How Voice of Customer (VoC) Programs Revolutionize Compliance in Financial Services

The Australian financial services industry operates in a tightly regulated environment, with a myriad of compliance obligations that must be met. In recent years, the implementation of a Voice of Customer (VoC) program has emerged as an essential tool for reducing compliance risk, improving customer experiences, and addressing several regulatory requirements. Explore the ways in which VoC initiatives can assist financial services in ensuring compliance with regulatory obligations like RG 271 and DDO, and learn effective strategies for navigating these requirements. 

RG 271—Closing the Inner and Outer Loop

One of the critical regulatory guidelines that financial firms must adhere to is Regulatory Guide 271 (RG 271), introduced by ASIC following the Royal Commission in 2021. RG 271 specifies that financial firms, including AFSLs, must have a fully functional internal dispute resolution (IDR) system in place. This system must acknowledge and record all complaints, respond to complaints within specified time frames, and include required information in responses.

A VoC program, along with closed-loop feedback activities, plays a pivotal role in meeting the obligations under RG 271. By capturing unsolicited feedback, identifying dissatisfaction, and closing the loop with unhappy customers, businesses can fulfill the requirements of an IDR system. Furthermore, VoC programs can help identify systemic themes behind recurring customer feedback, known as the “outer loop.” This deeper understanding allows firms to address underlying issues and communicate solutions back to customers.

Although survey responses are excluded from RG 271, many compliance teams find that providing an additional channel for member feedback supports overall compliance efforts.

Design and Distribution Obligations—Focusing On Customer Needs, Transparency, and Ongoing Monitoring

Design and Distribution Obligations (DDO) are another set of regulatory requirements aimed at ensuring that financial products are designed and distributed in a manner that aligns with the best interests of customers. This includes designing products consistent with customer objectives, financial situations, and needs, as well as monitoring customer outcomes to ensure product alignment.

VoC programs enhance the effectiveness of DDO implementation by focusing on customer needs, transparency, and ongoing monitoring. By involving customer experience experts in the product design process, financial institutions can align products with customer expectations, ultimately improving satisfaction. Additionally, robust feedback mechanisms allow customers to provide input on their experiences, helping firms identify issues and make necessary improvements to product design and distribution.

Best Interests—Gain Insights Into Member Preferences, Needs, and Expectations

Legislation within financial services mandates that advice and decisions be made in the best interests of consumers. To deliver on this covenant, financial services firms must gain insights into member preferences, needs, and expectations. VoC programs come to the rescue by capturing both solicited and unsolicited feedback from members and employer surveys at critical touchpoints in their journey. This information allows trustees to tailor fund offerings, investment options, and services to align with member values, ensuring that fund decisions and actions are in line with beneficiary interests.

Complaint Reduction—Reduce Business Costs While Reducing Complaints

VoC programs also play a pivotal role in reducing the number of industry complaints, ultimately cutting costs across the business. Here’s how:

  1. Proactive Issue Rectification: VoC programs help organizations proactively address negative feedback early, preventing issues from escalating and ensuring customer satisfaction.
  1. Root Cause Analysis: By providing insights into the underlying causes of complaints, VoC programs enable firms to address root issues rather than just symptoms.
  1. Customer-Centric Improvements: Insights from VoC guide firms in making customer-centric improvements, preventing issues from arising in the first place.
  1. Employee Training and Engagement: VoC programs help identify areas where employees may need additional training or support, leading to better-equipped employees and reduced customer complaints.

In summary, VoC programs are driving decision-making in technology within financial services firms. They address regulatory obligations, enhance customer experiences, minimize compliance risks, reduce costs, and strengthen customer relationships. Embracing VoC is not just about compliance; it’s about building a customer-centric financial services industry that benefits everyone involved. 

Best Practices and Strategies to Master Call Center Management

In the fast-paced world of customer service, call center management plays a pivotal role in ensuring efficient operations, customer satisfaction, and improving the customer experience. Understanding the ins and outs of call center management is crucial for both seasoned professionals and newcomers to the field. That’s why we decided to lay out the core aspects of call center management, including how call centers work, the benefits of effective management, best practices, and the organizational structure. Let’s dive in!

What is Call Center Management?

At its core, call center management is the art of overseeing the day-to-day operations of a call center, ensuring that it runs smoothly and efficiently. Call centers serve as hubs for customer interactions, making them a vital element of customer support.

The role of call center management extends beyond the daily operational aspects. It also encompasses strategic planning, workforce management, and technology integration. This multifaceted approach is essential for meeting the ever-evolving needs and expectations of today’s customers. 

With the advent of omnichannel customer experience programs and increasing customer demands, effective call center management has become more challenging and pivotal than ever before. It requires a harmonious blend of leadership, technology, and a customer-centric mindset to succeed in this dynamic landscape.

How do Call Centers Work?

Call centers act as the central point for customer inquiries, issues, and support. They employ skilled agents who communicate with customers using to address their concerns, answer questions, or provide assistance. In essence, call centers bridge the gap between a business and its customers.

Successful call centers have evolved their operations with contact center intelligence, embracing a more comprehensive approach to customer engagement. Modern call centers not only handle inbound customer inquiries but also proactively reach out to customers through outbound communications. These centers are equipped with advanced technologies, including customer relationship management (CRM) software, predictive dialers, and analytics tools. This technology allows them to provide a more personalized and efficient service. Whether it’s resolving issues, processing orders, conducting market research, or offering technical support, the modern call center is a versatile hub for customer interactions, adapting to the diverse needs of businesses and their clientele.

Benefits of Having Call Center Management

Effective call center management offers a multitude of advantages for businesses, propelling them towards enhanced customer satisfaction, operational efficiency, and ultimately, improved profitability. 

Enhanced Customer Experience

Implemented call center management can significantly enhance the overall customer experience. Well-managed call centers ensure that customers receive prompt, accurate, and helpful support, resulting in higher levels of customer satisfaction. This boost in customer satisfaction, in turn, can lead to increased customer loyalty and long-term relationships.

Increased Operational Efficiency

By efficiently handling a high volume of customer inquiries, well-managed call centers minimize customer wait times and ensure that issues are resolved swiftly. This not only improves customer satisfaction but also optimizes the utilization of resources and reduces operational costs, leading to significant cost savings for the organization.

Improved Data-Driven Insights

Call center management also provides invaluable data-driven insights. By collecting and analyzing customer data, businesses gain a better understanding of customer needs, preferences, and pain points. This data, in turn, informs strategic decisions, helping businesses refine their products, services, and customer support processes.

Call Center Management Best Practices

  • Training and Development: Invest in comprehensive training programs for call center agents to ensure they are equipped with the knowledge and skills needed to provide exceptional customer service.
  • Performance Monitoring: Regularly assess agent performance, track key metrics, and provide feedback to help agents improve.
  • Technology Integration: Implement advanced call center technologies, such as CRM systems and call routing software, to enhance efficiency and provide a seamless customer experience.
  • Effective Communication: Foster open communication within the call center to address concerns, share feedback, and maintain a positive work environment.

Organizational Structure of a Call Center

The organizational structure of a call center is a critical component that ensures efficient operations and a seamless customer experience. It typically comprises several key roles and layers of management to function effectively, including:

  • Managers
  • Supervisors and team leaders
  • Agents
  • Support staff

What is a Call Center Manager?

At the top of the hierarchy, you’ll find the call center manager. This individual is responsible for overseeing the entire call center operations, setting strategic objectives, and making crucial decisions. They play a pivotal role in aligning the call center’s goals with the broader organizational objectives. The call center manager’s leadership is essential in maintaining a high level of service quality and ensuring that the team meets performance targets.

Supervisors and Team Leaders

Reporting to the call center manager, there are often several supervisors or team leaders. These roles involve more direct oversight of agents and day-to-day operations. Supervisors provide guidance, monitor agent performance, and act as a bridge between the front-line agents and upper management. They play a vital role in maintaining order, supporting agents, and ensuring that the call center meets its targets.

Call Center Agents

The backbone of any call center is its agents. These individuals directly engage with customers, addressing their inquiries, resolving issues, and delivering the quality of service that the organization strives for. Agents are typically divided into teams or departments, each specializing in a particular area of customer support.

How to Manage Call Center Agents?

Effective call center management involves providing agents with the necessary tools, training, and support to excel in their roles. It also includes monitoring and motivating agents to ensure they meet performance goals.

Support Staff

In addition to the core roles mentioned above, call centers may also have support staff responsible for tasks like quality assurance, training and development, data analysis, and IT support. These support functions are integral to the call center’s overall effectiveness. Quality assurance ensures that customer interactions meet the desired standards, training and development keeps agents updated and skilled, data analysts gather valuable insights, and IT support maintains the technology infrastructure.

The organizational structure of a call center is designed to create a clear chain of command, establish accountability, and ensure that each component of the operation contributes to the overall success of the center. Effective communication and coordination among these roles are essential for providing exceptional customer service while meeting performance objectives and maintaining a positive work environment for all involved.

How to Successfully Manage a Call Center

Managing a call center operation that consistently delivers exceptional service and meets its objectives is no small feat. It requires a combination of strategic planning, effective management, technology integration, and a dedicated focus on continuous improvement. These effective call center management strategies ensure that your contact center can realize continuous success:

Clear Objectives and Strategy

Success begins with setting clear objectives for your call center. Whether it’s achieving a specific customer satisfaction rating, reducing response times, or increasing first-call resolution rates, having well-defined goals is essential. These objectives should align with your organization’s broader business objectives and customer expectations. A well-thought-out strategy, supported by a comprehensive business plan, will guide your call center toward achieving these objectives.

