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  "Our Take"

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
7/11/06 - Measuring the Customer Experience
It seems readers just can't get enough discussion about metrics that measure the customer experience. One reader wrote:
 
"We encounter the same situation where call centers are measuring call duration, first time resolution, call containment in the IVR, etc. without having any idea what the experience was like for the customers. For example, if a payment transaction was completed in the IVR, but took the average customer 12 steps instead of the intended 5, was that a success? Current call center metrics would say yes, but there is a very good chance that those customers were not happy at the completion of the experience and would not use automation to make a payment again."
 
Being a slave to the metrics without really understanding the quality of the customer experience is an easy trap. It's easy to report and it is easy for management (upper and lower) to think that everything is just fine. Leadership is all about getting behind the numbers.
 
Gary Lemke, Publisher
(Share your thoughts)
 

 
 

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