Is the customer really always right?
When reviewing customer feedback of any kind, it is easy at first glance to take customer comments at face value…the customer IS always right, right? Customers are very skilled at identifying the existence of a problem, but less adept and determining the root cause. It is natural for the customer to place blame on call center agents for making mistakes because these are the employees within the organization they interact with the most. But as we all know, there many other departments that significantly affect the customer experience. In general, customers are likely to not consider these departments because they do not interface with them and do not understand your back office. Any one of these departments could make a mistake on a transaction to cause a customer to contact the call center and be quite angry. While we as call center industry professionals know this, the problem still needs to be identified (and quantified) in order for changes to be made within the entire process.
Two extremely important tools are needed to insure a proper diagnosis of where the organization is causing pain. The first is Speech Analytics and the second is Survey Calibration. Speech Analytics software, specifically Dial to Disconnect Analytics, provides end to end data on every customer interaction. Without Dial to Disconnect you cannot see specifically where your customers are going, who they are interacting with in your organization and what is being discussed from a holistic perspective. Combine this with a post-call survey and now you have the insights and actions that are enriched (and proven) with direction from the customer. The Survey Calibration process provides opportunity to find Knuggets of wisdom that deliver Business Intelligence from the Voice of the Customer (VoC).
While yes, the customer IS always right, it just may not be the “right thing” that organizations need to change: