Aligning Internal Quality measurement with External Quality(CSAT)

1. Narrowing the Gap
A Survey Prepared for the
ICSA- Toronto Chapter
By The Taylor Reach Group, Inc.
Copyright
TRG Inc.
2/9/2009

2. Purpose & Hypothesis
There is a anecdotal evidence that there exists
a gap between the what is monitored and
coached to in centers and what is measured
by external customer satisfaction surveys
(CSAT). This difference has been stated to be
as much as 30%.
This survey looks at the prevalence monitoring
and CSAT, how it is used and what difference
between the two measures exist.
Copyright
TRG Inc.
2/9/2009

3. Study Overview
• On-line survey conducted
Dec 06
• 12 questions focused about
Monitoring, CSAT and Voice 37%
of the Customer Programs
and practices.
• Centers from Canada, USA
and overseas 18%
16%
13%
• Responders covered the
8%
8%
range of small single site
(less than 20 agents) to very
large multi site operations.
<20 21-50 51-100 101-300 301-500 501+
Copyright
TRG Inc.
2/9/2009

4. Study Overview
Type of Centers
Inbound 56%
Blended 39%
5%
Outbound
Type of work done
Phone calls 98%
Emails 90%
Faxes 68%
63%
Mail
Web chat 5%
Copyright
TRG Inc.
2/9/2009

5. Monitoring
1. Do you do quality assurance/agent monitoring?
Internal 58%
External 5%
Both 23%
None 20%
31%
2. What is the number of Calls or 19%
Transactions a Month per agent 17%
14% 14%
monitored?
6%
2 3 4 5 6 8 or
more
Copyright
TRG Inc.
2/9/2009

6. Monitoring
3. What is Measured?
83%
Tone and soft skills
80%
Accuracy and completeness of transaction
78%
Listening skills
65%
Use of Customers name
63%
Probing questions
43%
Proactivty
38%
Sales skills, closing on opprtunities
38%
Script adherence
33%
Call length
20%
Other
Use of system, Knowledge
Specific marketing initiatives/promotions
Screen navigation during call
Overall Customer Experience
Copyright
TRG Inc.
2/9/2009

7. Monitoring
4. What were the average Quality Monitoring
scores over the last 6 months?
90-100% 33%
80-89% 31%
70-79% 18%
60-69% 5%
50-59% 8%
40-49% 2%
0-39% 4%
Copyright
TRG Inc.
2/9/2009

8. Monitoring
5. Are QA results published and distributed?
25%
In Center, Direct Mgt, Sn Mgt
Direct Mgt, Sn Mgt 13%
10%
Sn Mgt
Direct Mgt 10%
In Center 10%
In Center, Direct Mgt 8%
Not Published 25%
Copyright
TRG Inc.
2/9/2009

9. Monitoring
17. What is the ratio between your agents
and your Quality Assurance/monitoring staff?
41%
22%
11%
8% 8%
5%
3% 3%
10 20 30 40 50 75 100 150
Copyright
TRG Inc.
2/9/2009

10. Customer Satisfaction (CSAT)
6. Do you do customer satisfaction studies (CSAT)?
E x ternally 48%
None 45%
Internally 8%
8. Are Agents measured by CSAT?
75%
No
Yes 25%
10. Are CSAT results published and distributed?
W ithin the
50%
centre
To senior
36%
management
To direct
14%
management
Copyright
TRG Inc.
2/9/2009

11. Customer Satisfaction (CSAT)
7. What and how is it measured?
54%
Resolution rate
43%
Accuracy and completeness of the transaction
35%
Proactivity
32%
Tone and soft skills
27%
Listening skills
27%
Reference-ability
27%
Ease of use
27%
Other (please specify)
24%
Probing questions
22%
Use of customer name
19%
Length of call
14%
Sales skills, closing the opportunity
Copyright
TRG Inc.
2/9/2009

12. Customer Satisfaction (CSAT)
9. On a percentage basis what were the average
CSAT scores over the last 6 months?
37%
23%
20%
9%
6%
6%
0%
0-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
Copyright
TRG Inc.
2/9/2009

13. Voice of the Customer
11. Do you have a Voice of the Customer program?
65%
No
Yes 33%
12. In your Voice of the Customer program,
who receives audio feedback?
35%
Direct management Supervisors
35%
Senior management
22%
Agents directly
9%
Other
Copyright
TRG Inc.
2/9/2009

14. Points of Contrast
There is a difference between the measures Internal Monitoring
and External measured CSAT. That difference is appears to be
as little as 5-6% but is cumulative to about 40% difference. And
the data suggests that in fact customers think we are better than
we think of ourselves.
79% vs 67% or
100% 12% Δ measures
80%
58%
60% 12% Δ
40%
22% Δ or
36%
38% Δ in
20%
measures
0%
0-39% 40-49% 50-59% 60-69% 70-79% 80-89%
External Internal
There is a difference between the score is shown clearly in
the contrast between what is measured.
Copyright
TRG Inc.
2/9/2009

15. Points of Contrast
CSAT Monitoring
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Resolution rate
Accuracy and completeness of the transaction
Proactivity
Tone and soft skills
Listening skills
Reference-ability
Ease of use
Other (please specify)
Probing questions
Use of customer name
Length of call
Sales skills, closing the opportunity
Script adherence
Other
Copyright
TRG Inc.
2/9/2009

16. Perceptions
• Quality Assurance is the measure of
what we think is important to the
customer.
• Customer Satisfaction is what is really
important to the customer.
Copyright
TRG Inc.
2/9/2009

17. Sampling Strategies for Call Centers
• Most quality monitoring programs
involve reviewing 1 to 6 calls per agent
per week. If the average agent handles 80
calls per day then we only review 1.5% of
their calls. How likely are we to uncover
defects in quality?
Copyright
TRG Inc.
2/9/2009

18. Bottom Line
• The average call center has up to a 40%
variation between their internal measure of
Quality (QA) and their external measure
(Customer satisfaction)
Copyright
TRG Inc.
2/9/2009

19. Measuring Customer Sat
It is critical that centers measure CSAT to
reduce the variance, and include all channels:
• Mail surveys, • Focus groups,
• Email surveys, • Customer comment forms,
• Web surveys, • Phone surveys,
• Complaint logs, • IVR Surveys,
• Face to face interviews
Copyright
TRG Inc.
2/9/2009

20. Thank You
Copyright
TRG Inc.
2/9/2009

21. • A call/contact centre consulting and advisory
company,
• Offices in Toronto, Atlanta and Australia,
• More than 100 years of call centre operational
management and leadership experience,
• More than 30+ awards for excellence in call centre
operations (on 2 continents),
• Publisher of Customer Reach®, read by more than
10,500 call centre executives around the globe each
month,
• www.thetaylorreachgroup.com
• jcockerill@thetaylorreachgroup.com ext 201
• ctaylor@thetaylorreachgroup.com ext 200
• 416-979-8692
Copyright
TRG Inc.
2/9/2009