bounce

Bounced Customers are Unhappy Customers

At Topbox, a big part of our analytics is helping our clients understand when their customers are victims of “Bounce”.  The definition of Bounce in this context is important.  We’re all familiar with the concept of transfers in a contact center environment where customers are transferred to and from departments such as customer service, tech support, account services, retention, etc.   Think of “Bounce” as a macro level transfer, where customers are interacting with a company outside of the contact center, but are then forced to work through the contact center to resolve an issue that stemmed from the original interaction.

Let’s walk through an example to help clarify what we mean by Bounce. A customer walks into a local bank branch to open a new account.  The teller goes through the account set up, takes the initial deposit and tells the customer that a debit card will be sent to the home address within 2-3 business days.  The 3rd day passes and the debit card hasn’t arrived.  The new customer finds the 800 number on the bank’s website and calls customer service. The agent in the contact center finds the customer’s information but notifies the customer that the company’s policy for shipping cards is 5-7 business days.

You can imagine what the customer’s immediate perception of this bank may be.  She had a very disconnected experience between the branch and the contact center, and worse, she has to wait another 3-4 days to get her debit card.  “Bounce” is the result of a mistake made at the branch that created a call to the contact center.  We call this Retail Bounce.  You could substitute any brick and mortar store for the bank branch and think of myriad examples of Bounce across retail environments.

Another example is Digital Bounce.  A customer goes online to purchase a new pair of shoes. After determining the model and size needed, the customer attempts to add the shoes to his cart but cannot.  After attempting to add the shoes to the cart several more times, the customer decided to chat with the contact center to finish the transaction.  The agent completes the purchase and the customer is ensured he will get his new shoes.  Everyone’s happy, right?  Think again. There is a ton of research around the number of customers who abandon an online purchase and never return to complete the transaction.  In fact, some of this research shows that nearly 30 potential buyers never return or find another way to complete the purchase (like the contact center)  for every 1 who does.  That’s a boatload of lost revenue.

The net of all this is that Bounce is costly in many ways. Lost revenue, added cost-to-serve, poor CX and the resulting customer perception all have a negative impact on a company’s bottom line.  Understanding and resolving the points of failure that lead to Bounce can significantly improve a company’s performance.  With Topbox, we leverage NLP and associated metadata to highlight instances of Bounce with the necessary granularity to identify the root cause.  The elimination or even reduction of Bounce in your business will result in lower cost-to-serve and massive improvement for Customer Experience.

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