How to Use and Optimize Feedback

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optimal support@2x

You may have heard the term (or said it yourself) - optimal support experience. Optimal support experience is what many companies aim for, and it’s a great goal but not always easily achievable. The one and only way to get there is by making both customers and employees happy.

A great customer support comes as a result of the relationship between an agent and a customer. If one side is not satisfied, the support is probably not at the level you’d want it to be, and certainly not optimal.

You know your goals, let’s check what we need to make them a reality.

Support is a sum of customer experience + agent experience

If we know the not-so-secret formula to success, what’s causing the problem? Lack of feedback. Yes, you’ve probably surveyed your customers dozens of times, maybe even more, but how often do you survey your employees? CSAT surveys will tell you how your customers feel about the support they received, how did the interaction go, and if they got what they wanted. It’s a common practice to conduct this survey after every interaction. How often did you survey your agents?
There is another metric called ASAT - and you probably guessed it right - it measures agent satisfaction. If done right, this metric could be the key to improving your customer support. Agents can share what’s great and what’s bad about the job they do, they can share their experience with others and suggest a new way to improve the service they provide.
When someone gets a voice, and that voice is heard, things start moving to a better future.

Some of the benefits of conducting a survey and acting upon it are:

  • Increased agent satisfaction
  • Reduced support cost
  • Lower employee turnover
  • Higher customer satisfaction

If someone offered you a way to do easily achieve at least one of the later, you’d accept it without thinking about it. So, why not conduct an employee survey today?

Job satisfaction can lead to higher work quality

Feedback is a gift - use it to your advantage.

Feedback provides valuable insight and can tell us what needs to be changed to make agents’ life better. If you do make these changes, you will notice a huge difference in the quality of work and results will follow shortly after. It’s a simple fact. Agents who are satisfied with their job will stay longer at that position and have more experience which results in improved of probably all the metric you pay attention to.

Besides the direct profit you get from the improved quality of work, there is also a huge cut in expenses you’d have if you didn’t implement those changes - recruiting is expensive. Think about the time you’d have to spend while you finally hire a new agent only to spend as much time to train them before they can actually start working.

Companies expect loyalty from their employees, but it’s wrong to assume you deserve loyalty just because you pay them. Loyalty doesn’t work like that. It is a mutual feeling that is built for months or even years, and a loyal employee is a golden asset.

A loyal agent will never let you down. They will think of the company as their own, as their home, not as a prison sentence they have to do in order to keep bringing the food on the table and pay the bills on time.

That’s how optimal customer support is achieved. It sounds pretty easy, right?

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