Everything CX Leaders Need to Know About Customer Satisfaction Metrics

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Customer service leaders have a lot of data to track and interpret, with customer service satisfaction metrics as some of the most important. But these satisfaction metrics aren’t just for evaluating the efficacy of support agents. They also correlate strongly to customer loyalty and can help inform business decisions across various departments.

We’re covering some of the most frequently asked questions our CX team receives about the most valuable customer satisfaction metrics and the best customer service measurement methods. Use this guide as a quick reference point when measuring and tracking customer satisfaction.

Why Is Customer Satisfaction Important?

The core reasons to prioritize customer satisfaction are customer loyalty, customer lifetime value and word-of-mouth brand promotion.

However, customer satisfaction can also be correlated to agent satisfaction (ASAT); when one side’s satisfaction levels improve, so do the other’s. Higher agent happiness supports improved performance, employee retention and decreased business and recruiting costs.

What Are the Benefits of Monitoring Customer Satisfaction?

As we’ve established, delivering a great customer experience makes good business sense from all angles. Measuring customer service satisfaction metrics allows you to find out whether or not you’re actually delivering exceptional CX.

You can identify what you’re already doing well and stick to those strategies. And, you can discover new pain points and areas that need improvement. With a data-driven customer service strategy in place, teams across your company will be empowered to formulate the best customer journey possible.

How Do You Measure Customer Service Performance and Success?

Finding the right customer satisfaction measurement system requires setting clear and actionable goals. When choosing metrics for measuring customer service and developing customer satisfaction survey questions, make sure these are aligned with higher-level objectives.

For instance, do you primarily want to track brand loyalty, improve case resolution time or monitor agent effectiveness? You’ll use different parameters to measure customer satisfaction than you would use to track agent performance.

If you’re seeking a 360-degree view of the quality, efficiency and effectiveness of your customer support, you might want to combine operational metrics with customer experience metrics for a more well-rounded perspective.

What Types of Metrics Measure Customer Satisfaction?

Here are the top four customer service satisfaction metrics to measure client satisfaction:

  1. Net promoter score (NPS)
  2. Customer satisfaction (CSAT) score
  3. Customer effort score (CES)
  4. Sentiment analysis

In essence, a quick customer metrics definition would be that NPS is a measure of loyalty, CES is a measure of effort, CSAT is a measure of satisfaction and sentiment analysis is a measure of emotion. Let’s take a closer look at each of these customer service satisfaction metrics.

What Is NPS?

Net promoter score is a calculation of the percentage of a company’s true advocates, and one of a surprisingly versatile customer satisfaction level measurement.

When asked a question such as, “How likely are you to recommend our brand to a friend or colleague?” and prompted to respond on a 10-point Likert scale (with 10 being “highly likely”), advocates are the customers who respond with nine or 10. Detractors are those who respond with a score from zero to six.

NPS is helpful in identifying strong brand advocates, but it also identifies those who are reporting a negative CX. If a customer leaves a low response, it’s good practice to reach out to find out where things went wrong and to offer proactive support.

Armed with more specific knowledge about why a customer gave a certain rating, customer service agents can directly address those issues, thereby potentially improving CX for all customers.

What Is CSAT Score?

Customer satisfaction score is one of the most insightful and specific customer satisfaction survey metrics. It’s used to measure an individual customer’s feelings about a specific interaction with your support team. Again, CSAT is measured through a Likert scale question.

“One of the benefits of CSAT surveys is that you can gather feedback from customers immediately after an interaction with your team,” explains Kustomer’s Senior Product Manager John Merse. “This helps you better understand customers’ experiences in real time. You can segment the results by agent, team and — most importantly — channel.”

For the most accurate assessment of customer satisfaction, you’ll need to measure CSAT across different channels and review the results collectively.

“In a true omnichannel environment it’s important to understand that each channel is unique and requires a specific communication style,” Merse adds. “For example, while you may have a 90%-plus satisfaction via email, if you are not tracking chat or SMS, you might find that your communication is not as effective and your overall customer satisfaction is not as high as you think.”

If you’re wondering what a good CSAT score is, check out this list of benchmarks segmented by industry from the American Customer Satisfaction Index.

What Is CES?

