© copyright 2004 echo tm the ultimate service improvement system let your customers define great...
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© Copyright 2004
EchoTM The Ultimate Service Improvement System
EchoTM The Ultimate Service Improvement System
Let Your Customers Define Great ServiceLet Your Customers Define Great Service
© Copyright 2004
HighlightsHighlights
• Introduction to BenchmarkPortal• The importance of call centers on
company image• Listening to the voice of the
customer• The emerging model of call quality
monitoring and coaching
• Introduction to BenchmarkPortal• The importance of call centers on
company image• Listening to the voice of the
customer• The emerging model of call quality
monitoring and coaching
© Copyright 2004
Introduction toBenchmarkPortal
Introduction toBenchmarkPortal
© Copyright 2004
Purdue University andBenchmarkPortal
Purdue University andBenchmarkPortal
A Datamart of Best PracticesA Datamart of Best Practices
© Copyright 2004
Executive SummaryExecutive Summary
• Began collecting call center key performance metrics in 1995
• Manages a database of call center best practice statistics for 43 industries in 28 countries
• Data includes caller satisfaction metrics• Focuses on a balance scorecard of
effectiveness and efficiency
• Began collecting call center key performance metrics in 1995
• Manages a database of call center best practice statistics for 43 industries in 28 countries
• Data includes caller satisfaction metrics• Focuses on a balance scorecard of
effectiveness and efficiency
© Copyright 2004
The IMPACT of your call center on
company image and brand.
The IMPACT of your call center on
company image and brand.
© Copyright 2004
Do you know the impact that your call center has on your company image? Do you know the impact that your call center has on your company image?
We recently contacted 1,000 U.S. consumers to ask them about their experience with call centers.
We recently contacted 1,000 U.S. consumers to ask them about their experience with call centers.
© Copyright 2004
Ninety-two percent said their experience was important in shaping their image of the company.
Ninety-two percent said their experience was important in shaping their image of the company.
Very Important
Very Important
Somewhat ImportantSomewhat Important
Not at All ImportantNot at All Important
Per
cen
tP
erce
nt
00
88
6060
5050
4040
3030
2020
1010
4949
4343
© Copyright 2004
Do you ask your callers for their
feedback regarding their call
experience?
Do you ask your callers for their
feedback regarding their call
experience?
© Copyright 2004
Every Customer Has Opinions… even if no one asks!
© Copyright 2004
“Listening to the
Voice of the Customer.”by
Dr. Jon AntonBenchmarkPortal
The Industry Standard
“Listening to the
Voice of the Customer.”by
Dr. Jon AntonBenchmarkPortal
The Industry Standard
© Copyright 2004
© Copyright 2004
Tragically caller feedback is seldom
used where it can do the most good…namely changing agent behavior.
Tragically caller feedback is seldom
used where it can do the most good…namely changing agent behavior.
© Copyright 2004
This lead us to believe that there might be an enormous
opportunity to have the caller help monitor and coach the agent.
This lead us to believe that there might be an enormous
opportunity to have the caller help monitor and coach the agent.
Logically, we launched a study on call monitoring and coaching…
Logically, we launched a study on call monitoring and coaching…
© Copyright 2004
© Copyright 2004
In summary, our study found:In summary, our study found:
• Lack of time to do call monitoring
• Lack of experienced people to do monitoring (often your best agents)
• Lack of supervisor time to do coaching
• Not enough calls monitored to get an accurate picture of any one agent
• Lack of time to do call monitoring
• Lack of experienced people to do monitoring (often your best agents)
• Lack of supervisor time to do coaching
• Not enough calls monitored to get an accurate picture of any one agent
© Copyright 2004
To change the results…start with the fundamentals
To change the results…start with the fundamentals
© Copyright 2004
The Emerging ModelThe Emerging Model
© Copyright 2004
1. Customer should be the one to evaluate their service experience
2. Metrics aligned to drive “right” behaviors
3. Easy method to “hear” what customer is saying (implied and direct)
4. Coaching now truly about agent development
1. Customer should be the one to evaluate their service experience
2. Metrics aligned to drive “right” behaviors
3. Easy method to “hear” what customer is saying (implied and direct)
4. Coaching now truly about agent development
Emerging Model Principles
© Copyright 2004
From our study,
most call centers need help…
From our study,
most call centers need help…
© Copyright 2004
The caller is willing to help…
for free!
The caller is willing to help…
for free!
© Copyright 2004
New “Monitoring” ApproachNew “Monitoring” Approach
Service ExperienceService Experience Accuracy “Audit”Accuracy “Audit”
Monitoring
© Copyright 2004
New “Monitoring” ApproachNew “Monitoring” Approach
Service ExperienceService Experience
This is done by asking the caller to monitor and score the quality aspects of their own call.
