These three white papers span a number of topics all connected with customer satisfaction and tying it to business performance. Firstly “The Role of Incentive Schemes in Driving Customer Satisfaction & Employee Engagement in Contact Centres” looks at the link between these factors. This paper then offers a comprehensive guide to designing and implementing a successful incentive scheme in a contact centre environment. Part one looks at the rationale behind incentive schemes and part two covers the designing and implementation of a successful incentive scheme.
Secondly, “Customer Loyalty: Making it Easy” white paper takes on validating research by the Customer Contact Council published in the Harvard Business Review in August 2010. This made the seemingly controversial claim that businesses should ‘stop trying to delight their customers’ in pursuance of improved customer loyalty. The paper questions the tenuous link between customer satisfaction and customer loyalty which has been relied upon by company executives to instil ’above and beyond’ culture into their company’s customer service provision.
The rationale put forward in the research is simple: customers’ impulse to react to bad service much more actively than good service has significant consequences for how firms ought to interact with their customers on a daily basis. The research suggests that the strongest drivers of customer loyalty lie in getting the basics right and making your customers’ interactions as easy as possible.
This paper firstly walks through the experience that Fizzback has in the contact centre industry. Secondly it looks and its applicability to the notion that the battle for customer loyalty can indeed be won with the basics and that making the customer experience as effortless as possible can reap significant rewards.
The final white paper, “Developing a Successful Customer-Centric Program: Ownership & Operationalisation” highlights a framework through which firms may succeed in embedding a customer-centric culture rather than simply reporting satisfaction and loyalty metrics. The paper draws upon the wealth of experience Fizzback has in delivering best-in-class experiences to their clients’ customer base.
As the metrics and means of measuring customer-centricity are becoming more sophisticated a widening knowing-doing gap is inevitable. NPS™ was once heralded as the answer to executives’ exasperated customer advocacy problems – but it sits amongst a host of metrics with their own unique list of advantages and drawbacks. The famous quote “you don’t fatten the pig just by weighing it” is never more relevant than in its application to customer engagement. The metric itself is perhaps the least influential component of a successful customer centricity program. The challenge is very much in the implementation.
To download the white papers in PDF format, please click here
