Building Client Satisfaction Through Your Call Centre

Citizen Satisfaction ± Measures of Success Conference
Presentation is based on SQM¶s Call Centre Service Quality Benchmarking Program

SQM Group

Copyrighted - No Reproduction

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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 Canada¶s Leader in Call Centre Service Quality Measurement & Benchmarking

SQM Group

Copyrighted - No Reproduction

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Call Centre Service Quality Benchmarking What is our Call Centre Benchmarking Program about? It¶s about comparing service quality performance from the ³voice of the client/employee´ point of view and ³key operational measures´ Clients must be the primary source for judging service quality! SQM Group Copyrighted .No Reproduction 3 .

No Reproduction .Call Centre Benchmarking Participation Industries Types« ‡ Telecommunications ‡ Energy Call Types« ‡ Transportation ‡ Inquiries ‡ Retail ‡ Orders ‡ Banks ‡ Sales ‡ Insurance ‡ Manufacturing ‡ Complaints ‡ Helpdesk ‡ Government ‡ Dispatching ‡ Credit SQM Group Access Types« ‡ Telephone ‡ Fax ‡ Website ‡ Email ‡ Chat Lines 4 Copyrighted .

No Reproduction 5 .Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Best Practices Balanced Scorecard Customer Metrics Employee Metrics SQM Group Copyrighted .

No Reproduction 6 .Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Best Practices Balanced Scorecard Customer Metrics Employee Metrics SQM Group Copyrighted .

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 SQM Group Copyrighted .No Reproduction 7 .

No Reproduction 8 .Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Best Practices Balanced Scorecard Customer Metrics Employee Metrics SQM Group Copyrighted .

Methodology« Benchmarking Program Measuring Operations SQM Group Copyrighted .No Reproduction 9 .

No Reproduction 10 .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 ³one-on-one focus group´ approach consisting of 29 questions SQM Group Copyrighted .

No Reproduction 11 .Customer Methodology« ‡ The call centre customer satisfaction telephone survey is approximately 7 ± 8 minutes ‡ Call centre customer satisfaction telephone survey is a ³one-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 SQM Group Copyrighted .

labour.e. abandon rates. calls handled.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. 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.No Reproduction 12 . strategy. labour cost. etc) SQM Group Copyrighted . service levels.e. training days.

No Reproduction 13 .Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Best Practices Balanced Scorecard Customer Metrics Employee Metrics SQM Group Copyrighted .

Best Practices Current 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 Best Practices« 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 SQM Group Copyrighted .No Reproduction 14 .

Best Practices Current 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 Best Practices« 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 SQM Group Copyrighted .No Reproduction 15 .

No Reproduction 16 .Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Best Practices Balanced Scorecard Customer Metrics Employee Metrics SQM Group Copyrighted .

No Reproduction 17 .Call Centre Balanced Scorecard Customers Employees Operations Financial SQM Group Copyrighted .

No Reproduction 18 . Clarity -Rep.Call Centre Balanced Scorecard Key Metrics Customers -Customer Satisfaction -Customer Contribution -Ease of Contact -Voice Menu -Automated Voice Menu -Rep. Courtesy -Rep. Knowledge -Rep. Helpfulness -Call Resolution -Complaint Resolution Employees -Employee Satisfaction -Employee Commitment -Training -Career Opportunities -Rewards Recognition -Monitoring & Coaching -Employee Morale -Management -Communication -Scheduling -Standards -Compensation -Software -Work Stations Operations -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 Financial -Cost Per Call -Daily Sales Per CSR -Cost Per Sale -CSR Salary -CSR Bonus -Span of Control -Employee Turnover % -Cost of a new CSR SQM Group Copyrighted .

C Centre Ser ice Qu ity Metric n c e d S c o re c rd er p o yee CSR C er nd ed our ign ent« in n c i C u to p e r tio n e e p h o n e S e r ic e n d o n R te c to r Co t ue er C er C e o C ont ct e e p h o n e S e r ic e o ic e M e n u o ic e M e n u r n er c to r Co t ue er C er C r n R r n c tio n R C Re o er e d in R Co t ue er C er C r in in g C u to e r C re C o c h in g C M o n ito rin g Co t ue er C er C r in in g C R e o u tio n C o c h in g g g in g e d in g 1 tC R e o u tio n Co t ue er C er C SQM Group Copyrighted .No Reproduction 19 .

No Reproduction 20 .Call Centre Service Quality Metric Alignment Employee Survey Customer Survey Metric Alignment Call Centre Stats Call Coaching SQM Group Copyrighted .

112 39 sec. 5% 86% #1.708. 195 sec. 81 sec. 88 sec. 201 sec.234.359 21 SQM Group Copyrighted .No Reproduction .700 $33.865 #19 #7 17% #37 #18 $5.379 $33.Key Operational Metrics Performance« Me tric Calls Handled by CSR Service Levels Speed of Answer Talk Time Wrap-up Time Abandon Rate First Call Resolution Annual Number of Calls CSR Salary New Hire Training Days Existing Hire Training Days CSR Turn Over CSR Length of Service Span of Control CSR Training Cost Go e rn #70 71% ent ot C Ce n tre #78 71% 41 sec.400 #20 #5 21% #36 #15 $5. 5% 83% #1.

com SQM Group Copyrighted .com / Website: www.sqmgroup.No Reproduction 22 .Call Centre Benchmarking Program 2000 To learn more about the Call Centre Service Quality Benchmarking Program contact us at: Phone: (403) 949-3889 / Fax: (403) 949-237 Email: inform@sqmgroup.

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