Technology Integration

Embrace technology to enhance your call center’s efficiency and customer experience. Implement advanced call center technologies, such as Customer Relationship Management (CRM) systems, automated call routing, and workforce management software. These tools streamline processes, reduce errors, and provide agents with the information they need to serve customers effectively. Integrating multi-channel support capabilities, including phone, email, live chat, and social media, is crucial in today’s omnichannel customer service landscape. The right technology empowers your agents to deliver timely and accurate support while also providing valuable data for performance monitoring and decision-making.

Data Analysis and Continuous Improvement

Analyzing customer data is a cornerstone of call center success. Regularly review key performance metrics, such as average response time, first-call resolution, and customer satisfaction ratings. This data not only provides insights into the effectiveness of your operation but also helps identify areas that require improvement. Implement a culture of continuous improvement by gathering feedback from both customers and staff and using these insights to refine your processes. This iterative approach ensures that your call center stays aligned with changing customer needs and market dynamics, fostering long-term success. In summary, running a call center successfully requires a combination of well-defined objectives, technology integration, and a commitment to continuous improvement. By focusing on these key aspects, your call center can provide outstanding customer service, optimize its operations, and adapt to the ever-evolving demands of the modern customer service landscape.

Why Call Center Management is Critical for Business Success

The role of call center management cannot be overstated when it comes to ensuring business success. From providing a seamless and satisfying customer experience to optimizing operational efficiency, the benefits of effective management are undeniable. The call center serves as the frontline of customer support, bridging the gap between businesses and their valued customers. By implementing best practices, investing in technology, and nurturing a culture of continuous improvement, businesses not only meet the ever-evolving demands of their customer base but also gain a competitive edge in the market.

Elevating Customer Service with Contact Center Solutions

In a world where customer service and support are crucial to business success, the importance of an efficient and effective contact center cannot be overstated. As businesses strive to meet the diverse needs of their customers, a contact center serves as a single point of contact that can handle customer feedback from a variety of sources, and create an omnichannel customer experience

What is a Contact Center and How Does it Work?

Contact centers are the beating heart of customer service operations, and is often considered as part of customer services best practices. They serve as centralized hubs where businesses manage customer interactions. These interactions can take various forms, including phone calls, emails, web chats, social media inquiries such as online reviews, and more! The primary goal of a contact center is to ensure that customers receive timely and effective support.

Contact centers work by routing customer inquiries to the most appropriate agents or channels, which enhances efficiency and reduces customer wait times. They rely on technology, such as Interactive Voice Response (IVR) systems, to automate responses and categorize customer requests, ensuring that they reach the right destination.

What are Contact Center Solutions?

Contact center solutions refer to the suite of tools, software, and technologies that help businesses streamline and improve their customer service operations. These solutions are versatile and can be tailored to meet various use cases. Whether you’re running a small e-commerce store or a large multinational corporation, contact center solutions have something to offer.

These solutions play a pivotal role in enhancing customer interactions, providing better support, and fostering customer loyalty. They allow businesses to manage customer data, track interactions, and gain valuable insights into customer behavior. As a result, they become essential for maintaining a competitive edge.

Are there different types of Contact Center Solutions?

The short answer is yes, contact center solutions come in various types, each catering to specific business needs and goals. These distinctions help businesses find the right fit for their unique customer service requirements. Let’s explore some of the common types of contact center solutions:

  • Inbound Contact Center Solutions: These solutions focus on managing incoming customer inquiries. They are ideal for businesses that primarily receive calls, emails, or chat messages from customers seeking assistance or information. Inbound solutions are equipped to efficiently route and handle these inquiries to ensure a seamless customer experience.
  • Outbound Contact Center Solutions: In contrast to inbound solutions, outbound contact center solutions are designed for businesses that initiate customer interactions. They are commonly used for telemarketing, lead generation, and proactive customer outreach. Outbound solutions facilitate features like automated dialing and predictive dialers to optimize outbound campaigns.
  • Cloud-Based Contact Center Solutions: Cloud-based solutions have gained significant popularity due to their scalability, flexibility, and cost-effectiveness. These solutions are hosted in the cloud, allowing businesses to access and manage their contact center from anywhere with an internet connection. They are particularly valuable for small and mid-sized businesses that want to avoid hefty upfront investments in infrastructure.
  • On-Premises Contact Center Solutions: On-premises solutions are installed and operated on the company’s own servers and infrastructure. They offer greater control over the technology stack and data security. However, they often require more substantial upfront investments and ongoing maintenance.
  • AI-Powered Contact Center Solutions: Artificial intelligence (AI) is revolutionizing the customer service landscape. AI-powered contact center solutions leverage machine learning and natural language processing to enhance customer interactions. Chatbots, virtual assistants, and AI-driven analytics are some of the advanced features offered by these solutions.

Streamline Interactions with Omnichannel Solutions

In the digital age, customers expect seamless interactions across various channels. Omnichannel contact center solutions have risen to meet this expectation. These solutions incorporate text, chat, and social media into the customer service ecosystem, allowing businesses to meet their customers where they are.

Omnichannel solutions help businesses provide consistent and personalized support, irrespective of the customer’s chosen channel. By centralizing customer data and interactions, these solutions enable agents to offer more contextually relevant assistance, and continue to improve customer experience in your organization.

The Most Important Features to Look for in a Contact Center Solution

When considering contact center solutions, it’s crucial to evaluate the features they offer. Some of the most critical features include:

  • Transcription services: Effective contact center software solutions should have transcription services that have the ability to turn hours of audio into text.
  • Text analytics: Whether it’s a call transcript, an online chat, or social media interaction, having text analytics capabilities is crucial in a successful contact center solution. 
  • Agent and coach scorecards: Aside from customer interactions, you need to have the ability to analyze the performance of your agents in order to understand areas for improvement. 

Additional Features to Consider

  • Omnichannel Voice of Customer (VoC): The ability to combine large amounts of contact center interactions to develop a holistic Voice of the Customer.  
  • Conversational analytics: Unlock the insights between agent and customer in threaded conversations
  • Knowledge management: Understand performance at the team and agent level and be able to identify strengths and areas for improvement.
  • Strategic services: Receive expert guidance and reporting on key business questions and drivers
  • Impact prediction: Explore key factors and opportunities that influence your metrics the most

These are just a few features to look for in successful contact center solutions. Choosing a contact center solution with the right features can significantly impact the effectiveness of your contact center and the quality of customer support.

What are the Best Call Center Solutions?

The title of the “best” contact center solution is subjective and highly dependent on your business’s unique needs. The right solution for your business will depend on factors such as your industry, company size, and specific customer service goals. 

The best call center solutions should not only offer a robust set of features but also be user-friendly and easy to set up. Your chosen solution should allow you to get started right away, enabling your team to become productive without a steep learning curve. Having experts readily available to provide assistance and answer questions is a crucial aspect of this ease of use. Whether it’s through comprehensive documentation, 24/7 customer support, or dedicated account managers, having support at your fingertips ensures a smoother implementation and operation.

Additionally, consider solutions that offer scalability. Your business may grow, and your customer service needs will evolve over time. A flexible solution that can adapt to your changing requirements is invaluable. Look for solutions that allow you to add or remove features and agents as needed.

Not quite sure what your business needs to take your contact center solution to the next level? Our experts can help you find the right solution for your needs. Learn more by speaking with one of our experts and get a personalized contact center demo!

Selecting the Perfect Contact Center Solutions

Contact center solutions are pivotal in delivering exceptional customer service and support. Understanding the ins and outs of contact centers and the features available are essential for making the right choice for your business. Remember, the “best” solution depends on your unique needs.

The right contact center solution can make all the difference in providing top-tier customer service and support, ultimately leading to greater customer satisfaction and business success. So, whether you’re in the midst of selecting a contact center solution or are looking to upgrade your current one, reach out to our experts for a personalized contact center demo today! 

Looking to Update Your Customer Experience Program? Here’s How.

As a customer experience (CX) professional, you’ve experienced the thrill of starting and growing the program in many forms whether it be: the beginning stage, getting those quick wins, and growing a reputation of excellence across your company.

But then there’s the dreaded plateau. This can happen after you’ve been steadily gaining momentum, then all of a sudden, it seems as if your initiatives are no longer moving the needle. That’s when you know it’s time to update your customer experience program.

Why Refresh Your Customer Experience Program?

  1. Design with the End in Mind
  2. Understand Successes and Shortcomings
  3. Look at Short-term and Long-term Actions

Like most things in the world, your customers—and your market—are not stagnant. They’re constantly changing and adapting to world events, new trends, upgraded technology, and more. And that’s a good thing! It simply means that in order to meet the needs of your customers and your business, you need to consistently evolve your program according to new circumstances and objectives.

We understand it may seem intimidating, but over our 19 years of experience helping the world’s most popular brands ace their customer experience, we’ve learned a few things about how to systematically and strategically review your CX program, and pinpoint the actions you need to take for success. In this blog, we’ve gathered a few of the top tips from our experts to help guide your refresh efforts. You’ll find them all below!