Customer effort score is a customer service metric that provides deeper insights into CX during a support interaction.

“You can essentially think of CES as tracking the effort a customer puts into using your product or service,” Merse says. “The more effort that is needed over time will likely erode their loyalty.”

A CES survey might ask to what extent a customer agrees with a statement like, “This company made it easy for me to handle my issue.” This score helps measure the overall effectiveness of support.

Gartner, which developed the CES metric, reports that customer effort is the most significant factor in a customer’s loyalty or disloyalty. Monitoring CES can help CX leaders uncover and remedy high-effort pain points in customer interactions for more frictionless support.

What Is Sentiment Analysis?

Sentiment analysis — also known as opinion mining — is the process of determining whether a customer’s language reflects positive, negative or neutral sentiment. Using natural language processing capabilities, CX professionals can gain automated insights into the emotions driving customer interactions.

Sentiment scores assign a numeric value to the message, conversation and customer. Reports based on sentiment changes or themes related to positive or negative sentiment can help you better understand your customers and the service they’re experiencing.

Can I Use CES in Combination With Sentiment, CSAT or NPS?

Absolutely! By combining customer service satisfaction metrics, you can access a more complete understanding of the customer support experience. For instance, although a CES score tells you effort level, it doesn’t get to the why of the customer’s response or how they feel overall about your brand. For that, you need additional customer service satisfaction metrics.

What are some strategies for improving customer satisfaction?

Here are six strategies that can have a huge payoff on CX and customer satisfaction rates:

  1. Utilize best-in-class customer service as a brand differentiator. Many customer-first brands and category disruptors have already done this, but it’s never too late for change at your own organization.
  2. Segment your satisfaction scores by demographics, products and support channels to uncover underlying problems in specific areas.
  3. Reinvest in your customer support team with new, customer-oriented skills and training programs.
  4. Deliver proactive support to minimize negative CX. This could involve sending notifications about shipping delays, getting ahead of negative reviews with offers or product exchanges and similar strategies.
  5. Provide customers with easily navigable self-service content. A strong knowledge base or FAQ section helps customers resolve basic issues on their own.
  6. Evaluate whether your customer service technology is truly empowering your agents to deliver exceptional quality. Have high expectations for your technology partners and find software solutions that support a unified omnichannel experience.

Got more questions about measuring and interpreting customer satisfaction metrics? Connect with a CX expert at Kustomer.
 

Why 92% of CS Organizations Report a Need for Greater Efficiency

Why 92% of CS Organizations Report a Need for Greater Efficiency TW

We all know that businesses strive to be efficient — not only within the customer service department, but throughout the entire organization. However, as customer experience continues to become more important than price and product when it comes to loyalty, the goal for CX departments to be highly effective can at times feel at odds with the efficiency mandate.

Kustomer wanted to hear from CX workers on the front lines, and surveyed over 120 professionals to understand how they’re feeling. Read on for the findings from our research, and for strategies to achieve efficient customer service without compromising the customer experience.

The Efficiency Mandate

It comes as no surprise that the vast majority of respondents reported a need to be more efficient. A total of 92% of organizations say more efficiency is needed, but 51% also reported that there is a greater need for efficiency than a year ago. Only 6% of respondents said that the need for efficiency has decreased in the past year.

Whether it’s a recession, a pandemic, or changing customer expectations, the success of a business can swing downward swifty and without notice. Organizations have felt this impact strongly in 2020, and the gaps in their strategies that they may not have felt a year ago are now staring them directly in the face. Perhaps efficiency isn’t the number one priority for a customer service organization when business is booming and resources are available. But the power of an efficient AND effective customer service organization can make a massive impact during both challenging and successful times.

A few factors are impacting how organizations are achieving efficiency: 63% of respondents reported having limited staff, while 44% reported being on a strict budget. A total of 42% of customer service professionals reported not being able to currently manage 24/7 support, while long wait times and access to the right tools seemed to be less of a concern for CX organizations.

However, when staff and budget are unexpectedly slashed, having technology tools in place that can minimize that impact and make agents’ jobs easier, is of the utmost importance.


Challenges Associated With Delivering Efficient Customer Service

It’s clear that customer service professionals know they must be more efficient, and aren’t sure how to do so in a way that provides a positive experience to their customers. The fact of the matter is, all customers must be served, and oftentimes there are roadblocks to doing so in an efficient manner.


