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Maximizing the Potential of Quality Assurance in Your Contact Center
icmi.com | 800.672.6177
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Follow the conversation @Art_Hall4 #df12 #QAROI
Current Reality
Drivers of Customer Experience
The Financial Impact of Quality Customer Care
Defining the Customer Experience
New Call Monitoring Guidelines and Metrics
Agenda
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
The voice of the customer is not in your head; it’s the ACTUAL voice of the customer.
• Quality assurance is a critical enabler for ensuring agent compliance and internal conformance
• Drivers of customer experience are usually different from the metrics used to evaluate agent quality. This leads to:
1. A perception disparity between the customer served and the organization serving those customers on the delivery of customer care
2. Agent behavior is usually motivated by the measures in the quality assurance monitoring form which may not be aligned to customer experience drivers
Current Reality
How do you recalibrate your quality assurance program align with customer experience drivers?
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Customer Experience (CX) requires the following changes:
• Governance• Cultural• Process• Discipline
Upstream issues cause downstream problems
• Key tenet in CX but limitations exist within traditional quality assurance programs without the right investment in enabling technology
Agents are a key asset in the battle
• Tremendous opportunity for contact centers and support organizations
Drivers of Customer Experience
Redacted: Customer Experience Management: Seven Lessons from the Quality Movement – Enterprise Apps Today August 9, 2012
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Industries are making strides in basic customer service transactions but can learn lessons from other industries
Drivers of Customer Experience
CX Dimensions Retail Banking Airlines Hotels Healthcare
Multi-channel Information Access
Mature Mature Mature Developing Developing
Expanded Hours Mature Mature Mature Mature Developing
Price Comparison* Mature Developing Unknown Unknown Developing
Seamless Integration Unknown Mature Mature Mature Developing
Loyalty Programs Mature Mature Mature Mature Developing
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
The Financial Impact of Quality Customer Care
# Calls to Resolve % Overall Calls # Problems # Calls Offered
1 60% 60,000 60,000
2 20% 20,000 40,000
3 15% 15,000 45,000
4 5% 5,000 20,000
40% 100,000 105,000
Company Assets200,000 customers x $1,000 annual
revenue per customer$200M
Cost per Call 5,000 extra calls x $5.00 cost per call$25,000 extra cost per
quarter
Failure to resolve 15% of calls
Results in a CSAT drop from 50% to 40%$80M protected assets or a
loss of $20M per quarter
Quality & Customer Care Profitability Impact (per
quarter/per annum)….and the survey says
$20,525,000/quarter or $82.1M/annum
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Defining the Customer Experience
Develop tactics to close the expected-vs.-actual gap (incorporate VOC and benchmarking)
1a. Review SLAs with hosting vendor1b. Minimize size of graphics to speed page loads
Determine actual customer experience
Determine critical customer touch points (aka, “Moments of Truth”) from customer’s viewpoint
“Interest Me” “Meet My Initial Need”“Keep Meeting
My Needs”
Develop reward & recognitionfor achieving or exceeding expected customer experience
Develop appropriate set of rewards and recognition5
4
3
2
1
1a. Website available = x%1b. Website satisfaction = y2. Recognition factor = z
1a. Website available > 99.99%
1b. Website satisfaction > 4.5
2. Recognition factor > x
1. Marketing web site2. Advertisements
Document Expected Customer experience (incorporate VOC and benchmarking)
Sales Fulfillment ServiceProcess
1. Apply by phone2. Apply by website3. Get notification of decision4. Close financial transaction
1. Account issue raise by phone or email
2. Complain by web mail3. Receive solution to complaint4. Hear about other products5. Take part in surveys
1a. Average hold time < 2 min1b. Application time < 10 min2a. Website available > 99.99%2b. Application time < 15 min
1a. Average hold time < 2 min1b. 1st time resolution > 95%
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
New Call Monitoring Guidelines
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
New Quality Monitoring Metrics
Contact Center ROI– Measures the value
creation/destruction of customer interactions
Agent Peak Performance Index– Each agent that a survey is conducted
is scored by the actual voice of the customer
– If the index is falling, it raises a red flag to supervisors/trainers for additional coaching/training
– If the index is rising, it demonstrates which associates are providing customer-centric support
– Agent ROI x Accuracy (QA Score) / % Delight Treating Customers as Valued
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Correlate metrics with research or historical information
Interdependent Metrics
Customer Sat Employee Sat Cost / account Product / house
Customer Satisfaction
NA + 0 ++
Employee satisfaction
+ NA - +
Cost per account 0 - NA +Product per house
++ + 0 NA
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Any Questions?
Art Hall
DirectorAlvarez & Marsal Business Consulting LLC3424 Peachtree Road Suite 1500Atlanta, Georgia 30324Email: [email protected]: @Art_Hall4
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177
Please remember to complete your session evaluation!
Thank you for attending!
©2012 International Customer Management Institute. All Rights Reserved. icmi.com | 800.672.6177icmi.com | 800.672.6177