Tip #1: Design with the End in Mind

We’ve said it before, and you’re about to hear us say it again: you need to design your CX program with your current goals for both your experience and your business in mind. Your experience-level goals may look like increasing your net promoter score (NPS) by a certain number in the next year, or launching QR codes surveys. On the other hand, your business goals may be to increase customer tenure or lower cost to serve. Your CX program can help you meet all of those goals, but first, you need to have those goals set in stone!

Tip #2: Understand Successes and Shortcomings 

Every CX program has something it does well—and something that isn’t quite hitting the mark. It’s important that you understand current strengths and weaknesses when you start to update your customer experience program. The “current” part of this mandate is emphasized because you must recognize that just because an initiative was working before doesn’t mean it’s the best solution now.

For instance, one of our clients, Volvo, had a post-transaction survey that had served it well in the past. However, that survey was, in a few words, too long to maintain customers’ attention. That’s why we challenged the brand to take a critical look at each question and ask itself, “is this information already available to us?” The result was a significantly shorter microsurvey that asked intentional and open-ended questions which garnered more responses, more context, and more actionable intelligence. (You can read more about Volvo’s story here.)

Tip #3: Look at Short-term and Long-term Actions

Now that you’ve identified areas of opportunity, it’s time to come up with an action plan to implement successful initiatives more widely and remove points of friction across the customer experience. In order to prioritize (and avoid overwhelm), it’s important to break your action plan up into phases.

Check out this checklist to see how you can build a max-impact CX strategy for a small CX team!

First, identify short-term goals or initiatives you can get started on immediately and implement in the next few weeks. These short-term goals can be something like updating a survey, pulling together a CX cross-functional team, etc. Next, you need to identify the more complex goals, such as proving the ROI of customer experience at your company, implementing employee training based on intelligence, and the like. These more long-term goals will require multiple steps, stakeholders, and approvals. But just because they’re long term doesn’t mean you should put them on the back burner. It merely means that you need to get the ball rolling and prepare for the long haul. 

Still Unsure of How to Get Started?

Our Strategic Insights Team leads InMoment clients through a service we like to call XI Blueprint, in which our experts help brands assess their existing CX blueprint and determine an action plan for both short- and long-term objectives that meet the current needs of their business.

Want to learn more about it? In this video, our Senior Director of Strategic Insights Funda Whitaker paints a clear picture of how XI Blueprint can get CX programs “unstuck.” Watch it here!

You can also hear our client, Harvard Pilgrim, discuss its XI Blueprint success story here!

The Ultimate Blueprint for Mastering Customer Service Metrics

In today’s competitive business landscape, understanding customer service metrics is paramount. These metrics not only gauge the effectiveness of your customer service initiatives but also shape your overall business strategy and customer experience. This article delves deep into the world of customer service metrics, offering insights and actionable takeaways.

The Importance of Measuring Customer Service Metrics

Customer service metrics are the backbone of any successful customer-centric strategy. They provide invaluable insights into customer satisfaction, customer loyalty, and overall experience. By accurately measuring these metrics, businesses can transform their customer interactions, fostering loyalty and driving revenue.

What Exactly Are Customer Service Metrics?

Customer service metrics are not just numbers on a dashboard; they are the narrative of a customer’s journey with a brand, much like a customer journey map. These metrics delve deep, capturing the nuances of every touchpoint, from the initial inquiry to post-purchase survey. They serve as a mirror, reflecting the quality, efficiency, and impact of a company’s customer service initiatives.

But why are these metrics so pivotal? Because they translate the intangible aspects of customer interactions into tangible data. Consider a customer’s feeling of being valued or their sense of trust in a brand. While these emotions are abstract, metrics like the Customer Satisfaction Score (CSAT) or Net Promoter Score (NPS) can quantify them, giving businesses a clearer picture of their customers’ sentiments.

Furthermore, these metrics act as a compass. In the vast ocean of customer interactions, it’s easy for businesses to lose their way. However, by regularly monitoring and analyzing these metrics, companies can stay on course, ensuring they consistently meet and exceed customer expectations. If a particular metric indicates a dip in performance, it serves as an early warning sign, allowing businesses to recalibrate their strategies and realign with customer needs.

At InMoment, we believe that the true power of customer service metrics lies in their ability to drive action. They are not passive observers but active catalysts for change. By offering a granular view of customer service operations and creating an omnichannel customer experience, these metrics empower businesses to make informed decisions, optimize processes, and craft experiences that resonate with their audience.

Customer Service Metrics vs Key Performance Indicators (KPIs)

The distinction between Key Performance Indicators (KPIs) and customer service metrics is paramount. At InMoment, we understand that while both are essential for gauging business health and for building an effective customer experience strategy, they serve distinct purposes and offer varied insights.

KPIs, as the name suggests, are indicators. They are broad, overarching metrics that provide a snapshot of the overall health and performance of a business. Whether it’s sales growth, revenue, or employee performance, KPIs give stakeholders a bird’s eye view of where the company stands. They are the compass guiding the ship, offering direction and ensuring alignment with the company’s strategic goals.

On the other hand, customer service metrics dive deep into the intricacies of customer interactions. They are the magnifying glass that reveals the finer details of how a business engages with its customers. Whether it’s measuring the average response rate, the speed of response, the quality of resolution, or the overall satisfaction level, these metrics shed light on the nuances of the customer journey. They answer critical questions: 

  • How efficiently are customer queries being addressed? 
  • Are customers walking away satisfied or disgruntled? 
  • Where are the bottlenecks in the customer service process?

The beauty of customer service metrics lies in their specificity. While KPIs might indicate that a business is thriving, customer service metrics could reveal areas of concern. For instance, a company might be hitting its sales targets (a KPI), but if the Customer Satisfaction Score (CSAT) is low, it’s a clear indication that while customers are buying, they might not be entirely happy. Such insights are invaluable. They allow businesses to delve into the ‘why’ behind the numbers, facilitating proactive measures to improve customer experience.

The Must-Know Customer Service Metrics

Customer service metrics are the compass that guides businesses towards excellence. They offer a quantifiable measure of performance, allowing companies to gauge the effectiveness of their customer service initiatives. Let’s delve deeper into some of the most critical customer service metrics that every business should be familiar with.

Customer Satisfaction (CSAT) Score

At its core, the Customer Satisfaction Score (CSAT) score is a simple yet powerful tool. It provides businesses with immediate feedback on customer satisfaction levels. Typically, after a service interaction, customers are asked a straightforward question: “How satisfied were you with your experience?” Their responses, usually on a scale from ‘Very Unsatisfied’ to ‘Very Satisfied,’ are then aggregated to produce the CSAT score.

But why is CSAT so crucial? It’s because it directly taps into the customer’s feelings post-interaction. By assessing the quality of customer service through CSAT, businesses can pinpoint areas that might be lacking. Whether it’s the responsiveness of the support team, the clarity of communication, or the resolution provided, CSAT scores shine a light on areas needing improvement. This ensures that businesses can maintain a consistently high level of service, fostering trust and loyalty among their customer base. For a more comprehensive understanding of CSAT scores and how they can be effectively utilized, click here.

Customer Effort Score (CES)

While satisfaction is vital, so is the ease of the customer experience. That’s where the Customer Effort Score (CES) comes into play. CES evaluates how easy it was for customers to get their issues resolved or their questions answered. Did they have to jump through hoops, or was the process seamless?

A high CES indicates that customers had to exert significant effort, which is not ideal. In contrast, a lower CES signifies a smoother customer journey, often leading to increased loyalty and satisfaction. After all, in today’s fast-paced world, customers value their time. They appreciate interactions that are hassle-free and straightforward. To learn more about Customer Effort Scores, click here.

Net Promoter Score (NPS)

If there’s one metric that has gained significant traction in the business world, it’s the Net Promoter Score (NPS). NPS is a reflection of customer loyalty and satisfaction. Customers are asked a single, potent question: “How likely are you to recommend our service/product to a friend or colleague?” Based on their response, they are categorized as Promoters, Passives, or Detractors.

A high NPS indicates that you have a large number of promoters, signaling strong customer loyalty. This often translates to increased revenue, word-of-mouth referrals, and robust customer retention. Given its direct correlation with business growth, NPS stands as a pivotal measure in customer service evaluation. To dive deeper into the workings of Net Promoter Scores, click here.

First Reply Time

Imagine sending a query or raising a concern and waiting endlessly for a response. Frustrating, right? That’s why the First Reply Time metric is so essential. It measures the duration between a customer raising a query and receiving the initial response.

Timely replies are not just about speed; they’re about valuing the customer’s time and showing them that their concerns are a priority. By monitoring and optimizing First Reply Time, businesses can significantly enhance satisfaction levels, setting a positive tone for the entire interaction.

Resolution Time

While replying promptly is crucial, resolving the customer’s issue in a timely manner is equally vital. Resolution Time, which is commonly used in case management strategies,  measures the total time taken to address and resolve a customer’s query or concern. A short Resolution Time is indicative of an efficient customer service department, leading to increased satisfaction. On the other hand, a prolonged Resolution Time can lead to mounting customer frustration and dissatisfaction.

Ticket Reopens

No one likes revisiting resolved issues. That’s why tracking ticket reopens is so crucial. It ensures that issues are addressed effectively the first time around. A high number of ticket reopens can indicate a gap in the resolution process, signaling the need for more thorough solutions and better training for customer service representatives.