Challenging inquiries are the number one reason CX teams report that they can’t deliver efficient support. While automation and self-service tools wouldn’t be effective in resolving challenging customer issues, the implementation of these technologies can actually free up agent time to tackle these inherently more time-consuming tasks. Instead of answering simple inquiries like product and policy questions, customer service teams can spend more time on higher level support and relationship-building.

Another top roadblock to delivering efficient support is unclear or unknown policies. When agents have to go searching for accurate information, across a variety of systems, customers are sure to suffer. Ensure that you have a solution in place that can surface relevant policy information, with the ability to update it in real time as policies shift and change. Intelligent chatbots can even tap into this knowledge base and surface highly relevant and always-accurate information to consumers instantaneously.

Beyond the nature of customer inquiries, there are additional external factors that customers report are preventing them from adopting efficiency tools.



The top reasons that organizations aren’t adopting efficiency tools, are a lack of executive buy-in and a lack of budget, which unsurprisingly go hand in hand. If leadership doesn’t understand the value behind adopting efficiency tools, they likely won’t allocate budget for them.

Ironically, adopting efficiency tools could completely transform a CX organization from a cost center into a profit center, ultimately benefiting not only the executives but also the business as a whole. Think about it: time is money, and when valuable human time is spent on low level tasks that technology can handle, no one benefits. Tagging conversations, routing conversations, answering very simple questions … all of these tasks can be menial and brain-numbing to customer service agents. With the advent of technology, customer service agents no longer need to be relegated to low level work, and can take a more prominent and important role within an organization.

Not only will agents spend their time answering more challenging and important inquiries from customers, they will also have the time to build long-lasting relationships, proactively reach out to customers, make customers feel heard and valued, and even close more business. This time spent by agents will truly contribute to the bottom line of a business, increasing loyalty, advocacy and brand sentiment.

For the full findings from Kustomer’s latest research, including breakdown by industry and business size, download the full Efficiency Research Report here.

 

5 Ways to Make Your CX Organization More Efficient and Effective

5 Ways to Make Your CX Organization More Efficient and Effective TW

Doing more with less seems to be the struggle for most business leaders these days. It’s interesting, and unfortunate, that it takes a pandemic for companies to start focusing on efficiency. But issues that you used to be able to ignore, are now staring you directly in the face.

The problem with a focus on efficiency is that it is often implemented at the expense of the overall customer experience. The easy response to cutting costs would be to reduce staff, making it harder to reach out to support, and delaying responses. But the outcome of this strategy would ultimately lead to unhappy customers. And take it from me, customers won’t forget this bad experience when things get back to “normal”. The businesses that are able to do more with less in a way that meets or exceeds expectations are the ones that will exit this pandemic with an even more loyal customer base.

So how can you achieve this? How can you significantly cut costs while not degrading the level of support? Read on for our five tips to efficient and effective customer service:

1. Optimize Your Operations

Fix things in your product that cause customers to reach out to you in the first place. This might be offering the ability to track your order status, or completing a return without contacting customer service.

2. Increase Your Self-Service Offerings

Gone are the days of putting up an FAQ page and hoping your customers find the right answers. You need to leverage intelligent automation to put the right information in front of your customers at the exact point they need it. With tools like AI-powered chatbots, you have the ability to not only extract exact information from knowledge base articles, but allow customers to complete actions on their own.

3. Empower Your Agents With Better Technology

Your agents shouldn’t be wasting time looking up key information in multiple systems. I’ve seen examples of companies looking up information in 8+ systems to handle one customer issue. How are agents supposed to be efficient if their computer screens are covered in post-it notes and they have multiple tabs open? Find a solution like Kustomer that connects to all of your core admin systems and allows agents to search and take action on data in the platform they are already operating out of. The below example shows how a delivery service can consolidate all key order information directly into Kustomer.

4. Route Intelligently

You should be able to route issues to the right team based on issue type, customer value, skillset or capacity. There is no experience worse than chatting with support and hearing: “Sorry I don’t have the answer to that question, but let me forward you to the team that does.” Don’t force the customer to guess which of 10 phone numbers is the right one to call, or make them e-mail multiple departments to solve their issue. Instead, use technology that routes based on keywords or even better custom objects about that customer (status, order value, country, etc).

