First Contact Resolution - How Does Email Affect Customer Satisfaction?


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Learn how to deal with email in a call center environment and track FCR accordingly for true cross channel customer experience management using business interaction management solutions
These slides all have recorded webinars with more detail. Feel free to contact me at Upstream Works for access.

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  • First Contact Resolution - How Does Email Affect Customer Satisfaction?

    1. 1. First Call Resolution How Does Email Affect Customer Satisfaction?
    2. 2. Why Email FCR is Important • Email has increased in usage  5% to 60% of traffic • Doubling over the next 5 years – IDC  In practical terms, we are seeing contact centers actually start to use email as mainstream as of 2010 • As ubiquitous as phone • Affects customer satisfaction  Email is as important as a phone call
    3. 3. Why People Use Email • They don’t like the phone • You’ve invited them to use email • They have complex information to impart to you • The phone will take too long
    4. 4. Careful what the analysts say! Figure 1: Customer Interaction at Customer Contact Centers, 1997-2003 email 2% web 1% phone 97% Cross- Channe l 9% Phone 5% email 30%Web 56% 1997 2003 Source: Forrester Research, INFORMATIONWEEK
    5. 5. Email Misconceptions • Email is Outlook™ -not!  It is a home phone, not a PBX  Agents choose the email they want  Not multi user • Email is guaranteed to be delivered – not!  Failure from SPAM filters  Failure from user error  Internet failures • Email can’t be managed like a phone call
    6. 6. ‘EBX’ - Email Branch eXchange • Email routing solution  Equivalent to ACD or skills routing  Agent performance metrics • Develop processes conducive to call center operations
    7. 7. Definition of FCR for a Complex Transaction Setting and meeting the expectation of the customer
    8. 8. Causes of Repeat Emails • Agent ability • Authority • Access to information • Business process • Clarity
    9. 9. Repeat Contacts – Contributing Factors • Email is only one half of a conversation  Email is a one way communication  The reply is simply the second half of the email ‘conversation’  Increases time to resolution • Email conveys emotion  Attached by reader’s interpretation  Leads to misinterpretation; absolutes where none exist
    10. 10. Repeat Contacts – Contributing Factors • Email is not routed to the best skilled agent • Limited agent performance metrics • Limited email management metrics
    11. 11. Impact of Repeat Email • Increased email volumes • Increased call volumes • Decreased customer satisfaction
    12. 12. Be Sure to Fulfill the Promise • Date: Feb 2 2008 • Promises a prompt reply within 2 days • After 8 days I phoned them • This is for a SALE!!
    13. 13. Too little…too late Dear RMCDOUGALL@UPSTREAMWORKS.COM: Thank you for contacting OUR MAGAZINE Customer Service. According to our subscription records, your subscription was upgraded to a premium subscription on February 15, 2008. Please contact us if we may be of further assistance. We appreciate this opportunity to be of service. OUR MAGAZINE Customer Service
    14. 14. Email FCR • Five main email categories:  Feedback  Orders  Information request  Status update  Complex email interaction
    15. 15. Feedback and Orders • Feedback  Only acknowledgement required  Simple FCR • Orders  Acknowledgement Required  FCR affected by customer clarity • Incomplete or obsolete orders
    16. 16. Information Request • Standard response providing information • Simple FCR • Modify processes to reduce these types of email by updating available information  Best handled by FAQ • Email reason tracking
    17. 17. Status Request • Unique response providing the information • Simple FCR • Unexpected responses are bad  Status may lead to a complex interaction  Important to track and fix surprises
    18. 18. Complex Email Interactions • Can accentuate the negative aspects of email  Misinterpretation  Tracking complexity  Delays resolution  Multiple agent interactions • Are still a valid interaction scenario
    19. 19. Improving Email FCR • Complex email  Change to a phone interaction • Phone customers back with reply • Suggest they call you and provide priority routing  Provides the chance to provide great service  Provides the chance for the “upsell”
    20. 20. Cross Channel Tracking • Correlate email to phone call  Never lose information • Unsolicited phone follow ups  You never responded the first time!  • Email metrics and management  Cross channel is effective if managed
    21. 21. Email - Phone FCR • A “key” to correlate email and phone call  E.g. customer number  E.g. email address • Poor response times for email increase likelihood of email/phone non-FCR  Respond quickly to emails
    22. 22. Improving Clarity • Two email types  Free form POP3 Internet email  Web forms “email” • POP3 email  Free form  Hard to route  Ubiquitous
    23. 23. Improving Clarity • Web forms from your web site  Subject control for routing • Easy templating  No delivery issues • It’s on your website  Requires web access  Subject to email address errors
    24. 24. Best Practices • Minimize and meet response times  Long response times increase likelihood of customer impatience • Auto respond acknowledgement only  Canned resolutions guarantee failure • Measure performance  Agent solve rate  “FCR” rate
    25. 25. Best Practices • Track email reasons  Eliminate email where possible • Skills based routing  Assign email to the most effective agent • Capture email addresses  Add to customer record for screen pops and  repeat tracking
    26. 26. Customer Satisfaction • Improve by:  Eliminating email with self service • Provides faster response times  Exceeding your email response times  Determining ‘non FCR’ transactions and fix  Providing all available information to the agent
    27. 27. Summary • Measure and track email like a phone  Different agent skills • Five main categories  Measure email reasons • Collect email addresses  From email, from phone  For cross channel correlation • Improve clarity with web form email
    28. 28. Business Interaction Management Track and save the entire interaction as it happens. It’s easier to use and understand later Provide in-your-face interaction context that’s role tailored for personalized service Pre-built best practices analytics
    29. 29. Customer Insights Customer Experience Performance Improvement Performance Management Training and Staffing Process Improvement All customer channels
    30. 30. Business Interaction Pain Points • Problem: No methodology or technology used provides a single comprehensive and auditable view of how customers interact with a business. » Result: Averages are used to allocate funds to drive customer loyalty and reduce costs across the multiple interaction channels in use today.
    31. 31. Upstream Solution • Upstream Works’ Business Interaction Management, makes the collective of customer interactions visible, accountable and controllable  Combines technology and a methodology to track individual customer interactions across the business  Links outcomes to supporting interactions  Puts the collected information into a powerful form  Compliments existing applications and infrastructure
    32. 32. Next In Series How to Systematically Improve First Call Resolution Download the whitepaper from our website: Increasing Call Center Effectiveness Through First Call Resolution See the FCR Webinar Series – Coming Soon to Youtube!