Survey calibration assists in overcoming the doubt in the responders’ answers associated with most survey programs.
You probably made your customer experience program a top priority five short months ago when you sat down to make your New Year’s resolutions for your contact centers. Let’s do a gut check…did the priority to better your customer experience program fall by the way side just like your resolution of a smaller waistline? I’m sure that your intentions were noble but the hectic day-to-day of running your contact centers can easily get in the way of your long-range goals. There’s still time to redirect your focus back to your goals.
According to a recent CustomerManagementIQ survey, nearly 76% of the customer management executives and leaders rated customer experience a ‘5’ on a scale of 1-5 (with 5 being of the highest importance). Could those executives and leaders be your competitors? It’s very likely. All the more reason customer experience and a revision of your Voice of the Customer (VoC) program should be a ‘5’ on your list too. Once customer experience is your highest priority and you are ready to get to work, where should you start? Who owns the customer experience?
While in my opinion everyone should own the customer experience in some way, for the purpose of this piece let’s focus on how the contact center contributes to the customer experience. Think about how the contact center is responsible for many of the touch points and has influence over many other touch points. So the contact center can own the voice of the customer. The easiest place to start in building a customer experience program from the ground up, or revamping your current one is with post-call IVR surveys. Continue reading “Why isn’t your customer experience program a top priority?” »
If your data goes directly to the reporting platform from collection without survey calibration then expect your final Voice of the Customer (VoC) program to be riddled with erroneous information. Every post-call IVR survey needs to be evaluated in a survey calibration process because there are always occurrences of the customer not answering the questions correctly or a different agent being evaluated than the one to which the survey is attached. Across the programs we administer, there are hundreds of surveys each month that need to be adjusted to ensure the results are accurate. “I know you want me to review agent A, but I’m actually upset with agent B so I want to tell you about what he said to me when I called last week.” If one inaccurate survey makes it onto an agent’s report card, it’s easy to see how the trust in the feedback program will be undermined. Continue reading “Does your VoC program take a shortcut and skip Survey Calibration?” »
Many think post-call IVR survey programs must be conducted in stealth mode (sometimes referred to as automated transfer). Some contact center leaders and technology personnel say it’s necessary to prevent agents from being able to manipulate or game the system. They fear that agents would otherwise prevent complaining customers from getting to the post-call survey by only sending the happy callers that are likely to give them higher scores. They conclude that this risk is too high and that the only way to eliminate this risk is by conducting post-call IVR surveys in stealth mode. Ironic but, there is risk in buying into that risk assessment!
If you are wondering what’s stealth mode, here is an explanation that provides a good high-level understanding. post-call IVR surveying case studies
You know that capturing post-call customer feedback is critical to your business. It allows you to keep your finger on the pulse of the customer, uncover problem products, agent issues, service faults and organizational barriers. Additionally, it reveals the positive in what is working, who is performing at high levels and quantifies how the customer experience translates into customer satisfaction and loyalty. If you are not getting these things, you are missing it. You may think that your customers are inconvenienced by being asked to participate in a post-call IVR survey. If done correctly, they will not be.
As you know, Customer Relationship Metrics conducts free Customer Insights to Action assessments on post-call IVR survey programs. Many of those who take advantage of this service do so because their current customer experience measurement program is not yielding information that can be used for driving process improvements inside the contact center and for the enterprise. Continue reading “The Best of Knuggets and Knuckleheads: Post-call IVR Surveys” »
It’s that time of year again when we all begin to reflect on the past year and make resolutions about the things we want to change in the coming year. I hope you are as excited as I am about all the possibilities the new year could bring.
Many organizations are doing things right. And we celebrate them. But the majority will get a lump of coal in their stocking because of their mismanaged Customer Experience measurement programs.