5. Get Ahead of Issues

Proactively reach out to customers before they reach out to you. Get ahead of any problems, like fulfillment issues and weather delays, or educate customers about how you’re keeping them safe and healthy in uncertain times. Use a platform like Convey to give full transparency into the delivery lifecycle. Then utilize a platform like Kustomer to engage with customers based on delivery updates.

Hopefully, you found these five tips helpful. The most important piece is balancing doing more with less, while making sure customer expectations are met…or even exceeded!

 

Why Efficiency Is More Important Than Ever During the Global Pandemic

Why Efficiency Is More Important Than Ever During the Global Pandemic TW

Even during the best of times, businesses strive to be more efficient. There are always things to improve upon, always more customers to service, always proactive outreach to do. But when circumstances shift rapidly, and businesses are asked to do more with less, finding ways to be more efficient suddenly becomes priority number one.

Kustomer recently surveyed over 150 customer service professionals to better understand how they are being impacted by the pandemic, how their business is adjusting as a result, and what customers are expecting during their greatest times of needs. One thing became abundantly clear: being efficient and effective is not optional.

More Inquiries, Less Time

Across industries, customer service teams are seeing a 17% increase in customer service inquiries during the global pandemic. Phone inquiries are seeing the largest uptick, with a 34% increase, followed by e-mail (28% increase) and web (24% increase). Social channels are being impacted the least, with only a 7.2% uptick.

Why Efficiency Is More Important Than Ever During the Global Pandemic Stat

Not only are companies having to handle more conversations, they are having to do it in a largely remote environment. Thirty-nine percent of respondents reported difficulty working remotely, and 23% reported that they did not have the correct tools in place to successfully work in a remote environment.

It’s essential to have a customer service strategy, and the correct technology in place, to handle bursts in activity and enable productive remote work. Look for tools that leverage AI and intelligent automation to power self-service and low-level information gathering. This will free up agent time for more high level and urgent support, while allowing customers to get their questions answered immediately.

Ensure that the technology you have in place allows for collaboration between remote team members, so you can pull in the necessary individuals to solve customer issues quickly. You should also be able to manage your team with confidence, even if you can’t be beside them. Having a view into what your agents are working on, and being able to intervene if necessary, is key to a successful remote CS team. And most importantly, your customer service platform should be easily connected to by all of your agents with a basic internet connection and standard browser.

How Organizations Are Adapting

The circumstantial changes associated with the global pandemic are causing some real changes for organizations. Unfortunately, 63% of CS organizations reported a need to cut costs during the global pandemic, with 46% reporting a need to reduce staff. All of this means efficiency is incredibly important. Fifty-nine percent of respondents said there is a need to adopt more automation for efficiency, and 56% said there is a need to invest in new technologies. And unfortunately, customers aren’t giving businesses a break when it comes to speed. Quick service is one of the top three most valued customer service attributes during this time. Doing more with less is the name of the game in 2020, so put the tools in place to adjust sooner rather than later.

What CS Teams Need

63% of CS organizations report the need to cut costs
46% of CS organizations report the need to reduce staff
90% of CS organizations report the need to adjust policies
56% of CS organizations report the need to invest in new tech
59% of CS organizations report the need to adopt automation for efficiency
80% of CS organizations report the need to reach out to customers proactively

Why Efficiency Is More Important Than Ever During the Global Pandemic Stat 2

While the current environment won’t last forever, it’s important to properly prepare for extreme circumstances if and when they do occur again. Our full report has a plethora of additional industry-specific and general data, as well as actionable takeaways you can put into practice today. Download it here.

 

Just How Is the Global Pandemic Impacting Customer Service Success?

Just How Is the Global Pandemic Impacting Customer Service Success? TW

Customers are anxious. They’re stressed. They want answers quickly. And customer service organizations are being asked to do more with less than ever before. Unfortunately there’s no escaping the current environment we are living in, and customer service teams are seeing changes as a result. But how exactly are these organizations being affected?

Kustomer surveyed over 150 customer service professionals to find out.

Circumstances Affecting Customer Service Success

Businesses are having to change how they do business and interact with customers during this time. One of the biggest shifts? Adjusting policies. Seventy-seven percent of individuals reported that they have had to learn new policies due to COVID-19. It’s essential to arm your team with the information they need to instantaneously service customers. Make sure your technology can intelligently surface relevant information from a knowledge base, so all agents are delivering consistent and high-value service.

Additionally, 64% of respondents reported a need for greater efficiencies during COVID-19, while 57% reported having to deal with more complex issues than usual. It’s more important than ever to automate low level support with the help of AI, to free up agent time for issues that are more complicated and emotionally-wrought.

Just How Is the Global Pandemic Impacting Customer Service Success? Stats

How Success Metrics Are Changing

Luckily, it doesn’t seem like customer service success metrics are being significantly impacted by the global pandemic, and in some cases, organizations are seeing improvements. There are large differences from organization to organization, even in the same industry, implying that the way a customer service team handles the current circumstances has a huge impact on how customers react. Improvements in success metrics may be happening for a couple different reasons:

  1. Customer service organizations are taking extra measures to proactively help their customers and deliver empathetic service
  2. Customers are more understanding and know that organizations are struggling, so don’t have as stringent standards

It’s imperative to keep a customer-centric mindset, as loyalty becomes more essential to secure, and continue to measure the success of your team, adjusting accordingly. Make sure you have access to reporting and analytics, and understand where you’re falling short and where there are greater needs.

While the current environment won’t last forever, it’s important to properly prepare for extreme circumstances if and when they occur again. Our full report has a plethora of additional industry-specific and general data, as well as actionable takeaways you can put into practice today. Download it here.

 

Special Report Coming Soon: How the Global Pandemic Is Affecting Customer Service

Special Report Coming Soon: How the Global Pandemic Is Affecting Customer Service Stat

We’ve all heard the classic lines at this point:

“In these challenging times…”
“Now more than ever…”
“We’re in this together….”

And they’re all true. These are absolutely crazy times to live in, let alone work in, and the global pandemic is affecting every aspect of our day to day lives. But what does this all really mean for customer service organizations?

Kustomer surveyed over 150 customer service professionals across a variety of industries to truly understand how their businesses and teams are being affected by COVID-19, and the results are powerful. Fifty-two percent of customer service professionals say the global pandemic is affecting their customer service organization a great deal, meaning massive changes in ticket volume, customer attitudes, or policies. An additional 27% report being impacted slightly less, experiencing significant changes due to COVID-19. Only 1% of organizations reported no change at all.

While some industries, like retail, are seeing a troubling decrease in business and inquiries, other industries, like healthcare and financial services, are having more problems to solve than ever before. While this isn’t a permanent condition, and hopefully things will go back to a “new normal” soon, there is no doubt that there could be long-term impacts. Teams may need to think about driving efficiencies with less resources, or how to work productively in a remote environment. The only constant is change, and preparing for the future now is the true key to success.

Luckily, customer service organizations play a vital role in times of crisis. Ninety percent of customer service professionals believe customer service is more important than ever amidst the global pandemic. With many businesses shutting their storefronts, customer service professionals become the face of the company, and are essential to empathizing with customers and preventing issues before they arise.

Our full report will be released in the coming weeks, with insights on how conversation volume has changed, what circumstances are affecting customer service, how organizations are adapting, what customers need from you, and how different industries are being affected. Plus, we’ll provide you with tips and insights on how your business can react to these extraordinary circumstances, and what tools you should have in place to minimize the impact on your customer service team. Stay tuned.

 

20 Ways to Effectively Manage a Remote Customer Service Team During COVID-19

Starting a Revolution: The Launch of the Customer Service Secrets Podcast Twitter

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A Stanford University study said that productivity increases among remote workers to the tune of an extra day per person, per week. That’s a lot of extra productivity, but how do you do it, and how do you do it effectively? It’s not always a rosy picture. In my first days of working remote due to COVID-19, I know I’ve struggled with communication, cabin-fever, and an uncomfortable work environment. And I’m not alone. Buffer released a study on remote workers and found these top three issues: unplugging after work, loneliness, and collaborating and/or communication. As much of the US moves to a remote workforce, we have no choice but to overcome these challenges. Here are the top 20 ways you can manage a remote customer service team.

