“The science of analysis” or how an entity (i.e., business) arrives at an optimal or realistic decision based on existing data.

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Gallery – 25 causes of customer experience big data dysfunction self-assessment

Below are the question pages in image format for 25 causes of Customer Experience Big Data Dysfunction eBook with Self- assessment. You can download the entire ebook for free in our contact center resource library. If you would like permission to use these, or have any questions, you may contact us anytime.

25 causes of customer experience big data dysfunction self-assessment cover page
Self-assessment start page

Question 1 of CX big data self-assessment
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What is the first step to customer centric?

Dr. Jodie answers all your customer experience questionsDr. Jodie, we are ready to transform our customer experiences in the New Year. What is the first step to customer centric?  – Jane B.

Thank you for your question, Jane. When you undertake what we call the Quality Assurance Transformation Process, the first step to customer centric you must take is to change your way of thinking from the product or company mindset to a customer-centric one. You may think, but we are doing that Jodie. Forgive me for doubting. Saying that you are doing it and actually doing it are entirely different. Case and point: why would you need to transform your customer experiences in the New Year? This shift is substantial and affects the processes, people and sometimes philosophies of a contact center.

The first step to customer centricWe find a really helpful place to start when call centers are serious about impacting their customers’ experiences through QA Transformation is to ask themselves the 4 Vital Questions which are: Continue reading

Avoid the Hazards within the Quality Process

This page was created in part for the Customer Insights to Action (CIA) Bulletin Newsletter; register here to subscribe.

Dr. Jodie answers all your customer experience questionsDo you remember when your school teachers broke the class into groups for a project? If you’re like me, you inevitably ended up doing the lion’s share of the assignment (to make sure it was done right!), only to have the laziest group member step up and take the credit. Or no one in the group did the same amount of work and everyone got the same grade. Sadly, this sort of thing still happens to adults when our performance isn’t always evaluated correctly or fairly.

The Quality Program in contact centers is fraught with the possibility of unfairness. A highly visible hazard is common with post-call IVR surveys because of the easy occurrence to link scores to the wrong agent. Callers are instructed to evaluate the last agent but they decide to rate the first agent or the one from yesterday or last week. In these cases, it’s not the agent that’s taking the credit for themselves like my lazy group member, but instead it’s the customer assigning an evaluation that was intended for someone else. Continue reading

A sneak peek to the ICMI Call Center Demo and Conference in Atlanta

CCNG hosts Jim Rembach as Keynote speakerJim Rembach, Chief Spokesman for Customer Relationship Metrics, is at ICMI’s Call Center Demo & Conference 2013 this week exhibiting CRMs newest developments in External Quality Monitoring and Internal Quality Monitoring techniques and tools for your contact center. The ICMI Call Center Demo and Conference 2013 brings together the largest network of contact center leaders at an event that is developed by the industry for the industry created by an independent advisory board.

ICMI Community Specialist Erica Strother  interviewed Jim prior to this week’s event and asked what advice he would give contact centers that want to use metrics to improve the customer experience.  He said, “Your metrics should never be your lead when you’re trying to tell your customer experience story. It’s the story that has to come first.  Think about it this way, metrics are the supporting actors in your movie. They have no heart.  People can’t connect to the metrics, but they CAN connect to the story.  When your customers are telling the story and the metrics are backing it up, that’s a win.” Continue reading

Don’t waste time on Voice of the Customer Programs

This page was created in part for the Customer Insights to Action (CIA) Bulletin Newsletter; register here to subscribe.


Dr. Jodie answers all your customer experience questionsDr. Jodie, we want to implement a Voice of the Customer survey program in our contact center but we aren’t sure where to start.  What do you suggest?   – Arnold H.


Click to view larger image

Thanks for your question Arnold, but actually I suggest that you NOT implement a VoC survey program.

Instead, create an External Quality Monitoring (eQM) program to most effectively serve the needs of your call center and your customers without the burden of adding low-value activities. A VoC survey program is a short-sighted choice for your contact center.

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Why you should not use survey findings to make operational and strategic decisions

“Are you afraid to use your post-call IVR survey findings to make operational and strategic decisions?” is one of the questions that were posed in the 25 Mistakes to Avoid with Post-call IVR Surveys eBook and self-assessment. The eBook and self-assessment includes diagnostic questions to uncover many of the problems that Customer Relationship Metrics have come across since inventing post-call IVR surveying in contact centers almost 20 years ago.

Why is this a problem?