While the Chinese Zodiac tells us it will be the Year of the Snake, let’s proclaim 2013 to be the Year of Customer Experience Transformation! Continue reading “2012 Year in Review: Top 10 Post-call IVR Survey Mistakes” »
Customer experience data is powerful if you know how to unlock its valuable insights and make it actionable. If your organization wants to gain employee and company engagement, and create customer-centric environments, then it is critical to use survey calibration in your Voice of the Customer (VoC) programs.
When you are looking at specific customer experience performance metrics for call center agents, and you are sifting through piles of post-call survey scores and customer comments, you start to see that customers aren’t necessarily answering the questions correctly. It’s not uncommon to see that even though a customer was asked to rate one agent, they may opt to give a comment about another customer interaction entirely. I can’t tell you how many times when reviewing client data I see, “I know you want me to review Tom, but I’m actually upset with Mary so I want to tell you about what she said to me when I called last week.” Continue reading “You cannot skip Survey Calibration in your customer experience VoC programs.” »
I have seen various claims that estimate the money lost to dead-end voice of the customer programs. The losses range from 60%-91% of all money that is invested – gone, lost, wasted. Considering the global dollars spent on voice of the customer programs is in the billions, the amount lost is staggering. In just about every report, one of the top 3 reasons given for the lack of return on voice of the customer programs is employee buy-in.
Survey Calibration Improves Employee Buy-in
Ownership is a vital factor in any improvement process. Since nobody sets out to fail, we have to assume that all voice of the customer programs exist with a focus on improving.
At the end of October 2011, Customer Relationship Metrics published its quarterly Real-time Customer Experience Benchmarking Report to business partners. One of the more interesting findings that emerged from analysis of the benchmarking data was a relatively unexplained spike in problem-related calls to contact centers that provide support to the automotive, appliance, and electronics industries after the point of sale. The percentage of calls in which the customer is calling because of a (perceived) problem is a Key Indicator about the customer experience and operational costs for our business partners, especially in benchmarking, because it speaks to the relative level of challenge inherent in the calls handled by the call center, and therefore the call center’s opportunity to perform, delight, resolve, and retain customers during that time period. An increase of the magnitude seen in the figure below represents a significant “hardening” in doing business for our partners.
Analysis of unstructured customer comments in the Survey Calibration process revealed two primary drivers to this trend:
- Economic hardship is causing customers to seek to repair instead of replace products.
- There is a growing perception on the part of customers that things are no longer “made to last.” Continue reading “Customers are demanding greater product quality in tough times.” »
In late May, the QATC (Quality Assurance, Training and Connection organization) published the results of their quarterly survey on critical quality assurance and training topics in call centers, focusing on quality monitoring call calibration practices. Having worked for a third-party call monitoring company for 8 ½ years, I found the survey results to be quite interesting (sometimes scary), but for very different reasons than highlighted in the QATC report.
1) Quality Monitoring Calibration requirements – According to the survey, 24% of respondents indicated that calibration participants were not required to review calls prior to the call calibration meeting. In these cases, it is a feel-good, group-think exercise and not a true call calibration session. Yikes! Assuming the Quality Assurance team in the call center does not grade every call by committee, such an exercise is ineffective at gauging the degree of disparity that exists within the current call monitoring process. And since disparity is not being measured, the effectiveness of call calibrations cannot be quantified. Result: Waste of time.
As numerous studies have revealed, unhappy agents = unhappy customers. In many cases, real-time post call surveys can reveal negative feedback potentially indicating that call center agents need to be re-engaged. The beauty of the Survey Calibration process is the opportunity to find Knuggets of wisdom that deliver true Business Intelligence from the Voice of the Customer. Real-time customer comments like these give insight into problems in the call center. Capturing the voice of the customer in this manner has become vital to engineering the customer service experience. At times, the need to re-engage your call center agents is just what the doctor ordered. The sooner you address the underlying issues that cause negative customer experiences, the sooner you can correct the problem and avoid negative feedback such as this… Continue reading “Do your call center agents need to be re-engaged?” »