1. Close Your Office

If you haven’t already, do us all a solid and close your office now. Social distancing is a pretty important word right now, and if you have a work environment with more than a handful of employees, I’d highly recommend shutting it down and moving remote.

2. Follow Routines

Like me, you probably don’t think you need a routine. You’ll just sit down and do your thing. Bad idea. Working from home has its own set of challenges and, like at work, distractions are all around you. Figure out a routine that works for you and your company and stick to it.

3. Watch Out for Security

With everybody logging in remotely, it’s worth doing a quick check to ensure your security policies and procedures are being followed. With all that is going on, the last thing you need is a roommate who inadvertently opens up your network and machines to potential security threats.

4. Find Your Place Within Your Place

Don’t think you can roam around the house and stay focused or be productive. It just doesn’t work, believe me. You need to create a designated space for work. It doesn’t have to be a whole room, it could be a small section in your kitchen or a corner of your bedroom. It may not be the perfect office, but you do need to have it.

5. Be Done

Yes, you want to be productive and yes, you want to stay focused, but just because you are working remotely doesn’t mean you have to work 24/7. It’s sometimes easy to feel guilty about “not working” while being remote, but be strong. Fill your hours, do your job, and when it’s over, you have my permission to shut your computer and live your life.

6. Execute Weekly SPIFs

You want to keep things fun and interactive, and one way to do that is with sales performance incentive funds, or SPIFs, traditionally used in sales but effective for any team. These can be small gifts or even group recognition. Don’t focus on monthly goals, but rather on short-term wins to drive motivation and engagement.

7. Schedule Break Time

It’s easy to get up and get right to work because you’re not wasting time commuting or skipping out for lunch. Just because you can sit at your computer all day doesn’t mean you should. The only way to make sure you take time for breaks or time for your family is to actually schedule those times in your calendar.

8. Get the Basics

This goes above and beyond, but it’s a nice gesture. For many employees, they may not have the basics for a remote work environment, so offering a small stipend to get a headset or other basic items to perform their job is not a bad idea.

9. Create Signs

Whether it is kids, roommates, or significant others, everybody needs to know what different signs mean. For example, door closed does not mean “bang until open.” Setting the ground rules with those around you so they all know when you are on important calls or in meetings, is a must.

10. Test Your Speed

You can’t work remotely if your internet is slow. Make sure you and your employees have fast enough internet speeds to do the job required. A good rule of thumb: if you can watch Netflix, you can probably do your work. Here is a site to test your speed: https://fast.com/

11. Start Creative Interactions

Don’t be boring. Find creative ways to interact. Could you create a remote team lunch? What about a remote happy hour? These and other ideas help people keep it light and fun.

12. Dress the Part

You might not have to be on camera but you still have to be working. Rolling out of bed and throwing your headset on doesn’t make you happy and, I promise, it doesn’t make your customers or prospects happy either. Pretend like you’re going to work, shower, and put on some decent clothes. I promise it will make the day better.

13. Huddle Daily

If you were not already doing this, shame on you. Every team needs a good 5-10 min huddle each morning to kick things off the right way. You need to keep these meetings small in size and short in time. Focus on quick numbers from the previous day. Highlight three strengths from the day before and one area of opportunity and then ask each person to commit to something.

14. Listen to a Lot of Calls

Remote managers may not have a ton of extra time, but they should optimize the time they do have. That extra time should be used listening to calls and reviewing other types of communication. Know what your people are talking about and how they are talking about it. The devil is in the details, so get into the details.

15. Be Ready to Iterate

If you’re not an expert at remote managing, give yourself a break and iterate every single day. Don’t settle. Find little things you can do better to make you and your team successful.

16. Gamify Your Culture

People want to know where they are and where they are not when it comes to winning, so help them see that. One idea is to create a scoreboard: it doesn’t need to be anything fancy, but it’s a great motivator.

17. Go Video or Go Home

Push to have everyone be on video during any team meetings you hold. Video helps interaction and engagement, so make it mandatory when possible.

18. Get Collaboration Tools

If you’re not already using Slack or Teams, you should be. Find easy tools that allow your team to interact with each other more easily.

