The first step towards choosing the right customer feedback solution for your CX team is thinking about what you’re trying to achieve. The right solution for your competitor could be a total misfire for your business. When you don’t think granularly enough about what you’re trying to achieve with the insights you collect, you’re bound to be dissatisfied with their ultimate actionability.
For most companies, feedback collection options generally fall into one of three buckets:
1. High-Level Overview Tools
If your company has never implemented any kind of feedback collection tool, a high-level overview solution is a good place to start. The most well-known overview measurement is NPS (Net Promoter Score), or essentially the measurement of how likely a customer is to recommend your business. There are dozens of tools out there you can use to gauge your company’s NPS score for free or close-to-free.
NPS surveys can be triggered across multiple brand touchpoints giving you a holistic view of customer satisfaction and advocacy. While NPS tools are great at giving a bird’s eye view of customer sentiment, the data doesn’t reveal where fracture points exist, making it nearly impossible to action.
2. Customer Experience Management Tools
The next bucket goes a step further into full-featured CEM tools. These tools are designed to give a detailed view into a customer’s experience across every touchpoint. Over 87% of customers say they think companies need to put more effort into cultivating a seamless experience. CEM platforms attempt to do this by aggregating data around the quality of the in-store experience, the online ecommerce experience, and the quality of customer service.
How do CEMs collect this data? Through surveys. Unfortunately, these surveys tend to have pretty low response rates which makes obtaining a meaningful sample difficult. They can also be long and time-consuming, which saps your customer equity. The broad strokes painted by these tools make them relatively expensive and necessitate significant implementation work from your team.
While CEM tools may seem comprehensive, they aren’t designed to measure and improve the performance of individual customer service agents. Yes, they can trigger customer surveys, but they’re usually not dynamic enough to provide you the kind of actionable data you need to improve individual agent performance. If your customer experience matrix seems foundationally sound but fractures are still occuring at the customer service level, you need a more tailored solution.
3. Agent-Level Customer Feedback Tools
An agent-level customer feedback solution like Stella Connect is exactly what your business needs if you suspect customer service performance isn’t living up to its full potential.
Tweaking agent performance can be a high-payoff activity. Stella Connect uses near-instantaneous customer feedback to help motivate agents and improve their performance. When agents can track their performance in real-time, they’re empowered to make minor adjustments that pay huge dividends. Agents who are more engaged perform better, and agents who perform better are more engaged.
Agent-level insights can be used by customer service managers to drive recognition and reward programs that incentivize high performance. They can also pinpoint opportunities for coaching, and even identify agents with leadership potential. Agent experience platforms are how companies with famously good customer service stay sharp.
It’s Not Either/Or
Does it feel like Sophie’s Choice? It doesn’t have to. Most businesses, especially growth-minded businesses, need several ways to measure customer feedback. It’s entirely possible – and likely! – your business has more than one objective for obtaining customer feedback. Multiple objectives require multiple solutions.
The takeaway is: there’s no one-size-fits-all customer feedback tool. Your agents, your team, and in fact your entire corporate journey are uniquely your own. The right solution will be, too.