2008 contact center satisfaction index presented by sheri teodoru ceo, cfi group

2008 Contact Center Satisfaction Index

Presented by Sheri Teodoru

CEO, CFI Group

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© 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

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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)

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• 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

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• 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

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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

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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


2008

2007

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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


Insurance

Banks

Personal Computer

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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)

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Customer Service RepresentativesIndustry Scores

77

81

80

79

77

76

75

74

73

Aggregate

Retail

Insurance

Hotels

Banks

Cell Phone Service

Personal Computer

Government


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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

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Issue Resolution

18%

23%

21%

20%

19%

17%

16%

15%

9%

Aggregate of allindustries

Personal Computer

Government


Banks

Insurance

Retail

Cell Phone Service

Hotels

% Unresolved Issues

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Impact of Issue Resolution

Satisfaction Score

Issue NotResolved

IssueResolved

Overall Score 72

80

40

14


Satisfaction by Total Times Called

52

68

82

40

1st CallResolution

2nd CallResolution

3rd CallResolution

Still Unresolved

First Call Resolution

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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

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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


Hotels

Government

Retail

Insurance

2008

2007

N/A

N/A

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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.

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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

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• 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

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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

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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

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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

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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

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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

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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

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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)

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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

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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

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Questions?

For more information contact:

Terry Redding

[email protected]

(734) 623-5425

Director of Sales and Business Development

CFI Group

2008 contact center satisfaction index presented by sheri teodoru ceo, cfi group

Documents

cfi group slide

satellite pc government

b1 slide

issue overall score

drivers of satisfaction

handling issue

x ixit i

local government agencies