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Key Takeaways
Current metrics used in customer support, such as CSAT and NPS, are primarily outcome-based and may not accurately reflect the inputs affecting customer experiences.
Shift in focus is needed from measuring contacts, tickets, and satisfaction to understanding customer effort and the factors contributing to service demands.
Quantifying customer effort: Organisations should strive to measure the total effort a customer expends across multiple contacts to resolve an issue, using metrics like average minutes for resolved experiences.
Correlation between contacts and satisfaction: There is a direct link between the number of contacts required to resolve an issue and customer satisfaction; reducing contacts can enhance the customer experience and loyalty.
The hamster wheel dilemma illustrates the challenge of merely addressing existing service demand without proactively minimising such demand.
Data ontology is essential: Establishing a ro...
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