2008 Contact Center Satisfaction Index
Presented by Sheri Teodoru
CEO, CFI Group
2
© 2008 CFI Group. All rights reserved.
National Quality Research CenterNational Quality Research Center
National Quality Research CenterNational Quality Research Center
The only uniform measure of customer satisfaction in the U.S. economy, covering more than 200 companies and federal and local government agencies
First published in 1994
Tracks performance over time
Benchmarks against other organizations and industries
American Customer Satisfaction Index
3
© 2008 CFI Group. All rights reserved.
x1
x2
x3
x4
x5
x6
x1
x 3
x4
x5
x 6
y1
y2
y3y
3
y2
y 11
2
xi xi t i , for i=1,2,3 t=1,2y j yj j 1 , for j = 1,2,3
1 1 1 2 2 1
x2
Quantifies cause-and-effect relationships between drivers of satisfaction and desired outcomes
ACSI Methodology (U.S. patent No. 6192319 B1)
4
© 2008 CFI Group. All rights reserved.
• 2,200 participants
• Over 100 companies
• Web-based survey
• Data collected March 2008
• Respondents had called a contact center in the last 30 days
The Contact Center Satisfaction IndexApplies ACSI Methodology to Contact Centers
• Industries measured:
> Banking
> Retail
> Hotel
> Insurance
> Cell phone
> Cable and Satellite
> PC
> Government
5
© 2008 CFI Group. All rights reserved.
• Which industries excel?
• The impact of Customer Service Representatives
• Issue resolution – as important as we think?
• Multi-channel service
• Offshoring
• Industry key findings
• Contact center measurement best practices
Topics for Today
6
© 2008 CFI Group. All rights reserved.
Contact Center Satisfaction by Industry
Note: Scores are on a 100-point scale.
72
78
76
75
72
71
70
69
66
Aggregate
Hotels
Retail
Insurance
Cell Phone Service
Banks
Government
Personal Computers
Cable & Satellite TV
7
© 2008 CFI Group. All rights reserved.
Contact Center Satisfaction by Industry 2008 vs. 2007
72
78
76
75
72
71
70
69
66
70
80
69
77
68
64
68
Aggregate
Hotels
Retail
Insurance
Cell Phone Service
Banks
Government
Personal Computer
Cable & Satellite TV
2008
2007
8
© 2008 CFI Group. All rights reserved.
Contact Center Vs. Overall ACSI Scores
CCSI
ACSI
72
78
76
72
70
66
75
71
69
75
75
74
68
62
76
75
78
68
Aggregate
Hotels
Retail
Cell Phone Service
Government
Cable & Satellite TV
Insurance
Banks
Personal Computer
9
© 2008 CFI Group. All rights reserved.
Customer Service RepresentativesAggregate
Attr
ibut
es
77
81
78
77
76
73
Customer ServiceRepresentatives
Courteousness
Speaking in anunderstandable manner
Interest in helping you
Knowledge
Effectiveness inhandling your issue
(Overall Score)
10
© 2008 CFI Group. All rights reserved.
Customer Service RepresentativesIndustry Scores
77
81
80
79
77
76
75
74
73
Aggregate
Retail
Insurance
Hotels
Banks
Cell Phone Service
Personal Computer
Government
Cable & Satellite TV
11
© 2008 CFI Group. All rights reserved.
What Is Driving Satisfaction?
CCSI72
Speaking in an understandable
manner
Knowledge
Effectiveness in handling issue
3.5
Courteousness
78
81
CSR Demeanor
79Interest
in helping77
76
73
0.7
CSRKnowledge
75
12
© 2008 CFI Group. All rights reserved.
Issue Resolution
18%
23%
21%
20%
19%
17%
16%
15%
9%
Aggregate of allindustries
Personal Computer
Government
Cable & Satellite TV
Banks
Insurance
Retail
Cell Phone Service
Hotels
% Unresolved Issues
13
© 2008 CFI Group. All rights reserved.
Impact of Issue Resolution
Satisfaction Score
Issue NotResolved
IssueResolved
Overall Score 72
80
40
14
© 2008 CFI Group. All rights reserved.
Satisfaction by Total Times Called
52
68
82
40
1st CallResolution
2nd CallResolution
3rd CallResolution
Still Unresolved
First Call Resolution
15
© 2008 CFI Group. All rights reserved.
Before calling, 27% of customers tried another contact method first:
Multi-Channel AttemptsIndustry Aggregate
82%
15%
7%
7%
Internet or website
Visiting in-person
U.S. mail
Other
16
© 2008 CFI Group. All rights reserved.
Offshoring Contact Centers 2008 vs. 2007
15%
34%
16%
15%
14%
8%
7%
7%
4%
11%
25%
14%
6%
9%
3%
6%
Aggregate of allindustries
Personal Computer
Cell Phone Service
Banks
Cable & Satellite TV
Hotels
Government
Retail
Insurance
2008
2007
N/A
N/A
17
© 2008 CFI Group. All rights reserved.
