CustomerCount Executive Interview
Robert A. Kobek, President, CustomerCount
As businesses demand that contact centers provide an ever-broadening range of services, how do you see their mission evolving?
The mission of all contact centers, BPO or enterprise, is actually driving the broadening range of services through incredible technology innovations. The multi – channel (or Omni channel) centers are involving text-to-speech, chat, speech-to-text, avatar and many other types of technology to communicate with the evolving use of technology by the consumers. This includes the use of social media as a customer service technology.
In what ways can a comprehensive customer feedback management solution enable organizations to improve internal accountability as well as build customer loyalty?
Customer feedback management solutions should provide both accountable and actionable data throughout the entire enterprise. For example, by measuring the Customer Effort Score (CES) it is very possible that an internal systemic process is causing a center to have a 5-call resolution, and it may not be a matter that can be found inside the center itself. It has been shown the cause can be in accounting or some other business unit inside the company that is the culprit. Consumers may avoid 3-5 calls for resolution within the call center.
Why do you believe that tracking KPIs exclusively through agent disposition codes does not provide all of the necessary information needed to improve quality assurance and implement more effective training procedures?
If you define a KPI as ‘contacts per hour’ or ‘calls per hour’ or ‘average talk time’, or even some sort of resolution per hour then it is very difficult to know precisely what KPI to train on. Agents are forced to use the disposition code provided to them, with little to no room for interpretation. Relying on disposition codes for training is still a very random process.
The true measurement of a KPI is based on the customer experience and is capable of drilling down to the exact issue requiring training or other quality measurements. QA can see specifically and at a glance, which agent needs training on which KPI based on the customer’s point of view.
How do your detailed data gathering and real-time reporting capabilities facilitate process improvement and help companies deliver a superior customer experience?
In our case the 24/7 reporting and alert capabilities are designed specifically to facilitate immediate action. With one of our features, if a customer indicates dissatisfaction on a particular KPI he or she is invited to offer verbatim comments immediately. Once this feedback is provided, an email alert is sent immediately to the person (i.e. floor manager, team leader) responsible for the performance of the agent who handled the call. There is a third action that is also immediate; once the alert is sent, the issue along with the customer information, is populated into a problem resolution report for follow up with the customer.
So, with the operative word here being “immediate” the customer is presented with the opportunity to be more fully engaged, the organization has the opportunity to fix the issue internally, and the organization has the opportunity to thank the customer.
All leading to customer loyalty.
What makes it so important for a solution provider to partner with organizations at every phase of survey design and implementation of a feedback program?
First, and foremost, it gets to the heart of the definition of providing Enterprise Feedback Management (EFM) versus just a survey. Every question that is asked can have a positive impact on departments that are seemingly unrelated to the group deploying the survey.
Example: A resort company deploying a post-vacation survey to guests after check out found that the counter top appliances were getting very low scores. After changing them out to a known and national brand, not only did their scores go up, their sales increased as well.