Let Your Customers
Define Great Service
Echo The Ultimate Service
Improvement System
TM
© Copyright 2004
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 to
BenchmarkPortal
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Purdue University and
BenchmarkPortal
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.
60
49
50
43
Percent
40
30
20
8
10
0
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Very
Important
Somewhat
Important
Not at All
Important
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.”
by
Dr. 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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Emerging Model Principles
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
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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
Monitoring
Service Experience
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Accuracy “Audit”
New “Monitoring” Approach
Monitoring
Service Experience
This is done by
asking the caller
to monitor and
score the quality
aspects of their
own call.
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Accuracy “Audit”
New “Monitoring” Approach
Monitoring
Service Experience
Accuracy “Audit”
This is done by the
internal quality
assurance team.
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“Monitoring” Components
Monitoring
“So, who does what in the new model”
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“Monitoring” Components
Monitoring
Service Experience
(monitored by the caller)
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“Monitoring” Components
Monitoring
Service Experience
1. What did the caller
perceive about their call
experience?
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“Monitoring” Components
Monitoring
Service Experience
1. What did the caller
perceive about their call
experience?
2. What was the emotional
memory of the event?
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“Monitoring” Components
Monitoring
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?
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“Monitoring” Components
Monitoring
Service Experience
Accuracy “Audit”
(by the QA team)
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?
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“Monitoring” Components
Monitoring
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?
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Accuracy “Audit”
1. Was the answer correct?
“Monitoring” Components
Monitoring
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?
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Accuracy “Audit”
1. Was the answer correct?
2. Were the company’s
“policies” adhered to
“Monitoring” Components
Monitoring
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?
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Accuracy “Audit”
1. Was the answer correct?
2. Were the company’s
“policies” adhered to
3. Were the company’s
“procedures” followed?
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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Bring the voice of the customer
into the evaluation process…
The Ultimate Service
Improvement Approach
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The Echo Model
Customer
Opinion
Echo brings the voice of the customer
to the core of the call center business.
© Copyright 2004
Call Center Operational Flow Chart
PBX/ACD
Call Center
IVR System
2
3
Echo™
Reporting System
(On or Off Premise)
4
12
5
Public
Telephone
Network
1
7
Customer Calls
9
10
Call
Center
11
Echo™
6
IVR System
“Would You
Respond to
Our Survey?”
13
Survey
Fielding
Manager
Supervisor
14
8
Call is Recorded
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(Witness Systems)
Agent
Agent Responds
PBX/ACD
1
Customer Calls
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Public
Telephone
Network
PBX/ACD
Public
Telephone
Network
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2
Call Center
IVR System
PBX/ACD
Call Center
IVR System
3
Public
Telephone
Network
Call
Center
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Agent Responds
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
4
Call
Center
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
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Agent Responds
PBX/ACD
Call Center
IVR System
5
Public
Telephone
Network
Voice
Line
Customer
Calls
Call
Center
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Agent Responds
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
Echo™
No
6
Customer
Calls
Call
Center
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Agent Responds
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
Yes
7
Customer
Calls
Call
Center
Call is Recorded
2004
(Witness© Copyright
Systems)
Agent Responds
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
Yes
Customer
Calls
8
Call
Center
Call is Recorded
2004
(Witness© Copyright
Systems)
Agent Responds
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
Yes
Customer
Calls
Call
Center
Call is Recorded
2004
(Witness© Copyright
Systems)
Agent Responds
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
Echo™
Customer
Calls
9
Call
Center
Launch
Survey
Call is Recorded
2004
(Witness© Copyright
Systems)
Agent Responds
IVR System
“Would You
Respond to
Our Survey?”
Survey
Fielding
PBX/ACD
Call Center
IVR System
Public
Telephone
Network
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Customer
Calls
10
Call
Center
Completed
Survey
Call is Recorded
2004
(Witness© Copyright
Systems)
Agent Responds
Survey
Fielding
PBX/ACD
Call Center
IVR System
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Call
Center
© Copyright 2004
Agent Responds
Survey
Fielding
11
Echo™
Reporting System
(On or Off Premise)
PBX/ACD
Call Center
IVR System
Echo™
Echo™
Reporting System
(On or Off Premise)
12
IVR System
“Would You
Respond to
Our Survey?”
Call
Center
© Copyright 2004
Agent Responds
Survey
Fielding
Manager
PBX/ACD
Call Center
IVR System
Echo™
Reporting System
(On or Off Premise)
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Call
Center
13
Survey
Fielding
Manager
Supervisor
© Copyright 2004
Agent Responds
PBX/ACD
Call Center
IVR System
Echo™
Reporting System
(On or Off Premise)
Echo™
IVR System
“Would You
Respond to
Our Survey?”
Call
Center
Survey
Fielding
Manager
14
Supervisor
© Copyright 2004
Agent Responds
Agent
Call Center Operational Flow Chart
PBX/ACD
Call Center
IVR System
2
3
Echo™
Reporting System
(On or Off Premise)
4
12
5
Public
Telephone
Network
1
7
Customer Calls
9
10
Call
Center
11
Echo™
6
IVR System
“Would You
Respond to
Our Survey?”
13
Survey
Fielding
Manager
Supervisor
14
8
Call is Recorded
© Copyright 2004
(Witness Systems)
Agent
Agent Responds
Use Echo to continually
improve agent behavior.
Customer
Opinion
© Copyright 2004
Agents have instant access to their
customers’ feedback.
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.
© Copyright 2004
Your agents will see how their performance
compares to that of their peer groups.
In January,
this agent
surpassed
her peers’
average in
creating
satisfied
customers.
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Echo allows leadership to
analyze service performance.
Customer
Opinion
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“I think you should be more explicit about what happened in February.”
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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Echo’s service recovery process
• 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
© Copyright 2004
Effective Service Recovery Pays Off
Customer Situation
Re-Purchase Probability
Product with no problems
78%
Product with problems and an
Ineffective Customer Care
Center (calls and e-mails)
32%
Product with problems and an
Effective Customer Care Center
89%
© Copyright 2004
eBay Case Study
When you put your customer in the evaluator
seat, great things can happen!
© Copyright 2004
Ebay’s customer ECHO
satisfaction
Satisfaction results with Echo
95%
90%
Note that Ebay’s
customer
satisfaction scores
rose by 12% in one
year thanks to Echo.
95%
85%
80%
83%
75%
Before ECHO
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After ECHO
Conclusions
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Where do we go from here?
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 realtime for behavioral change
© Copyright 2004
Jump start your “improvement” initiative!
Begin Today!
© Copyright 2004
© Copyright 2004
Call Center Balanced Performance Matrix
Lowest Operating Expenses
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2
1
4
3
So, if you give me 12 key
performance indicators…
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Call Center Balanced Performance Matrix
Lowest Operating Expenses
2
1
4
3
You will learn where you are on this
matrix in 20 minutes…and it is FREE!
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Call Center Balanced Performance Matrix
Lowest Operating Expenses
here..?
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2
1
4
3
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Call Center Balanced Performance Matrix
Lowest Operating Expenses
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2
1
4
3
here..?
Call Center Balanced Performance Matrix
Lowest Operating Expenses
here..?
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2
1
4
3
Call Center Balanced Performance Matrix
Lowest Operating Expenses
Or here..?
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2
1
4
3
ROIs of over 100% are common!
© Copyright 2004
Contact us today to
learn more about
what Echo can do
for you!
BruceBelfiore@BenchmarkPortal.com
805.614.0123 ext.25
© Copyright 2004