Social Media Metrics

We live in a digital age, where social media platforms have become the new frontier for customer service. These platforms offer real-time feedback, allowing businesses to address concerns promptly. Metrics like response time to online reviews, engagement rate, and sentiment analysis on platforms like Twitter, Facebook, and Instagram provide invaluable insights into customer perceptions and service quality.

Data-Informed Decision Making

At InMoment, we believe that the power of data, when harnessed correctly, can transform the very fabric of an organization, especially in the realm of customer service. Data exploration and data-informed decision-making is not just a buzzword; it’s a methodology that places the customer at the heart of every business move.

Interpreting customer service metrics is not just about understanding numbers; it’s about deriving actionable insights from them. Every metric, be it the Net Promoter Score (NPS), Customer Satisfaction (CSAT) Score, or First Reply Time, tells a story. It sheds light on areas of excellence and pinpoints avenues that need improvement. But the real magic happens when businesses take these insights and translate them into actionable strategies.

For instance, a sudden dip in the CSAT score might indicate an underlying issue in the customer service process. Maybe the response time has increased, or perhaps the resolutions provided aren’t up to the mark. By diving deep into the data, businesses can identify the root cause and implement corrective measures, ensuring that such issues don’t recur. This proactive approach, fueled by data, ensures that businesses stay ahead of the curve, consistently delivering exceptional customer experiences.

Moreover, in an era where customer preferences and behaviors are constantly evolving, staying static is not an option. What worked a year ago might be obsolete today. That’s where data-informed decision-making comes into play. By continuously measuring and analyzing customer service metrics, businesses can stay attuned to changing customer needs. They can innovate, adapt, and evolve, ensuring that their customer service strategies are always in alignment with customer expectations.

Another pivotal aspect of data-informed decision-making is its ability to foster a culture of continuous improvement. When businesses adopt a data-driven mindset, every team member, from the customer service representative to the top management, becomes aligned with the goal of enhancing customer experience. They begin to view challenges not as roadblocks but as opportunities for growth. Every feedback, positive or negative, is seen as a goldmine of insights, driving the organization towards excellence.


Mastering customer service metrics is non-negotiable for businesses aiming for excellence. These metrics provide a roadmap for improvement, ensuring businesses remain customer-centric in their approach. With InMoment’s expertise, businesses can measure and enhance their customer service metrics, setting the gold standard in customer experience.

Elevate your customer service game today by watching this webinar.

How to Improve the Contact Center Experience in 5 Easy Steps

A lot of customer experiences hinge on your contact center’s effectiveness, which is why it’s important to ensure it’s a resource your customers find helpful, professional, and expedient.

However, building an effective, consistent contact center experiences can be overwhelming. That’s why we’ve taken everything we have learned by working with best-in-class brands and distilled those learnings into five simple steps you can follow to make sure you build a contact center that works for you, and works for your customers.

  1. Utilize Automation
  2. Explore Customer Issues to Create Self-Serve Content
  3. Engage and Enable Employees
  4. Data Is a Gold Mine
  5. Closing the Loop

Improve Contact Center Experience Step #1: Utilize Automation

The term ‘automation’ can scare customers because they often associate it with navigating phone trees and having to repeat themselves to a robot listener, but the truth is that automation is incredibly useful when contact centers leverage it correctly. Using automation within online chats, online reviews, or survey feedback, for example, allows your brand to direct customers to solutions for smaller problems. This frees your call center agents up to deal with more complicated problems while also reducing call volumes, saving your brand both time and money.

Improve Contact Center Experience Step #2: Explore Customer Issues to Create Self-Serve Content

Utilizing customer feedback to guide them toward solutions is a valuable practice, but it’s only one part of the equation. This feedback becomes even more valuable when you can harness a data platform that utilizes unstructured data analytics and creates actionable insights. This approach proves incredibly beneficial for identifying recurring issues faced by your customers, escalating these concerns to your development team, and creating relevant self-service resources to empower customers in resolving problems independently. Also, it also serves as a proactive strategy for safeguarding your customer experience, addressing potential issues before they even arise.

Improve Contact Center Experience Step #3: Engage and Enable Employees

While it’s not uncommon for brands to provide training for their employees in customer interactions, organizations can unlock even greater potential by actively encouraging their staff to share their unique perspectives on customer problems. This approach not only equips brands with insights into issues that customers might not have formally reported but also empowers employees to proactively drive Experience Improvement (XI) initiatives. By fostering a culture of open communication, brands can tap into the collective expertise of their workforce and gain a deeper understanding of customer pain points, leading to more effective solutions.

This collaborative approach also sends a powerful message to contact center employees, demonstrating that the organization values their input and is genuinely committed to using an integrated CX approach to improve customer experience. By turning employees from mere service providers into valued contributors to the customer-centric mission, brands can effectively transform detractors into enthusiastic promoters. In doing so, they not only improve customer satisfaction but also cultivate a great employee experience that is also  an engaged workforce dedicated to delivering exceptional service.

Improve Contact Center Experience Step #4: Data Is a Gold Mine

Your brand generates mountains of data every day. Having a lot of information is great, but in this day and age, having so much of it can make figuring out where to start difficult. We’ve found that contact center improvement hinges on three kinds of data: customer feedback, social media data, and web analytics. You can complete the puzzle of Experience Improvement by using this information as a foundation for unlocking your organization’s voice of the customer (VoC). Having all of this data in one place gives your brand a united, holistic perception of the customer, which is vital to knowing how you might make some fixes and refinements to your contact center.

Improve Contact Center Experience Step #5: Closing the Loop

The value of closing the loop cannot be stressed enough. It’s not actually enough to stop at solving the problem; following up with your customers afterward goes a long way toward making them feel cared about as people. In other words, a follow-up lets customers know you’re as interested in the relationship they have with your brand as the transaction. Follow up with employees, too! Not sure where to start? Check out this resource that outlines the 7 steps for implementing a closed loop system!

Gathering intel and opinions from all these folks will give you chances to improve both your contact center and your overall customer experience, strengthening human connections and your bottom line.

Click here to learn even more about these processes in our full-length contact center eBook. We take a deep dive into additional methods and best practices you can leverage to begin improving your contact center, customer experience, and employee experiences today!

Not Just Another Blog Post on How to Improve Customer Experience

Today, there are a lot of customer feedback management (CFM) companies talking about integrated CX. Integrated CX isn’t a new concept by any means, and InMoment is not so bold as to say we invented the concept. But, we are confident in saying that the strategies we are developing that view the customer experience as the sum of integrated feedback, insights, and actions are going to distinguish us from our competitors in a significant way. 

What is Integrated CX?

Before we dive in, I feel that a quick definition of integrated CX—from our perspective—is a good place to start. We think of integrated CX as the process of creating an omnichannel customer experience through three key steps: capturing integrated signals, creating integrated insights, and taking integrated actions. 

The idea behind integrated CX is to improve customer experience by combining large amounts of data with technology and services to create more complete customer insights and, as a result, more focused and measurable actions. 

Now that we have done a bit of definition, how can you take this integrated CX approach and put it into action at your company? And, even more importantly, how can you do it so that you get financial proof points, such as proving the ROI of customer experience,  from the efforts?

Moving from “What” to “Why”

I still have far too many discussions with clients and prospects who ask me what their net promoter score (NPS) goal should be or what does a blip in their customer satisfaction score (CSAT) mean to their business. I have to put on my best poker face (which I do not have!) and thoughtfully help them think differently. When businesses solely focus on the ‘what’ of customer experience data—such as numerical ratings and surface-level feedback—it sets them up for many unproductive discussions and mathematical scrambling to appease an analytical audience. Don’t get me wrong, metrics matter, but solely focusing on score management can lead to program stagnation. CX programs centered solely on the ‘what’ will struggle to drive tangible financial value. 

I like to be like the newspaper reporter who continually asks ‘why.” Shifting to why will drive your team to delve deeper into customer feedback. It will also lead to you looking at multiple data sets—the first pillar of integrated CX—to better inform your customer behavior and sentiment. 

It’s in this quest for the ‘why’ that businesses uncover hidden connections between CX improvements and financial business outcomes like customer acquisition, retention, and cost savings. In essence, the shift from ‘what’ to ‘why’ is the catalyst that propels CX programs toward achieving not only customer satisfaction but also a robust bottom line.

Using Data to Capture Insights 

Another theme I hear from clients and prospects is that they have more data than they know what to do with or how to get insights from it (pillar #2 from integrated CX). I suggest taking a methodical approach with a dash of curiosity. The numbers can point you in the right direction. Integrating multiple data sources—qualitatively—can be harnessed to craft compelling narratives that reveal the deeper truths. You have to get beyond generic summaries and really dig into the specifics—understanding not just what happened, but why it matters. 

While advanced CX platforms can provide valuable tools to get you started – or even most of the way to your answer – relying solely on automated solutions to ‘spit out’ answers is a shortcut to missed opportunities or superficial learnings. Human insight, analysis, and creativity remain indispensable. It’s the human touch that can weave data points into meaningful stories, connecting the dots between customer feedback and actionable strategies. 

By being methodical, specific, and human-centric in your data analysis, you can create stories and action plans that are prescriptive and that can rally your organization to truly drive transformational changes to your customer experience. 

Taking Actions That Can Be Owned and Measured 

Gathering data and creating stories and specific plans to drive change can, unfortunately, be the easy part of driving integrated CX. Successful programs get measured by the actions taken and the business value realized – it is a harsh truth of the CX landscape.  

To do this, organizations must foster buy-in and ownership at all levels of the company, starting with C-Suite endorsement and support and all the way down to the front line teams that deliver for customers and all the support staff in between. 

If you’re looking for a starting point, check out this resource on how to speak the C-Suite’s language when it comes to experience programs!

The cliche is true – everyone owns CX. Once you have gathered data and created insights, the actions you take  should not be arbitrary. Programs and initiatives should be tied to a well-defined hypothesis or a specific business driver. 

It’s essential to recognize that not every action taken as a result of your program needs to be a grand slam; incremental wins are valuable steps in the right direction. CX is a game of momentum and continuous transformation. Another true cliche is that CX program success is a marathon and not a sprint.(For those of you who know me, you know I can’t resist a running analogy.) However, your initiatives should all be measured with a financial lens to enable you to track your return on investment. And – spoiler alert – all these successful actions will make customers happier and raise your scores. This is the validation from your customers that you have achieved integrated CX!  

Building Your Integrated CX Program 

Ready to transform your business with integrated CX? Take the first step towards boosting profitability and customer satisfaction by downloading our FREE ‘101-level’ guide today! You can access the guide here.

A Guide to the Customer Satisfaction Survey

It’s every company’s dream to have loyal, lifelong customers. In order to get this, you need to understand what your customers want, how they view your brand, and how they feel about your products and/or services. To put it simply, you need to understand their entire customer experience, from beginning to end. 

One way to do this is through customer satisfaction surveys. Let’s dive into what they are, why they are important, and the different variants of them that you can use. 

What Is a Customer Satisfaction Survey?

Customer satisfaction surveys enable you to measure your customer’s satisfaction with your businesses products, services, experiences, or even your staff. These surveys offer a holistic view of different aspects of your customers’ experiences. They can use a rating system that can be tracked over time, offer specific insights into your customers’ pain points, and help you work to continue to meet your customer’s needs. 

Why Are Customer Satisfaction Surveys Important?

Customer satisfaction surveys are important because they are a direct insight into the customer experience. They help you understand how your business is viewed, and what you can do to improve that. Having high satisfaction rates is important to your brand for many reasons. Satisfied customers spread the word through word-of-mouth marketing. Satisfaction is a great indicator of retention, customer loyalty, and new customer acquisition through referrals.

Customer Retention

Knowing your customers is beneficial from a financial standpoint. Most customers feel that companies should make more of an effort to cater to their feelings and walk out if those needs aren’t met. Maintaining customers is much cheaper than gaining new ones, so ensuring they are satisfied with the service or product, ensures customer retention.

Happy Customers Stay Loyal and Spend More

Research shows that if customers are treated well, they will purchase more. As a matter of fact, your returning customers will spend around 67% more than first-time customers. Measuring which interactions your customers value will help you evaluate what they are willing to pay more for.

Satisfied Customers Spread the Word

If customers have a good experience they are more likely to tell a friend or recommend a service. This can have a knock-on effect for the reputation of your company. Most Americans think word of mouth is the most trustworthy form of recommendation. This can however go the other way, in that unsatisfied customers can also tarnish a company’s reputation. It is essential to monitor how your customers feel with a customer satisfaction survey.

How to Measure Customer Satisfaction

If you want to know just how satisfied your customers are, you need to go directly to the source and ask them. Customer satisfaction surveys are the best way to identify the highlights and the pinch points of your product or services. You need a metric to help quantify the experience your customers have, which all starts by establishing a framework for their feedback.

Three Crucial Customer Satisfaction Metrics

There are many ways to measure customer satisfaction, but there are a few that are more prominent, popular and productive than their counterparts. Here are three of the most common types of customer satisfaction surveys or measurements:

Customer Satisfaction Score (CSAT)

Customer Satisfaction scores are an attempt at capturing how satisfied customers are with a company’s goods and services. A survey asks a customer to rate their satisfaction, typically on a scale from 1 to 5.

Net Promoter Score (NPS®)

Net Promoter Score® (NPS) is a trademarked metric between -100 and 100 that captures in aggregate the propensity of a company’s customers to attract and refer new business or/and repeat business.

Customer Effort Score (CES)

The Customer Effort Score is an index from 1 to 7 that measures how easy a company makes it for customers to deal with its products and services. A company that provides effortless service gets a 7 while a company that makes it difficult gets a 1. In other words, the higher the CES, the better.

For example, your customer satisfaction survey could instruct your customers to rate their satisfaction with a service or product on a scale of 1-5. If you want to get an idea of how your customers view your brand, you can use the Net Promoter Score (NPS) that asks how likely a customer is to recommend your company to a friend using a scale of 0-10.

Deciding on the rate metric and the best response type will depend on what you want to know. What drives the experience of your customers? What causes them to feel the way they do about your brand or business offering? As you hone your feedback survey questions and the type of metrics that benefit your business most, you can collect data over time and gain greater insights.

Question Types to Include in Your Customer Satisfaction Survey

Embarking on the journey of creating a customer satisfaction survey is akin to crafting a conversation with your customer base—each question type serves as a different form of dialogue, each with its own strengths and considerations. Here are some core question types that you should consider including in your customer satisfaction surveys: 

Likert-Scale Questions

Likert-scale questions are the bread and butter of nuanced feedback. They invite respondents to indicate their level of agreement or satisfaction across a symmetrical, often five or seven-point scale. When you’re seeking to grasp not just the “what,” but the “how much,” Likert scales are invaluable. These are particularly effective when you aim to measure various dimensions of the customer experience, such as ease of use, quality, or responsiveness. They are straightforward for customers to understand and quick to complete, boosting completion rates and, by extension, the richness of your customer satisfaction survey data.

Multiple Choice Questions

The jack-of-all-trades in the survey world, multiple-choice questions, offer pre-set answers that make it easier to standardize responses. Ideal for quantitative analysis, these questions help to streamline the data collection process. Want to know which features are most useful to your customer base? Or maybe you’re curious about how often respondents use your service? A well-crafted multiple-choice question can provide that clarity. Importantly, keep the options mutually exclusive and collectively exhaustive to avoid ambiguity—a cornerstone principle of customer satisfaction survey best practices.

Open-Text Questions

If Likert-scale questions give you the “how much,” open-text questions deliver the “why.” They are your gateway to the qualitative nuances that multiple-choice or Likert-scale questions can’t capture. They provide the space for customers to articulate their thoughts, emotions, and suggestions freely. While they may be more time-consuming to analyze, the richness of the insights gained can be deeply revealing. Open-text questions are especially useful when you’re searching for constructive criticism, in-depth product feedback, or new ideas for improvement. It’s like having a one-on-one conversation with your customer, but at scale.

Binary Questions

Binary questions cut to the chase. They are a straightforward yes-or-no format that is quick to answer and easy to analyze. These are your go-to when you need a clear-cut view of a situation. Did the customer find what they were looking for? Was the check-out process smooth? The simplicity of binary questions makes them highly effective for issues that are black and white. However, their simplicity also means they lack the depth of insight gained from other question types, so use them judiciously within your customer satisfaction survey.

Follow Up Questions

The follow-up question is where the art of survey design truly comes to life. After capturing the core data, use follow-up questions to drill down into specifics. Was a customer dissatisfied with their purchase? A well-placed follow-up can reveal whether it was due to product quality, delivery time, or perhaps customer service. Follow-ups are instrumental in adding layers of understanding to your basic findings, allowing you to formulate more precise and impactful action plans. They’re the epitome of turning data into dialogue, contributing to a customer-centric culture that values feedback at every turn.

20 Customer Satisfaction Survey Question Examples

There are a wide variety of questions you can ask across multiple types of surveys, it just depends on what you are looking to get insight on. Here are examples of categories of questions and example questions.

Product Usage

  • How long have you been using the product?
  • How often do you use the product or service?
  • Does the product help you achieve your goals?
  • What is your favorite tool or portion of the product or service?


  • Where are you located?
  • What is your level of education?
  • Where do you work and what’s your job title?
  • What industry are you in?

Satisfaction Scale

  • On a scale of 1 to 10, how satisfied are you with your experience today?
  • Did you feel that our team answered your inquiry promptly?
  • Do you agree or disagree that your issue was effectively resolved?
  • How likely are you to return to our website?


  • How can we improve your experience with the company?
  • What can our employees do better?
  • How can our employees better support your business’s/your goals?
  • Why did you choose our product over a competitor’s?


  • May we contact you to follow up on these responses?
  • Can we connect you with a customer success manager via chat?
  • Would you be open to discussing upgrade options for your product?
  • Can we send you a list of useful resources for getting the most out of your product?

Customer Satisfaction Survey Design Best Practices

One of the most important things to remember when designing customer acquisition surveys is that if your survey is too long, or too tedious, you will not get responses. Timing your surveys right, and designing them effectively will help you get all the information you need to keep your customers happy and satisfied with your products. To get the most out of your customer satisfaction survey efforts, here are some of the dos and don’ts of the process.


  • Ask for the overall company rating first. Starting with someone’s overall impression of your company can help you compare your business to your competitors and your industry’s market, which is important for creating internal benchmarks.
  • Allow for open-text feedback. There are pros and cons to both free-response questions and more limited-response questions. In some aspects, it’s easier to gather hard and definitive data with limited-response questions, but you also need to understand the motives and concerns behind someone’s feedback by learning details you may not have otherwise anticipated.
  • Always A/B Test Your Surveys. You wouldn’t put a new product into the market without first testing it with your target audience, right? The same principle applies to your customer satisfaction surveys. A/B testing—comparing two versions of your survey to determine which performs better—can radically improve the quality of the feedback you receive.
  • Optimize for mobile. Mobile apps and devices are growing in popularity and not as many people are using a desktop computer to complete their customer satisfaction survey. If your survey process is clunky on mobile or takes too long, customers are less likely to finish or even start the survey to begin with.