The Impact of Offshoring
75
59
Onshore Offshore
Satisfaction Scores52% of customers say contact center location affects their likelihood to do business (up from 48% in 2007). Offshore center callers more than twice as likely to sever relationship with company.
18
© 2008 CFI Group. All rights reserved.
Banks
• Bank CCSI drops from 77 (in 2007) to 71; the largest decline of all measured industries
• Banking hurt by mortgage crisis and increase in offshoring from 6% in 2007 to 15% in 2008
> CSR scores slip by 2 points
> Issue resolution drops
• Right-channeling is a bright spot – more customers getting questions answered on the web
19
© 2008 CFI Group. All rights reserved.
Cable & Satellite TV
• CCSI is 66, lowest of all measured industries
> Down 3% vs. last year
• Offshoring increases
• Issue resolution is poor in general (only PCs are worse)
• First call resolution is lowest of any measured industry
77
72
68
56
54
55
Customer Service Representative
Effectiveness in handling your issue
Customer Satisfaction
Offshore
Onshore
20
© 2008 CFI Group. All rights reserved.
Cell Phone Service
• CCSI up 4% to 72
• Issue resolution improves
> Only 15% of customers report unresolved issues, improved from 20% last year
• Website improvements have made it possible for more customers to self-serve and answer their own questions
78
39
Resolved
Unresolved
Satisfaction Scores
21
© 2008 CFI Group. All rights reserved.
Retail
• CCSI (76) above industry average, but down 5% vs. 2007
• CSRs a strength – scores down but remain highest of all industries
• Website improvements yield tougher CSR questions (more customers self serve)
> Greater proportion of product support vs. ordering
78%
37%
22%
5%
59%
44%
25%
7%
To place an order or check thestatus of an order you had
recently placed
To receive product or servicesupport
To file a complaint
Other
2008
2007
Reason for Call
22
© 2008 CFI Group. All rights reserved.
Hotels
• Hotels debut on top with a CCSI score of 78
> Highest issue resolution
> Among highest CSR scores
• Website improvements needed
> 68% called to place an order or check order status, higher than any other industry
> 35% tried to resolve their issue through the website first
23
© 2008 CFI Group. All rights reserved.
Insurance
• Call Center Satisfaction improved by 10% to 75
• CSRs gain 4% to 80, near the top of all measured industries
> Lead every other industry in knowledge
> FCR provides opportunity for CSR to be hero
• “Reason for calling” shows increase in placing/checking orders
> Opportunity for web improvements?
• Offshoring in insurance industry is low today (4%), but call center location matters more than for most other industries
> 58% say affects likelihood to continue doing business
24
© 2008 CFI Group. All rights reserved.
Personal Computers
• CCSI up 8% to 69 this year
> Driven by gains in offshore centers
• Offshoring highest by wide margin in PC industry (34%)
> Onshore CCSI 18 points higher than offshore CCSI
• Issue resolution remains bad; 23% hang up with issue unresolved
> Problem solved on first call: CCSI=80
> Problem not resolved: CCSI=57
77
2007 2008
77
2007
52
59
2008
64
69
2007 2008Onshore Satisfaction Offshore Satisfaction Overall PC Satisfaction
25
© 2008 CFI Group. All rights reserved.
Government
• Call centers are a bright spot for the government
> CCSI higher than overall ACSI score
• Federal (72) outperforms State & Local (67)
• CSR demeanor relatively more critical for government than for commercial, and much lower scoring
> “Interest in helping” is very low
75
Demeanor Knowledge
79
Demeanor Knowledge
7574
Commercial CSR Government CSR
26
© 2008 CFI Group. All rights reserved.
Government Contact Center Vs. Overall Agency Scores
72
73
71
64
68
59
72
72
Federal Government
IRS
Social Security
Medicare/Medicaid
Call Center Satisfaction (CCSI)
Overall Satisfaction (ACSI)
27
© 2008 CFI Group. All rights reserved.
Summary
• You can’t manage what you don’t measure
• Incorporate the Voice of the Customer into performance metrics
• Measure what matters > Operational metrics are necessary, but not sufficient> Customer perceptions ARE reality
• Make sure the analysis tells you what you need to know and not what you want to hear
28
© 2008 CFI Group. All rights reserved.
Contact Center Measurement Best Practices
• Keep it short and sweet
> Don’t ask 20 minutes of questions about a 5-minute interaction
• Use a scale that detects change
> ACSI’s scale is ideal for customer satisfaction measurement
• Design the survey with the end in mind
• Make sure measurement used as learning tool – not a torture device> From telco CSR: “You will probably get a survey, please give me all ‘5’s.
And remember, this isn’t about [telco name], it’s about me.”
• Use the right analytic tools> Need to understand cause-and-effect
> Correlation is not enough, and can be misleading
29
© 2008 CFI Group. All rights reserved.
Questions?
For more information contact:
Terry Redding
(734) 623-5425
Director of Sales and Business Development
CFI Group