Mike’s piece for StreetFight, “Improving Satisfaction with Digital Customer Service,” is excerpted below; full article at this link.
Satisfied customers are a mark of success for any business. They’re likely to spend more money, be more loyal, and recommend your brand to others. Of course, unsatisfied customers are often the opposite — and they’re even more likely to talk about their dissatisfaction. Dimensional Research reports 95% of customers share poor customer service experiences with others.
Most brands track certain metrics, including customer satisfaction (CSAT), net promoter score (NPS), and customer effort score (CES), to gauge how well they’re serving customers. Each calculation gives a numerical value you can use as a benchmark or leading indicator when making improvements to customer service operations or your brand’s customer journey.
These scores provide insight into which experiences and channels drive the most satisfaction, as well as which pain points are negatively impacting customers. Benchmarking scores against ever-changing industry standards and monitoring even subtle shifts over time allows brands to access valuable information about the quality of their customer care.
