Building Client Satisfaction Through Your Call Centre

Building Client Satisfaction Through Your Call Centre Citizen Satisfaction – Measures of Success Conference Presentation is based on SQM’s Call Centre Service Quality Benchmarking Program SQM Group Copyrighted - No Reproduction 1

About SQM Group Service Quality Measurement (SQM) Group Inc. is a consulting company that assists call centres in their service quality measurement and management efforts by providing the following products and services. Call Centre Benchmarking Service Quality Scorecard Tracking SQM Report Card Software Service Quality Management Training We are Canada’s Leader in Call Centre Service Quality Measurement & Benchmarking SQM Group Copyrighted - No Reproduction 2

Call Centre Service Quality Benchmarking What is our Call Centre Benchmarking Program about? It’s about comparing service quality performance from the “voice of the client/employee” point of view and “key operational measures” Clients must be the primary source for judging service quality! SQM Group Copyrighted - No Reproduction 3

Call Centre Benchmarking Participation Industries Industries Types Types Telecommunications Telecommunications Energy Energy Call Types Call Types Transportation Transportation Inquiries Inquiries Retail Retail Orders Orders Banks Access Types Banks Access Types Sales Sales Insurance Telephone Insurance Telephone Complaints Complaints Manufacturing Fax Manufacturing Helpdesk Fax Helpdesk Government Website Government Website Dispatching Dispatching Email Email Credit Credit Chat ChatLines Lines SQM Group Copyrighted - No Reproduction 4

Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Customer Metrics SQM Group Best Practices Balanced Scorecard Employee Metrics Copyrighted - No Reproduction 5

Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Customer Metrics SQM Group Best Practices Balanced Scorecard Employee Metrics Copyrighted - No Reproduction 6

Service Quality Benchmarking Program Goals Satisfaction ratings for key customer and employee attributes Benchmarking cost of delivering call centre customer satisfaction Importance ranking for key customer and employee attributes Benchmarking customer and employee satisfaction and operational performance Targeting opportunities for key customer and employee attributes improvement Best practices for achieving high customer and employee satisfaction SQM Group Copyrighted - No Reproduction 7

Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Customer Metrics SQM Group Best Practices Balanced Scorecard Employee Metrics Copyrighted - No Reproduction 8

Methodology s Em Benchmarking Program r e p lo m o t ye s es Cu Measuring Operations SQM Group Copyrighted - No Reproduction 9

Employee Methodology Random sample or all the employees working at the call centre are interviewed Interviews are conducted at the call centre or by telephone Specific employee ratings and feedback does not get shared The call centre employee satisfaction interview is approximately 20-30 minutes The call centre employee satisfaction interview is a “one-on-one focus group” approach consisting of 29 questions SQM Group Copyrighted - No Reproduction 10

Customer Methodology The call centre customer satisfaction telephone survey is approximately 7 – 8 minutes Call centre customer satisfaction telephone survey is a “one-on-one focus group” approach consisting of 16 -20 questions Telephone surveys are conducted within 1 to 5 days of a recent call centre transaction Call centre survey sample size is 400 customers Actual customer surveys are based on call type mix percentages SQM Group Copyrighted - No Reproduction 11

Operations Methodology Call Centre managers complete a service quality operational questionnaire Questionnaire is based on 4 leverage areas that are needed to achieve service excellence (i.e. strategy, labour, measurement and technology) Questionnaire takes approximately 2-3 hours to complete and there is a total of 41 question areas Call centre operational questionnaire captures over 100 operational metrics areas (i.e. service levels, abandon rates, labour cost, calls handled, training days, etc) SQM Group Copyrighted - No Reproduction 12

Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Customer Metrics SQM Group Best Practices Balanced Scorecard Employee Metrics Copyrighted - No Reproduction 13

Best Practices Current Practices Best Practices Call Centre - Customer Contact Centre CSR Handles all Calls - CSR Handles Value Added Calls Employees are an Expense - Employees are an Investment Script Focused - Customer Focused Talk Time - Call Quality One Call does it all - One Contact does it all Technology used for Efficiency - Technology used for Service Internally Focused - Externally Focused Limited E-Commerce - Managed E-Commerce Generalist - Specialist Cost Centre - Profit Centre SQM Group Copyrighted - No Reproduction 14

