Friday, April 10, 2015

Understanding the Voice of the Customer- Virtual Assistants Used to Help Improve Customer Satisfaction

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According to Google, “Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation.” One way to increase customer satisfaction is by having exceptional customer support, through the channels they prefer. Self-service options are continuing to become the consumers' choice to fulfill their support needs. 

The way we measure customer satisfaction has changed and can vary depending what your company wants to know. CSAT is commonly used to measure how satisfied a customer is with their recent interaction with the company. Another metric used is Net Promoter Score (NPS) which asks the question, "How likely are you to recommend our company to a friend?" Recently, companies have been using Customer Effort Scores (CES) to determine customer satisfaction. CES works on the premise that if a customer does not have to put in much effort to get to the solution they need, they are satisfied. We live in a fast paced world, and speed and efficiency are what people are looking for. Virtual Assistants provide customers with that convenience of ease and quickness that they desire. 

While each customer satisfaction metric has their own advantages and limitations, it is important that your company understands its customers, hearing it directly from the customer. How does your company capture the Voice of the Customer (VOC)? Would a Virtual Assistant help improve customer satisfaction?