Building Client Satisfaction Through Your Call Centre

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Building Client Satisfaction Through Your Call
Centre Citizen Satisfaction Measures of
Success Conference Presentation is based on
SQMs Call Centre Service Quality Benchmarking
Program
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About SQM Group

• Service Quality Measurement (SQM) Group Inc. is a
  consulting company that assists call centres in
  their service quality measurement and management
  efforts by providing the following products and
  services...
• Call Centre Benchmarking
• Service Quality Scorecard Tracking
• SQM Report Card Software
• Service Quality Management Training

We are Canadas Leader in Call Centre Service
Quality Measurement Benchmarking
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Call Centre Service Quality Benchmarking
What is our Call Centre Benchmarking Program
about?
Its 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!
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Call Centre Benchmarking 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
• Email
• Chat Lines

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Call Centre Service Quality Benchmarking Program
Presentation Overview
Methodology Approach
Benchmarking Goals
Best Practices
Balanced Scorecard
Customer Metrics
Employee Metrics
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Call Centre Service Quality Benchmarking Program
Presentation Overview
Methodology Approach
Benchmarking Goals
Best Practices
Balanced Scorecard
Customer Metrics
Employee Metrics
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Service Quality Benchmarking Program Goals

• Satisfaction ratings for key customer and
  employee attributes
• Benchmarking cost of delivering call centre
  customer satisfaction
• Importance ranking for key customer and employee
  attributes
• Benchmarking customer and employee satisfaction
  and operational performance
• Targeting opportunities for key customer and
  employee attributes improvement
• Best practices for achieving high customer and
  employee satisfaction

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Call Centre Service Quality Benchmarking Program
Presentation Overview
Methodology Approach
Benchmarking Goals
Best Practices
Balanced Scorecard
Customer Metrics
Employee Metrics
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Methodology
Benchmarking Program
Customers
Employees
Measuring
Operations
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Employee Methodology

• 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 20-30 minutes
• The call centre employee satisfaction interview
  is a one-on-one focus group approach consisting
  of 29 questions

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Customer Methodology

• 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 16 -20 questions
• Telephone surveys are conducted 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

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Operations Methodology

• Call Centre 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)

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Call Centre Service Quality Benchmarking Program
Presentation Overview
Methodology Approach
Benchmarking Goals
Best Practices
Balanced Scorecard
Customer Metrics
Employee Metrics
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Best Practices
Current Practices Best Practices
Call Centre CSR Handles all Calls Employees are
an Expense Script Focused Talk Time One Call
does it all Technology used for Efficiency
Internally Focused Limited E-Commerce
Generalist Cost Centre

• Customer Contact Centre
• CSR Handles Value Added Calls
• Employees are an Investment
• Customer Focused
• Call Quality
• One Contact does it all
• Technology used for Service
• Externally Focused
• Managed E-Commerce
• Specialist
• Profit Centre

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Best Practices
Current Practices Best Practices
Treated the Same Limited Data Base Limited/No
Career Options Complaint Handling Internal
Service Goals Limited or No Standards Company
Driven Policies Limited Control on
Bonuses Company Needs IVR/Voice Menu Call
Compliance Mix of Part/Full Time
Employees Limited Recognition

• Customer Segmentation
• Comprehensive Data Base
• Formal Career Planning
• Complaint Handling/Managing
• Internal External Service Goals
• Customer Service Standards
• Customer Driven Policies
• Aligned to Customer Satisfaction
• Customer Driven IVR/Voice menu
• Employee Development
• Most Employees are Full Time
• Informal/Formal Recognition

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Call Centre Service Quality Benchmarking Program
Presentation Overview
Methodology Approach
Benchmarking Goals
Best Practices
Balanced Scorecard
Customer Metrics
Employee Metrics
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Call Centre Balanced Scorecard
Employees
Customers
Operations
Financial
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Call Centre Balanced Scorecard Key Metrics
Customers
Employees
Operations
Financial

• Customer Satisfaction
• Customer Contribution
• Ease of Contact
• Voice Menu
• Automated Voice Menu
• Rep. Courtesy
• Rep. Clarity
• Rep. Knowledge
• Rep. Helpfulness
• Call Resolution
• Complaint Resolution

• Employee Satisfaction
• Employee Commitment
• Training
• Career Opportunities
• Rewards Recognition
• Monitoring Coaching
• Employee Morale
• Management
• Communication
• Scheduling
• Standards
• Compensation
• Software
• Work Stations

• Telephone Service Factor
• Speed of Answer
• Abandon Rate
• of Calls resolved in IVR
• Busy Signal
• Talk Time
• Wrap-up Time
• Calls Handled Per CSR
• Call Monitoring
• Adherence
• Scheduling

• Cost Per Call
• Daily Sales Per CSR
• Cost Per Sale
• CSR Salary
• CSR Bonus
• Span of Control
• Employee Turnover
• Cost of a new CSR

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Call Centre Service Quality Metric Alignment
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Call Centre Service Quality Metric Alignment
Customer Survey
Employee Survey
Metric Alignment
Call Coaching
Call Centre Stats
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Key Operational Metrics Performance
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Call Centre Benchmarking Program 2000
To learn more about the Call Centre Service
Quality Benchmarking Program contact us
at Phone [phone] / Fax (403)
949-2371 Email inform_at_sqmgroup.com / Website
www.sqmgroup.com