There is no use hiding from the challenges of multi-channel customer engagement. But on the bright side, those multi-channel interactions can tell you a lot more about your customers’ satisfaction with your company than any stand-alone Net Promoter Score-style survey.
I recently had the pleasure of spending some time with O’Reilly Media to discuss this topic. Emily Drevets nicely summed up the benefits of behavior-based satisfaction metrics.
“Behavioral data is exciting because unlike loyalty metrics, it shows you what the customer does, instead of telling you what they think. It can also shed light on the context of their actions, helping you see areas where you can improve immediately.”