Want some shoes? Want some great customer service? Many people who answer “yes” to these questions, head to Zappos.com. And although Zappos has a reputation for great customer service, its customer service reputation is not built on hype (although I’m sure there’s some of that) and subjective self-evaluations.
Sustaining great customer service is built on sound business practices, data, decision-making, and a focus on continuous improvement.
In the article A Zappos Lesson in Customer Service Metrics, CRM blogger Ashley Furness details some of the metrics Zappos uses to measure customer service success. Here are four metrics on which a customer service representative’s performance is measured:
- “Did the agent try twice to make a personal emotional connection?
- Did they keep the rapport going after the customer responded to their attempt?
- Did they address unstated needs?
- Did they provide a “wow experience?”
If you dig deep into why they’re measured, you see that the first three metrics suggest that creating and sustaining a personal connection is important, emotion is important, and being inquisitive is important.
The fourth metric about the “WOW experience” is more difficult to measure. We created a podcast episode on the WOW experience because a WOW experience is not easy to create each time, but it is something that can be somewhat planned. And the WOW experience is also customer-dependent – what might WOW one customer might not WOW the next.
So focus on the first three metrics, and ask yourself, do you create personal connections with customers? Do you sustain them throughout the conversation? Do you see or feel emotion from the customer? And are you asking enough questions to identify and address unstated needs?
Design the WOW, but make sure you consistently deliver on these other keys to customer service success.
Listen to our latest podcast episode of “Stepping Up Service” on The MESH Network at http://themesh.tv/stepping-up-service/