Beyond CSAT — building brands with integrated insights to drive results

Teresa May, Todd Chretien, Christine Brandt Jones and Dominique M. Hanssens
Additional contact information
Teresa May: Global Insights & Analytics
Todd Chretien: Senior Vice President of Customer Solutions
Christine Brandt Jones: Strategy & Insights, Prophet
Dominique M. Hanssens: Distinguished Research Professor of Marketing

Journal of Brand Strategy, 2020, vol. 8, issue 4, 330-339

Abstract: Connectivity and complexity seem to go hand in hand in our daily lives. It is estimated that every second 127 new devices are connected to the Internet. And most of this connectivity can be powered from the palm of our hands. With the amazingly powerful tool that is today’s smartphone, we can accomplish more and more — search for jobs, connect with friends and family, check the security of our homes, stream music and video, monitor our washer and dryer — the list goes on and on. As a result, consumers are more dependent than ever on their smartphones and have an increasing need for support to fix technical problems and to learn how to take advantage of a connected life. Such a landscape of unmet needs represents an enticing and, at the same time, daunting business opportunity. To meet these needs with products and services that delight rather than frustrate consumers, across the millions of different types of needs they are likely to face, requires a comprehensive and agile consumer insights programme that is integrated into the operational structure of the service provider who seeks to fill this gap. That is exactly what Asurion has been developing in partnership with national carriers and retailers. Asurion is dedicated to providing a customer experience focused on three principles: Remarkably Human, Delightfully Simple and Actually Helpful. The company’s customer insights programme leverages a multimodal approach to identify critical drivers behind variations in CSAT (customer satisfaction), NPS (net promoter score), churn and LOE (level of effort). Then through deep collaboration with cross-functional teams, Asurion’s customer insights team applies those learnings to help develop solutions, leveraging the latest tech tools, particularly AI. This investment in deep customer insights helps identify opportunity areas, leading to customer interactions that feel customised and deliver not only specific solutions, but also added value that drives satisfaction and loyalty. Most critically, customer satisfaction and loyalty ultimately translate into positive top-line and bottom-line financial results.

Keywords: connectivity; smartphones; technical support; tech care; multi-modal approach; customer satisfaction (CSAT); net promoter score (NPS); level of effort (LOE) (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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