/loyalty measurement as an urgent investment priority in 2019. And, 89 percent of businesses now compete on the level of service they deliver to customers.
With almost all your competition stepping up their CX game, it’s time to pull out all the stops to save your at-risk customers. We broke down six customer experience techniques and tools that can help you avoid customer churn.
Your first technique: Analyze churn to identify patterns pointing to at-risk customers.
Customers who churn provide solid proof points of what not to do in your customer experience. Dig into your churn reports and find the themes and patterns in their customer journey that led to an exit. Did they send a web chat message and never get a response? Did they call in five times and never actually reach a live agent? Or, maybe they took their post-interaction survey, but their experience didn’t improve even with all that valuable feedback. After you ID what makes your customers leave, look to your current customer base for similar indicators.
Your go-to tool: Better insights and analytics.
Map their entire journey. Use in-depth insights and analytics to pull information from every point in your customers’ experience. Create customized dashboards with key metrics you know impact higher churn. Like low first call resolution and high average speed of answer.
Once you’ve IDed your at-risk customers, get a full view of their interaction history, too. Then, use those insights to get rid of stop-gaps in the customer journey. Check in with the agents your customers connected to and encourage those agents to reach out proactively. A follow-up call after a particularly frustrating interaction is sure to resonate with customers. Your data opens the door to a better, more personalized experience for your customers.
Next up, technique #2: Coach agents to deliver proactive service.
Coach your agents to set customers up for success, starting with onboarding. Work with your agents and other departments to create onboarding guides and training manuals for your customers. If you already have these materials on hand, set a schedule to update them quarterly or annually, whatever makes sense for your business. Freshen them up with the latest information, and send them back to current customers. But, even with the best training materials on hand, some of your customers will falter and slide into the at-risk territory.
Train and develop your agents to be a constant resource for your customers. That could mean serving up extra resources like how-to videos. Or it could be a follow-up call to check in and give your customer personalized attention. Even when they don’t ask for it. Empower agents to go above and beyond for this group of customers.
Oh, and if you’re a contact center without after-hours agents on deck, offer a self-help route, too. Create a pool of self-help articles to be a 24/7 source of information for your customers seeking help.
The tool to get you there: An omni-channel platform with workforce engagement tools built in.
An omni-channel customer experience boasts more ways to connect customers to answers. And, it shares customer data and insights with your other systems. That means, your agents have relevant information about your customers’ experience.
Then, with your coaching, agents can use the data and the communication channels to be proactive with their service. They can send an SMS for a quick check-in with a customer. Or they can trigger a follow-up email to go out two weeks after a touchpoint with a customer. And when a customer reaches out after hours, bots can provide relevant materials from your knowledge base.
Plus, some omni-channel platforms (yes, ours) let you coach and train your agents inside the platform. You don’t have to take your agents off the phones for added training. Instead, you can serve up lessons right in their queue so they can learn between interactions. Remember that interaction that needed a follow-up email? Leave a comment directly on the interaction to inform your agent. Omni-channel gives you a direct path to your agents, and your agents more paths to your customers.
Technique #3 is the key: Improve your customer service with customer and agent feedback.
Direct feedback from your customers gives you the best insight about their journey, so you can fix it before they leave. As you analyze customer patterns and interactions, look out for the at-risk customers who consistently answer post-interaction surveys. Feedback after a negative experience is the best resource to improve your customer experience. Pay mind to your customer surveys and act on the feedback you get.
Go a step further, and analyze your agents’ experience. Collecting data about your agents experience and their interactions with at-risk customers proves valuable, too. You’ll know if your agents are perpetuating customer problems, or if they’re solving them. Once you know how your agents handle these specific customer cases, you can tailor your feedback and coaching moments to address any concerns you spot.
Tools that pack the power: Customer surveys and agent scorecards.
CSAT surveys and frequent customer check-ins help you keep a pulse on your CX. Use your CSAT surveys to get specific, actionable information from your customers. Consider measuring your Net Promoter Score, too. NPS is the percentage of your customers who would, or wouldn’t, recommend your company to their friends, family, or colleagues. It’s usually measured using customer surveys that ask how likely they are to recommend this company to a friend. Your NPS tells you who your brand detractors and brand promoters are. If you have a handful of brand detractors, you can easily mark these customers as at-risk. Then, you can dig into why they wouldn’t recommend you to a friend. Finding out the why behind your customer problems gives you a chance to fix customer pains and keep customers from seeking out the competition.
To improve the service your team gives customers on the daily, rope agent scorecards into your everyday routine. Pick a handful of interactions to review, and use agent scorecards to grade your agents on those interactions. Consistently scoring agents on their interactions helps ID problem areas during interactions. When you point out areas for improvement to agents, and give them the coaching to get better, they won’t send at-risk customers running for the door.
But, more on agent scorecards over here: The do’s and don’ts of agent scorecards.
Some churn from at-risk customers is inevitable. But better data, proactive customer service, and feedback from the mind of your customers offers up an opportunity to save at-risk customers who are a good fit for your business.
Our omni-channel platform can give you all you need to up your satisfaction and save more at-risk customers. Learn how our powerful insights and in-line training help you maximize your CX. Contact Sales.