In this section of the series, we will discuss the analysis you should be doing on an ongoing basis.
We have many questions about how to improve and grow Customer Engagement. I think the most important thing to consider is your customer's experience when engaging with your care teams. Knowing how to analyze, optimize and grow Care programs will be the key to your success. Given the complexity, I have created a 3 part blog to cover each of these topics.
In parts 2 & 3, we will cover the optimization to help you begin growing your Care programs.
Here are some questions we have received:
- How do I continue to grow and improve?
- How should we be training and optimizing our teams with all this change? Which guidelines or processes need to be refreshed?
- Which metrics should we measure that best map to our executive priorities?
- We want to be more customer experience focused, but what does that look like on digital channels?
Analyzing your program.
Click here to download the Measuring & Improving Digital Customer Care Infographic for more details.
Whether you are 6 months into your program or 6 years, you should be following these 4 steps, Measure, Review, Evaluate & Implement. Then, repeat these steps as often as you need to, quarterly, at minimum, to ensure you are always staying in touch with your customer experience.
I cannot stress enough how important analysis and optimization are to the success of your Care program. Pick a cadence that fits with your business cycle; we recommend quarterly. One essential part of this is to have a dedicated person responsible for managing the Khoros Care platform's Administration.
You will need to choose someone who has a strong understanding of systems, reporting, and your program, whether it's Social, Messaging, Chat, or Community. Your dedicated Admin should be there during enablement to understand why and how you have your Khoros Care Platform set up.
After enablement, your admin should be part of your core team meetings with your CSM to keep on top of any new features and functionalities. You should also ensure you are taking advantage of all the free training and tools available.
Khoros offers professional services that can be purchased as one time offer or as part of your ongoing maintenance plan if you do not have the capacity to manage this on your own.
High level, this is what you need to be considering:
- Optimize your business goals and determine benchmarks based on your KPIs.
- Estimate required agent capacity and effort. Start small and throttle up or down as needed. Crawl, walk, run.
- Selecting an assigned resource/team for analysis and optimization will be key to your success.
- Pick a regular cadence for optimization activities(quarterly is what we recommend).
- Work with your CSM to ensure you are taking advantage of all the free training and tools available to you. If you prefer, we offer professional services that can be purchased as part of your ongoing maintenance plan.
Questions to consider for each step:
- Measure
- How long are your customers waiting for help?
- How are your agents finding solutions?
- How long does it take both customers and agents to find the solutions?
- How many responses per hour are your agents able to handle?
- How many queues do you have, and is there a backlog?
- How often are your agents repeating the same answers to different customers?
- Review
- Do customers enjoy interacting with agents?
- Are customers satisfied with solutions?
- Are Customers happy with your brand?
- Which style of workflow setting are you using: Available queue, push next, claim next?
- Are your tags and priorities working so that the top priority questions are being answered first? Are your Flush/Auto-Close times appropriate?
- Are your team-specific options set up to efficiently manage the queues?
- Evaluate
- Are agents understanding customer questions and providing easy to understand solutions?
- Are agents handling lots of simple questions? Can they easily offer great answers, or are they doing a lot of copy/paste?
- Can Automation and/or Community options help?
- Are your agents properly setting their states and staying in focus?
- Is there an opportunity to improve tagging and routing?
- What are your current handle times and resolution rates?
- Implement
- Do you need to strengthen Self-Service and consider bots & community to augment your staff?
- Have you empowered your Agents to provide better customer experiences through brand training and easy to find solutions?
- Have you Identified bottlenecks? Do you need to add automation to improve efficiencies?
- Are you prepared to add a new channel? Is your team maximizing their work time?
One of the Khoros Dashboards I like to use is the Team View, you can view all teams or individual teams, but an overall view gives you a different perspective.
All Visible Teams View
You can sort and filter on several different metrics. Take a look at each metric for each agent. Availability, total volumes, close rates, agent states, handle times, TAR, etc. Look at the averages and consider the outliers for each of these. We will talk about this data more in-depth in the Optimization section of the Part two blog Optimization & Growth.
Be sure to take all these things, Queues, Agents & Responses, into consideration when you are determining how best to optimize your program before you determine if you need to add staff or another channel. Tracking and reporting on each of these will be key to better understanding your program.
To wrap it all up, once you have your analysis complete, then it is time to move on to Optimization & Growth. Using some of the data you gathered above, you can begin to make a plan for your next best move!
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