Follow up to our recent webinar and blog, welcome back Lisa Durant, Research Analyst with Nemertes Research.
On November 11, Nemertes and Genesys co-presented the webinar, Contact Center and Customer Experience Metrics that Matter. We received many excellent questions during this webinar. So many, in fact, that we couldn’t get to them all during the live presentation. In this blog, we’d like to continue the conversation and respond to a few questions.
1. Can you explain the difference between relational and transactional Net Promoter Score?
Answer: Relational Net Promoter Score is an enterprise-wide metric that measures a customer’s relationship with the entire company or brand. It is based on one question: On a scale from 0-10, how likely are you to recommend our company/brand to a friend or colleague? Respondents are classified as Promoters (those responding 9 or 10), Passives (neutral) (those responding 7 or 8), or Detractors (those responding anything from 0 – 6). You can calculate Net Promoter Score by subtracting the percentage of Detractors from the percentage of Promoters and arriving at a score ranging between -100 and 100.
Transactional Net Promoter Score is tied to a specific transaction and examines how that transaction impacts the customer’s relationship with the company or brand. It adds a second question: What is the main reason that you gave that score (i.e., the 0-10 rating in the Relational Net Promoter question)? While Relational Net Promoter is typically measured a few times a year or maybe once a quarter, Transactional Net Promoter must be measured as soon after a specific transaction as possible in order to be relevant.
2. Is there one good metric to measure customer experience across channels?
Answer: There is no one metric that can fully capture everything that matters in customer experience. Instead, contact center leaders must measure multiple variables that affect customer engagement. This includes standard metrics like wait time, handling time, and abandonment rate, as well as qualitative measurements like Transactional or Relational Net Promoter Score.
It’s also important to measure performance metrics, not just within individual channels but also across channels (e.g., how often do customers transfer from chat to voice? When customers abandon one channel, what’s the next channel they typically use?). These types of measurements are easier to capture when using a unified, integrated contact center platform in which all channels speak to one another and where contextual customer information is passed between channels.
3. If you had three questions to ask post-voice, online self-service, email, and web chat interaction, what would they be and how might they vary between channels?
Answer: This is likely to differ from organization to organization, and may even fluctuate depending on company-wide initiatives. For example, if organizational leaders are considering offering a new product or service, ask about potential customer reactions or willingness to purchase that new offering. It is also helpful to ask customers if their issues were resolved, which can help track first contact resolution.
You can ask either the same or differing questions based on the channel used. Asking the same question for every channel allows contact center leaders to compare and contrast customer experience between channels. However, customers may also be more or less willing to respond to multiple questions in certain channels depending on how much effort they’ve invested in the interaction. A customer calling in to discuss a high-impact situation (e.g., to report a stolen credit card, speak to a nurse, etc.) may be more willing to respond to up to three questions while a customer performing a self-service checkout may only be willing to respond to one question. Therefore, it’s important to prioritize questions even within your top three, and focus on even just one question in lower-impact scenarios like self-service.
Questions like Relational or Transactional Net Promoter Score or Customer Effort Score (which asks customers to self-rate the amount of effort it took for them to resolve their issues) can be asked after any interaction in any channel. Just make sure to keep track of how responses differ from channel to channel, as this is valuable information.
And, feel free to keep asking questions in the comments section of this blog. We will do our best to respond to as many of your questions as possible.