The purpose of asking customers about their experience and collecting mountains of data every year is to help you to improve and to grow your business, right? Leveraging the feedback that the customers provide can be the best way to identify and quickly remedy process breakdowns as well as capture process improvement ideas. Who better to ask where the pains lie than the end user?

One of the biggest mistakes organizations make is by not asking the right questions. Often when companies implement a post-call survey, they get so focused on keeping it short that they don’t take the time to ask themselves what they genuinely need to learn. For example, if the survey is so short that it only asks ‘was the agent courteous?’ and ‘would you recommend this service to a friend?’, what are you really going to learn by asking? More importantly, how will you leverage the responses to help improve and/or grow the business? What happens when the percentage of responses to one of those questions begins to shift heavily towards ‘no’? Where are you going to turn in order to determine why they are responding with no? How many man-hours are you going to waste trying to guess about the cause of the issue? So in this example, you definitely do not want to use the findings to make operational and strategic decisions. Continue reading

How to get agent scorecards with coachable data from surveys

“Are you missing agent scorecards with coachable data in your post-call IVR survey program?” is one of the questions that were posed in the 25 Mistakes to Avoid with Post-call IVR Surveys eBook and self-assessment. The eBook and self-assessment includes diagnostic questions to uncover many of the problems we have come across since inventing post-call IVR surveying in contact centers almost 20 years ago.

Why is this a problem?

Do you think feedback and coaching are a vital part of the performance of your contact center? All high performing contact centers do. They know, in order for an agent to be successful, it’s necessary to know how well they are performing on a regular basis and also how to improve. These high performing centers focus on obtaining coaching insights that are targeted on areas in which they are performing well and identifying any areas that need improvement. Sounds simple enough, right? Unfortunately, if your survey program doesn’t generate a scorecard that has coachable insights from the customers, the task of providing customer-focused improvements to each agent becomes impossible. Continue reading

Look Beyond What You See with Surveys

make the data actionableOriginally published on ICMI.

“Look beyond what you see.”

When I hear this phrase, I visualize Disney’s The Lion King 1½ when Timon receives sage advice from Rafiki about how he can find Hakuna Matata; the life with no worries. Timon was told to look beyond what he sees, so Timon decided that he needed to head to the pointy rock to get his answer.

Rafiki’s sage advice can also be applied to survey results. Looking beyond what you see is truly the difference between success and failure in any customer experience improvement activity. If you are frustrated by your survey program not being actionable, you lack in the ability to look beyond what you see.

Doing data analysis is something that can be taught to a large amount of the population. Go to class and learn the formulas and techniques and you can become a data analyst. Hooray? Wait a moment. Being a data analyst (even if you are a very good one) does not mean you can convert data into something that is operationally actionable. You must be a great data interpreter. For you to be able to convert data (make it actionable) into something more useful than a report, you must look beyond the numbers. You must look beyond what you see. You must interpret the data. Continue reading

How to know when survey participants request to be called back?

“Are you unaware of a survey participant’s request to be called back?” is one of the questions that were posed in the 25 Mistakes to Avoid with Post-call IVR Surveys eBook and self-assessment. The eBook and self-assessment includes diagnostic questions to uncover many of the problems we have come across since inventing post-call IVR surveying in contact centers almost 20 years ago.

Why is this a problem?

You want your customers’ opinion on their experience with your organization, right? (I mean, if you are reading this, being more customer-focused has to be important to you.) What happens when a customer completes one of your surveys and requests a return contact?  Think about this for a minute – a customer answers the survey questions and during an open-ended comment asks to be contacted to discuss their experience further. Their scores are all high, in the delighted range, so what could they possibly need to discuss? When they provide their contact information and request to be called, what happens to that survey comment? Does your process notify you that a customer has verbally requested to be contacted? Does it escalate into a call queue for someone to follow up? Is an email sent to a designated group of agents, notifying them that someone wants to be contacted? If your answer is ‘I’m not sure’ or worse yet ‘No’, do you think that is a problem? That could be one of your most profitable and highest referring customers that left that request. Continue reading

3 Things That Truly Matter to Customers (But Don’t Tell Them)

what do your customers really care about?Original post found at ICMI

“I could care less.”

“That is your problem.”

“Better you than me.”

“It sucks to be you.”

These quotes are typical comments, some of which are often more colorful, that may be found in customer comments. You are reviewing customer comments, aren’t you? But when you see these comments, they really don’t give you any insight into why they were said. And most of the time, customers don’t understand the real reason they said them; the underlying reason that matters to you, that is.

