Why You Shouldn’t Be Obsessed with CSAT | Episode 18

In this episode, Michael Fulvio, Director of Customer Experience at SNIPES, advises against the usual focus on Customer Satisfaction (CSAT) as a KPI. He stresses using diverse data points like incident rates, first reply times, and fulfillment metrics to address customer issues, improve operations, and drive revenue, thus enhancing the customer experience. By broadening the scope of performance measurement, businesses can gain a more comprehensive understanding of their strengths and areas for improvement.

00:01 Introduction to Michael Fulvio and the podcast theme.
00:18 Discussion on why focusing solely on CSAT isn't ideal.
00:56 Michael's background in acting and its influence on his current role.
03:16 Michael’s goals for the contact center and the importance of data-driven decisions.
05:08 Shifting from cost center to revenue advisor through data insights.
06:23 Michael’s approach to internal authority and presenting data-driven arguments.
08:07 Key data points used for internal conversations and improving customer experience.
09:24 Importance of addressing detailed issues in logistics and fulfillment.
13:05 Using incident rates to build customer loyalty and competitive advantage.
20:15 Final takeaway: Transforming every customer interaction into valuable data.

“My overall goal is to turn each of our customer interactions into data that the business can use to make other decisions about what’s going on." - Michael Fulvio

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