  • Ask double-barrel questions. Your question needs to focus on one aspect or issue—a double-barrel question covers more than one issue but only allows for one response. To reduce confusion or gathering inaccurate data, simplify your questions.
  • Make the survey too long. If you lose your respondent’s interest with a huge customer satisfaction survey, you’ll miss out on helpful information and make customers feel like they wasted their time. Satisfaction surveys don’t often need to exceed 10 questions.
  • Use internal or industry jargon. The language you use will not only leave a certain impression on your customers, but if respondents can’t understand what you’re really asking them, they may not respond accurately or even finish the survey.

How to Distribute Your Customer Satisfaction Survey for Optimal Data

Navigating the intricate landscape of customer satisfaction surveys requires a thoughtful approach, from choosing the right platform to identifying the optimal timing and debating the merits of incentives. In the upcoming sections, we’ll demystify these key considerations. We’ll explore how the medium of your survey can shape its effectiveness, why timing matters in capturing the most accurate customer sentiments, and the pros and cons of incentivizing your respondents. Get ready to elevate your customer satisfaction survey strategy with these essential insights.

Choosing the Right Platform for Your Customer Satisfaction Survey

  • Online Platforms: In today’s digital age, online platforms such as social media channels, your company’s website, and dedicated survey platforms are powerful tools. They offer the convenience of anytime, anywhere access and provide immediate feedback. Online surveys can be designed to be visually appealing, easily shareable, and interactive.
  • Emails: Still an effective method, emails allow for a direct reach to your customer’s inbox. With a compelling subject line and a personalized touch, it can drive higher response rates. Plus, the convenience of answering when it suits them makes emails a preferred method for many.
  • In-app Prompts: For businesses with mobile or desktop applications, in-app prompts can be a seamless way to gather feedback. As users interact with your app, strategically timed prompts can ask about their immediate experience. It’s timely and directly related to the user’s current action, ensuring relevant feedback.

Deciding When to Send Customer Satisfaction Surveys

  • Post-purchase: Once a customer completes a purchase, their experience with your product or service is fresh in their mind. A short, focused customer satisfaction survey can help gauge their immediate reactions.
  • After Service Experiences: If a customer has interacted with your customer service team, be it for a query, complaint, or any other reason, it’s essential to know how they felt about the interaction. Sending a survey shortly after can provide insights into your team’s performance and areas for improvement.

To Incentivize Responses or Not to Incentive Responses? 

Pros of Offering Rewards:

  • Higher Response Rates: A small token of appreciation can motivate customers to take a few minutes out of their day to provide feedback.
  • Positive Sentiment: Offering rewards can leave a positive impression, showcasing your brand’s appreciation for their time and effort.

Cons of Offering Rewards:

  • Quality of Responses: Some customers might rush through the survey or provide inauthentic responses just to claim the reward.
  • Cost Implications: Depending on the incentive, it might increase the cost of conducting the survey, which businesses need to factor into their budget.

How to Turn Customer Feedback Into Action

Once you have gathered useful and relevant data from your customer satisfaction survey, it falls back on your business to make that data impactful and lucrative. If you want to actually improve the customer experience, here are some core principles to keep in mind.

Close the loop:

Negative feedback is always going to exist, and to show that a customer’s response matters, respond quickly after receiving that feedback from customer satisfaction surveys. This boosts customer loyalty, even for those that didn’t have a great initial experience.

Analyze for trends:

Dig into your metrics and data to see if you can identify any patterns or commonalities. If more than half of your respondents struggled to navigate the online store on your website, then it may be time to revamp or redesign your website interface.

Company-wide effort:

Make sure you align your improvement efforts at every level of your organization. From product development to customer service, everyone needs the same expectations and strategy, which often means greater communication and collaboration. Feedback from customer satisfaction surveys can help different teams and departments come together to improve and prioritize the right elements of their projects.

Other Ways to Understand Customers

Using customer satisfaction surveys is a key component of improving your business and understanding what your customers need. When it comes to marketing, there are even more things you can do outside of CSATs and surveys. It’s best to approach customer needs from several angles, including customer satisfaction surveys and the following strategies.


User personas are detailed portfolios of your target customers that highlight a made-up customer that emulates the primary motives, needs, and concerns of specific users. This helps you group certain users that you can better serve and address their pain points.

Market research:

Customer satisfaction surveys are part of your research, but you can go deeper by learning about your market customers. Gathering this kind of data helps you identify customer fears, drives, frustrations, and preferences, which can be used to bolster both products and the customer experience.


A heatmap is a visual depiction of user behavior that documents where users click, tap, and scroll—essentially identifying how users interact with your website. What pages are performing well and what elements are being ignored? This makes it much easier to discover what is working well and what is distracting on your website.

To learn more about customer satisfaction surveys and the best way to utilize them, download our free white paper here!

7 Steps for Implementing a Closed-Loop System

With so much riding on each interaction with your brand, you can’t afford to leave a negative customer experience unresolved. Research shows that it takes about 12 positive experiences to make up for one unresolved negative experience. In fact, a study by Lee Resources reveals that 91% of unhappy customers won’t return to your brand at all. That’s where a closed-loop system comes in!

What Is a Closed-Loop System?

 A closed-loop system is “the ability to identify and resolve individual customer issues and larger organizational patterns and trends based on those issues while communicating solutions back to customers and employees,” as defined by Bain & Company in“The Ultimate Question 2.0.” 

This system consists of an inner loop, the ability to identify and resolve individual customer issues while communicating solutions back to customers and employees, and the outer loop, the ability to identify and resolve larger organizational patterns and trends based on individual customer issues while communicating solutions back to customers and employees.

Why Is a Closed-Loop System Important?

And though closed-loop systems have been around for a while now, they are still just as vital to your customer experience (CX) program! Here are just a few reasons why: 

  • A closed-loop system gives you a competitive advantage. Many organizations don’t have a formal process for closing the customer feedback loop. If you have one, that places you above more than half of the competition in terms of making your customers feel seen and heard. 
  • A closed-loop system increases your customer loyalty. Did you know that 83% of customers feel more loyal to brands that respond and resolve their complaints? Getting feedback is one thing, but acting on that feedback is what will keep your customers coming back time and time again. 
  • A closed-loop system will decrease customer churn. By reducing your customer defection rate by just 5% using an effective closed-loop system, you can increase profits by 25-95%!

Are you convinced? Great! Now that you’re on board, we’ve outlined the 7 most important steps you need to take to get started with an effective closed-loop system. 

Getting Started with a Closed-Loop System

1. Get Executive Buy-In

Customer experience is an investment, and for your program to have a positive impact—and succeed—you need buy-in from your executive team. For best results, we’ve found that closed-loop pilot programs focused on a few locations usually are the easiest for executives to get behind. With fewer locations, it’s easier to prove the efficacy of the program without straining your brand’s resources too much.

2. Prioritize Initiatives

Implementing a closed-loop system is a marathon, not a sprint. No matter the size of your company, setting up your program will take time. As your program matures, look for the easy wins to gain credibility and prove success within your organization. Once you’ve found your stride, gradually move on to more complicated issues.

3. Harness Existing Business Knowledge

Identify employees with an understanding of your organization’s operations, and empower them to resolve customer issues as they occur. Your employees know your business and are in a unique position to help your customers and quickly close the loop on customer issues.

4. Commit to Faster Resolution

As technology advances and the customer experience evolves, consumers expect more and more from your brand. Expectations have risen to the point that 42% of consumers said that if they contact your brand for support, they expect a response within 60 minutes. Resolve customer issues in a timely fashion, and your customers will reward you with repeat business and brand advocacy throughout the years.

5. Increase Organizational Agility

Don’t get too comfortable with the way things have always been done in regard to your CX program. Treat every customer issue as you would if you were a small business, and resolve it as quickly—and personably—as possible. Customers want to feel special, and the quicker you’re able to adapt to individual customer issues, the more you’ll be able to reduce customer churn and ensure organizational success.

6. Make Individual Contact

Your customers don’t care about the size of your business; they care about how your brand treats them on a personal level. Study your brand’s customer journey, gather feedback, and identify ways to increase the amount of personal contact during the process of resolving a customer issue. A simple note or phone call can have a profound impact on the success of your program.

7. Empower Your Employees

As mentioned earlier, your employees understand the way your organization operates better than anyone else. This knowledge puts them in a unique position to understand customer issues and know the right solution for resolving the problem. Have faith in your employees and give them the autonomy they need to address customer issues on a case-by-case basis and resolve them as efficiently and personably as possible.

closing the loop on customer issues with a closed loop system

The Value of Closing the Loop

Closed-loop systems are one of the most effective ways to not only reduce customer churn, but prove the financial impact of your brand’s customer experience program. One client of ours implemented a closed-loop system that helped them identify nearly $23 million in potential revenue.

Other studies have found that closed-loop programs help retain customers, which can increase company value (up to 30%) and increase profits (up to 125%).

You can learn more from InMoment expert Jim Katzman about the value of closing the loop in his article here.

