ICMI's Customer Management Insight - April 2008 - (Page 13)

CONTACT CENTER SPOTLIGHT When designing each survey, Egg focuses less on the actual number of questions, and more on the length of time it will take customers to complete the survey. “We design surveys so that they take no more than 10 to 12 minutes to complete, ” explains Jennick. He adds that Egg places a strong emphasis on question value, asking business owners to consider very seriously the business purpose for asking each question. “If they can’t explain why they’re asking a question, we reject the question. The most valuable questions have been those that help us to understand the underlying drivers behind consumer behavior, and that therefore help us to improve the effectiveness of our processes. ” FRESH FEEDBACK MEANS NO ROTTEN EGG www.icmijobs.com Regarding the contact center specifically, Egg surveys not only customers who contact the center via traditional phone, but also those who interact with the center via IVR, email and Web self-service. This goes a long way toward helping Egg manage its complex multichannel environment and ensure high customer satisfaction regardless of the contact medium that customers choose. So does the Confirmit system’s “alert” feature: Any time a customer answers a question indicating dissatisfaction, the system sends an alert to a contact center manager — as soon as the response is received. “Contact center managers are empowered to make the right decision in order to make the customer whole, and will do whatever is necessary where possible to address customer dissatisfaction and resolve the issue, says Jennick. ” icmi’s insight Post your vacancy with THE resource call center professionals come to. Managers also do what it takes to keep agents abreast of customer issues and opinion. Every week, managers and supervisors use current customer feedback from surveys during coaching and development sessions with agents, thus fostering continuous performance improvement in line with what customers want. In addition to sharing key customer feedback with agents for coaching and training purposes, Egg shares aggregate customer survey data with the entire organization via a dashboard reporting tool that is delivered via the corporate intranet. INITIATIVE NOT ALWAYS OVER EASY While certainly a success, the customer experience measurement ini- tiative brings with it its share of challenges. For one, says, Jennick, Egg needs to constantly make sure that it isn’t over-surveying its customers, marring satisfaction via the very process that is intended to measure and enhance it. He adds that keeping surveys fresh and captivating for customers, thus securing strong response rates, is also no simple task. Of course, Egg works hard to overcome such challenges, and in doing so, has realized big benefits. “We’ve tracked the results of the surveys and the business improvements that were driven by the survey responses to business results, says Jennick, “with an ” increase in the perceived value of both the contact center operation and the customer experience measurement program. ” • www.icmi.com | APRIL 2008 13 http://www.icmijobs.com http://www.icmi.com

Table of Contents Feed for the Digital Edition of ICMI's Customer Management Insight - April 2008

ICMI's Customer Management Insight - April 2008 Operations: Small Call Centers, Big Potential Ad Index Contents Editor's Page Contact Center Spotlight People: Assessment Tools Recommended Reading Technology: Speech Recognition Special Feature: Best of Show Strategy: Service-to-Sales Success Expert's Angle - High Volume, High Stakes: A Better Strategy for Hiring Experts Angle - Secrets of Recruiting Success/Job Brands: Changing Applicant Reactions to Your Openings Experts Angle - Speech Analytics: Uncovering the Voice of the Customer

ICMI's Customer Management Insight - April 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.