Insight from Interactions

Measuring the Customer Experience

Presented by NUG Q&T Committee

Annemarie Jenkins Sharon Dowd

QA Recipe Book

Insight from Interactions

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

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Insight from Interactions

Let’s get cooking!

Insight from Interactions

What’s the difference?

Quality Monitoring Random sample Agent focused Behavior-based measurement

criteria Most effective when shown as a

trend line Has an ‘expiry’ date Focus on continuous improvement

Customer Experience Measurement Event based sampling Precision Monitoring A comparison, but not substitution,

of customer surveys Linked to specific business event or

area of pain such as customer attrition

Can be used even when customers are happy!

Insight from Interactions

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 efficienciesFinancial gainsCustomer Survey improvementsStakeholder expectationsCustomer trends.

Insight from Interactions

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

CustomerInteractions

Going Beyond Quality Measurement to Drive Revenue

Insight from Interactions

Thanks for Cooking with us!

www.niceusergroup.org