VoC Leaders: How Time Warner Cable socializes ForeSee data & more
Laura Sharkey is Senior Manager of eCare and Customer Experience for Time Warner Cable. Her role at the company includes managing the Voice of Customer (VoC) program, including a focus on analyzing customer experience data to help improve customer satisfaction. We sat down with Laura to discuss how she uses ForeSee and her success in socializing CX data throughout her company.
Why is it important for your company to measure customer experience?
The better our customer experience is the more loyal our customers are. Hopefully that makes them remain customers longer instead of switching back and forth between our competitors, which is very common in our industry.
Why do you choose ForeSee to help you measure customer experience?
ForeSee’s combination of having model questions and benchmarks helps us figure out where we need to focus our attention to improve the customer experience.
Customers tend to answer a question with answers such as, “I just want more information,” but ForeSee’s model questions help us focus-in on areas of impact. For us for example, a lot of times [the impact area] is navigation. [And with ForeSee Feedback], we have the option to ask customers open-ended questions about what they do or don’t like.
You wouldn’t run any other part of your business, such as finance, supply chain or sales, without reliable data to support those business decisions. Why is it important for you to measure customer experience with certainty?
It helps you see where you’ve been and where you’re going. We’ve used our benchmarks in the past to tell the story of where we were a year ago, two years ago, and beyond. If you always just look at the present, it really doesn’t tell the whole story.
Share a story with us about how ForeSee and measuring customer experience in general has helped Time Warner Cable.
A couple years ago our company underwent a care optimization and call deflection initiative. The goal was to provide our customers with self-service tools so that they didn’t have to call us or chat with us, which reduces overhead costs. Unfortunately, one of the projects to deflect calls was to introduce a self-help tool that gave customers a three-step process: find a question for their problem, potentially use a self-help tool to solve it, and then if they were unable to accomplish [their goal] it would provide our phone number or chat option.
However, the phone number/chat option within that three-step process was creating a lot of frustration for our customers. [Satisfaction] quickly declined, and maintained a steady decline of customer satisfaction. I kept hounding our executives to try adding the phone number back to our website. Sure enough, the same day we added the phone number/chat options to the very top of our Contact Us page, our satisfaction score shot up five points. We maintained that score for the next two months, and it kept rising from there.
How do you socialize ForeSee data within your organization?
A best practice that we’ve implemented at Time Warner Cable to socialize our ForeSee data is a weekly meeting. In the weekly meetings we try and mix it up: we either use a ForeSee Satisfaction Insight Review, a Usability Audit Review, or we pick a “topic of the week” and measure change that’s happened on the site, how that’s had an impact on our overall satisfaction. We also focus on our top key impact areas we need to improve as well as what the common complaints are amongst our users.