London, UK -- (SBWIRE) -- 09/10/2013 -- Michael Allen Practice Leader Rabbit Surveys in UK says: “Trying to measure satisfaction on a more complex customer journey like Steve's at Candy Hoover can seem daunting. But for the vast majority of organisations a simple set of surveys coupled with a spreadsheet that brings it all together is a highly practical, affordable and suprisingly time light exercise.
Steve Yates Head of Contact Centre Operations Hoover Candy UK faces the tricky task of multi point measurement of customer satisfaction and first contact resolution within the customer's repair journey.
"The very nature of our business dictates a high interaction level from our customers to ensure the correct fault diagnostic route is followed for each individual appliance. We want to make the least disturbance to our customers in terms of them taking time off work.
Customers HAVE TO perform certain checks on things such as washing machine filters or drainage pipes. If a customer is calling from their work place through the day, then this means they can only complete the checks when they get home. This then generates a “repeat call” and impacts our FCR calculations.
We carried out a stress point and customer journey mapping project to ensure a fuller understanding. This raised the need for further training investment, focusing on customer experience skills rather than a transactional style of customer contact. Aiming to create a telephony environment that would aid and encourage true partnership between CSA and customer to ensure the best fault diagnostic and therefore, least impact in a customer’s day to day life."
Michael Allen suggests the following strategy for measuring customer satisfaction, effort or FCR.
1. Map the Journey
2. Identify your Information Targets
3. Assess the Best Survey Media
4. Design Your Questionnaires
5. Collect the Data
6. Analyse it in a spreadsheet Excel
7. Start Improvement
1. Map the journey - big whiteboard and lots of markers. Identify those specific points where key customer contact happens. Start with the most important 4 points and no more. You can expand it later. Look for bottlenecks in fact.
2. Do NOT get into what questions you need on your questionnaire. Do that later. Write down what you need to know. It might be just a Yes or No at some journey points.
3. Look at your business and decide if you should use email survey, web survey or inbound or outbound IVR or should your agent ask. Each research tool has strengths and weaknesses pick to suit your own scenario.
4. Now design your questionnaires. Keep them small IVR survey maximum six questions, email fourteen.
5. Now collect it. But make sure you have some control of the timelines and you can collect enough volume within your own time parametres. This affects your choices in 3.
6. Using cheap yet mainstream survey tools will give your essential charting and .csv exports. This is going to be enough for many organisations, especially if you then export to an Excel spreadsheet capable of adding up your KPI's to show how you are performing at different bottlenecks. Then add collective results from the touch points to gain an overall impact analysis on failures.
7. With your data hot off the press go forward and start removing bottlenecks.
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