19. Communicate as Leaders Often

If you were holding a monthly company meeting to update employees about the business, you may need to make that more frequent. Leadership should plan on communicating weekly to all employees and I’d encourage daily flash emails when needed.

20. Support Your Team With Customer Service Technology

I have to put this one in here, but just because I work for a technology company doesn’t mean it is not important. Having customer service technology that allows you to monitor employee work, access important customer information, and communicate through multiple channels wherever or whenever, will be incredibly important during this time.

 

Listen Now:

Listen to “Managing Remote Workers | Working with COVID-19” on Spreaker.

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Kustomer Talks Exceptional Customer Service at CCO

CCO 2020 Atlanta Twitter

Customer experience leaders are coming together next week in Atlanta to learn and network with peers, and understand trends and best practices in their field. It’s Chief Customer Officers, USA 2020, and Kustomer will be there to deliver the keynote on how technology can enable omnichannel, personalized customer service.

Placing the customer at the center of any organization has never been more important. Competition is high and customer patience is low, and according to a recent Kustomer survey, 78% of consumers would not shop with a retailer again after a bad customer service experience.

CCO, USA will see customer experience professionals come together to understand how to utilize the latest technology, what strategies can prompt organizational changes, and how to professionally develop your staff. It’s an opportunity to debate, discuss and learn, with some of the leading minds in customer service today. What better way to start the year?

Be sure to join Kustomer SVP of Sales & CX, Vikas Bhambri, as he discusses how technology can help deliver on customers’ growing expectations in 2020. The consumer of today expects seamless, personalized service on every platform, instantaneously. Bhambri will explore the importance of a 360 degree view of the customer, how technology can help deliver a personalized experience, and how today’s leading organizations are achieving this mandate. Join us at The Westin Peachtree Plaza Atlanta on Thursday, February 6th at 11:30am.

If you can’t make it to CCO 2020 in Atlanta, but still want to chat about how Kustomer can help you reimagine customer service, contact us anytime.

 

How 4 Retail Brands Deliver Modern Customer Support

What are the core principles of a modern retail customer experience? Personalization, curation, agility, and community. Direct-to-consumer retail brands use owning the design, marketing, distribution, and support of their products to build deep relationships with consumers. As a result, many DTCs have transformed customer support into personalized experiences that build loyalty and lifetime value.

Luckily, Kustomer works with many of the leading DTC brands. So we’ve pulled together a few of their customer service secrets for you:

Glossier builds products with their community of fans

A lot has been written about the CX revolution led by cult-fave-turned-unicorn beauty brand Glossier. A key part of Glossier’s success has been thanks to community building (the brand was of course born out of a popular blog) and the customer experience team, called their gTeam, has been instrumental in growing and engaging this community.

Glossier’s gTeam plays a foundational role in bringing community feedback into product design. The company is known for transforming customer feedback into hit products (see: Milky Jelly Cleanser). “They help us figure out and predict all of the questions or concerns that our customers might have about the product,” explained Jessica White, the executive director of customer experience, to Glossy.

 

 

The gTeam editors also go beyond transactional support (shipping, coupons, etc) to deliver complimentary style recommendations. The editors focus on specific channels, including ones not typically covered by support teams, like FaceTime. In combination with digital tools like the Shade Finder app and content illustrating how products look across a range of skin tones, this approach has helped the beauty brand recreate the experience of shopping in a makeup store.

“Instead of limiting interactions with customer service, which is the norm in the industry, we strive to create conversations with our customers,” continued White to Glossy.

The results of this CX investment for Glossier? Reddit threads literally raving about the brand’s customer service.

ThirdLove invests in a culture of CX and smart data

ThirdLove shook up the women’s undergarment industry with personalized recommendations for every body type, money-back fit guarantees, and diverse product models. Which brings to mind the now-famous Victoria’s Secret founder story of feeling unwelcome in the women’s section of a department store and proves how CX complacency can lead to history repeating itself — disruptors becoming the disrupted.

Customer service is such an important differentiator to ThirdLove that the brand invests in Customer Experience centers designed to be great places for their support teams to work. (Proof? There’s even an office slide.) ThirdLove’s Fit Stylists who work there receive training to make customers comfortable during their journey trying and buying intimate apparel, a personal process that can make or break customer loyalty.

