Consumers expect more from support
teams than ever before. Research from
American Express and Harris Interactive
shows that customers tell fifteen other
people about bad support experiences,
and 89% of consumers have switched
brands because of bad support.
But the way brands measure support
is outdated. Metrics like AHT and
FCR measure efficiency, but a speedy
interaction isn’t always a good one.
Similarly, CSAT can capture sentiment,
but it’s static. The main problem? None
of these metrics give teams actionable
insights into how to improve support
operations or the quality of interactions.
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