Myth 1: I know where I stand on customer satisfaction because I’m doing surveys.
Truth:
Surveys have many limitations and flaws as outlined in this blog. They are taken from a very small sample of your customers, most of who are biased as being very strongly positive or negative. In addition, most of the information collected is structured, and may tell you a score for how a customer rated an experience, but lacks the unstructured information to tell you why, thus the information is not actionable.
Myth 2: I use net promoter, so I know who’s happy with my company.
Truth:
Net promoter offers insight as to a customer’s general reflection on your brand and service. It may also shed light on some of the issues the customer experienced, but it’s still difficult to relate those issues back to specific interactions to know how they could have been prevented. And without a way to quantify how often the event that triggered one customers’ dissatisfaction happened across all your interactions, it’s nearly impossible to know where to focus your improvement efforts.
Myth 3: Customer satisfaction rests solely in the hands of the agents.
Truth:
Many things outside the control of the agent cause customer dissatisfaction. Business processes that were determined by other areas of the company have a great impact on the customer. Also, technical issues, product changes, or cross departmental errors such as when a marketing campaign that promises a rebate or free month’s service that don’t get picked up by billing all drive call volume and upset customers.
Myth 4: I’m using all the data available to me to measure customer satisfaction.
Truth:
If you’re not measuring the events taking place across 100% of your captured interactions, you’re leaving information behind. To best understand what’s driving satisfaction, you need to categorize and quantify every interaction that contains statements or sentiments of dissatisfaction. Then, by breaking down the events that occur in those interactions, you can determine the root cause of the issues that drove the customer to become frustrated or upset.
Myth 5: Customer satisfaction typically boils down to first call resolution.
Truth:
First call resolution (FCR) is only one facet of customer satisfaction and is an incomplete measure of this metric. It doesn’t always represent customer effort, which is a much more critical factor of satisfaction. This is why it’s important to study the events taking place within the interactions. For example, a call may be resolved, but also might have involved telling the customer they have to visit a store to fix their issue, which led to frustration and dissatisfaction.
