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© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
The Call Center – Driving Customer Satisfaction
Performance April 23, 2009
Presented by:
Mark Miller Senior Director, Call Center Consulting
Scott QuardererSenior Director, Insurance Services
2© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Agenda
Key Drivers of Call Center Satisfaction
Call Center Strategies for Excellence: Lessons Learned and Case Study
J.D. Power and Associates Call Center Certification
Questions
3© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
About J.D. Power and Associates
For 40 years, J.D. Power and Associates has been providing information, tools and guidance for our clients - and, in some instances, entire industries - to improve the quality of their products and services.
stry Leader in Measuring Quality and Customer Satisfactionstry Leader in Measuring Quality and Customer Satisfaction
4© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
620
640
668
675
698
712
724
734
737
738
752
756
770
779
781
814
816824
787
600 800 1000
Cable/Satellite TV
Residential Gas
Airline
Airport
Wireless Retail
Automotive Retail
Credit Card
Rental Car
Retail Banking
Average
Home Insurance
Hotel
Automotive Product
New Home Builder
Hospital
Auto Insurance
Motorcycle
Pharmacy (brick & mortar)
P&C Insurance Call Centers
Customer Satisfaction Varies by Industry
Experiences from oneIndustry influence
customer expectationsfor other industries
Experiences from oneIndustry influence
customer expectationsfor other industries
5© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Low
Satis
fact
ion
899866
850842842
835830828
824821819817816815815813
807801
797790787
772755
744
914779*ANPAC
USAA
ACGMercury
EncompassCOUNTRY
AllstateTravelersFarmers
State FarmGMACMetLife
Auto-OwnersAIG
NationwideACSC
SafecoIndustry Average
CSAAAmerican Family
Erie InsuranceLiberty Mutual
GEICOProgressive
The HartfordAmica Mutual
600 650 700 750 800 850 900 950
Overall Call Center Index Ranking 2008 Insurance Customer Contact Study
*Caution Small Sample
Med
ium
Sa
tisfa
ctio
nH
igh
Satis
fact
ion
6© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Overall Call Center CSI vs. Likelihood to Renew
*Data sourced from J.D. Power and Associates 2008 Customer Contact Satisfaction Study
ACG
MercuryEncompass
ANPAC
COUNTRY
Allstate
Travelers
Farmers
State Farm
GMAC
MetLife
Auto-Owners
AIG
Nationwide
ACSC
Safeco
Industry AverageCSAA
American Family
Erie Insurance
Liberty Mutual
GE ICO
ProgressiveThe Hartford
Amica Mutual
USAA
20%
30%
40%
50%
60%
70%
80%
90%
100%
725 775 825 875 925 975Overall Call Center Satisfaction Index
% D
efin
itel
y W
ill R
enew
© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Key Drivers of Call Center Satisfaction
8© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Channel Incidence—Last 12 Months 2008 Insurance Customer Contact Study
Agency Call Center Web Site
Industry Average 78% 54% 53%
Allstate 89% 52% 56%
GEICO 43% 90% 85%
Progressive 60% 67% 72%
Safeco 80% 50% 51%
State Farm 93% 39% 46%
Over half of customers contact their insurer’s call center in the past 12 months.
9© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
41%
59%
847
809
0%
20%
40%
60%
80%
100%
Used Call Center exclusively Crossed channels
% o
f Cal
l Cen
ter C
usto
mer
s
700
750
800
850
900
Call C
enter Index
Used Call Center Exclusively for Most Recent Issue—2008 Insurance Customer Contact Study
More than half of call centers customers must cross service channels to resolve a single issue—a significant
dissatisfier.
10© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Drivers of Call Center Satisfaction 2008 Insurance Customer Contact Study
Index Score
14%
14%
27%
10%
22%
11%
Overall Call Center
Index
8.58
8.30
8.20
8.25
8.28
Courtesy of the CSR
Knowledge of the CSR
Concern for your contact
Usefulness of info provided
Timely resolution of contact
Automated phone system 7.25
SatisfactionRatings
824
•
Customer satisfaction with the call center is driven by courtesy of the representative and timely issue resolution.
11© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Top Call Center Service Practices 2008 Insurance Customer Contact Study
60%
68%
71%
94%
96%
0% 20% 40% 60% 80% 100%
Easy to understand
representative(s)
Customers’ needs resolved
Access account information within 60
seconds
Not put on hold
Connected to representative within 2
minutes
5 key call center service practices for handling a customer.
12© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Delivery of Top Call Center Service Practices 2008 Insurance Customer Contact Study
47%
28%
15%9%
870
821787
668
0%
20%
40%
60%
80%
100%
All KP Is Miss one Miss two Miss three or more
% o
f Cal
l Cen
ter C
ust
om
ers
600
650
700
750
800
850
900
950
Overall C
all Center Index
Call centers hit on all KPIs a near majority of the time; satisfaction, however, erodes more quickly with each
additional KPI missed.
© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Call Center Strategies for Excellence: Lessons Learned and Case Study
14© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Why Undergo a Call Center Assessment Through J.D. Power and Associates?
