Dialogic Blog

Self-Service Optimization…Required, Not Optional (Act 3 of 3 – Post Contact)

by Elhum Vahdat

Aug 19, 2016 6:00:00 PM

Self Service Optimization Act 3 - Post_Call

This is my third blog on Self-Service Optimization and the final one in this series.  In part one of my three-part blog, I discussed how in the Personalization Act, the strategy should focus on enhancing the customer experience by making the frequent customer feel known, welcome, and appreciated by personalizing their experience.  In part two, the Steering Act, I discussed how the strategy should aim at shortening the duration of the interaction, thereby leading to an increased potential for repeat business.  In this blog, the Post Contact Act, I will discuss the importance of measuring customer satisfaction (or loyalty or NPS), as well as how customer satisfaction can be measured and improved at the end of the call (performance and quality assurance).

The importance of measuring customer satisfaction was made clear in 2010 when ISO (International Organization for Standardization) developed a new technical specification which provides guidance to organizations in establishing effective processes for monitoring and measuring customer satisfaction.  According to ISO, “The information obtained from monitoring and measuring customer satisfaction can help identify opportunities for improvement of the organization's strategies, products, processes and characteristics that are valued by customers, and which serve the organization's objectives. Such improvements can strengthen customer confidence and result in commercial and other benefits.”

ISO/TS 10004:2012, Quality Management – Customer Satisfaction – Guidance for Monitoring and Measuring deals with:

1) concept of customer satisfaction, and guiding principles,

2) framework for monitoring and measuring customer satisfaction,

3) planning for monitoring and measuring customer satisfaction,

4) processes for monitoring and measuring customer satisfaction, and

5) maintenance and improvement of monitoring and measurement processes.

 

The Post Contact Act provides immediate and optionally anonymous caller feedback about their contact center experience, including agent feedback, ensuring an accurate depiction of the customer service.  Also, based on the caller’s requests, all types of follow-up information and confirmations can be sent through multi-modal capabilities, including SMS/text, USSD, e-mail, and fax.

For example, post call surveys enable the establishment of an automated process of receiving contact center customer feedback. This automated solution has an excellent ROI via significant savings that occurs by automation, quality improvement, and customer and employee satisfaction.  In the end, it helps reduce operating costs, and ensures that customers have a positive experience when interacting with contact center representatives.  Also, by analyzing the caller’s customer profile, surveys turn unproductive hold-time into profitable sales-time.  Up- and cross-sell promotes products and services that the caller does not have, increasing the potential for additional revenue without the involvement of a live-agent.

Notification is another part in the Post Contact Act.  Whether it is with callers constantly complaining about having to be on hold, and live-agent resources never being enough, notification offers to call back the caller when a live-agent becomes available (virtual queuing), if the ACD queue becomes too long.  This of course frees the line for answering other calls.

Some of the signs pointing to the Post Contact Act not meeting the needs of the caller include: too many callers hanging up while on hold, leading to incomplete calls and lost transactions; live-agents spending too much time requesting caller information, wasting expensive resources; callers listening to music/pre-recorded content while on hold, missing potential sales opportunities; caller-entered information is not transferred with the call, forcing them to repeat the information; and no option for recording calls, leaving no viable record in case of discrepancies with callers.

With the exploding growth of tech-savvy customers comes the expectation of self-service across a greater part of daily activities (i.e. grocery store checkout, purchasing stamps at the post office, renting movies from a vending machine), and so the telecommunications industry must also offer more self-service options.  However, we need to look beyond just self-service and look to Self-Service Optimization to continually enhance the customer’s level of satisfaction.  Therefore, in today’s world, Self-Service Optimization is really required, not optional.

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