Every organisation desires good quality customer service, but how do you monitor this? Analysing customer contact begins with asking the right questions.
However, if you want to assess the effectiveness of your customer contact in a more structured and strategic way, a department is often established to continually monitor quality. This department, often called QM (Quality Monitoring), ensures the expertise and quality handling of contact moments. Not every company has a QM Team, but any organisation that values customer contact could implement a few key basics. Here are 3 steps to more effective customer service:
Define the parameters by which you want to measure your customer service
Call Duration: Compare the longest calls with the shortest. Are there consistent differences between long and short conversations? Does it tell you something about the customer's question or challenge? Is a consumer generally satisfied with a short or long conversation? How long should an average call last? By listening to and evaluating your shortest and longest calls, you can learn a lot about the handling of a contact moment and where improvement is needed.
Customer Satisfaction Survey (CSS): Create a customer satisfaction survey that each relationship receives after a contact moment. By listening back to the contact moments that are rated very high and very low, you receive valuable information about the overall customer experience, handling, and problem-solving ability of the customer service.
Repeat Traffic: If a customer calls back three times in one week, what is going on? Is it due to your employee's ability to solve the problem, or is it due to the type of complaint? Repeat traffic speaks volumes about customer service. It often arises if processes or procedures are not yet clear to the staff. Therefore, it is good to monitor this constantly.
Speech Analysis Software: Do you work with software/tools that allow speech analysis? Then look for a pattern of positive and negative words. What do customers say about the products and/or services? And what do they think of the overall handling? No software? Listen to conversations randomly and discover which words or frustrations occur more frequently.
Consider the user experience of your own customer service employees
Have your team leaders observe what your team members are doing behind their desktops. Do they have many personal things open that distract them? And do you provide them with the right tools and opportunities to answer a question easily and quickly?
Have customer service employees, in addition to the standard call notification, also write an evaluation about the contact moment. This can be done with just keywords or a point system so it doesn't take much of the employee's time. This way, employees can also indicate what is needed to deliver more quality per contact moment.
Try to reduce the number of repeat contact moments
What means do you use for a first time fix? Research shows that having to call back more than three times to solve an issue results in a significant drop in customer satisfaction.
Ensure a good FAQ (Frequently Asked Questions) on the website (for your customers), but also internally (for your own employees). It’s also helpful for your own team to see immediately which answers apply to common problems.
The in-depth and critical analysis of customer contact begins with asking the right questions. The results can provide valuable insights into how your own organisation operates.
Curious?
Our own Quality Monitoring Team has been using various documents for years to measure the quality of customer contact.
Interested in a free trial?
Leave a comment via marketing@contactcare.nl and be one of the first to receive our quality checkers.
