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What customer feedback reveals about memorable frontline experience

Susanne Axelsson
Susanne Axelsson
August 2, 2021
What customer feedback reveals about memorable frontline experience

If you are reading this, then you probably already know that great customer experience drives great NPS… (Net Promoter Score)but how do we measure the impact of each aspect of that experience on overall score? Was it the staff’s friendly smile; their ability to answer a question quickly; or just the really slick looking App that made a customer happy?

Customer feedback analytics company Thematic has built a business on answering this question. At the Frontline Experience Summit, 2020, CEO Alyona Medelyan talked about diving into the details to find the magic in your data.

When it comes to NPS, frontline experience is key...

It’s no surprise that a brand’s interaction with a customer matters - we’re talking about that call to the helpdesk; that queue to chat to the bank teller; and that knock at the door by the delivery team...but just how much is confronting.

“Human connection can have as much as a 40% influence on overall NPS score,”
said Alyona.  

It’s not just ‘what’ but also ‘how’ you do things...

Furthermore, although customers from different industries look for different attributes when it comes to frontline teams, these attributes have a direct and marked impact on NPS. 

“An account manager who calls a customer ‘just to check in’ could make a score go up by 2 points, for example; whilst professional technical support can have as much as a 7 point influence.”

Doing something useful with your data...

Alyona recommends diving into every piece of feedback available to gather proof points around which attributes of your customer interactions are driving your customer satisfaction scores so that you can gain stakeholder consensus and commitment around where to invest improvement efforts for the biggest returns. 

“All data can tell a story - if you let it,”
believes Alyona. 

Watch the full video to learn more, including hearing how one of one of the world’s biggest telcos is using data to focus on the aspects of their experience that matter the most.  

Watch video.

Susanne Axelsson

About the Author

Susanne Axelsson
Susanne is the Frontline Community Evangelist as well as the author and researcher for Frontline Magic Handbook. She believes happy customers are born out of great experiences. Great experiences are delivered by motivated frontline people.
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