multi-channel-tracking, omni channel tracking
From a customer’s perspective, this study measures and tracks the entire customer experience when using a call center and, in many cases, another contact channel to resolve the same inquiry or problem, against leading North American organizations. This omni-channel tracking study delivers:

  1. Valuable data on the entire customer experience for using different contact channels to resolve the same inquiry or problem
  2. The business impact that the omni-channel customer experience has on revenue, retention and operating costs
  3. Insights on how to provide the customer with a seamless omni-channel experience
  4. Contact channel failure reasons as to why a specific contact channel was not able to resolve the inquiry or issue on the first contact

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Many organizations are striving to have a seamless omni-channel approach for customers using different contact channels to resolve their inquiry or problem. Yet, very few organizations know what the omni-channel experience is from their customer’s perspective or how to deliver a seamless omni-channel customer experience. SQM’s omni-channel VoC research shows that when customers use different contact channels for the same issue, Csat is 19% lower than it would be, if they had only used one contact channel to resolve their issue. Clearly, given that 18% of customers use multiple channels to resolve their same inquiry or problem and that Csat is low when they use multiple channels, it is essential to use VoC insights to improve the customer’s omni-Channel experience to resolve their inquiry or problem. We use the term ‘omni-channel’ to describe what the organization is aiming to deliver as a seamless customer experience for resolving the same inquiry or problem. We use the term ‘omni-channel’ to describe an organization’s aim of delivering a seamless customer experience for resolving the same inquiry or problem.

In most cases, customers expect to be able to resolve their inquiry or problem with the first contact channel they chose to use, regardless of the channel used and complexity of their inquiry. This omni-channel study provides insights as to why the first contact channel the customer used did not resolve the customer’s inquiry or problem. As well, this study provides insights on how to make it a seamless experience for a customer who uses two or more contact channels to resolve the same inquiry or problem. Based on the fact that the call center is the last line of defense for resolving a customer’s inquiry or problem, surveys will be based on customers who used a call center as well as another contact channel (e.g., email, website, IVR, chat, SMS or social media).

There are some huge challenges for organizations to improve the customer’s experience of using multiple touchpoints. Improving the customer’s omni-channel experience using multiple channels to resolve the same inquiry or problem represents one of the biggest opportunities for organizations to truly provide a seamless omni-channel service, and as a result, improve company endorsement, retention and cost. Only 5% of SQM clients are able to achieve 95% world class contact resolution for each contact channel.

Omni-Channel Customer Experience Tracking Study

omni channel tracking

This study measures and tracks the entire customer experience when using a call center and, in many cases, another contact channel to resolve the same inquiry or problem, in comparison to leading North American organizations.

SQM’s research shows that most organizations use six contact channels (i.e., call center, website, email, IVR, mail/fax and social media) to provide service to their customers. On average, 18% of organizations’ customers who use the call center also use other contact channels to resolve their inquiry or problem. The range for customer usage of multiple contact channels across organizations is huge with the low end being 5% and the high end being 40%. For those customers who used multiple contact channels to resolve their inquiry or problem, 74% of them used another contact channel prior to contacting the call center. Clearly, the call center, in most cases, is the last line of defense for resolving the customer’s inquiry or problem. There is a big opportunity to improve self-service contact channels (i.e., website and IVR) so customers do not have to use the much more expensive call center contact channel. In many cases, customers prefer using self-service contact channels, especially if they can easily resolve the inquiry or problem.

Tracking your customers’ experiences using the different contact channels (i.e., call center, website, email, IVR, mail/fax and social media) to resolve the same inquiry or problem is one of the best practices for improving your omni-channel customer experience and truly providing a seamless omni-channel customer experience. When measuring and tracking customers’ experiences using different contact channels for resolving the same inquiry or problem, SQM measures three different areas using the VoC metrics listed below to provide valuable insights into the organization’s omni-channel customer experience performance and opportunities for improving.