I have something in common with 125 million people worldwide, but most of us don’t like to talk about it. We suffer from psoriasis. Psoriasis is the most prevalent autoimmune disease in the U.S., and according to the World Psoriasis Day consortium, affects 2 to 3 percent of the total world population. Because of this faulty issue in my body I have to inject myself every few weeks with a TNF-alpha (tumor necrosis factor-alpha) blocker that binds to TNF-alpha and helps block the process of inflammation in the skin. Remember all of this, there will be a test later. Continue reading

5 reasons NOT to create a VOC program

External Quality Monitoring is like building the perfect cakeThis content was previously published on ICMI

There are significantly more than five reasons why you do not want to create a voice of the customer program, but we have to start somewhere. My reasons for saying that you do not want a voice of the customer program are based on what I have learned (and continue to learn) over the past few decades in customer service and contact centers.

But before we get to it, let me quickly create a basis for what I will share. I think it’s best that we start by talking about cakes.

That’s right, anniversary cake to be exact. I recently had the honor of being part of my in-laws’ 50th wedding anniversary celebration. What a monumental occasion to have a 50th wedding anniversary. It was incredible to see so many of their friends and family members come to celebrate their life together as husband and wife.

My wife accepted the responsibility of getting the cake for the celebration. The cake she ordered came from one of our favorite bakeries (shout out to Delicious Bakery in Greensboro, NC). The folks at Delicious came through yet again. The cake could have easily been described as a work of art. It was a two-tiered cake that was covered with what seemed like several hundred hand-made flowers. The flowers were a creamy yellow color that was soothing to your eyes and pleasant to look at and, as I found out later, tasted just as beautiful. Continue reading

Internal Quality Monitoring is unable to answer the quality question

Internal Quality Monitoring is not enough to answer the quality questionDo you want to know if internal quality monitoring (iQM) scores help you to answer, what was the customer experience? You are continuously asked how well the contact center is serving the customer – how well is service delivered to customers who call to resolve a problem or to ask a question? In many contact centers, they rely on a summary of operational metrics with the assumption that certain metric levels answers this critical question. You most often rely on internal quality monitoring (iQM) scores to answer the question.

If your iQM is like most, you have to conclude that most customers are extremely satisfied by the telephonic service experience. Scores naturally migrate to the upper part of the iQM scoring scale. If you have 100 points available, the majority of your scores are probably 92 or higher, or even 95 and higher – essentially you use the top 10 points on the scale. Continue reading

Is building a survey core competency a good idea?

“Do you think building another core competency such as surveying is a good idea?” is a self-assessment question that was included in the 25 Mistakes to Avoid with Post-call IVR Surveys eBook and self-assessment. Since inventing post-call IVR surveying for contact centers over 20 years ago, we have seen many examples of program plans that are the barriers to its success.  Take advantage of our knowledge and experience and avoid the barriers in your program.

Why is this a problem?

Is it rocket science to write a few survey questions, collect some data and report the findings to your company’s management team? It’s actually harder than rocket science (watch Jim explain it in the video). Just as so many other things in life, it’s hard to get surveying right. Why else do you suspect so many are unhappy with their voice of the customer programs? If it was easy, they would all be happy. Despite this common sense, many will answer that surveying is easier than rocket science. Too many call centers place customer experience measurement into the low-skill level category, something that a (survey) monkey can do. Many of the mistakes made by contact centers have been included in the complimentary self-assessment. Continue reading

Does your survey process protect agents from vulgar customer comments?

“Did you fail to put in a process that prevents agents from receiving vulgar and obscene comments?” is a question that was included in the 25 Mistakes to Avoid with Post-call IVR Surveys eBook and self-assessment located in our resource library for contact center leaders. Take advantage of our knowledge and experience accumulated over the past 20 years since inventing post-call IVR surveying for call centers. The eBook and self-assessment includes diagnostic questions that will help you to identify any of the many problems that will undermine the value of your customer experience measurement program.

Why is this a problem? Continue reading

What scale should I use for my customer satisfaction surveys?

When selecting the best scale to use when measuring customer satisfaction, the decision should be driven by several key points:

  • What is the methodology for the measurement project?
  • What is the intended use for the results?
  • What are the best analytics to accurately interpret the results? 

What is the methodology for the customer experience measurement project?

The research participants must be easily able to understand and to apply the scale. With the need in post-call IVR survey research to be one of clarity and speed for the respondent, the scale selected must be anchored with a high and a low end rather than identifying a category for the scale points. Categorical scales must be repeated to insure the correct application by the respondent, thereby limiting the effectiveness of the approach in the post-call IVR survey methodology where the goal is to quickly collect responses to as many research variables as will be acceptable. Continue reading

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