Linking call monitoring to customer satisfaction is something that very few call centres have done. Most call centre managers assume their call monitoring is helping them achieve or improve their customer satisfaction performance. They don't link their call monitoring results with their customer satisfaction results. The call monitoring practices we see tend to focus on the things that are important to the organization such as, handle time, adherence to a script or call standards. At best, scoring is done with equal importance over the opening of the call, handling of the call and closing of the call measures. What is typically over looked is the resolution of the customer's inquiry which is by far the most important factor that determines customer satisfaction.
What is best practice in call monitoring?
Other areas that are in much debate are how many calls to monitor, how to ensure the call monitor raters are consistent in their rating and giving feedback to CSRs. Is side by side call monitoring and then coaching the best approach or is call recording and then coaching the best approach? Other areas of debate are what system to use for call recording and screen capture and what the right measures are to use for call monitoring.
All these areas are worth thinking about in choosing the right practice for your organization. However, at SQM Group, we think the real discussion should be around the central question of whether or not your customers are benefiting from your call monitoring practices.
Our database shows that 95% of call centres use call monitoring, yet very few can empirically say that as a result of their call monitoring practices their customer satisfaction has improved.
In fact, we see only 4% of the 150 call centres we survey in a year attain world class levels of customer service. A full 77% of call centres provide average or below average customer service despite their call monitoring practices.
Call Centre Customer Satisfaction Levels…
When we look closely at the organizations that do achieve world-class service levels, we see a key difference in how they regard call monitoring. Universally, they align their call monitoring measures to what is important to their customers. Their call monitoring surveys are very similar to their customer satisfaction surveys. Linking of call monitoring results with the customer satisfaction results is a best practice, but practiced by very few.
SQM research also shows that the average call centre customer satisfaction for first call resolution is 73% which is at the best-in-class level. However, when the customer inquiry takes 2 calls to resolve, customer satisfaction drops to 58%, which is a poor level of customer service. The conclusion here is that first call resolution is vital to achieving world class customer service.
It's dangerous to assume your call monitoring efforts are helping you achieve or improve customer satisfaction
Call monitoring is expensive
CSR Call Monitoring Satisfaction...
When we ask CSRs to share with us why they are dissatisfied with call monitoring, here are the things they tell us:
The CSRs that are very satisfied with call monitoring and coaching tend to be new CSRs with less than one year of experience. However, CSRs that have high satisfaction working at the call centre also tend to have higher satisfaction with call monitoring and coaching.
The next evolution for call monitoring
However, an even bigger win is still in store for you, when you bring in the customer perspective. In working with this issue for a while, we'd like to share some of the practices we consider important to linking call monitoring practices to meeting your customer satisfaction needs.
Linking call monitoring to customer satisfaction steps:
About the Company
Published: Thursday, August 8, 2002