3 Myths Around Closed Loop Systems

When developing an effective closed loop system, it is just as important to think about what to do as well as what NOT to do. We’ve put together a list of 3 myths revolving around closed loop systems—and what you can do to avoid them. 

Myth #1: Closed-Loop Systems Are Not Profitable

An effective closed loop system will not only help you break even, it will help save you money! While many people think that closed-loop systems handle singular cases, they actually help you identify business trends and get ahead of them! By anticipating, not merely reacting, to your customer’s needs, you’ll be improving experiences before they even happen. 

Myth #2: Closed-Loop Systems Are Only Relevant for Certain Industries

There is a stigma surrounding closed-loop systems—that they only belong in certain industries, such as retail or food service. While those industries definitely benefit from closed-loop systems, they are not the only ones with something to gain! Every business, regardless of the industry they operate in, can benefit from a system that gives you the ability to identify the next best action for a customer, and address the root cause of issues to ensure continuous improvement. 

Checkout this case study to see how one of our Financial Services clients utilized a closed-loop system to improve their NPS score as well as other business-specific metrics! 

Myth #3: Closed-Loop Systems Are Too Complex

A system that allows you to quickly respond to customer complaints, analyze data to identify customer trends, and share knowledge within your organization to create a holistic view of the customer experience? It sounds like it would be a headache to implement. Well, that couldn’t be further from the truth—if you have the right partner!

Get the Closed-Loop System Starter Kit with InMoment’s Closed-Loop Action Package

Not sure where to start? No worries, we are here to help. We have developed a Closed-Loop Action Package that contains everything you need to get started with a system that will improve your business tomorrow, today!

Our Closed-Loop Action Package consists of four products: Case Management, Alerts & Notifications, Moments, and Reporting. Let’s break down what those are and what they mean for your business. 

  • Case Management:  Manage, track, prioritize, and resolve customer experience cases. Supports the ability to track communications with customers about their experience and helps to surface the root cause of customer issues from the employee perspective. Case Management is available on all managed survey programs purchased with XI Platform and allows for flexible filtering, for example: case status (closure or expiration), case owner, or case timer
  • Alerts & Notifications:Provides the ability to notify designated users based on specified criteria which may include scores and/or verbatim content tags.  Includes up to 5 notification workflows per survey program from employee recognition, phrase/score recognition, and customer rescue alerts. Alerts can be sent via email, text or other custom systems.
  • Moments: Case Management integrates with the Moments mobile application to enable creation of cases and close the feedback loop on the go. With Moments, users can create and amend favorite collections, share feedback, create a case, mark moments invalid, or complete and close the loop so they get the insights they need to take immediate action.
  • Reporting: Offers insights into closed loop data. Users can visualize and monitor cases at a high-level. Program owners can immediately see stats such as average days to close a case, hours to first action, and number of escalated cases. 
  • Voice of Employee: Supports the ability to track communications with customers about their experience and helps to surface the root cause of customer issues from the employee perspective. Incorporate the voice of the employee tasked with case resolution with a built-in questionnaire to uncover actionable intelligence from your employees; including customer and employee sentiment, and the root cause of the customer issue.

Ready to start closing the loop? Schedule a whiteboarding session with our experts today!

Unlock The 3 Key Net Promoter Score Drivers

Take NPS from a Score to a Strategic Advantage

In today’s fiercely competitive business environment, customer satisfaction is paramount to success. Happy customers become brand advocates, fueling growth through positive customer feedback. The Net Promoter Score (NPS) metric reveals the essence of customer sentiment and unlocks the path to business success, so it is important that you take the time to uncover net promoter score drivers. 

By using the Net Promoter Score system as your compass, you can gain a better understanding of what drives customer loyalty and satisfaction. In this article we will share the three key drivers of NPS identified in our latest report, State of Customer Experience: 2023 UK Consumer Study, conducted in partnership with NPSx by Bain & Company, which reveals how to transform NPS from a numerical score to a strategic advantage!

Net Promoter Score Driver #1: Deliver on Product Quality and Innovation

Customer experience plays a crucial role in driving great product quality and innovation. As a reminder we have listed the steps to consider: 

  1. Company Purpose: Define your company’s purpose and why it exists, what does it hope to achieve for its customers and why. What differentiates you from your competitors, what value do your customers get from your product, and what are the unique solutions you provide.
  2. Identify Pain Points: By listening to your customers’ experiences and collecting feedback at various touch points along the journey by utilising voice of the customer surveys, you can identify areas where your product falls short or where improvements can be made.
  3. Understand Customer Expectations: By analysing and understanding your customers’ feelings and emotions using sentiment and text analytics towards a product or service you are offering, you are able to align your development efforts with customer needs and preferences.
  4. Usability Testing and User Experience Research: By observing how customers interact with your product, you can identify usability issues, confusing workflows, or design flaws. 
  5. Continuous Improvement: Customer experience serves as a continuous customer feedback loop for product improvement and helps you to identify emerging trends, evolving needs, and areas that require ongoing enhancement. 

Net Promoter Score Driver #2:  Make it Easy For Your Customers To Get Help

Making it easy to get help is the third most important driver of NPS. During challenging times, customers appreciate brands that provide assistance and support when needed. 

Here are some proven recommendations on how you can identify moments to deliver great value:

  1. Simplify Processes: Streamline your processes to minimise complexity and eliminate unnecessary steps. Focus on making each step clear, intuitive, and user-friendly.
  2. Enable Self Service Through Digital Channels: Invest in user-friendly digital platforms, such as websites, mobile apps, and self-service portals, to facilitate easy self-serve interactions with your business. Ensure these channels are accessible, responsive, and offer a seamless experience across devices. 
  3. Don’t Forget The Human Touch: Free the time for customer service agents to focus on more complex or challenging interactions with customers, who are not able to self-serve. Train and enable agents to better understand and empathise with customers’ feelings. 
  4. Personalise Interactions: Tailor your customer interactions to meet individual needs. Leverage customer data and analytics to understand their preferences, purchase history, and behaviour. 
  5. Seamless Omnichannel Experience: Ensure a seamless experience across all customer touchpoints, whether online or offline. Customers should be able to start an interaction on one channel and seamlessly transition to another without losing context. 
  6. Get Customer Feedback: By capturing feedback on the customer service experience, companies can gain insights into their strengths and weaknesses, enabling them to make targeted improvements and enhance overall customer satisfaction.

Net Promoter Score Driver #3: Enable Your Employees and Strengthen Your NPS

Your Employees are Your Greatest Asset

High-quality employees are essential for delivering an exceptional customer experience (CX). They are crucial for creating and maintaining a positive customer experience, ultimately leading to customer satisfaction, loyalty, and business success.

Here are some strategies to leverage employee experience:

  1. Focus on Employee Engagement: Actively engage employees by involving them in decision-making processes, recognising their contributions, and fostering a collaborative and inclusive culture. Provide opportunities for growth and development, and ensure that employees have a clear understanding of their roles and responsibilities. Doing this will actively increase employee commitment and create more positive customer experiences. 
  2. Regularly Seek and Act on Feedback: Create mechanisms for employees to provide feedback and suggestions for improvement. Actively listen to their concerns, address any issues promptly, and take appropriate action to improve the employee experience. 
  3. Recognise and Reward Performance: Implement recognition and reward programmes that acknowledge and appreciate employees’ hard work and achievements. Celebrate milestones, exceptional performance, and behaviors aligned with the organisation’s values. 
  4. Invest in Learning and Development: Offer continuous learning and development opportunities to enhance employees’ skills and knowledge. 

To access all the key drivers of NPS and discover who the leading brands are in the UK, download your copy of the report findings here

Take The Lead! Improve Your Net Promoter Score

If you are unsure whether your existing CX technology vendor can help you achieve these goals, we would be happy to talk to you about how we can assist you. InMoment’s award-winning AI-based experience improvement technology and decades of industry expertise combined with NPSx market-leading training certification and communities for CX practitioners, and CX Roadmap & Assessments help organisations align and prioritise their CX investments, create customer-centric cultures and give clients a comprehensive set of solutions to support customer loyalty and business growth.

Take the initiative today and book your meeting to start your journey towards improved NPS and a remarkable customer experience. We look forward to discussing how we can support your growth and success.

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Harnessing Predictive Analytics Tools to Improve the Customer Experience

More and more companies are realizing that the customer experience is more important than ever before. As a matter of fact, customer-centric companies are 60% more profitable than companies that don’t focus on customers.

Among the arsenal of tools available to create continuous positive experiences, predictive analytics software and, more specifically, predictive analytics tools stand out as game-changers in not only understanding customer behavior but also in shaping exceptional customer experiences. In this article, we delve into the world of predictive analytics tools, their pivotal role in the customer experience industry, and why businesses can’t afford to overlook their potential.

What Are Predictive Analytics Tools?

Predictive analytics tools are the modern-day wizards of data-driven decision-making. They harness the power of advanced algorithms and historical data to forecast future outcomes. These tools take a proactive approach, helping businesses anticipate customer behavior, preferences, and trends with remarkable accuracy.

By analyzing patterns, predictive analytics tools offer insights that enable businesses to make informed choices, quickly implement a closed-loop system, and fine-tune their CX strategies.

