Measuring the Customer Experience Presented by NUG QT

Measuring the Customer Experience Presented by NUG Q&T Committee Annemarie Jenkins Sharon Dowd Insight from Interactions QA Recipe Book

Rules of the Kitchen • If you want to ask a question, select the icon of a raised hand, from the menu in the upper left hand corner. • If you hear of a ‘recipe’ or good idea, feel free to change your icon to a smiley face or applause. • Don’t just sit there. Offer up some of your recipes! Insight from Interactions

Recipe Source www. niceusergroup. org Content Library Knowledge. Share Quality &Training QA Recipe Book Insight from Interactions

Let’s get cooking! Insight from Interactions

What’s the difference? Quality Monitoring Customer Experience Measurement § Random sample § Event based sampling § Agent focused § Precision Monitoring § Behavior-based measurement § A comparison, but not substitution, criteria § Most effective when shown as a trend line § Has an ‘expiry’ date § Focus on continuous improvement Insight from Interactions of customer surveys § Linked to specific business event or area of pain such as customer attrition § Can be used even when customers are happy!

Sample Evaluation Questions § If evaluating customer satisfaction for new product/service: – Was the primary reason for calling an enquiry for more information about the new product/service? – Was the mention of the new product/service related to the primary reason for calling? – Was the feedback given about the new product/service in response to the promotion of it from the agent? – What was the feedback? Provide brief summary in notes field. Insight from Interactions

Samples § If evaluating customer experience, where recordings had a positive or negative post-call survey completed: – What was the customer’s behavior at the beginning of the call? (1 -4, 1 = unhappy, 4 = very happy) – Was there an event in the call that caused the change in customer behavior? – Was the change in behavior in response to agent activity? – Was the change in behavior due to the information given by the agent i. e. new shipping costs imposed on minimum orders? Insight from Interactions

Sample questions § If evaluating customer experience, where there were two or more holds during the recording, for a total of 3 minutes of hold time: – Did the caller agree to wait on hold? (not applicable if the agent did not wait for a response to hold question) – Did the caller agree each time to being requested to hold? – Was there audible evidence of frustration, annoyance or other negative indications that the holds were not seen by the caller as a help to resolving the caller’s question? – Did the caller verbally state their dissatisfaction upon hearing the request for further holds? Insight from Interactions

Sample questions § If evaluating customer experience for expectations of service: – Did the customer interrupt the agent’s introduction? – Did the customer ask to speak to a supervisor within the first 45 -60 seconds of the call? – Did the customer volunteer information about past interactions such as “Last time I called, I spoke to Sarah…” or “I thought I had fixed this billing issue last month when I called…”? – Did the customer volunteer that the reason for calling was due to word-of -mouth information? – Did the customer volunteer that the reason for calling was due to a marketing incentive? – Did the customer respond with a secondary or additionally enquiry based on the prompting of the agent’s “Is there anything else I can help with today? ”? – Did the customer express an observation that compared this interaction with one in the recent or far past? Insight from Interactions

Who’s hungry for this kind of information? ! Insight from Interactions

Gain Executive Sponsorship § Make the mission of the QA program strategic in plan and tactical in implementation. §Not focus on whether agent said customer’s name twice § Uses the dashboard view to assign accountability for: §Operational efficiencies §Financial gains §Customer Survey improvements §Stakeholder expectations §Customer trends. Insight from Interactions

Going Beyond Quality Measurement to Drive Revenue § Customer retention initiatives § Identify up-sell and cross-sell opportunities § Feedback on marketing campaigns § Improve business process § Gain competitive knowledge § Identify new revenue generating opportunities Insight from Interactions Customer Interactions

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