The current landscape
There has never been an effective and unbiased method to measure the relationship between brands and consumers. Until now...
Today’s current metrics — net promoter score (NPS), customer satisfaction (CSAT), and customer effort score (CES) — all rely on customer surveys. But these methods have many issues. Surveys disrupt the customer journey. This means, those who actually take the time to respond are usually your happiest customers — which skews your results.
Using a select group to represent an entire customer pool also leads to grossly inaccurate information, since respondents’ opinions might be inconsistent with the broader population.
But all that’s changed.
LiveEngage embraces the Meaningful Connection Score (MCS)
What is a MCS?
The MCS is an automated, unbiased way of measuring the relationship between consumers and brands. But it doesn’t rely on customer surveys. Instead, it analyzes the sum of each consumer's conversation with a brand.
How is it calculated?
Each MCS is determined through a powerful text-analytics system based on advanced natural language processing techniques, customized specifically to live chat conversations.
During an exchange between customer and CCP, each sentence is analyzed in real time (as soon as they press “send”) and gets a positive or negative score — again in real time. An average of each line’s score is aggregated to determine the sentiment for the entire conversation. This average is continually updated, and an overall score is assigned at the end.
How's it presented in LiveEngage?
Today, we use session-level sentiment — a positive or negative indicator measuring someone’s feelings toward a company based on the emotions expressed during a service conversation. It’s delivered to the CCP in real time so they can react quickly...and change the direction if it’s going down the wrong path.
MCS will provide:
- Session-level score — a numerical value measuring an individual’s sentiment toward any company based on the emotions expressed during a service conversation.
- Brand-level score — an aggregated numerical score representing the average of all individual sessions’ MCS. This can be calculated for an entire account or any subset thereof.