Category Archives: Customer Experience Metrics

6 Steps to Improve Your Customer Satisfaction Surveys

by Martha Brooke on March 24, 2017

I will be moderating conversations about VoC next week at the Operations Summit. It got me thinking, it’s practically a given that every company will issue a customer satisfaction survey as part of their VoC program. But it’s NOT a given that every survey will improve customer satisfaction. Think about your own satisfaction survey for […]

GUEST POST: Jerry Sokol on Customer Experience Metrics

by Martha Brooke on December 20, 2016

Jerry Sokol writes for Biz Meets Tech and he recently wrote about something that’s always top of mind at Interaction Metrics—good customer experience metrics. Numbers are only useful insofar as they help you improve—simply tracking outcome metrics or just collecting data is never the answer. The right customer experience metrics don’t just tell you that customers […]

GUEST POST: Customer Experience Measurement: Why it is Vitally Important but Badly Done! – by Ian Golding

by Martha Brooke on December 12, 2016

Today I’m pleased to share a guest post by Ian Golding. Ian drives home the critical point that customer experience metrics are essential to transforming experiences. It’s always great to share ideas about how improve customer service from like-minded thinkers. When it comes to the profession that Customer Experience has now become, one of the […]

3 Ways to Get More from Your Mystery Shops

by Martha Brooke on October 14, 2016

At conferences, I’m often asked about mystery shopping, and it got me thinking: there are a lot of misunderstandings about what mystery shopping can and can’t do. Some see mystery shopping as a simple check-in; others see it as too artificial for an accurate customer service evaluation. Many executives assume they get the same insights […]

A Really BIG Customer Satisfaction Survey No-No

by Martha Brooke on September 28, 2016

Our company recently began working with a website optimization service. As the introductory phone call drew to a close, our new account manager asked me to take a customer satisfaction survey—and told me, “That’s how I get paid.” This was useless, awkward, and inappropriate. It showed that what I had to say didn’t really matter. […]

Customer Experience: Use The Right Metrics

by Martha Brooke on August 23, 2016

If you’re not achieving your goals for the customer experience, you’re probably not measuring at the correct level; learn what that level is. Goals: Companies want to give and get value through the customer experience—what are your goals? To deliver proactive customer service? Reduce customer support calls? Increase customer loyalty? Sell more through each customer […]

Are You Benchmarking OR Innovating?

by Martha Brooke on August 10, 2016

Benchmarking has a history of helping businesses compete in global markets. But these days, many companies are missing out on the opportunity to innovate due to an over-reliance on benchmarked metrics. The practice of benchmarking was born in the 1950’s with companies like GE and Toyota. Then, what was in vogue was a process called […]

Genius Tips to Improve Your Customer Survey

by Martha Brooke on July 22, 2016

An Analyst Perspective on Customer Surveys: Customer surveys make up a multi-billion dollar industry, and many of us get at least one per day. But just because surveys are everywhere doesn’t mean they’re always good. At Interaction Metrics, we often find that companies assume they’re ready to launch their customer survey as soon as they’ve […]

What You’ll Never Get from NPS (Or Any Other Outcome Metric)

by Martha Brooke on June 30, 2016

Every company has its own take on customer experience—what are your goals? Perhaps you’re looking to stage the customer experience to strengthen customer loyalty and retention. Or, maybe you need more proactive customer service to increase First Call Resolution (FCR). Sometimes, customer surveys paint a rosy picture, but your sales numbers tell a different story—and […]

Unstructured Data: Mining the Gold

by Martha Brooke on June 16, 2016

Unstructured data presents a goldmine of information, but mining that gold is no easy task—it requires coding with detailed text analysis. To be clear, unstructured data includes customer survey text comments, customer service calls, emails, chats, reviews, and other narrative sources of information.  It’s the data that doesn’t fall into neat, easy categories—so the signal […]