CRM - December 2007 - (Page 43)

Getting Connected satisfaction with Surveys Covad achieves fat customer with HyperQuality roadband is big business, and one of the biggest names in that business is Covad Communications. The San Jose, Calif.–based company was first to market with commercial digital subscriber lines (DSL) in the United States back in 1997, and today claims to own the largest national broadband network. But having the longest, fattest pipe isn’t enough for success—Covad needed to listen to its customers. When you serve 235 major markets in 44 states, that means you need big ears as well. Sometimes the issue is with technology, but sometimes it’s the people who install it; resolving problems for customers can be difficult if you have no feedback on what’s wrong. The company asked HyperQuality, the provider of its contact center performance management system, to hook it up with something more. HyperQuality sold them HyperSurvey, an email-based survey product that gathers customer responses about a company’s multiple communication channels, from “By the time the phone to chat. The surveys are intended to insurveys went out, crease revenue, reduce costs, and improve customer satisfaction through process analysis that we were extremely yields actionable intelligence. HyperSurvey supconfident they ports more than 20 languages, and the messages would uncover are customizable in appearance and theme. Covad has another survey system, one genthe information erated by internal resources at headquarters, but we needed.” it lacks some key value points. “The problem is that it’s hard for agents to wait until the survey is completed or to be held accountable for change,” says Erin Pauley-Ackman, Covad’s senior manager of customer operations. “Not only does it take a while to get the survey results, the survey itself is relational: It’s more about the company’s overall branding and industry position. Consequently, contact center agents don’t necessarily get specific ‘actionable’ items they can work on to improve their performance—unlike HyperSurvey.” As HyperSurvey was being released in April 2007, Covad agreed to act as a launch partner. “Together with HyperQuality, we initiated a provisioning survey and a repair survey,” Pauley-Ackman says. “Our customer perspective is most important to us. All of our strategic imperatives are centered around the customer. The provisioning surveys, directed at B2B Voice over Internet Protocol (VoIP) customers to gauge their satisfaction with installation, went live at launch; the repair surveys came online in June, targeted at customers with Tier 1 and Tier 2 support calls. The provisioning surveys gather feedback on sales, provisioning, and installation, with an opportunity for the customer to go into detail on what was especially good or bad about the experience. This aspect increased internal employee www.destinationCRM.com B http://www.companionlink.com http://www.companionlink.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - December 2007

CRM - December 2007 Contents Front Office Reality Check Customer Centricity SAP’s Midmarket Design A Shift in SAP’s Growth Strategy: Buy Big to Get Bigger The Buyer Is Your Owner Prime Time for Streaming TV The Word on the Floor Market Focus: Energy/Utilities: Speaking Truth to Power (Companies) The Pulse Required Reading It’s All Coming 2.0gether Power to the People Speak Up! Document Management That's a Breeze Customers Gain Traction With Off-Road Vehicles Getting Connected With Surveys Mobile Data Gets Better Reception Secret of My Success Re:Tooling The Tipping Point Pint of View

CRM - December 2007

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