Where Can I Source Data to Build an Effective Performance Campaign

Customer Experience, CX Culture

Performance is everything. It’s that simple.

 

But not every team is performing at its best, and that’s a problem. A complacent approach to performance management can cause productivity to suffer, customer experience to drop and — crucially — lead your audience to start looking to other brands for the service they expect.

Bear in mind, almost 50 percent of consumers admit to doing this when brands let them down, so it does happen.

Every call center or business’s customer service department has to commit to reviewing its performance and working to achieve its full potential on a regular basis. Launching a performance campaign can give your team the drive it needs to grow.

But you need data to actually determine the most effective KPIs to measure — and where are you supposed to find it?

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Embrace Your Quality Assurance Program

 

One of the best ways to gather data with the power to inform your performance KPIs is a quality assurance program.

Bringing QA analysts into your business to monitor and evaluate your customer service agents’ performance is vital, no matter how big or small your workforce may be. These experts should have access to high-quality QA software that streamlines their processes, enabling them to handle their workloads and categorize data with minimal effort.

Once the tools are in place, they’ll start to review customer interactions to identify the good and bad points of your team’s service. Perhaps consumers are left waiting too long to be connected to a representative. Maybe your agents are working too slowly and causing a backlog of support request tickets to build until it becomes unmanageable.

Whatever the problems, an effective quality assurance program should detect them. Managers, team leaders and analysts can all survey the data together, to determine what the performance metrics should be (Average Handle Time, Cost Per Call, Customer Satisfaction Score etc.) and devise a formula to proceed. You can build custom scorecards that feature your chosen metrics and measure interactions in a simplified format, to keep evaluations fast.

Once you’ve established your KPI formula, your performance campaign can really kick into high gear.

 

The Importance of CRM Tools Integration

 

CRM tools are a must for any business. They automate everyday tasks, keep valuable customer information organized in a user-friendly way, track interactions over time … they’re fundamental.

The best quality assurance software offers integration with leading CRM tools too, such as zendesk, Salesforce, LiveChat and more. Taking advantage of CRM integration with your QA platform centralizes your data, empowering your analysts, agents, managers and team leaders with faster access to the information that matters.

Integration eliminates the need to keep multiple tabs open and logging into different tools, which can be a frustrating waste of time. You’ll be able to view your metrics and measure performance from a custom dashboard tailored to suit your business’s priorities.

You can gather various types of data from CRM tools, such as common customer problems, the average number of calls or live chats received in a set period, see call resolution times, response rates and more. All this data makes it easy to determine which performance KPIs are most important.

 

Communicate with Your Audience

 

One powerful source of data that should inform your performance campaign is customer feedback.

Gathering insights from your audience is a simple way to learn what buyers really think of your business, and how you can improve it. Building and maintaining a solid relationship with consumers is paramount: if you can’t keep buyers satisfied enough to buy from you again and again, your reputation could suffer. In a big, bad way.

Remember: customers are likely to tell 15 people about a bad experience with a brand (on average), while this increases to 17 with millennials. And it’s much easier for audiences to do this today than ever, thanks to social media and review sites.

If your customers are unhappy with any aspect of your service, regardless of how big or small it may be, make sure they tell you about it before (or, ideally, instead of) anyone else. Prospects and existing customers may be put off your business if they see negative reports online before making a purchase.

You can distribute customer surveys in numerous ways. One option is to send emails to consumers and invite them to complete a questionnaire. Just make sure it’s brief and direct, or they could see it as a waste of their time. Don’t be afraid to offer an incentive too, such as a discount on their next purchase or a free download (such as an ebook).

 

Totalling the scores

 

Another way to gather customer feedback is by asking them to rate the quality of an interaction immediately after, while it’s still fresh in their mind. A Customer Satisfaction (CSAT) Score, rated between one and 10, lets you discover at a glance how successful the interaction was. Analysts can review it to determine what led to the score, good or bad.

A Net Promoter Score (NPS) survey works in the same way: consumers are prompted to rate their likelihood of recommending your service to others, again on a scale from one to 10. You’ll receive an instant insight into the value you offer.

If someone’s happy to lead a friend or relative to your brand, analysts can scour the interaction for positive aspects, which may be passed onto other agents as inspiration.

A low NPS, on the other hand, demonstrates work has to be done to improve the level of service agents deliver. Again, it’s down to analysts to pinpoint causes, before strategizing coaching / training with managers and team leaders.

Customer opinion is one of the most practical, direct sources of data you can rely on when determining performance KPIs. The CSAT and NPS metrics can be compared over time to track progress, showing how effective your performance campaign is across varying periods.

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Conclusion

Data is crucial for your performance campaign. Pulling information from your quality assurance program, CRM tools and customer feedback will help you decide which performance KPIs are most valuable.

QA analysts should measure performance based on these metrics consistently, to monitor development across different aspects of the business. Problems may be down to the agents themselves, management policies, team leader oversights, poor systems or one of many other factors.

Paying attention to data gives you all the direction you need to devise a strong performance campaign. Follow the above advice to make sure you do it right.

What types of data do you use to build an effective performance campaign? What formula do you use to decide which KPIs are right for your team? We’d love to know!

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