•
Cultural impact–
If you are serious about inculcating or reinforcing a culture built around your customers, J.D. Power and Associates is uniquely positioned to drive that message home for employees and stakeholders at all levels
•
Performance impact–
We help organizations meet and exceed customer expectations through collecting, analyzing and effectively integrating VOC information into their operations –
creating competitive advantage •
Bottom-line impact:–
Better service yields higher retention rates and more advocacy, which reduces sales cycles and protects your pricing power
In the current economy, customers are more concerned than ever about value for their money
–
Reduce attrition-
especially of good people who consistently enable or deliver excellent customer service in a timely manner
Saving only a few people pays for our CCA
•
Cost-effective–
Combine with Call Center Certification to save tens of thousands
of dollars
15© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Top Five Attributes of Cross Industry Call Center Customer Satisfaction in Order of Weight
Timely Resolution of Problem/Question/Request
Knowledge of the CSR
Concern of CSR for Question/ Problem
Ease of Getting Through to a CSR
Courtesy of the CSR
16© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Customers often prefer to have a longer call than to feel rushed…
200
400
600
800
1000
Up to 1min
Up to 2min
Up to 5min
Up to 10min
Up to 15min
More than15 min
802
394
200
400
600
800
1000
Yes No
Source: J.D. Power and Associates
Rushing Customers
Wasting Customers’
Time
Satisfaction with Agent
Agent Gave Enough TimeR
ati
ng
of
Ag
en
t (C
SR
)R
ati
ng
of
Ag
en
t (C
SR
)
17© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Brand Value
Success Strategy #1: Start With the Strategy and Build From There
Brand X
The call center must be aligned with the corporation’s brand, strategy and UVP
18© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
• Over-weight communication • Engage employees to solve challenges•
Create a fun, performance-oriented culture
Strategy #2: Leadership Drives Everything
•
Value and recognize teamwork
among management
•
Set a clear vision and communicate it •
Orchestrate and lead change efforts•
Make decisions based on customers
19© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Adherence to Consistent and Good Coaching Levels at
All Times
Customer Satisfaction Scores
Success Strategy #3: Keep a Close Eye on a Few Things
Employee Satisfaction Scores
Attrition Rates
20© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Call Center Assessment Offering
Three Foundational Elements•Leadership•Communication•Relationship
Seven Executional Areas of Focus•Performance Management•Planning•Execution•Measurement•Adjustment•Processes•Technology
Four Levels•Corporate Strategy Level, •Strategic Call Center Level,•Operational Call Center Level,•Tactical Call Center Level
Function ExecFunction Exec
Manager 1Manager 1Manager 2Manager 2
CSRLead
SupervisorSupervisor
Support
Funct
ions
HRRecruitingTraining
WFMBus. OpsQualityR&R
AdminIT-Facilities
Corporate
21© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Call Center Assessment Offering
Program Components and Deliverables•Assessment-
Operational and CSAT•Issue
Prioritization•Root Cause•Solution Planning and
Implementation
22© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Case Study- Insurance Industry
Situation Award winning call center in Insurance industry looking to
understand relative strengths and weaknesses compared to cross-
industry leaders. What we did
Multi-week engagement to do full analysis of Customer Service Ecosystem
Challenge and Root CauseOperation was metrics and project oriented rather than employee
and customer orientedSolution
Shifted focus “from projects to people”
while reducing the number of initiatives/projects undertaken
CSAT& QA Linkage
ESATEmployee Engagement
Reward and Recognition
23© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Case Study Results
QA Results After Shift "From Projects to People"
6065707580859095
Oct Nov Dec J an Feb Mar Apr MayTime Period
QA
Sco
re
Location 1Location 2Location 3CombinedFar Exceeds Goal
© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
J.D. Power and Associates Call Center Certification
Program
25© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Goals of the Certification Initiative
•
Relate call center effectiveness metrics to customer satisfaction–
Uniquely deep cross-industry satisfaction data― Proprietary Voice-of-the-Customer satisfaction modeling tools and
expertise
•
Encourage development of best practices― Help call center management understand areas to focus on for
improvement― Provide call center management with unbiased, impartial data to support
their change initiatives
•
Provide a unique, satisfaction-driven call center performance measurement model
26© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Brand/Marketing Differentiation
Operational ImprovementRecognize Employees
Why Certify Through J.D. Power and Associates?
27© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Certified Call Center Program
Offered to customer-centric centers meeting standards across two
dimensions:
Site AuditCustomer Survey
28© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
The Process
SchedulingScheduling DecisionDecision ReportingReporting
•
Pre-audit call with J.D. Power and Associates auditor
•
Audit pass/fail decision delivered within 24 hours of audit
•
Survey pass/fail decision delivered within 5 days following close of fieldwork
•
Onsite audit and survey launch dates are determined by mutual agreement
•
Complete audit and survey reports are provided within three weeks following each phase
Readiness Readiness AssessmentAssessment
29© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Deliverables to Clients
Reports include:•
Practices and procedures where center meets or exceeds standards
•
Focus areas for further work to achieve higher performance
30© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Successful Companies Can License Certification
•
Clients licensing their certification can use the J.D. Power and
Associates’
certification emblem and trophy image:
―
In mailings (including e-mail) too
existing customers
o
prospective customers who have requested additional information
―
On the certified company’s Web site, with a link to www.jdpower.com
for details of the program
―
In B2B presentation materials and sales tools
―
On printed literature describing the Call Center Certification program
―
On signage at point-of-sale and at all Certified Call Center locations
31© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
2006-2008 Sample of Call Center Services Clients
Call Center Certification
Operations Assessment & Strategy
Strategy & Training Call CenterAssessment
20+ Site Service Consistency (Assessment + Implementation)
Strategy & Training
Call CenterAssessment
Call CenterAssessment
Call Center Assessment and
Call Center CertificationMajor Insurer
32© 2009 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Contact Information:
Marnie Montes (248) [email protected] m
