Customer Management: Fresh thinking ~ Innovative Solutions ~ Unlocked

Potential

Duncan White – +44(0)7836 618303

Typical QM associated issues

• Agent focused rather than operation focused – example of fundamental attribution error

• Not strategic

• Based on hearsay

• Sampling

• Assessment forms

• Assessment skills

• Subsequent actions

• Time

• Lack of buy-in from agents (and QM teams!)

• Consistency

..and how we’ve approached them in the past

• Sampling• sample theory helps when assessing an operation in total but not individual

agents

• dynamic sampling

• Assessment forms• based on analytics rather than hearsay

• Assessment skills• best agents aren’t always the best assessors

• calibration & standardisation

• Time• left until last thing so rushed

• evaluations are often the first thing to be dropped in times of operational pressure (ironically at the time when you most need to do them)

• QM outsourcing

Customer MoodCustomer Satisfaction Customer Effort

Increased SalesIncreased CollectionsIncreased FCRBetter Info givenBetter info gainedAdvocacy & LoyaltyIncreased Lifetime Value

Reduced CostIncreased EfficiencyBetter Use of Resource

Internal AdherenceRegulatory Compliance

(FSA, OFCOM)

Customer Views eg Brand

Customer Needs/WantsCompetition &

Comparator Information

Positive Orientation & Involvement Stress & Hassle; Uplifts

Improved MoraleReduced Sickness, Absenteeism,

Attrition

what do we mean by quality?

Notion of Hierarchical Quality

Traditional QM

Strategic QM

Customer Centric Quality

• Traditional compliance and QM process typically aimed at agent• Latest models measuring customer experience need to focus on

customer action and subsequent agent reaction e.g. Judgmental Heuristics

Customer Centric Quality

• If you’re trying to use this framework (and you should because it correlates more directly to customer satisfaction and advocacy)

• How do you measure Peaks and Troughs using a conventional QM evaluation form?

• A Peak or a Trough is driven/measured by looking at customer reactions

• Given the paucity of Peaks and Troughs in a contact centre operation, how do you spot them in the first place?

• Using Speech Analytics on 100% of calls recorded defines, delivers and analyses against these parameters

• Allowing QM to focus on what agent behaviour occurred just before the reaction…and how the agent coped with it

What’s Needed: A Breakthrough! A new version of Quality Management that can become an instrument of

organisational change

Ability to quickly search and evaluate 100% of calls A large enough sample size to provide in-depth insight into specific agent behaviours A large enough sample size to pick up customer reactions Agent performance measured on metrics that matter – metrics that drive corporate

objectives

Monitor quality scores that predict customer satisfaction and advocacy

Flexible solution that can integrate operationally

Managed services provided by experienced contact center professionals

Focuses quality on the behaviour of the organisation as a whole and not just the agent