1. Measuring the entire omni-channel customer experience for resolving the same inquiry or problem

Omni-Channel Csat Experience – % of customers who are overall very satisfied (top box response) with their entire experience when they had a seamless experience using multiple contact channels to resolve the same inquiry or problem

Multiple Channel Csat Experience – % of customers who are overall very satisfied (top box response) with their entire experience using multiple contact channels to resolve the same inquiry or problem

Seamless Experience – % of customers who had a seamless experience in using multiple contact channels

Customer Effort – % of customers who put forth very low effort to resolve the same inquiry or problem using multiple contact channels

2. Identifying business impact on revenue, retention and cost

Company Endorsement Score – % of customers who would recommend the organization minus the % of customers who would criticize the organization

Customer Protection Score – % of customers who definitely would or probably would continue to use the organization’s products and services, whose inquiry or problem was resolved, and who are very satisfied with their overall contact channel experience

Call Avoidance Opportunity – % of customers who either used or prefer to use a low cost contact channel instead of the call center to resolve their inquiry or problem

Enterprise Wide Csat – % of customers who are overall very satisfied (top box response) with the organization

3. Specific contact channel customer experience for trying to resolve the same inquiry or problem

First Contact Resolution – % of customers who resolved their inquiry or problem on their first contact using a specific channel

One Contact Resolution – % of customers who resolved their inquiry or problem on their first contact using only one contact channel

Contact Channel Csat – % of customers who are overall very satisfied (top box response) for a specific contact channel used to resolve an inquiry or problem

CSR Csat – % of customers who are overall very satisfied (top box response) with CSR they used trying to resolve an inquiry or problem

Contact Resolution – % of customers who resolved their inquiry or problem

Why Participate in SQM’s Omni-Channel Customer Experience Tracking Study

Do you know…

  • what your OCR, Csat, seamless resolution, contact resolution, customer effort, call avoidance, company endorsement, and customer protection performances are from a customer perspective?
  • how your Csat, contact resolution, customer effort, call avoidance, company endorsement, and customer protection performances compare to leading North American organizations?
  • how much customer effort is required when different contact channels are used to resolve their inquiry or problem?
  • how many customers are using multiple channels in order to resolve an inquiry or problem?
  • if your customers expect to have their inquiry or problem resolved for each contact channel used?
  • what your call center’s call avoidance opportunities are for each contact channel, so customers do not have to use the call center for resolving their inquiry or problem?
  • how your omni-channel customer experience impacts your organization’s ability to retain customers
  • the likelihood of your customers recommending your organization?
  • the failure reasons for why your customers were not able to resolve their inquiry or problem in the initial contact channel they used?
  • what contact channel your customers prefer for resolving their inquiry or problem?

If you want quality answers to these questions, let the experts at SQM assist you in tracking and improving your Omni-Channel customer experience.

The 5 Benefits of Winning an SQM Award

  1. Recognition/respect – SQM’s Contact Center Industry Voice of the Customer/Employee Awards of Excellence program is the most prestigious and sought after North American contact center industry service quality awards program. When you win an SQM award, you gain recognition and earn respect from industry peers within your organization and, most importantly, from your customers.
  2. Retain/attract new customers – Award winners have used their SQM award as a marketing tool to inform existing customers and potential new customers about the world class customer service they provide.
  3. Retain/attract new employees – Award winners have used their SQM award to inform their employees and potential new employees about the world class customer service they provide and/or the excellent working environment.
  4. Career opportunities – Leaders of the award winning contact centers have more career opportunities within their own organization, as well as outside their organization.
  5. World class performance recognition – Award winners gain recognition for performing at the world class level. World class performance is determined by using the Csat metric. World class Csat performance means that the customers experienced great seamless service using multiple contact channels to resolve their inquiry or problem.

