We live in the 'Age of experience', where over half of all consumers are willing to pay more for a guaranteed good experience and almost 80% want brands to demonstrate they care before considering a purchase. As such, it is vital that all businesses measure and act on how their customers feel about the experience they have had with their organisation.
Many businesses do this by using established metrics, such as CSAT and NPS. However, inferring customer experience success using these metrics will not always give you the full picture. For example, a customer may have a fantastic experience with a bank, but they may score lowly for the NPS question as they would never recommend financial services products as they do not feel qualified to do so.
How can you determine how your customers truly feel about your organisation and the experience they have had with you? This is where the ServiceTick Emotion Score comes in…
ServiceTick Emotion Score ('SES', pronounced 'sĕz' or 'says') is a new customer experience metric that measures how your customers feel about your organisation. It is driven by a simple question:
"What one word would you use to describe the latest interaction you had with us?”
We automatically detect the emotional value of the word and convert it to score ranging from -100 to 100, where -100 is extremely negative and 100 is extremely positive. We use Google Cloud Natural Language in conjunction with our own technology to automatically determine this.
The score is then used to categorise the word as either positive, neutral or negative. Positive are those that scored above +24, while negative are those that scored below -24.
ServiceTick Emotion Score itself is calculated by taking an average across all the positive scores and negative scores received to give an overall score ranging from -100 to 100. This is similar to the NPS calculation and allows for easy comparison with that metric.
Our Dashboard widgets with-in our online reporting console can be driven by SES and our insight reports can be segmented by the positive/neutral/negative categories.
In summary, SES represents how your customers feel about your organisation and thus what ultimately drives value.
If you would like to implement SES or want to learn more, please contact your ServiceTick Account Manager or contact us. You can also listen to our Technology and Innovation Director Paul O'Brien and Head of Product Paul Middlege discuss SES on the latest episode of our podcast: