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Melissa Hamilton, Stellar - Customers Talking, Are You Listening
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Melissa Hamilton, Stellar - Customers Talking, Are You Listening


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  • 1. You’re customers are talking. Are you listening? Commercial In Confidence © Copyright 2005 Stellar Call Centres Pty Ltd May 2010 ACN 082618148 ABN 86 082 618 148
  • 2. Stellar Global 1
  • 3. Is anyone listening? 29% of contact centres d not f t t t do t measure customer satisfaction* Source: 2009 2
  • 4. Is anyone listening? <5% of organisations really listen to their customer 3
  • 5. Our opportunity to listen? > 3,800 contact centres in Australia* 3 800 Source: 2009 4
  • 6. Our opportunity to listen? 8 out of 10 customer interactions are handled by a call centre Source: 2009 5
  • 7. Our opportunity to listen? 28,000 28 000 calls per week* Source: 2009 6
  • 8. Our opportunity to listen? 2,000,000 2 000 000 calls this morning 7
  • 9. Our opportunity to listen? “This call may be recorded for quality and training purposes . purposes”. Who is really listening to these callers? 8
  • 10. Why is listening to your customers important? “I only call you because I have to…” mer’s View… V “I want you to own my problem…” t t bl ” “I will give you every opportunity I can for you I The Custom to keep my business…please listen to me…” “When “Wh I switch to your competitor, you will have it h t tit ill h to wait for them to mess up before I come back…” Active listening can increase customer satisfaction by 10-20% and reduce costs by 20-30% 9
  • 11. Simple Roadmap Who Wh are you? ? Can this be translated to every facet of the call centre? Listen from th customer’s perspective? Li t f the t ’ ti ? Attitude at the start & end of the call. Close the Loop Cl th L 10
  • 12. listeningCentre™ AA Typical Call Centre Quality Assurance Form Balanced Call Centre Quality Assurance Form Which of these two in customer retention improves profitability A 5% improvement does your quality assurance process by between 25 to 100%. (Bain & Co) match? Does your quality d f ti Cutting C tti customer defections by just 5% has the effect of t assurance b j t help you drive a better process h th ff t f customer profits between 25% and customer loyalty? boosting experience and improve 95% (Harvard Business Review) 5/17/2010 11 11
  • 13. Typical outcomes High transfer rates …how much your call volume can be driven down? CE 20% lower for transferred calls Unnecessary calls U ll 27% of callers tried online channel first volume has a …what % of call 1 in 7 calls were able to hear and understand another missed revenue opportunity? pp y agent calling 60% of calls will require follow up involving call centre …your Customer’s perception Customer s What is driving repeat or follow upyour agents? of calls? Upstream/Downstream issues System slow S t l Significant hold times or dead time What are you sending y y g your customer Are you easy to deal with? 5/17/2010 12 12
  • 14. Take Away – are you really interested? “This call may be recorded for quality and training purposes”. Who is really listening to these callers? Is your q y quality monitoring really about customers y g y or is it about internal processes? Listen to 15 calls & ONLY focus on how did the customer attitude change from the start of the call to the end of the call? 13