Since its creation in 2003, the Net Promoter Score (NPS) has asserted itself as a better predictor of brand performance than customer satisfaction. Most contact centers view NPS as a key indicator of performance, creating metrics-driven engagement in the center. But, are metrics-driven contact centers, striving for high NPS scores, really engaging for disaster?
Your engagement specialist drives the perception of your brand with customers
One of the most influential impacts on NPS is the communication skill of engagement specialists (agents). As self-help technology has improved, customers often enter the contact center with a perceptible degree of both stress and frustration, giving the engagement specialist (agent) a pivotal opportunity to influence NPS.
Engagement specialists who engage with the customer using genuine, spontaneous dialogue have a positive impact on NPS scores – even if the issue was not resolved.
Contact centers who allow their engagement specialists to engage in spontaneous dialogue have higher NPS scores following an issue resolution. Even if the issue was not resolved, the engagement specialist’s ability to connect with the customer through genuine, spontaneous dialogue has a positive impact on NPS scores.
The impact of ditching metrics-driven engagement for a large healthcare brand
After adopting dialogue-driven engagement in the contact center, a large healthcare brand assessed the impact of their engagement specialists’ (agents’) behavior on willingness to recommend their brand. Customers of the company responded to a survey measuring multiple perceptions of the engagement specialist including friendliness, helpfulness, impact on brand and willingness to recommend the brand.
The results revealed that a customer’s perception of the engagement specialists’ (agents’) communication skill (conveying friendliness, helpfulness, effectiveness and impact) was directly related to the customer’s willingness to recommend the brand.1
After allowing genuine, spontaneous dialogue in the contact center, a healthcare company’s customers gave higher scores when rating the perception of the engagement specialists’ communication skills, and their willingness to recommend the brand.
engagement specialist (agent) friendliness
engagement specialist (agent) helpfulness
engagement specialist (agent) effectiveness
engagement specialist (agent) impact on brand
satisfaction with the product/service
willingness to recommend the brand
Build your brand with dialogue-driven engagement in the contact center
Your engagement specialists have a unique opportunity to turn issue-driven calls into brand-building opportunities. By ditching metrics-driven engagement and allowing genuine, spontaneous dialogue in the contact center, customers will be more willing to recommend your brand, and higher NPS scores will follow.
Keep your consumers coming back with true personalization. Do your employees have ability to read the consumers’ needs and craft conversations? Or have we been here before with that same cookie-cutter approach?
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