Top 5 Reasons to Improve your Omni-Channel Customer Experience Performance

  1. Improve Csat – when a customer has to use multiple contact channels to resolve the same inquiry or problem, overall organization Csat (top box response) drops, on average, 19 percentage points. The average top box satisfaction response for a customer who used multiple contact channels is a dismal 55%, which is a 4th quartile Csat performance level. The main reason why overall organization Csat significantly drops is because the customer had to expend high effort to resolve their inquiry or problem. In fact, ease of effort drops by 15 percentage points when multiple touchpoints are used to resolve the same inquiry or problem. Clearly, the vast majority of contact centers are not providing an omni-channel seamless experience for customers using multiple touchpoints for resolving the same inquiry or problem.
  2. Reduce operating costs – 18% of customers use another contact channel trying to resolve their inquiry or problem prior to calling the call center. In most cases, these customers expected they would be able to resolve their inquiry or problem using another contact channel without having to call the call center. Clearly, these customers prefer non-call center contact channels to resolve their inquiry or problem, which are less expensive for the organization to resolve a customer’s inquiry or problem. Call avoidance is an enormous opportunity to reduce a call center’s operating costs. In fact, a 1% point improvement in call center FCR performance equals $286,000 in annual operational savings.
  3. Increase opportunities to sell – when the customer’s inquiry or problem is resolved, the customer cross-selling acceptance rate increases by up to 20%. SQM’s research shows that the customer’s needs must be resolved before the organization has earned the right to move on to any type of sales activity. If the organization cross-sells before the inquiry or problem is resolved, the customer typically becomes irritated and feels that the organization is pushing its needs, rather than serving the customer’s needs. As a result, the fundamental customer relationship is undermined.
  4. Reduce customers at risk – when the customer’s inquiry or problem is unresolved, 23% of customers expressed their intent not to continue to use the organization’s products and services as a result of their omni-channel experience. The cost of customer defections as a result of their customers’ experiences using multiple contact channels tends not to be understood by contact centers because it is not often measured. It is important to remember that, in many cases, it only takes one poor customer contact channel experience for them to stop doing business with the organization.
  5. Increase customers who would recommend – when the customer’s inquiry or problem is resolved, 67% of customers expressed their intent to recommend the organization’s products and services as a result of their omni-channel experience. Many contact centers fail to recognize the significance of being world class for resolving the customer’s inquiry or problem no matter what contact channel the customers use.

Omni-Channel Customer Experience Tracking Study Methodology

The Omni-Channel Customer Experience Tracking Study uses customer surveys to capture feedback when using a call center and, in many cases, another contact channel (i.e., website, email, IVR, chat and social media) to resolve the same inquiry or problem.

Post-Contact Customer Survey
A random sample of post-call telephone surveys is conducted with customers who had a transaction with your call center and, in many cases, another contact channel. Given that the call center is the last line of defense for resolving an inquiry or problem in most cases, it is a good opportunity to add questions about customer omni-Channel experiences to an existing call center satisfaction survey. Telephone surveys are conducted using SQM’s telephone survey representatives who work in our Coeur d’Alene, Idaho and Vernon, British Columbia research centers. The post-contact survey is an in-depth interview and is 4-8 minutes in length and is based on up to 20 rating and open-ended questions related to the customer’s omni-channel experience. It has been SQM’s experience that approximately 20% of customers calling a call center also used another contact channel to resolve their same inquiry or problem. SQM’s omni-channel post-contact survey has a proven track record for measuring the attributes that accurately assess your Csat, contact resolution, customer effort, call avoidance, company endorsement and company protection performances.

Omni-Channel Customer Experience Tracking Report Deliverables

An omni-channel customer experience tracking report will be delivered quarterly to you and your management team via a conference call or on-site with a senior SQM consultant outlining your omni-channel customer experience and business impact performance. SQM will provide you with real-time access to mySQMTM reporting tool to review your customer survey information from the convenience of your desktop in a secure encrypted manner.

What’s Next

Contact SQM Group via email OR phone us at (800) 446-2095 to schedule a time where an SQM representative can walk you through the details of our Omni-Channel Customer Experience Tracking Study.

Your Investment

Telephone customer surveys for 15-20 questions are $11 per survey. Surveys with more than 20 questions have an additional charge of $1 per question. There are additional charges for database setup and access.