Badanie Customer Effort Score

Support Job Satisfaction Survey. 7 customer service trends in 2023

What does little Kevin McCallister defending himself against clumsy thieves have to do with user satisfaction with the quality of Customer Service? We will try to explain that quite a lot. In addition to the movie analogy, in this article we will talk about what benefits the Customer Effort Score survey can bring, and what every organization listening to the voice of customers should pay attention to in 2023.

Why is the Customer Service Survey important?

Let our movie hero help answer this question. In many Polish homes, a family screening with Kevin is a must-see item of a Christmas well spent. Perhaps you practice this custom. If not, imagine a family that has planned a December Sunday evening with a stranded McCallister.

An evening with a happy ending

This is a special occasion. Parents watched the adventures of the brave eight-year-old as children, a quarter of a century later they will watch the film together for the first time with their twins. Everything is ready, the kids in their pajamas have crawled onto the couch, when suddenly it turns out that the Internet is down and the movie is only available on one of the streaming platforms. 

Let’s move to the middle of the action. 

What do you do in the place of one of your parents? You grab the phone and tap out the number to the Internet provider on the screen. Someone at the switchboard switches you to Customer Service. A soothing, professional voice instructs you step-by-step on how to reset the modem and regain contact with the virtual world. 

The fire was extinguished. The children didn’t even realize something was wrong. You watch the movie, and you look back with a bit of nostalgia at the little ones, laughing for the first time at the traps that unruly robbers fall into time and again. You think warmly of the support worker, not only is he on duty on Christmas Day, but he also embraces the job so professionally.

Ruby Newell-Legner, a CX consultant and expert, maintains in her work that it takes as many as twelve positive contacts with a brand to erase a bad impression created after a single negative experience.

Black scenario

Let’s come back to earth, getting into a different scenario. Not necessarily so comfortable. 

Time and place of action unchanged. Kevin. Family. Evening. Breakdown. You call. First, for a long time no one answers, and then the hotline employees toss your call between them like a hot potato. You feel like the hero of Groundhog Day, explaining several times from the beginning what the problem is. All you can count on is a handful of golden advice about on and off, spoken in a condescending, unkind tone.

After 10 minutes you drop the phone. Nothing for the screening and a nice family evening. 

User feedback on support work matters

No matter which scenario comes to pass, you want to give feedback on the work of Customer Service. You lose enthusiasm because, other than a generic email address and a phone number for the hotline, you can’t find a way to help you with this task. 

You abandon the thought of contacting the company and giving feedback. Instead, you find the contract in the documents. You smile wryly, seeing that it expires in a few months. After an unpleasant contact with a support employee, you paste two words on your laptop screen: new year’s resolutions. With one, you type in finding a new Internet provider, even at a higher price.

And it was enough, from the service provider’s perspective, to let you have your say by sending a short online survey to the subscriber’s email address, or otherwise asking for feedback. 

CES survey

Keep your hand on the pulse – regularly check how your customers rate their contact with the BOK department.

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CES survey

Keep your hand on the pulse – regularly check how your customers rate their contact with the BOK department.

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How to measure customer satisfaction with the BOK with the help of Customer Effort Score?

Customer service that lacks tact or professionalism can be very costly to an organization. While one mistake (if it’s not too blatant), users will mostly forgive, each subsequent one is likely to lead to termination. 

According to a report compiled by Zendesk, about 80% of customers will switch to a competitor after repeated customer service errors. Even if a company doesn’t lose a customer at any given time, it will be on the censor. Ruby Newell-Legner, a consultant and CX expert, maintains in her work that it takes as many as twelve positive contacts with a brand to erase a bad impression created after a single negative experience.

Such an experience can be triggered by an unpleasant consultant on the hotline.

How Customer Effort Score works

One of the pillars of a good customer-brand relationship is the subjectively perceived effort he has to put into dealing with a problematic issue in the service department. Such as a broken Internet connection just as he is about to start a Christmas movie with the kids featuring the adventures of Kevin left alone at home. 

Customer Effort Score (CES) allows you to measure this effort. 

The basic CES question is this: How much effort did it take you to solve a problem in customer service? Respondents mark one of the following statements: much less than I assumed, less than I assumed, as much as I assumed, more than I assumed, much more than I assumed.

For a better understanding of the assessment, it is worth asking the customer to answer a few follow-up questions and justify the marked answer, as well as to rate particular aspects of the consultant’s contact (such as personal culture or level of competence).

