So you’re a customer experience audit agency. What does that mean?

At Interaction Metrics, we measure the customer experience using scientific metrics. Our methods are designed to give you the most accurate—and therefore actionable—metrics and plans for improvement.

What are your customer service evaluations like?

When performing customer service evaluations, we audit a random sample of interactions, whether they’re calls, emails, or chats. Our evaluations are based on rigorous data analysis, and metrics that show you exactly where to improve.

What are your customer feedback methods?

Interaction Metrics’ analysts design and manage top-notch customer satisfaction surveys for our clients, conduct customer interviews, and perform verbatim analysis on open-ended survey questions.

What makes Interaction Metrics different? What’s your innovation?

The usual ways of measuring the customer experience are based on simplistic renderings of customer satisfaction and customer service. But “simplistic” doesn’t tell you how to improve. Our methods capture the complexity of the customer experience and translate it into data you can use and clear next steps. With us, you’ll know how to strengthen your customer relationships and deliver engaging customer experiences.

What makes your metrics “actionable?”

Most customer experience metrics only give you a rough approximation of your customer experience, but those metrics are not specific and don’t show you how to improve. In contrast, our actionable customer experience metrics pinpoint your exact gaps and opportunities.

What is Interaction Thinking™?

Like Design Thinking, Interaction Thinking is a perspective that enables companies to become more profitable by including customers’ objectives in the creative process. But while Design Thinking focuses on products, Interaction Thinking focuses on  human interactions.

4 tenets guide Interaction Thinking:

  1. Interactions should be valuable for companies and their customers.
  2. Interactions are highly nuanced and complex.
  3. If you don’t measure interactions, you can’t improve them.
  4. Your measurement needs to focus on how interactions unfold. Simply examining outcomes such as churn and sales won’t reveal your gaps and opportunities.

What stands out about Interaction Metrics customer interviews?

Interaction Metrics’ customer interviews enable you to get feedback from customers who don’t normally take surveys, resulting in representative, accurate customer experience metrics. Our uniquely conversational approach encourages customers to share their stories helping us to uncover where and how you can improve.

I keep seeing this QCI™ Score. What’s that?

QCI™ stands for Quality of Customer Interaction, and it tracks the entire, lived customer experience with one number. QCI™ reflects every aspect of your company that customers interact with, weighted by how important those aspects are to each customer. We’ve seen companies start with QCI™ scores as low as 14 and as high as 88 (out of 100 total possible points). Our goal is to get your company to a QCI™ of 91—the score we’ve found to be the point of diminishing returns.

What will I get from working with Interaction Metrics?

You’ll get objective, nuanced, actionable data based on robust customer feedback and precise customer service evaluations. Improved customer experience. Better customer relationships. Greater customer loyalty. That’s us.

Why do I need to think about a branded customer experience?

Branded customer experience  is the next frontier of market differentiation. Yesterday’s branding was static: logos and color schemes are detached from the customer, and focused on the company. Incorporating your brand into the lived customer experience gives your brand substance and depth—it demonstrates that you have a set of values that your company lives by. we encourage you to bring your brand to life through each and every customer interaction.

My company has great staff and a lot of customer surveys. Isn’t that enough?

No. Having great resources doesn’t mean you’re leveraging them effectively.

So, what’s the ROI on great customer service?

Customer service evaluations cost pennies on the payroll dollar. So if you’re already paying for customer service, why not maximize its value? Great customer service wins the hearts and minds of customers.

If I ignore my customer service, is it really going to hurt me?

Yes, not only are you losing opportunities to impress your customers, you are also increasing the risk of  bad reviews, and customers bad-mouthing you to newer customers and prospects.

Customer service with a strong ROI must be expensive to provide in the first place though.

Not true—it’s often the little things that make a huge difference. Great customer service isn’t about reinventing the wheel. It’s largely about leveraging what you have in place to maximize its value. Read about a great example on our blog: http://www.interactionmetrics.com/blog/a-cold-night-hot-soup-and-great-customer-service/

Our company sends out a ton of satisfaction surveys already. Why do we need a customer service evaluation?

Each of your customers has interactions with your company—but how many actually fill out surveys? And how do you know that the customers who choose to reply to your survey aren’t a self-selecting group—such as those who had particularly good or bad experiences? Customer Service Evaluations allow you to investigate a statistically-valid sample that is representative of your customer base, so you can get truly comprehensive data, and uncover all your gaps.

Our customer satisfaction survey already asks everything it can. Why do we need to change it?

And this runs a high risk of producing inaccurate data. Methodologically, it doesn’t make sense to ask every customer every question, because some things won’t be relevant to certain customers. In these cases, if a customer answers the question anyway (either because the survey requires it, or they’re rushed, etc.), that data point is not only useless—it’s actively misleading, and therefore not actionable.

 

Curious about actionable customer experience metrics—or something else?

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