This is done by asking the caller to monitor and score the quality aspects of their own call.
Accuracy “Audit”Accuracy “Audit”
Monitoring
© Copyright 2004
New “Monitoring” ApproachNew “Monitoring” Approach
Service ExperienceService Experience
This is done by the internal quality assurance team.
This is done by the internal quality assurance team.
Accuracy “Audit”Accuracy “Audit”
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Monitoring
“So, who does what in the new model”“So, who does what in the new model”
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service Experience(monitored by the caller)
Service Experience(monitored by the caller)
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
1. What did the caller perceive about their call experience?
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
Accuracy “Audit”(by the QA team)
Accuracy “Audit”(by the QA team)
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. Was the answer correct?
1. Was the answer correct?
Accuracy “Audit”Accuracy “Audit”
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. Was the answer correct?
2. Were the company’s “policies” adhered to
1. Was the answer correct?
2. Were the company’s “policies” adhered to
Accuracy “Audit”Accuracy “Audit”
Monitoring
© Copyright 2004
“Monitoring” Components“Monitoring” Components
Service ExperienceService Experience
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. What did the caller perceive about their call experience?
2. What was the emotional memory of the event?
3. Did the call experience drive loyalty?
1. Was the answer correct?
2. Were the company’s “policies” adhered to
3. Were the company’s “procedures” followed?
1. Was the answer correct?
2. Were the company’s “policies” adhered to
3. Were the company’s “procedures” followed?
Accuracy “Audit”Accuracy “Audit”
Monitoring
© Copyright 2004
What you get in return is: What you get in return is:
A statistically valid volume of feedback
straight from the caller, delivered in real-time, to
those who can best impact caller satisfaction
– the agents.
A statistically valid volume of feedback
straight from the caller, delivered in real-time, to
those who can best impact caller satisfaction
– the agents.
© Copyright 2004
The Ultimate ServiceImprovement Approach
The Ultimate ServiceImprovement Approach
Bring the voice of the customerinto the evaluation process…
Bring the voice of the customerinto the evaluation process…
© Copyright 2004
The Echo Model The Echo Model
Echo brings the voice of the customer to the core of the call center business. Echo brings the voice of the customer to the core of the call center business.
CustomerOpinion
CustomerOpinion
© Copyright 2004
Call CenterIVR System
Call CenterIVR System
Echo™
Reporting System(On or Off Premise)
Echo™
Reporting System(On or Off Premise)
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Call Center Operational Flow Chart
Manager
Supervisor
11
22
33
44
55
66
77
99
1010
1111
1212
1313
1414
Agent
Call is Recorded (Witness Systems)
88
© Copyright 2004
Public Telephone Network
Customer Calls
PBX/ACD
11
© Copyright 2004
22 Call CenterIVR SystemCall CenterIVR System
PBX/ACD
Public Telephone Network
© Copyright 2004
CallCenter
Agent Responds
33
Call CenterIVR SystemCall CenterIVR System
Public Telephone Network
PBX/ACD
© Copyright 2004
CallCenter
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
44
PBX/ACD
Agent Responds
Public Telephone Network
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Voice Line
55
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
No66
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
77
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Yes
Call is Recorded (Witness Systems)
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
88
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Yes
Call is Recorded (Witness Systems)
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Yes
Call is Recorded (Witness Systems)
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
99
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
LaunchSurvey
Call is Recorded (Witness Systems)
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Completed Survey
1010
Call is Recorded (Witness Systems)
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
1111Echo™
Reporting System(On or Off Premise)
Echo™
Reporting System(On or Off Premise)
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
Echo™
Reporting System(On or Off Premise)
Echo™
Reporting System(On or Off Premise)
1212
Manager
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
Echo™
Reporting System(On or Off Premise)
Echo™
Reporting System(On or Off Premise)
Manager
1313
Supervisor
© Copyright 2004
Call CenterIVR SystemCall CenterIVR System
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFieldingCall
Center
PBX/ACD
Agent Responds
Echo™
Reporting System(On or Off Premise)
Echo™
Reporting System(On or Off Premise)
Manager
1414
Supervisor
Agent
© Copyright 2004
Call CenterIVR System
Call CenterIVR System
Echo™
Reporting System(On or Off Premise)
Echo™
Reporting System(On or Off Premise)
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Echo™
IVR System“Would YouRespond to
Our Survey?”
SurveyFielding
Public Telephone Network
CallCenter
Customer Calls
PBX/ACD
Agent Responds
Call Center Operational Flow Chart
Manager
Supervisor
11
22
33
44
55
66
77
99
1010
1111
1212
1313
1414
Agent
88
Call is Recorded (Witness Systems)
© Copyright 2004
Use Echo to continually improve agent behavior. Use Echo to continually improve agent behavior.