Benefits of Customer Service Quality Survey for the organization 

Constant monitoring of support work and regular sending of Customer Effort Score survey to customers is a solution for any organization that is thinking about:

  • Identification of weak points in the work of the Customer Service Department
  • Poznan and appreciate its top-rated consultants
  • Understand customers’ needs for support and assistance
  • Improve contact with the BOK and open new channels of communication

Those who are familiar with the adventures of eight-year-old Kevin know full well that the boy successfully defended himself against the temptations of thieves, because he identified weak points in the security of the house and set traps where Harry and Marv tried to break in. We are far from using similar tricks on customers, but analyzing and eliminating weaknesses in the operation of the BOK is certainly the way to success for many a company.

We already know why support job satisfaction is important and how to measure it. Now let’s move on to the heralded overview of the most important customer service trends that will become part of the CX landscape in 2023. 

Survey of satisfaction with service quality

Can’t find the reason why your offering is not attracting customers? Or are you worried that the service you offer is not good enough?

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Survey of satisfaction with service quality

Can’t find the reason why your offering is not attracting customers? Or are you worried that the service you offer is not good enough?

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Customer service trends in 2023 worth knowing

No one has a crystal ball to flawlessly predict what will befall us in the next twelve months. By following the market and analyzing numerous support studies of various brands, we can instead pick out trends that will be even closer to us in 2023.

Proactive customer service

Most of us probably appreciate relationships with companies that care more strongly about us. This can manifest itself not only in a tailored offer and support from a representative of the organization, but also in a more proactive, and less reactive, Customer Service. If the company has knowledge of the most common problems of users (buyers) and knows its weakest points, it should try to turn them into advantages by offering support before the customer asks for it. 

Reinforcing positive experiences

Even the greatest optimists realize that we live in challenging economic times. Companies and customers are saving money, looking at every penny spent to optimize expenses. Those organizations that will do best in the market will be those that take even stronger care of every positive user or buyer experience than before, also placing a premium on empathetic and dedicated support work. 

Voice of the Customer (VoC) above all else

To understand customers’ pain points, we need to listen carefully to their voices. 2023 will be another year of increasing the importance of VoC for organizations. Feedback collected through a number of communication channels reserved for Customer Service, such as phone calls, chat records, online surveys, or other available feedback collection tools, will allow us to organize support even better and proactively assist users or buyers of our products or services.

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Support automation and self-service

As you read the following trends, you’re probably racking your brains about how to combine crisis times with savings and the need to take care of customers’ needs? The answer isn’t increased staffing in BOK departments, but the automation of work. Chatbots, better and better bots, using AI more wisely, virtual assistants, well-edited and helpful articles, video and audio content to help solve a customer’s problem are some of the solutions that will probably appear more often in many organizations. 

Hyper-personalization

If only the scale of the business allows it (a manufacturer of a popular beverage is unlikely to be on a first-name basis with every one of its customers), bet on even stronger relationships between Customer Service consultants and users. The stronger the relationship, also built through automation support tools, the stronger the customer’s attachment to the brand and the greater the chance that they will forgive a mistake rather than immediately start looking around for a competitor’s solution.

Development and improvement of BOK employees

Support is the first line of contact with a dissatisfied, bitter customer. It’s a very demanding job, somewhat reminiscent of sapper operations. One mistake can lead to an explosion (of the customer), which in the language of Customer Experience means breaking the contract. Let’s not forget that BOK employees, like embittered customers, are only human. To do their job as well as possible under demanding conditions, they need training, continuous development, knowledge, as well as support from other departments in the company, so that they can respond as efficiently and effectively as possible to each and every request, even the most demanding. 

More than Customer Experience

According to a Gartner analysis, more and more organizations will begin to move away from a single Customer Experience philosophy to a comprehensive Total Experience approach. What does it actually mean? 

Classically understood, CX states that improving customer well-being translates into company success. TX, on the other hand, assumes that the success, or not, of a particular company is equally determined by employee satisfaction, because only motivated and committed staff can fully dedicate themselves to building customer satisfaction. 

Investing in tools and solutions that support and engage employees is consequently understood as an investment in a company’s future profits, because it is a way to improve the overall experience of buyers of its products or services. 

Let us help you get started with your BOK job satisfaction survey

The ability to adapt to demanding realities, preparation and flawless execution of the set plan. All of this played out in Kevin McCallister’s case. And it can play in any organization intending to listen to the voices of the customers served by the BOK.

We realize that preparing the first survey, selecting the questions, determining the form of distribution, and collecting and analyzing the results can be overwhelming. Especially now, when it’s hard to complain about a lack of challenges, and few companies today can afford the comfort of job growth. 

Let us help you with this task. 

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Want to start your research? We can help you!

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Dariusz Jaroń
Specjalista content marketingu i autor książek non-fiction z wieloletnim doświadczeniem w pisaniu B2B, dziennikarstwie i tłumaczeniach. Początkujący maratończyk i średniozaawansowany turysta górski. Kiedy nie pisze ani nie biega, prawdopodobnie próbuje nauczyć się włoskiego.