How To Measure Call Centre Customer Satisfaction
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1 Building Client Satisfaction Through Your What is our about? It s about comparing service quality performance from the voice of the client/employee point of view and key operational measures Clients must be the primary source for judging service quality! SQM Group Copyrighted - No Reproduction 1 SQM Group Copyrighted - No Reproduction 2 Participation Industries Types Telecommunications Energy Transportation Retail Banks Insurance Manufacturing Government Call Types Inquiries Orders Sales Complaints Helpdesk Dispatching Credit Access Types Telephone Fax Website Chat Lines SQM Group Copyrighted - No Reproduction 3 SQM Group Copyrighted - No Reproduction 4 1
2 SQM Group Copyrighted - No Reproduction 5 Program Satisfaction ratings for key customer and employee attributes cost of delivering call centre customer satisfaction Importance ranking for key customer and employee attributes customer and employee satisfaction and operational performance Targeting opportunities for key customer and employee attributes improvement practices for achieving high customer and employee satisfaction SQM Group Copyrighted - No Reproduction 6 Measuring SQM Group Copyrighted - No Reproduction 7 SQM Group Copyrighted - No Reproduction 8 2
3 Random sample or all the employees working at the call centre are interviewed Interviews are conducted at the call centre or by telephone Specific employee ratings and feedback does not get shared The call centre employee satisfaction interview is approximately minutes The call centre employee satisfaction interview is a one-on-one focus group approach consisting of 29 questions The call centre customer satisfaction telephone survey is approximately 7 8 minutes Call centre customer satisfaction telephone survey is a one-on-one focus group approach consisting of questions Tl Telephone surveys are conducted d within 1 to 5 days of a recent call centre transaction Call centre survey sample size is 400 customers Actual customer surveys are based on call type mix percentages SQM Group Copyrighted - No Reproduction 9 SQM Group Copyrighted - No Reproduction 10 managers complete a service quality operational questionnaire Questionnaire is based on 4 leverage areas that are needed to achieve service excellence (i.e. strategy, labour, measurement and technology) Questionnaire takes approximately 2-3 hours to complete and there is a total of 41 question areas Call centre operational questionnaire captures over 100 operational metrics areas (i.e. service levels, abandon rates, labour cost, calls handled, training days, etc) SQM Group Copyrighted - No Reproduction 11 SQM Group Copyrighted - No Reproduction 12 3
4 Current Current CSR Handles all Calls s are an Expense Script Focused Talk Time One Call does it all Technology used for Efficiency Internally Focused Limited E-Commerce Generalist Cost Centre - Contact Centre - CSR Handles Value Added Calls - s are an Investment - Focused - Call Quality - One Contact does it all - Technology used for Service - Externally Focused - Managed E-Commerce - Specialist - Profit Centre Treated the Same Limited Data Base Limited/No Career Options Complaint Handling Internal Service Limited or No Standards Company Driven Policies Limited Control on Bonuses Company Needs IVR/Voice Menu Call Compliance Mix of Part/Full Time s Limited Recognition - Segmentation - Comprehensive Data Base - Formal Career Planning - Complaint Handling/Managing - Internal & External Service - Service Standards - Driven Policies - Aligned to Satisfaction - Driven IVR/Voice menu - Development - Most s are Full Time - Informal/Formal Recognition SQM Group Copyrighted - No Reproduction 13 SQM Group Copyrighted - No Reproduction 14 s s Financial SQM Group Copyrighted - No Reproduction 15 SQM Group Copyrighted - No Reproduction 16 4
5 Key Metric Alignment s s Financial s s Financial Ease of Contact CSR Calls Handled Per Hour Telephone Service Factor Abandon Rate - Satisfaction - Contribution -Ease of Contact - Satisfaction - Commitment -Training -Telephone Service Factor -Speed of Answer -Abandon Rate - -Daily Sales Per CSR -Cost Per Sale Voice Menu Voice Menu Telephone Service Factor Transfers -Voice Menu -Career Opportunities -% of Calls resolved in IVR -CSR Salary -Automated Voice Menu -Rep. Courtesy -Rep. Clarity -Rewards Recognition -Monitoring & - Morale -Busy Signal -Talk Time -Wrap-up Time -CSR Bonus -Span of Control - Turnover % IVR Transaction IVR Transfers Calls Resolved in IVR -Rep. Knowledge -Rep. Helpfulness -Call Resolution -Complaint Resolution -Management -Communication -Scheduling -Standards -Calls Handled Per CSR -Call Monitoring -Adherence -Scheduling -Cost of a new CSR Care Training Call Monitoring -Compensation -Software -Work Stations Call Resolution Training 1st Call Resolution Lagging Leading SQM Group Copyrighted - No Reproduction 17 SQM Group Copyrighted - No Reproduction 18 Metric Alignment Survey Stats Metric Alignment Survey Call SQM Group Copyrighted - No Reproduction 19 Key Operational Performance Government Total s Calls Handled by CSR #70 #78 Service Levels 71% 71% Speed of Answer 41 sec. 39 sec. Talk Time 195 sec. 201 sec. Wrap-up Time 81 sec. 88 sec. Abandon Rate 5% 5% First Call Resolution 83% 86% Annual Number of Calls #1,234,700 #1,708,379 CSR Salary $33,400 $33,865 New Hire Training Days #20 #19 Existing Hire Training Days #5 #7 CSR Turn Over 21% 17% CSR Length of Service #36 #37 Span of Control #15 #18 CSR Training Cost $5,112 $5,359 SQM Group Copyrighted - No Reproduction 20 5
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