CX Killer Number 1: Out of Date metrics
Steve Towers, CPPC? ACXC? CXMan ?Service??Revenue ??Cost
?? Customer Experience & Business Transformation Leader | Driving Growth Through Innovation.?? I help you deliver Triple Crown benefits, Revenue Growth, Cost Reduction and Service Uplift ?Simultaneously?
In the recent posting “Six CX Killers (and what you can do about them),” see The original posting
I discussed one-line fixes, and several readers have asked me to substantiate the kill/fix argument.
Hence, this is the first in the series pointing to the issues and how to overcome them, with illustrative examples (yes, we call them out!).
CX Killer Number 1: Out of Date metrics
Customer Experience (CX) is today's key to business success. It is logical to assume that you will ultimately fail if your measurement systems are not aligned with successful customer outcomes. There are two pernicious problems arising from inappropriate CX metrics:
1. Measures that worked in the past but are now less relevant.
2. Measures that are deliberately and sometimes maliciously manipulated to meet targets.
Category 1 may place too much emphasis on outputs rather than outcomes. Think about the Key Performance Indicators in your world and ask, “Does this measure contribute to customer success?” Before the age of the enlightened customer, this was less important as many output measures connected with the delivery of products and services, of which the customer had little or no choice.
领英推荐
Here are five misaligned measures examples:
Annual Surveys: Relying solely on annual surveys for customer feedback is outdated. They do not capture real-time customer sentiments and can miss rapid shifts in customer preferences.
First Contact Resolution (FCR): While FCR can indicate efficiency, it doesn’t always reflect customer satisfaction or the quality of the service provided.
Number of Support Tickets Closed: This metric focuses on quantity over quality. It doesn’t account for the complexity of issues resolved or the customer’s contentment with the solution.
Average Handle Time (AHT): AHT measures the average time spent on customer interactions. Prioritizing speed over quality can lead to rushed service and unresolved issues.
Net Promoter Score (NPS): NPS can be misleading as it doesn’t provide the context behind a customer’s rating and can be influenced by factors unrelated to the customer experience.
The next article will discuss Misleading and Malicious measures (with scary examples). I will also show you how to make the case with a proven and simple approach to the challenge ??
Follow me here
Fractional Customer Experience Leader & LinkedIn? Personal Brand Coach. I Help Businesses Professionals & Job Seekers Boost Visibility, Awareness, Aquisition Retention & Advocacy | Support Financial Services & Insurance
8 个月Sadly, I've experienced all of these and been asked to find ways to meet some.of these. When organizations incent on these metrics, they're no longer customer centric, but rather optics centric.