Customer Experience Leaders, Are Your Metrics Too Loud to Hear?
by Kate Nasser |
Big companies use metrics to assess how well they are scaling up to the demands of a large customer base. They often get so focused on scaling that they lose sight of true customer satisfaction.
They become so addicted to pre-designed metrics, they can actually have a skewed assessment of their service quality. Instead of surveying what the customer cares about, they decide in advance what to survey and force fit every customer’s opinion into it.
It’s as if there is a “do not enter” sign at the beginning of every survey telling the customers not to intrude with their perspective.
Could this be happening in your organization? Customer experience leaders, are your pre-designed metrics too loud to hear the customer’s view?
A True Customer Experience Many Have Lived
His very next question was: “Overall, how would you rank the service you received?” and gave her 5 options to choose from. She gave him a ranking about the first call and a ranking for the second.
Then it happened. Verizon put up the virtual “do not enter” sign. He repeated the question and asked her for just one answer.
Since one ranking didn’t make sense to her, she simply ended the call. The fact that they were closing the door on her honest opinion made her feel they didn’t deserve any more of her valuable time.
In the end, what did they gain from this call? Nothing. What impression did they leave? Horrible.
Customers’ Reactions to the Do Not Enter Signs
- Annoyed to be trapped in the force of your questions that don’t make sense
- Insulted to be shut out of giving their honest opinions
- Mistrustful of your intentions
- Disinterested in participating in the future
- Think less of your brand
There is something very presumptuous and narcissistic about companies who don’t want to listen to the customer’s feedback. It screams out “we know more about what is important to you — than you do!”
It is unfortunate in the example noted above that pre-designed metrics became too loud in importance to hear the customer’s true opinion.
Don’t let this approach take hold in your company.
Use every survey — especially those done by phone — as a vehicle of innovation for your company. Unearth why they left their previous provider to ensure they don’t leave you!
You can access a world of no cost input through the voice of the customer. It is a portal of important feedback to create the ultimate customer experience and also the hinge of connection for building stronger, more loyal relationships.
Replace the do not enter sign with an open door, open arms, and definitely an open mind.
From my professional experience to your success,
Kate Nasser, The People-Skills Coach™
©2012 Kate Nasser, CAS, Inc. Somerville, NJ. If you want to re-post or republish this post, please email firstname.lastname@example.org. Thank you for respecting intellectual capital.
Kate Nasser, The People-Skills Coach™, delivers coaching, consulting, training, and keynotes on leading change, employee engagement, teamwork, and delivering the ultimate customer service. She turns interaction obstacles into interpersonal success. See this site for workshop outlines, keynote footage, and customer results.