Managing the Customer Experience
How to Systematically Close the Customer Satisfaction Gap
Customer satisfaction is king. A recent Purdue University study found that the repurchase rate of a product increased 11% when customers reported they were happy with the phone support or service they received. Decision makers in the contact center world have taken such findings to heart and have become increasingly focused on implementing strategies to improve their customers’ experiences on the phone. One indicator of this trend has been the rush to implement Customer Relationship Management (CRM) systems to help agents efficiently manage the increasingly large quantities of data they need to access. Another response has been to implement knowledge base tools, supplementary training sessions and internal search engine applications. Still, with a few exceptions, customer satisfaction has only gotten worse.