Capturing Customer Satisfaction

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					Methods Used To Capture Customer Satisfaction
The following content is an excerpt from's 2005 Benchmarking Study. For details on our new Volume 1 Global Benchmarking Study, please follow this link The most popular response we noted was that customer satisfaction was carried out by follow-up calls by live agents to customers (37.4% respondents). This type of follow-up often allows for in-depth questions to be asked and the agents can, if trained, gather additional unsolicited feedback - even the customers mood. However outbound follow up can also be time consuming and costly. Therefore a balance between costs and information needs to be made.

The second most popular response was recorded call analysis at 33.7%. Using this method it can be very difficult to determine the level of customer satisfaction. Tell tale signs are angry or irate customers who remain irate or angry at the end of the call, or key words the customer may use like ‘never again’, ‘poor service’, ‘writing a letter to complain’. Technology has evolved to make this process easier and reduce the need for supervisors to listen to lots of calls. Using e-mail as a follow up ranked 3rd at just over 26%. This is useful for customers who use e-mail to contact you, however many customers may not have given you their e-mail address. Another problem with e-mail is that it can be difficult to determine if a customer is happy or not - using an ‘!’ in an e-mail could be positive or sarcastic. Other methods not shown in the chart but noted from respondent comments include: - In-flight feedback (airline) - Mail-in cards shipped with every order "We normally call up about 2,500 - 3,000 customers but only a small percentage is willing to do the survey."

"We sample 100% yearly and 50% random (independent survey). We offer things such as free training." Healthcare Contact Center They told us: - Improved overall call quality - Our customers still prefer phone service - Customer effort was directed towards online self help before calling center - That we needed new technology - What customers value is response time - Customers are not always being informed about new products - The importance the "minor" details really are to the customer - The positive reaction to the survey - Low level of service expectation - Difference between customer expectations and internal delivery - Customers perceive us to be better than our staff do - High dissatisfaction rates - Gap between end user satisfaction and client perception of value - Customer values don’t match internal view - Customers are willing to endure long calls to achieve first call resolution - They need more and more new ways to Increase their satisfaction - People want friendly agents and not robots - The customers don’t mind waiting, as long as they get the answer - Lack of agents interest - How much we did not know about our "lack" of enthusiasm - People are more open than expected - Big between self perceived rating and actual outcome - That high satisfaction does not = loyalty/high retention. - Dislike of automation and press button options via ACD - Gap between our data on customer satisfaction and the customers - Satisfaction rate is lower than internal measures - Customers are actually looking forward to providing inputs - People interaction experience is priority not the CRM solution - That there are not that many additional things the customer want

- Need better agent skills - We contact customers too much - That not all customers are satisfied by the same thing - They want to be heard and their problem understood - Internal QA doesn’t align with customer sat - Company policies impact customer satisfaction more than agents. - Customer expectation is changing - Customer loyalty bearing no relation to customer satisfaction We were deluged with comments from participants about the ‘surprising outcomes’ of measuring customer satisfaction. When we asked the respondents if they give feedback to agents on customer satisfaction we noted the following: Yes we give feedback 92% No 5% Not sure 3% The fact that so many do is positive - agents can make or break customer relationships and they need to know if they are getting it right or wrong! The comments on the ‘surprising outcomes’ of measuring satisfaction illustrate the value and importance of this activity. Interpreted, these comments tell us there are several key areas that can be determined with a customer satisfaction program and why: - Customer needs. There could be a huge mismatch between the customers needs and what the contact center may provide in terms of support and assistance. Customers may prefer the human touch or may be satisfied with self service tools - unless you ask you may never know. - Expectations. These are changing daily. What was acceptable yesterday is not acceptable today and, what is acceptable today will not be tomorrow. Every industry in the world has to constantly update it’s processes and offers on a continual basis as customers expect more and more. Just think back 10 years ago when you purchased a vehicle. The luxury features then are standard now in virtually every car (automatic transmission, air-conditioning, ABS, electric windows) and the features that are emerging today (GPS, voice activated controls etc) will be standard tomorrow. - Company standards and measures. These performance standards may be misaligned with what customers want. For example a first call resolution may be more important to a customer than having their call answered in just 20 seconds.

About Raj Wadhwani: After leaving Kings College in London with a degree in Physics, Raj Wadhwani, President of, spent his early years in a sales & marketing role with market leaders such as Unilever & Lafarge. In 1996 he set up his own call center consultancy & training company. Over the next 3 years his company won awards for customer care, he trained hundreds of managers from major corporations on how to manage their call centers and advised corporations on strategy & performance management. In 1999 he set up and changed the name to in 2001 About (, the conference, research and on-line magazine for the contact center industry is a resource for contact center professionals around the world. Through a unique blend of high value editorials and carefully placed advertising, clients around the world benefit from substantial exposure and quality leads. We currently have over 116,000 corporate members of which 40% are at a senior executive level within Contact Centers globally. The quality content on the site is what draws 7,500 unique users every day. Author : Raj Wadhwani - President Date Published: Thursday, May 07, 2009

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