The more options an organization has for collecting the “voice of the customer” the better. And, the more they can evaluate that feedback in a holistic way, the more effectively they can use that feedback to direct resources where they matter most: toward keeping and growing valuable customers. Interaction Feedback is one element of a broad strategy of Customer Feedback Management, that leverages multiple ways to gain insight into customer perceptions.
Bain & Company conducted a survey of about 360 Fortune level and other large companies; they asked the companies a very simple question: “Are you delivering a superior experience?” A resounding 80% believed that they were. However, when Bain asked the customers of those same companies whether they were receiving a superior experience, the result was dramatically different. A mere 8% believed that they were. Clearly, there was a huge perception gap between companies and their customers. And what about the rest of the customers? What an organization doesn’t know CAN hurt them – dissatisfied customers who remain undetected and whose issues go unanswered are prime candidates to take their business elsewhere. In uncertain economic times, no company can afford to lose valuable customers. Especially when industry estimates are that it costs 8 to 10 times more to acquire a new customers than it does to keep an existing one.
Traditional Market Research companies - Offer broad surveying capabilities, in addition to traditional market research and generally sell their services vs. products. Example vendors - Gallup, JD Power and Nielsen. Basic Survey Tool Vendors - Offer survey technology: easy-to-use, self-service tools that offer basic survey design and reporting but generally do not feature sophisticated statistical and analytics capability; typically inexpensive and sell products. Example vendors - SurveyMethods, SurveyMonkey and Zoomerang Consulting Firms – Offer strategic advice and ongoing guidance to their clients. They typically do not have survey technology, but instead create consulting engagements to develop highly customized software programs that are bundled with their services. Example vendors - Accenture, BearingPoint and Deloitte Contact Center Surveying & Analytics – Offer surveying and analytics tools designed for use in contact centers (and often other parts of an organization); typically provide IVR and Web-based surveys that include real-time reporting and sophisticated analytical capabilities, often integrated with contact center servicing solutions. Sell products and services. We’ll focus on these offerings in the next slide.
Interaction Feedback<br />
Opt-In<br />Interaction Feedback:How Does It Work?<br />For inbound calls to the contact center…<br />Rule Processing<br />Interaction Feedback<br />Survey<br />Invitation: Survey Offer<br />Workgroup Queue<br />Agent<br />Interaction<br />Opt-Out<br />
Interaction Feedback:<br />The best way to know what a customer thinks is to ask them directly.<br />
Why Post-call Surveys?<br />Timing is important: capture feedback at the “point of opportunity” <br />
Customer Feedback Management<br />Insight Into Customer Perceptions<br />Leverage investment in the <br />All-In-One <br />IC platform today AND into the future<br />
Why Customer Feedback Matters<br />Understanding gaps in perceptions<br />8% <br />“Yes”<br />80%<br />“Yes”<br />Companies were asked: “Are you delivering a superior experience?”<br />Their customers were asked: “Are you receiving a superior experience?”<br />Source: Bain & Company survey of 362 companies Aug 2006<br />
More Good Reasons to Collect Customer Feedback<br />From being able to finely tune services and products to customers' needs, to actually increasingcross-sell and up-selltransactions by 15 to 20 percent, feedback is the most-powerful tool.<br />Retain, then grow valuable customers.<br />Source: Implement Customer Satisfaction Management Processes to Improve Revenue, Gartner, July 2006<br />
Surveying Solutions:What Else is Out There<br />Source: DMG Consulting 2008 Contact Center Surveying and Analytics Report<br />
Interaction Feedback:Why We’re Different<br />Reduce cost & complexity with surveys as part of an all-in-one platform<br />No costly integration to third-party products (just a license key)<br />No need for additional hardware <br />No need to manage/support multiple vendor products<br />No need to piece together information from different systems<br />No need to append data on the backend<br />
Interaction Feedback:Why We’re Different<br />Extend your technology investment with a roadmap for the future<br />Surveys with more than a single delivery option<br />Extensibility for additional survey delivery media and mode from the same product (post-call, inbound IVR, outbound, post-call, email/web, chat)<br />Extensibility to survey additional stakeholders (e.g. employees)<br />Flexibility for departmental or business users<br />Use with future ININ advanced technologies (Process Automation, Speech Analytics)<br />
Interaction Feedback:Why We’re Different<br />Simplify and automate to increase efficiency and effectiveness<br />Ease of use - avoid dependency on internal programmers or third parties <br />Wizard-guided configuration assures easy survey creation and management by business team members<br />Quickly adapt surveys to changing business needs<br />Reliability - automated post-call surveys eliminate agent intervention, increase survey results accuracy <br />Totally automated surveys require no agent involvement or awareness that the survey is taking place<br />Removing the agent from the survey decision process removes the potential for agent bias or influence in survey results<br />
Interaction Feedback:Why We’re Different<br />Enable proactive intervention: access critical information and take action<br />Real-time alerts based on scoring thresholds <br />Prompt proactive intervention to address issues before a customer is lost<br />Access information about the interaction itself (i.e. call recording) <br />Equip supervisors with knowledge of what actually happened on the call<br />Identify coaching and training opportunities<br />Monitor satisfaction by agent, compare to quality metrics, review trends<br />
Survey Data<br />Results View<br />Dashboards <br />Rich search, filters<br />Drill-down<br />Access recorded comments<br />*Use common data elements to access recorded interaction<br />Reporting<br />Summary and detail info<br />Compare external (survey) results to internal (QA) results<br />Satisfaction trends<br />Satisfaction ranking by agent<br />*Requires Interaction Recorder<br />
Dashboards<br />Average rank for completed “VIP Customers” surveys: A<br />Average score of “VIP Customers” surveys completed in selected date range: 95 out of a possible 100<br />Number of “VIP Customers” surveys completed: 157<br />Survey: “VIP Customers”<br /><ul><li>At-a-glance information on a selectedsurvey(s)
Red “danger” zones and green “ideal” zones based on ranking