Own the Call: A Key to Customer Loyalty

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 elarse@kinesis-cem.com.

http://www.kinesis-cem.comhttp://www.kinesis-cem.com/bank_mystery_shopping_contact.shtml

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

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