Echo TM The Ultimate Service Improvement System
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© Copyright 2004 Echo TM The Ultimate Service Improvement System Let Your Customers Define Great Service
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Let Your Customers Define Great Service. Echo TM The Ultimate Service Improvement System. Introduction to BenchmarkPortal The importance of call centers on company image Listening to the voice of the customer The emerging model of call quality monitoring and coaching. Highlights. - PowerPoint PPT Presentation
Transcript of Echo TM The Ultimate Service Improvement System
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EchoTM The Ultimate Service Improvement System
Let Your Customers Define Great Service
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Highlights• Introduction to BenchmarkPortal• The importance of call centers on
company image• Listening to the voice of the
customer• The emerging model of call quality
monitoring and coaching
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Introduction toBenchmarkPortal
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Purdue University andBenchmarkPortal
A Datamart of Best Practices
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Executive Summary
• Began collecting call center key performance metrics in 1995
• Manages a database of call center best practice statistics for 43 industries in 28 countries
• Data includes caller satisfaction metrics• Focuses on a balance scorecard of
effectiveness and efficiency
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The IMPACT of your call center on
company image and brand.
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Do you know the impact that your call center has on your company image?
We recently contacted 1,000 U.S. consumers to ask them about their experience with call centers.
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Ninety-two percent said their experience was important in shaping their image of the company.
Very Important
Somewhat Important
Not at All Important
Perc
ent
0
8
60
50
40
30
20
10
4943
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Do you ask your callers for their
feedback regarding their call
experience?
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Every Customer Has Opinions… even if no one asks!
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“Listening to the Voice of the Customer.”
byDr. Jon Anton
BenchmarkPortal
The Industry Standard
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Tragically caller feedback is seldom
used where it can do the most good…namely changing agent behavior.
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This lead us to believe that there might be an enormous
opportunity to have the caller help monitor and coach the agent.
Logically, we launched a study on call monitoring and coaching…
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In summary, our study found:• Lack of time to do call
monitoring• Lack of experienced people
to do monitoring (often your best agents)
• Lack of supervisor time to do coaching
• Not enough calls monitored to get an accurate picture of any one agent
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To change the results…start with the fundamentals
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The Emerging Model
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1. Customer should be the one to evaluate their service experience
2. Metrics aligned to drive “right” behaviors
3. Easy method to “hear” what customer is saying (implied and direct)
4. Coaching now truly about agent development
Emerging Model Principles
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From our study,most call centers
need help…
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The caller is willing to help…
for free!
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New “Monitoring” Approach
Service Experience Accuracy “Audit”
Monitoring
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New “Monitoring” Approach
Service Experience
This is done by asking the caller to monitor and score the quality aspects of their own call.
Accuracy “Audit”
Monitoring
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New “Monitoring” Approach
Service Experience
This is done by the internal quality assurance team.
Accuracy “Audit”
Monitoring
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“Monitoring” ComponentsMonitoring
“So, who does what in the new model”
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“Monitoring” Components
Service Experience(monitored by the caller)
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
Accuracy “Audit”(by the QA team)
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. Was the answer correct?
Accuracy “Audit”
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. Was the answer correct?
2. Were the company’s “policies” adhered to
Accuracy “Audit”
Monitoring
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“Monitoring” Components
Service Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. Was the answer correct?
2. Were the company’s “policies” adhered to
3. Were the company’s “procedures” followed?
Accuracy “Audit”
Monitoring
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What you get in return is:
A statistically valid volume of feedback
straight from the caller, delivered in real-time, to
those who can best impact caller satisfaction
– the agents.
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The Ultimate ServiceImprovement Approach
Bring the voice of the customerinto the evaluation process…
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The Echo Model
Echo brings the voice of the customer to the core of the call center business.
CustomerOpinion
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Call CenterIVR System
Echo™
Reporting System(On or Off Premise)
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Call Center Operational Flow Chart
Manager
Supervisor
1
2
3
4
5
6
7
9
10
11
12
13
14
AgentCall is Recorded
(Witness Systems)
8
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Public Telephone Network
Customer Calls
PBX/ACD
1
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2 Call CenterIVR System
PBX/ACD
Public Telephone Network
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CallCenter
Agent Responds
3
Call CenterIVR System
Public Telephone Network
PBX/ACD
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CallCenter
Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
4
PBX/ACD
Agent Responds
Public Telephone Network
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Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Voice Line
5
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Call CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
No6
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Call CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
7
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Yes
Call is Recorded (Witness Systems)
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Call CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
8
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Yes
Call is Recorded (Witness Systems)
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Call CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Yes
Call is Recorded (Witness Systems)
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Call CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
9
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingLaunch
Survey
Call is Recorded (Witness Systems)
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Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Completed Survey
10
Call is Recorded (Witness Systems)
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Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
11 Echo™
Reporting System(On or Off Premise)
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Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
Echo™
Reporting System(On or Off Premise)
12
Manager
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Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
Echo™
Reporting System(On or Off Premise)
Manager
13
Supervisor
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Call CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
Echo™
Reporting System(On or Off Premise)
Manager
14
Supervisor
Agent
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Call CenterIVR System
Echo™
Reporting System(On or Off Premise)
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Call Center Operational Flow Chart
Manager
Supervisor
1
2
3
4
5
6
7
9
10
11
12
13
14
Agent
8
Call is Recorded (Witness Systems)
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Use Echo to continually improve agent behavior.
CustomerOpinion
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This agent knows that in the past 30 days almost 94% of her
customers have been satisfied or very satisfied with the
service she provides. Your agent can access
specific information by clicking on any of
these.
Agents have instant access to their customers’ feedback.
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In January, this agent surpassed her peers’ average in creating satisfied
customers.
Your agents will see how their performance compares to that of their peer groups.
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Echo allows leadership to analyze service performance.
CustomerOpinion
“I think you should be more explicit about what happened in February.”
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Ranked by % of customers that were “very satisfied” (top box)
This agent could use immediate coaching.
This agent is leading the pack in creating very satisfied customers.
Reinforce this behavior.
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Echo takes the guess work out of service recovery.
Customer Opinion
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Review customer comments for entire queue
The customer’s voice tells you who needs immediate
attention.
And who should be attended to next.
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• Identifies where service efforts have failed
• Helps you determine where recovery opportunities exist
• Centralizes service recovery with a designated group of turnaround experts
• Tracks the effectiveness of various service recovery methods
Echo’s service recovery process
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Effective Service Recovery Pays Off
Customer Situation Re-Purchase Probability
Product with no problems 78%
Product with problems and anIneffective Customer CareCenter (calls and e-mails)
32%
Product with problems and anEffective Customer Care Center 89%
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eBay Case StudyWhen you put your customer in the evaluator
seat, great things can happen!
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Ebay’s customer satisfaction results with Echo
83%
95%
75%
80%
85%
90%
95%
Before ECHO After ECHO
Note that Ebay’s customer
satisfaction scores rose by 12% in one
year thanks to Echo.
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Conclusions
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Key Points• Call centers have a proven impact on a
company’s brand loyalty• Benchmarking against the best in your
peer group identifies improvement initiatives
• Caller feedback is now easily obtained and can be delivered to the agent in real-time for behavioral change
Jump start your “improvement” initiative!
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Begin Today!
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Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
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So, if you give me 12 keyperformance indicators…
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You will learn where you are on this matrix in 20 minutes…and it is FREE!
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
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Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
here..?
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Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
here..?
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Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
here..?
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Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
Or here..?
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ROIs of over 100% are common!
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Contact us today to learn more about what Echo can do
for you!
805.614.0123 ext.25
