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
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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
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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
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Call Centre
Benchmarking Participation
Industries
Types…
• Telecommunications
• Energy
• Transportation Call Types…
• Inquiries
• Retail
• Orders
• Banks
• Sales
• Insurance
• Manufacturing • Complaints
• Helpdesk
• Government
• Dispatching
• Credit
SQM Group
Access Types…
• Telephone
• Fax
• Website
• Email
• Chat Lines
Copyrighted - No Reproduction
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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
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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
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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…
Benchmarking Program
Measuring
Operations
SQM Group
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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
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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
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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
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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
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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
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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
Operations
Financial
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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
-Rewards Recognition
-Busy Signal
-CSR Bonus
-Rep. Courtesy
-Monitoring & Coaching
-Talk Time
-Span of Control
-Rep. Clarity
-Employee Morale
-Wrap-up Time
-Employee Turnover %
-Rep. Knowledge
-Management
-Calls Handled Per CSR
-Cost of a new CSR
-Rep. Helpfulness
-Communication
-Call Monitoring
-Call Resolution
-Scheduling
-Adherence
-Complaint Resolution
-Standards
-Scheduling
-Compensation
-Software
-Work Stations
SQM Group
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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
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Call Centre
Service Quality Metric Alignment
Employee
Survey
Customer
Survey
Metric
Alignment
Call Centre
Stats
SQM Group
Call
Coaching
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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
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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: inform@sqmgroup.com / Website: www.sqmgroup.com
SQM Group
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