As the company’s co-founder and co-chief executive officer, David Spector, explains to Apparel News, “We want to provide exceptional customer experience to people. The only way to do that is with our own team.” Spector also points out that the U.S.-based Experience Center helps ThirdLove’s Fit Stylists form deeper connections with their American customers than outsourced support would.

Like Glossier, ThirdLove also incorporates customer feedback and data into its buyer journey. More than 13 million women have completed ThirdLove’s online Fit Finder tool, resulting in more than 600 data points the brand uses for product development and delivering recommendations back to customers.

Outdoor Voices invites participation in

With a brand that’s about #DoingThings, Outdoor Voices is another DTC brand thriving because of its (extremely on-Instagram) community. The Outdoor Voices Brand Reps play a key role in letting customers know what the brand stands for, why it’s different, and what each clothing item was created for. According to Muse, Outdoor Voices HQ and Brand Reps have monthly video chats to discuss brand news and initiatives.

To make contacting support simple and on brand, Outdoor Voices has a welcoming page and easy-to-navigate support page. By making its email contact “hello [at] Outdoor Voices,” the “support” vibe is swapped for a friendlier, conversational tone.

Like other leading DTCs, Outdoor Voices leverages customer support as a product and trend feedback engine. The company’s recent job posting for a Customer Experience Manager explicitly lists a requirement to “Operationalize customer data and feedback, both within the team (e.g. measure and improve Associate performance) and the company at large (e.g. make customer trends actionable).” This invites fans into the product development process, with customer support as the entryway.

LOLA designs support workflows for empowered agents

Like ThirdLove, LOLA is disrupting traditional brands in another very personal space for women: feminine care and sexual wellness. The brand’s customer service team must handle deeply personal topics from customers, often over email. To return the trust their customers have in them, LOLA’s team goes above and beyond to make sure their products are rushed to women wherever they need them. From sending tampons to a customer’s hotel via Uber, to overnighting condoms so that they arrive in time for a honeymoon, LOLA works overtime to create a memorable experience.

For a recent product launch, the Lola team took it as an opportunity to both reward loyalty and gather feedback. They sent 100 loyal customers mailers of their new Sex by LOLA products. One customer even emailed to say that she loved the products and, as a single mom, they inspired her to start dating again.

For a brand that empowers and informs women, LOLA’s team needs to be just as empowered and informed by their technology solutions to deliver great service. Context Cards enable the team to take direct actions such as modifying, cancelling, or scheduling a subscription, and checking on shipping status for an order. Clicking on “Modify,” for example, takes them directly to the customer’s subscription, where they can edit the frequency, products, etc. This makes it easier for the team to spot orders that have been placed, but may need modifications. LOLA has a search for customers who have emailed and placed an order in the past day, so that agents can make modifications to the order before it actually ships.

Key takeaways:

5 ways to deliver CX like DTC leaders

  1. Consider customer service on the front lines of community and relationship building, not simply a necessary business cost.
  2. Operationalize mining customer conversations for product feedback by support to bring product ideas back into the company.
  3. Use technology to compliment the role of support agents, through algorithm-based recommendations, self-service fit finder tools, and seamless exchanges/returns.
  4. Empower your support teams to go beyond transactional support, have social conversations, and reward loyalty.
  5. Build service conversations off a shared history and understanding that customers are people, not support tickets.

These approaches can benefit any brand, regardless of business model, because they’re key to delivering the type of service customers want and expect. Evaluate your own service operation to see how you compare to these DTCs, and then look for scalable opportunities to deliver a more modern experience — it’ll pay off in community, loyalty, and lifetime value.

Learn more secrets of DTC brand leaders in our downloadable guide.


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It’s Time to Challenge the Status Quo in Enterprise CS

Brad Birnbaum reflects on the latest CS trends in his recent Forbes column

Kustomer CEO and Co-founder Brad Birnbaum is a Forbes Contributor covering trends in the customer service industry. His column this month is a call to action for enterprise customer service leaders: prioritize strategic thinking and challenge the status quo. It’s the only way to continue offering a truly modern, delightful customer experience.

As Brad writes, “If you’re a CS leader, I believe embracing this strategic mindset shift is the best thing for your professional career, your customers, and your brand value.”

Read more in Brad’s full Forbes article here.

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