{"id":115894,"date":"2021-01-12T03:50:33","date_gmt":"2021-01-12T11:50:33","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=115894"},"modified":"2023-03-07T06:04:11","modified_gmt":"2023-03-07T06:04:11","slug":"worst-customer-and-employee-experience-kpi","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/worst-customer-and-employee-experience-kpi\/","title":{"rendered":"Worst Customer (and Employee) Experience KPI!"},"content":{"rendered":"

Building Rapport<\/b><\/p>\n

I have been involved in many discussions surrounding the \u201cbest KPI\u201d metric for Customer Experience.\u00a0 In my first Tuesday Morning CX Thoughts for 2021, I decided to make a declaration on the worst KPI for CX.\u00a0 Interestingly, this metric also applies to Employee Experience.\u00a0 However, let me start with a short story from last week.<\/span><\/p>\n

Earlier this week, I had to call an airline to get support on an issue that I\u2019d normally take care of by myself online.\u00a0 However, the website would not let me complete the transaction, referring me to the customer service line.\u00a0 Kick in my fear of maneuvering through an automated voice-response system, sitting on hold for an extended period and the concern of having to repeat the story multiple times as I get transferred around.\u00a0\u00a0<\/span><\/p>\n

Due to weather cancellations, I had been through a few of these transactions over the week.\u00a0 Hotels, airlines, rental car agencies…some I was able to accomplish online, others I had to jump through hoops.\u00a0\u00a0<\/span><\/p>\n

With the airline, there was a reason I did that one last.\u00a0 After being connected, the first comment from the airline representative was an apology that I was not able to complete the task that I\u2019d normally accomplish online.\u00a0 That acknowledgement showed empathy and understanding of my experience as a frequent flier.\u00a0 The next comment was casual, but it built rapport.\u00a0 The representative made it personal, that he\u2019d be arriving in Denver the day after I was leaving.<\/span><\/p>\n

This led to a longer conversation about the best ski areas, restaurants and places to visit.\u00a0 Since I had been a former resident, the representative was thrilled to learn some insider information about the area to make his family vacation even more enjoyable.\u00a0 I also enjoyed talking about my old stomping grounds, bringing back some memories and feeling like I made someone else\u2019s day just a little bit better or enjoyable.\u00a0 Even customers like to make those that help them more comfortable.\u00a0 By the time the call ended, my phone timer read 29 minutes, 59 seconds.\u00a0\u00a0<\/span><\/p>\n

The Cost Of Service\u00a0<\/b><\/p>\n

As you read my opening lines, you probably had thoughts of <\/span>NPS<\/span><\/a>, <\/span>CSAT<\/span><\/a> or even <\/span>CES<\/span><\/a> as the possible \u201cworst KPI\u201d.\u00a0 While each of those have their own value in each situation, the metric I am thinking of is specific to support centers: <\/span>Average Handle Time<\/span><\/a>.\u00a0\u00a0<\/span><\/p>\n

Do not misunderstand my assertion, it is a great operational metric for support centers, but it does little to support the customer experience or the employee experience and – I would contend – actually harms both experiences.\u00a0 Having grown up in operations, I probably had even used the argument that it minimizes Average Handle Time will reduce wait times for other customers.\u00a0 It is a fair enough comment, but I\u2019d also contend that you have other dials that can adjust average handling times – such as improved self-service options and increased staffing.\u00a0 Average Handle Time is really about cost – not experience.\u00a0\u00a0<\/span><\/p>\n

During a recent <\/span>CX Forums Connext Live!<\/span> networking discussion, I had the opportunity to be discussing this very topic.\u00a0 In the virtual room was a CX practitioner (from a competing firm) and someone interested in support center experience metrics.\u00a0 As I mentioned my thoughts on Average Handle Time the practitioner (and competitor) applauded my stance.\u00a0 Probably the first time I had a standing ovation in a virtual networking room during an online forum.\u00a0 However, most support center leads would probably disagree.<\/span><\/p>\n

Experience is About Emotion\u00a0<\/b><\/p>\n

If you have any doubt that measuring <\/span>Customer Experience<\/span><\/a> is mostly about customer emotion<\/a>, then ask yourself why we seek to examine <\/span>sentiment analysis<\/span><\/a> and do not ask customers to just simply respond to audit-type questions.\u00a0 Customer Experience and the <\/span>Employee Experience<\/span><\/a> are identified as key focus areas by many companies, however the introduction of other metrics and KPI tools often contradict that. None more so – in my opinion – than Average Handle Time.\u00a0\u00a0\u00a0<\/span><\/p>\n

Certainly, customers want a quick resolution to their problem, but they don\u2019t want a robot.\u00a0 If they did, you could accomplish it with a web process.\u00a0 Customers want a human interaction, now more than ever, and expect to hear empathy, understanding and interest.\u00a0 The employees will thrive in an environment where they are allowed to be human, allowed to take interest in their customers\u2019 lives and don\u2019t have a clock running in their head with every customer interaction.\u00a0 As many more processes and services move online with less interaction, it is important to recognize that those transactions that require a human interface should be more\u2026.human.<\/span><\/p>\n

As for the representative from United Airlines that engaged me in an interesting conversation, quickly solved my problem (even if we stayed on the phone for much longer) and reminded me that we are both humans, I hope you don\u2019t get into too much trouble with your Average Handle Time and I hope you enjoy your vacation in my former home state.\u00a0\u00a0<\/span><\/p>\n

Join the next ConneXt Live! that features <\/span>Claire Boscq-Scott<\/span><\/a> for a discussion about how Mystery Shoppers uncover hidden secrets to improve your service delivery.\u00a0 Learn for 20 minutes and meet eight to ten new people that have similar interests in CX as you.\u00a0 If you enjoyed CX Talks, this new format will prove to be even more engaging, interactive and informative. You can register <\/span>here<\/span><\/a>.\u00a0<\/span><\/p>\n

QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span>QuestionPro CX software<\/span><\/a>\u00a0today.<\/span><\/p>\n

Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Building Rapport I have been involved in many discussions surrounding the \u201cbest KPI\u201d metric for Customer Experience.\u00a0 In my first […]<\/p>\n","protected":false},"author":46,"featured_media":115895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169],"tags":[],"yoast_head":"\nWorst Customer (and Employee) Experience KPI! | QuestionPro<\/title>\n<meta name=\"description\" content=\"Building Rapport I have been involved in many discussions surrounding the \u201cbest KPI\u201d metric for Customer Experience.\u00a0 In my first Tuesday Morning CX\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/worst-customer-and-employee-experience-kpi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Worst Customer (and Employee) Experience KPI! 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