The customer experience report gives you an idea of how your visitors perceived their exchange with your respondents on iAdvize. To make the most of it, we strongly recommend that you activate the satisfaction survey that will be presented to them at the end of all their conversations.
1. The report indicators
To access the report: Reports > Advanced reports > Customer experience
The report shows you four indicators, as well as the answers given to the open question.
The iAdvize "Customer Experience" report is based on conversations to extract key indicators, calculated using a median. This report highlights the quality of the visitor experience through several indicators:
1.1 CSAT
CSAT (Customer Satisfaction) measures customer satisfaction. It can be viewed from several angles: by evolution, by ratings, by agent, by groups, by distribution rules, by distribution groups, by degree of automation and by strategy.
CSAT score = ((number of 4s + number of 5s) / number of responses) * 100
1.2 NPS
NPS (Net Promoter Score) measures how likely customers are to recommend the service. It is analyzed by evolution and by ratings. When the NPS question is shown, the customer can choose a score from 0 to 10.
iAdvize then sorts your customers into three categories:
- Score of 9 to 10: promoters. These customers are satisfied and are very likely to recommend your brand.
- Score of 7 to 8: passives. These customers are neutral. They will speak neither negatively nor positively about your brand.
- Score of 0 to 6: detractors. These customers are not satisfied and are likely to voice their dissatisfaction.
NPS = (% of promoters) - (% of detractors)
1.3 First reply time
This is the median time your visitors wait before getting a first reply from one of your agents. Depending on your configuration, this time can include waiting times.
So as not to distort the indicator, the calculation excludes all messages that do not come from agents (automatic replies, bots, etc.).
The first reply time is the median time you take to reply to your customers’ first messages. It reflects your customer experience: your first reply tells the customer that their request has been picked up.
A long first reply time can point to understaffed teams or scopes.
First reply time = median of the response times to the first customer message
Response time to the first customer message = date of the first agent reply - date of the first visitor message
1.4 Resolution time
This is the median duration of a conversation. This indicator lets you check how long you take to handle your visitors’ requests. Resolution time is directly linked to your customers’ satisfaction and experience: the faster your team can answer their requests, the more satisfied they will be.
Resolution time = median of conversation durations
Conversation duration = closing date - date of the first visitor message
For the call channel, the duration is counted from the creation of the conversation, not from the first visitor message.
Each indicator can display graphs detailing performance according to different parameters.
At the bottom of the page, after clicking on the CSAT indicator, you can also view some indicators from the "Customer Experience" report in table form. This lists visitor comments at the end of the conversation, as well as the CSAT and NPS scores they gave, along with some information on the date and time of the rating.
2. Nuances of interpretation
- your visitors may choose not to complete the survey, or not to see it (they may have left your site before your respondents closed the conversation).
- they may start the survey but not complete it (in this case, iAdvize still keeps all completed responses).
- a visitor may be happy with the conversation and your brand, but also be happy with the exchange, without being happy with your brand or without recommending it: a high CSAT does not always mean a high NPS.
- on the other hand, an unsatisfactory exchange (low CSAT) is very likely to impact the brand image (low NPS)! This is why it is important to train your respondents and to create the conditions for a good conversational experience.
- Each satisfaction rating is associated to all respondents who have processed the conversation, and a visitor who gives you feedback on his experience is likely to respond to you on the whole of his experience, which may include other contacts or a waiting time.
3. Carry out your analysis
As with all other iAdvize reports, filters allow you to further analyze your results, for example to:
- examine the first response time and the resolution time according to the satisfaction scores to check that your visitors are waiting a reasonable time.
- compare results by respondent or respondent group.
- if you use a bot, compare the results according to the degree of automation of your conversations.
- compare your results by channel: chat, messaging applications...
- consult the answers to the open questions according to the satisfaction score obtained.
- to better understand the satisfaction scores obtained, access all the conversations through the links to the Conversations report.
4. Customer Experience Report and Responsiveness Report
Although the "Customer Experience Report" and "Responsiveness" reports may seem similar, they fundamentally differ in their indicators and methodology. The "Customer Experience" report focuses on visitor satisfaction and experience, while the "Responsiveness" report measures the operational performance of the agent.
Moreover, the indicators in the Responsiveness Report are calculated using an average to smooth out fluctuations and provide an overall view of performance, identifying general trends despite extreme values. However, the indicators in the Customer Experience Report are calculated using a median, as it excludes extreme values and better reflects the experience of the majority of visitors, offering a more precise and representative measure of overall satisfaction.
To understand how to calculate these indicators, you can refer to this article.