Best Practices Current Practices Best Practices Treated the Same - Customer Segmentation Limited Data Base - Comprehensive Data Base Limited/No Career Options - Formal Career Planning Complaint Handling - Complaint Handling/Managing Internal Service Goals - Internal & External Service Goals Limited or No Standards - Customer Service Standards Company Driven Policies - Customer Driven Policies Limited Control on Bonuses - Aligned to Customer Satisfaction Company Needs IVR/Voice Menu - Customer Driven IVR/Voice menu Call Compliance - Employee Development Mix of Part/Full Time Employees - Most Employees are Full Time Limited Recognition - Informal/Formal Recognition SQM Group Copyrighted - No Reproduction 15

Call Centre Service Quality Benchmarking Program Presentation Overview Benchmarking Goals Methodology Approach Customer Metrics SQM Group Best Practices Balanced Scorecard Employee Metrics Copyrighted - No Reproduction 16

Call Centre Balanced Scorecard SQM Group Customers Employees Operation s Financial Copyrighted - No Reproduction 17

Call Centre Balanced Scorecard Key Metrics Customers Employees Operations Financial -Customer Satisfaction -Employee Satisfaction -Telephone Service Factor -Cost Per Call -Customer Contribution -Employee Commitment -Speed of Answer -Daily Sales Per CSR -Ease of Contact -Training -Abandon Rate -Cost Per Sale -Voice Menu -Career Opportunities -% of Calls resolved in IVR -CSR Salary -Automated Voice Menu -Busy Signal -Talk Time -CSR Bonus -Rep. Courtesy -Rewards Recognition -Monitoring & Coaching -Rep. Clarity -Employee Morale -Wrap-up Time -Employee Turnover % -Rep. Knowledge -Management -Calls Handled Per CSR -Cost of a new CSR -Rep. Helpfulness -Call Resolution -Communication -Scheduling -Call Monitoring -Adherence -Complaint Resolution -Standards -Scheduling -Span of Control -Compensation -Software -Work Stations SQM Group Copyrighted - No Reproduction 18

Call Centre Service Quality Metric Alignment Balanced Scorecard Customers Employees Ease of Contact CSR Calls Handled Per Hour Voice Menu IVR Transaction Operations Financial Telephone Service Factor Cost Per Call Abandon Rate Value Per Call Telephone Service Factor Cost Per Call Transfers Value Per Call Transfers Cost Per Call Calls Resolved in IVR Value Per Call Voice Menu IVR Training Customer Care Cost Per Call Call Monitoring Coaching Value Per Call Training Call Resolution Cost Per Call 1st Call Resolution Coaching Lagging SQM Group Value Per Call Leading Copyrighted - No Reproduction 19

Call Centre Service Quality Metric Alignment Employee Survey Customer Survey Metric Alignment Call Centre Stats SQM Group Call Coaching Copyrighted - No Reproduction 20

Key Operational Metrics Performance Metrics Government Total Call Centres Calls Handled by CSR #70 #78 Service Levels 71% 71% 41 sec. 39 sec. 195 sec. 201 sec. Wrap-up Time 81 sec. 88 sec. Abandon Rate 5% 5% 83% 86% #1,234,700 #1,708,379 33,400 33,865 #20 #19 #5 #7 CSR Turn Over 21% 17% CSR Length of Service #36 #37 Span of Control #15 #18 5,112 5,359 Speed of Answer Talk Time First Call Resolution Annual Number of Calls CSR Salary New Hire Training Days Existing Hire Training Days CSR Training Cost SQM Group Copyrighted - No Reproduction 21

Call Centre Benchmarking Program 2000 To learn more about the Call Centre Service Quality Benchmarking Program contact us at: Phone: (403) 949-3889 / Fax: (403) 949-2371 Email: [email protected] / Website: www.sqmgroup.com SQM Group Copyrighted - No Reproduction 22