EPISODE 04: Stephen Yap, Research Director at Contact Centre Management Association (CCMA) talks about the evolving methods of measuring customer satisfaction and more.
The effectiveness of metrics lies in their ability to drive action.
It’s essential to identify what influences customer satisfaction scores. Employees should know what actions they can take in their roles to positively impact these scores. This understanding connects daily operations with broader customer satisfaction goals.
“Trying to come up with a single metric or a single set of metrics that is consistent across all units and all departments, I think is a really good goal, and that drives consistency across the organisation,” says Stephen Yap, Research Director at CCMA.
Welcome to our CX Dialogues video series! In this episode, we sit down with Stephen to discuss the evolving methods of measuring customer satisfaction, and how genAI is impacting CX function.
READ MORE: CX Dialogues: Jamie Thorpe, Chief Experience Officer at Ipsos UK
Top Three CX Insights:
- Organisations often struggle with too many KPIs, leading to confusion and analysis paralysis. A streamlined set of metrics promotes clarity and consistency across departments.
- While early chatbots fell short of customer expectations, GenAI has the potential to upgrade chatbot performance, making them more responsive, intuitive, and capable of providing high-quality, personalised customer experiences.
- Beyond customer-facing operations, AI is transforming back-office functions such as resource planning, workforce management, and channel strategy optimisation, ensuring more efficient operations behind the scenes.
Watch the full video for more.
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Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
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