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Effectively Measuring Customer Service
The need for measurement
As more and more customer service moves online, it is important to be able to measure the quality of service well and reward good performers accordingly. With clear performance measures, exceptional staff can be rewarded, average performers trained to improve, and the poorest performers reconsidered.
A Case for accurate measurement
John Fisher, the Director of Oxford Motivation Ltd., a firm of performance improvement specialists, reports the case of Autoglass, a European car window replacement company*. Autoglass introduced a performance improvement scheme for many of its employees, including call centre workers, for whom the performance measures included taking calls efficiently, finishing insurance documentation properly and a good Customer Satisfaction Index rating.
When employees were given clear goals and commensurate incentives for meeting each goal, the results within a few months were startling.
• The average number of clerical errors in customer documentation fell from 20% to 5%.
• The number of customers who hung up due to long waiting times fell from 3.5% to 1%.
• Customer complaints fell by 50%.
Using technology for measurement
Most systems that measure performance after the interaction is long over fail. This is because customers often don’t recall specifics unless the interaction was exceptionally poor or good.
A good smart query technology based solution helps to measure an agent’s performance immediately without taking up too much of the customer’s time.
*More details at http://www.thinkingmanagers.com/the-thinking-ceo/incentive-schemes
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