CustomerOpinion
CustomerOpinion
© Copyright 2004
This agent knows that in the past 30 days almost 94% of her
customers have been satisfied or very satisfied with the
service she provides.
This agent knows that in the past 30 days almost 94% of her
customers have been satisfied or very satisfied with the
service she provides.
Your agent can access
specific information by clicking on any of
these.
Your agent can access
specific information by clicking on any of
these.
Agents have instant access to their customers’ feedback.
Agents have instant access to their customers’ feedback.
© Copyright 2004
In January, this agent surpassed her peers’ average in creating satisfied
customers.
In January, this agent surpassed her peers’ average in creating satisfied
customers.
Your agents will see how their performance compares to that of their peer groups.
Your agents will see how their performance compares to that of their peer groups.
© Copyright 2004
Echo allows leadership to analyze service performance.
Echo allows leadership to analyze service performance.
CustomerOpinion
CustomerOpinion
“I think you should be more explicit about what happened in February.”“I think you should be more explicit about what happened in February.”
© Copyright 2004
Ranked by % of customers that were “very satisfied” (top box)
Ranked by % of customers that were “very satisfied” (top box)
This agent could use immediate coaching.
This agent is leading the pack in creating very satisfied customers.
Reinforce this behavior.
© Copyright 2004
Echo takes the guess work out of service recovery.
Echo takes the guess work out of service recovery.
Customer Opinion
Customer Opinion
© Copyright 2004
Review customer comments for entire queue
Review customer comments for entire queue
The customer’s voice tells you who needs immediate
attention.
The customer’s voice tells you who needs immediate
attention.
And who should be attended to next.
And who should be attended to next.
© Copyright 2004
• Identifies where service efforts have failed
• Helps you determine where recovery opportunities exist
• Centralizes service recovery with a designated group of turnaround experts
• Tracks the effectiveness of various service recovery methods
• Identifies where service efforts have failed
• Helps you determine where recovery opportunities exist
• Centralizes service recovery with a designated group of turnaround experts
• Tracks the effectiveness of various service recovery methods
Echo’s service recovery processEcho’s service recovery process
© Copyright 2004
Effective Service Recovery Pays OffEffective Service Recovery Pays Off
Customer Situation Re-Purchase Probability
Product with no problemsProduct with no problems 78%78%
Product with problems and anIneffective Customer CareCenter (calls and e-mails)
Product with problems and anIneffective Customer CareCenter (calls and e-mails)
32%32%
Product with problems and anEffective Customer Care CenterProduct with problems and anEffective Customer Care Center 89%89%
© Copyright 2004
eBay Case StudyeBay Case Study
When you put your customer in the evaluator seat, great things can happen!
When you put your customer in the evaluator seat, great things can happen!
© Copyright 2004
Ebay’s customer satisfaction results with Echo Ebay’s customer satisfaction results with Echo
83%
95%
75%
80%
85%
90%
95%
Before ECHO After ECHO
Note that Ebay’s customer
satisfaction scores rose by 12% in one
year thanks to Echo.
Note that Ebay’s customer
satisfaction scores rose by 12% in one
year thanks to Echo.
© Copyright 2004
ConclusionsConclusions
© Copyright 2004
Where do we go from here?Where do we go from here?
© Copyright 2004
Key PointsKey Points
• Call centers have a proven impact on a company’s brand loyalty
• Benchmarking against the best in your peer group identifies improvement initiatives
• Caller feedback is now easily obtained and can be delivered to the agent in real-time for behavioral change
• Call centers have a proven impact on a company’s brand loyalty
• Benchmarking against the best in your peer group identifies improvement initiatives
• Caller feedback is now easily obtained and can be delivered to the agent in real-time for behavioral change
Jump start your “improvement” initiative!
© Copyright 2004
Begin Today!Begin Today!
© Copyright 2004
© Copyright 2004
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
© Copyright 2004
So, if you give me 12 keyperformance indicators…So, if you give me 12 keyperformance indicators…
© Copyright 2004
You will learn where you are on this matrix in 20 minutes…and it is FREE!
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
© Copyright 2004
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
here..?
© Copyright 2004
© Copyright 2004
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
here..?
© Copyright 2004
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
here..?
© Copyright 2004
Call Center Balanced Performance Matrix
12
34
Lowest Operating Expenses
Or here..?
© Copyright 2004
ROIs of over 100% are common!ROIs of over 100% are common!
© Copyright 2004
Contact us today to learn more about what Echo can do
for you!
805.614.0123 ext.25
Contact us today to learn more about what Echo can do
for you!
805.614.0123 ext.25