A Practical Methodology to Measure the Effect of the Service Experience on Brand
In today's world, every customer touchpoint, including customer service, must enforce a company's brand. However, companies have found it difficult to measure the effect of customer service on brand. What is needed is an ability to align the service experience with brand in a way that is appropriate for customers, yet enables the company to effectively manage costs, compliance, and other key performance indicators (KPIs). This requires the ability to measure the effect of each service interaction on brand perception and customer service KPIs. Evidence-based service is a practice which uses experimentation and rigorous measurement, and allows customer service organizations to determine how each customer interaction affects brand. By deliberately changing and testing a service process and then re-measuring their impact, the organization can discover the best possible process to satisfy customers and reinforce brand while meeting company KPI objectives.
Complete the form and get instant access to this white paper.