The Role of Predictive Analytics in Customer Experience

At the heart of predictive analytics software lies the ability to decipher complex data and transform it into actionable insights. By capturing and analyzing customer data across various touchpoints, businesses gain a comprehensive view of their customers’ journeys. This deeper understanding leads to tailored interactions, personalized recommendations, and improved problem resolution. With predictive insights, companies can stay ahead of customer demands, enhance engagement, and foster long-lasting relationships.

Key Features and Functionalities of Predictive Analytics Tools

Predictive analytics tools offer an array of features designed to unravel the intricacies of customer behavior. From sentiment analysis and trend identification to customer segmentation and churn prediction, these tools equip businesses with the knowledge needed to make strategic decisions. 

For instance, a retail company could use predictive analytics to forecast demand spikes, ensuring optimal stock levels and preventing disappointed customers. In doing this, this retail company would ensure that they are creating a positive retail customer experience.  

Selecting the Right Predictive Analytics Tools

Choosing the right predictive analytics tool is a critical decision that can shape the success of your CX initiatives. Factors such as ease of use, scalability, integration capabilities, and the tool’s alignment with your business goals should be considered. Leading solutions like InMoment’s XI Platform offer a user-friendly interface, seamless integrations with existing systems, and a track record of delivering actionable insights.

Implementation and Best Practices

Implementing predictive analytics tools requires a strategic approach. Begin by defining clear objectives and aligning them with your CX goals. Then, gather relevant data from various sources and ensure its accuracy. 

It is important to collaborate with data analysts and domain experts to fine-tune algorithms and models. Remember that predictive insights are most valuable when combined with human expertise. Leverage the insights to personalize customer interactions, optimize marketing campaigns, and preemptively address issues.

Future Trends and Innovations

As technology advances, so does the potential of predictive customer analytics. With the advent of artificial intelligence, machine learning, and big data, predictive tools are becoming even more sophisticated. Businesses can expect enhanced predictive accuracy, real-time insights, and the ability to forecast customer preferences with unprecedented precision. Staying updated on these trends will be crucial for businesses aiming to maintain a competitive edge in the CX arena.

Real-World Benefits and Success Stories

Implementing predictive analytics tools in your customer experience program will help you achieve real-world business outcomes, and get you closer to mastering the four pillars of customer experience ROI

Don’t believe us? InMoment recently partnered with Foot Locker to help them manage large quantities of data from multiple different sources to become proactive about their customer’s needs, not reactive. Read the full customer story to learn more! 

Predictive Analytics Tools Moving Forward

In the dynamic world of customer experience, predictive analytics tools emerge as indispensable assets. By unlocking the power of data-driven predictions, businesses can transform customer interactions from reactive to proactive. With a deep understanding of customer behavior and trends, companies can refine their strategies, deliver personalized experiences, and build lasting customer relationships. 

As the customer experience landscape continues to evolve, embracing predictive analytics tools is no longer an option—it’s a strategic imperative. Click here to find out how you can use predictive analytics tools to take your customer experience program to the next level!

Struggling to Prove the ROI of Customer Experience? You Could Be Missing These 3 Keys to Success

More than ever before, proving the ROI of customer experience is absolutely vital. Businesses are under pressure (amidst the Year of the Squeeze, declining employee engagement, etc.) to look at cutting discretionary spending. And, unfortunately, customer experience programs may fall on the chopping block. In fact, research shows that 30% of businesses reported having budget related issues to their CX programs. 

Under all that pressure, how are you supposed to build a CX program that continuously demonstrates its value?

If you are looking to unlock a true return on investment in your experience program, you need to go beyond sending and collecting surveys. You need to craft a strategy that enables you to use customer feedback and employee feedback to take action in strategic areas that actually improve the experience and map to business value.

To help our customers to do just that, we leverage a philosophy we like to call the “Continuous Improvement Framework.”  

The Continuous Improvement Framework: A Quick Summary

The Continuous Improvement Framework focuses on building an experience program that moves past measuring and managing what customers are saying and transforms into one that actually improves the customer experience and benefits your business.

To reach the goal of a truly effective, ROI-focused CX program, we cycle our customers through our five step framework. Those steps are:


The road to true experience program success begins with clearly defining an experience strategy that aligns with overall business goals and brand promises and then designing a program purpose-built to support those goals.

Take this opportunity to take a step back, identify goals, and assess the current experience program to see if it is achieving the desired outcomes. This would be a good time to engage in customer journey mapping, to visualize the ideal touchpoints a customer would hit in their journey with your brand.  


Thoughtfully deploy modern listening strategies and data integrations to expand and enhance holistic understanding.

This step revolves around customer feedback. Analyzing feedback from your customers will help you uncover their wants, needs, and expectations.


Centralize data streams and leverage advanced analytics and behavioral science experts to identify where and how to act—and the anticipated impact.

Merely attuning to customer voices isn’t sufficient for businesses; even if they manage to listen diligently. It’s equally imperative for companies to delve into comprehending the identities of these individuals, enabling a profound grasp of their desires and anticipations. Pinpointing customers empowers brands to prioritize both the amassed insights and any feasible knowledge, culminating in the provision of a heightened, tailored experience.


Create and implement dynamic actions plans, trainings, and policies that facilitate organizational change and promote revenue-generating activities.

After organizations have lent an ear to their customers and acquired insight into their identities and expectations, it is time to initiate impactful changes or even forge fresh encounters. How can businesses embark on this journey of transformation following attentive customer listening and heightened comprehension? The foremost stride towards effecting any form of change involves sharing these newfound insights among other stakeholders.


Evaluate and demonstrate results of experience initiatives including organizational change, improved metrics, and financial impact while determining appropriate next steps.

A Common CX ROI Misperception

Where we’ve seen so many brands go wrong on their path to CX ROI is that they are too focused on the “Listen” and “Understand” steps of this framework, and not enough on the other three. 

In our latest webinar, “Designing, Actioning, and Realizing a ROI-Focused CX Program,” two of our esteemed experts, Jim Katzman and Eric Smuda, break down the truth behind common difficulties in proving the ROI of customer experience—and discuss why surveys alone do not create ROI.

And because we are all about sharing the best practices you need to overcome obstacles, here is a breakdown of those three necessary keys you need to take your experience program to the next level.

3 Keys to Prove the ROI of Customer Experience

  1. Design
  2. Transform 
  3. Realize

Key #1: Design

Design is arguably the most important phase of your experience program. If you build your program on a faulty foundation,  the results can be deadly for your program (think lack of actionable insights, false signals, and hours of work that don’t accumulate ROI).  

When designing the right program for your business, it is important to shift your focus away from scores, scores, scores. A program that relies too much on scores can hurt your chances of proving ROI. Additionally, if there is too much focus on the financial drivers of the past, there isn’t much room to ideate, test, and implement financial drivers for the future.

So what should you focus on when designing your program? The answer is simple: you need to focus on what you want to get out of the program. And if that’s ROI, you want to build a program that will allow you to capture insights that can be turned into actions that result in financial returns. 

In our experience, the four areas most programs prove the ROI of customer experiences in are:

Key #2: Transform

In order to completely transform your experience program, you need to focus on three key processes: organization, action planning and project management. 


Organization refers to how you are taking action, and how that is being implemented across your company. One major step in successful organization comes from developing cross-functional teams and avoiding siloing data from department to department. 

Each department needs to be connected to the customer experience and work to support front-line employees. Upward and downward organization will lead to a more holistic customer experience. 

Action Planning

Using the Net Promoter System (NPS), you can look at inner loop and outer loop processes for action planning. Inner loop processes are very 1:1 based. They refer to individual customer feedback and the learning, and actions that come from that. 

Outer loop processes are when teams meet and determine that they keep hearing similar feedback from multiple customers and that maybe something is going on systemically that is causing issues for many customers. Learning how to close the outer loop and create a culture of customer centricity is incredibly important in order to realize success. 

The inner loop is generally focused on short-term action, while the outer loop focuses on structural improvements that may take longer.

Project Management

Whether they be short-term or long-term, you will always have multiple projects going on at the same time. With so many things to do, how do you decide where to focus your efforts? You need to consider how many customers are going to be impacted by this project, what is the cost/benefit of this change, and how easy is the change to implement. 

Now, if you design your program thoughtfully, you should be able to use your findings to understand where you focus your efforts to help continuously improve the customer experience.

Key #3: Realize

After you collect insights and take action based on your findings, you need to measure success and then share that proof across the company. Because if you truly can prove the ROI of your customer experience but don’t share it with your stakeholders, how is it helping you in the long run?

It is important to share your wins! Be vocal about the success you have seen from your CX program. Not only will it help show how your program is helping the customer, it will also create a culture of commitment within your business and show your employees that their efforts are being successful. 

Additionally, when you are looking to prove the success of your CX program, it is important to partner with your finance department. They are the ones who will help you measure and validate your wins, then turn them into a cost analysis report that your c-suite will want to see. 

If you are able to use the metrics your c-suite cares about (customer acquisition, customer retention, customer lifetime value and cost reduction) then your program will become a proven asset in your company, not a liability at risk of being cut. 

To Sum It All Up

Proving the ROI of your experience program is crucial. But, it is important to remember that it isn’t always about the money. 

Changing your CX program is as much about driving a culture of customer centricity as it is about driving revenue. This cultural journey can be reflected in an increase in employee commitment, and by building a program that delivers as many cultural wins as it does financial wins. 

To learn more about how you can transform your CX program into an ROI-Focused, revenue generating machine, watch the full webinar with experts Jim Katzman and Eric Smuda here!

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