Customer sentiment is key. Who would disagree?
While everyone acknowledges the value of controlling customer sentiment to increase sales and retention, the fact remains that customer sentiment is a multifaceted and fast-changing attribute, often biased by empirical or incomplete methods of measurement.
Why is Customer Sentiment often difficult to apprehend?
- The number of channels to measure customer sentiment is constantly increasing: Email, Web, Mobile, Social etc..
- Customers don’t necessarily proactively express themselves when it comes to sentiment. You often need to ask.
- Customer sentiment metrics and measurement methods are numerous: Customer satisfaction, Net Promoter Score, Customer Effort Score. My advice here is to choose the best metric for your business objectives.
How to make customer sentiment actionable and valuable
Let’s walk through 5 key steps to make customer sentiment a valuable and actionable asset in your customer relationships:
Step 1: Give your customers more opportunities to express themselves
Your customers may want to express themselves and their opinion on your performance after their conversation with customer service. You should allow customer expression as much as you can and make sure you have the right sensors to capture these instructive signals by implementing customer satisfaction survey.
Step 2: Automate sentiment collection in voice conversations
To ensure understanding of the true meaning of voice conversations and immediately act on this knowledge to optimize the customer experience, you should implement a comprehensive Speech Analytics solution. This allows you to capture key phrases that convey the true meaning of a conversation and customer sentiment.
Step 3: Don’t forget non-voice channels
Customers don’t express their sentiment on the voice channel only. You should understand the true meaning of conversations and customer feedback with Text Analytics; across email, chat and social media to immediately act on this knowledge to optimize contact center performance and the customer experience.
Step 4: Report on customer sentiment across channels
To provide actionable metrics, you should generate a complete picture of the customer experience and agent performance by unifying understanding across all channels and operations.
Step 5: Use Customer sentiment as a key criteria for your customer segmentation
Leverage customer sentiment to turn your customer segmentation into decisive and create personalized actions which increases customer satisfaction.
When customer sentiment is bad, there could be a natural tendency to consider it too difficult to change, which is false!
You know what? Customer sentiment can drastically be changed. Be ready!
Learn more about seeing if your customers are happy with the Genesys Survey Solution.