25 tips for optimizing your contact center's QA practices
Quality assurance does more than ensure regulatory compliance, it helps contact centers deliver the best outcomes for customers. Read our blog for tip...
The Team at CallMiner
August 17, 2016
The Takeaway: Engagement analytics offer far greater accuracy and are more comprehensive than surveys, revealing more valuable, actionable customer satisfaction insight.
In our recent white paper, we focus extensively on the issue of Customer Engagement Analytics Beyond the Contact Center. As you’ll see in that report, this approach can offer a wide range of major benefits. One of the most significant: Engagement analytics can serve as an upgrade – and a potential replacement – for the customer satisfaction survey. Here’s how.
“35% of marketers consider customer satisfaction their top metric.”
Obviously, companies need to keep a close eye on customer satisfaction. In fact, a recent Salesforce study found that 35 percent of marketers consider customer satisfaction as their top overall metric, making this the most popular choice. Traditional revenue goals and customer acquisition followed, selected by 33 percent and 24 percent of respondents, respectively.
The real question for companies is how to best obtain this insight.
Surveys have traditionally held this role. But there are numerous reasons why surveys are less than ideal:
Put together, these shortcomings ensure that any company relying entirely on surveys to gauge customer satisfaction will likely end up with an inaccurate impression, which in turn can lead to sub-par decision-making throughout the organization.
By embracing and deploying customer engagement analytics, companies can overcome all of the shortcomings inherent to relying exclusively on the customer satisfaction survey. In the simplest terms, this approach to analytics has three key advantages over surveys.
To learn more about the benefits of expanding interaction analytics beyond the contact center, be sure to read our recent white paper. And let us know:
How does your company measure customer satisfaction?
Engagement analytics can serve as an upgrade – and potential replacement – for the customer satisfaction survey
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