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Kinesis CEM, LLC
Own the Call: A Key to Customer Loyalty
https://blog.kinesis-cem.com/2014/07/15/own-the-call-own-the-customer-experience/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/bank_mystery_shopping_contact.shtml
kinesis-cem.com 206.285.2900 [email protected]
Own the Call:A Key to Customer Loyalty
What service attributes from your agents drive
customer loyalty?Question
To evaluate which service attributes
drive loyaltyThe Obective
Kinesis conducted surveys of people who had recently called a contact center
Methodology
Determine the relationship of service attributes to customer loyalty
NPS as loyalty proxy: “Promoter” vs “Detractor”
Analysis Plan
Individual agents weigh heavily on customer loyalty
The ResultsAttribute Satisfaction:
Promoter Detractor
4.9 3.5
Took Ownership of Call
Specific Attributes
Attribute Satisfaction:
Promoter Detractor
4.9 3.2
Confidence in Agent
Specific Attributes Attribute Satisfaction:
Promoter Detractor
4.9 3.3
Value as a Customer Specific
AttributesAttribute Satisfaction:
Promoter Detractor
4.8 3.6
Interest in HelpingSpecific
AttributesAttribute Satisfaction:
Promoter Detractor
4.9 3.8
Use of Understandable
Terms Specific AttributesAttribute Satisfaction:
Promoter Detractor
5.0 3.7
Job KnowledgeSpecific
Attributes Attribute Satisfaction:
Promoter Detractor
5.0 3.8
ProfessionalismSpecific
AttributesAttribute Satisfaction:
Promoter Detractor
5.0 4.0
Friendliness/ CourtesySpecific
AttributesAttribute Satisfaction:
Promoter Detractor
5.0 4.3
Satisfaction with ownership of the call 1.5 times stronger in calls for promoters compared to
detractors
Own the Call
Defined as extent to which the agent appeared to:
- Be the voice of the company- Took responsibility for the customer’s concerns- Showed a desire to be of assistance-Advised of possible solutions and assured resolution
Call Ownership
