FCR and Customer Surveys

Yesterday, I was a guest speaker for Nexidia's webinar on FCR and the impact on Customer Experience.

One of the questions I received was what is the problem with using Customer Surveys for FCR. After giving this more thought, I think I could have answered this question better.

First and foremost, Customer Surveys are an important line of bearing in judging the Customer Experience, but that's just it, it is simply a line of bearing. So if you are paying $42 per survey for a company to collect and compile these results, you better be getting solid actionable results, especially given the sample size you would need (I recommend 12,000 to facilitate segmentation).

Let's look at a customer experience where a customer receives their statement on the 9th, calls in on the 10th, calls again on the 13th (either for a separate reason or the same reason as the call on the 10th), and gets a customer survey on the 14th regarding the call on the 10th. How many opportunities for false positives have you just introduced? What call is the customer thinking about for the survey? What issue? What if the customer gets another statement the next month on the 9th and the issue isn't resolved?

A typical company will have these results compiled monthly and you will receive the results early in the month, but other metrics on your dashboard aren't available until later in the month and the executive that you are reviewing the metrics with aren't available until even later in the month.

Admittedly, this probably isn't unique to customer surveys, but whenever you are looking to solve for FCR, make sure you have results that are available to analyze and act upon and not be dependent on a monthly compilation. Otherwise, moving the needle will be incredibly difficult.

I have had a lot of success with diagnosing and solving for FCR with Nexidia. If I can answer any questions you have, please contact me at customeranalyticsconsulting@gmail.com.

The webinar should be available later this week at http://www.nexidia.com/