We are all familiar with Bain & Company’s statistic, stating 80% of executives believe their company delivers an excellent service to their customers, while only 8% of these customers believe the same. What exactly reveals this discrepancy between business leaders and their clients? Essentially, one thing: the quality indicators most companies measure is not aligned with the understanding of what quality service is for most customers.
This article provides you with some benchmarks to help you develop a quality assurance program that will encompass all your business channels. By closing the gap between internal and external indicators, you will be able to measure what really counts for your customers and make the interactions with your clients a successful customer experience!
MULTIPLYING THE POINTS OF CONTACTS
The omnichannel of the digital era raised the interactions we have with our customers to a new level of complexity. To date, we count 4 categories of service channels (COPC):
- “Traditional”: telephone, e-mail and in person.
- Interactive: online / video chat, self-service from knowledge bases or FAQs.
- Social media: Twitter, Facebook, Forums, blogs, etc.
- Mobile: Applications (APPS), SMS and chat.
Does your company`s quality assurance program includes indicators that measure the quality of your employees` interactions with your customers on all channels? Did you put in place some business processes to measure if your quality program is aligned with your customer expectations?
In the omnichannel era, the consistent quality of your customer’s experience at all points of contact, before, during and after the interaction, is decisive to their loyalty towards your organization.
THE 4 PILLARS OF A QUALITY ASSURANCE PROGRAM
Your quality assurance program should integrate the 4 pillars of the customer experience, rooted to their implicit needs. By doing so, you will measure the quality performance indicators associated with your employees’ knowledge. You will be able to better identify their opportunities for improvement and make sure they have the right tools and develop the appropriate skills to create a remarkable experience on each point of contact!
As per Customer Operations Performance Center (COPC) certification requirements, 5 critical quality indicators show up in CSAT:
- Professionalism (do not be rude or in confronting mode with the client)
- Knowledge of the employee
- Desire to solve the problem
- Ability to manage the transaction / situation effectively
- Resolve the problem.
In our 4 pillars model, these indicators are considered. But the fact that 40% of customer`s request a more humane service when they interact with a company, (Genesys global survey, 2009) leads us to assess that all the indicators associated with the “know how to be” are critical for a quality customer experience. We therefore recommend a higher weight for these indicators in your quality assurance program.
A QUALITY ASSESSMENT TOOL FOR EACH CHANNEL!
To evaluate the quality of the service delivered by your teams and measure their knowledge indicators, your scorecard should be consistent on all channels as well as adapted to their specific reality:
|Channel||Tools and means to evaluate employee|
|Digital (interactive, social media, mobile)||
THREE OTHER IDEAS TO FEED YOUR QUALITY PROGRAM!
- The Customer Satisfaction Survey (CSAT)
Again, your survey should be consistent on all your channels. Given that it is six to seven times more expensive to attract a new customer than it is to retain an existing one (White House of Consumer Affairs), and that the probability of selling to an existing customer is 60-70% (Marketing Metrics), your survey should measure customer satisfaction at three levels:
- The service received by the employee
- The ease of dealing with the company.
- Their loyalty to the company
Through the satisfaction survey, you measure the gap between the quality you want to deliver and the quality experienced by your customers through their interaction with the company. Based on a sufficient sampling, you will have enough data and insight on what counts for your customers to fine tune your quality assurance program.
Your survey should be to the point! When they are too long, post-interaction surveys are not completed.
- Social media monitoring
A study by J. D Power in 2013 found that 67% of consumers used a company’s social media to obtain customer service. Monitoring your social media with online traffic analysis tools, such as Google Analytics, Open Web Analytics provide you the competitive intelligence edge you need over your competitors. It will also give you a comprehensive intelligence of how your customers view your company, the perception they have of your services, how they feel when they interact with you, on what channels these exchanges take place, and so on. These highly strategic qualitative data help you map your customer journey, i.e. the path your customers go through across your service channels, allowing you to solve road blocks and improve efficiency. (Read our article: Mapping the customer’s journey)
- Self-assessments and peer reviews
Your team leaders are overloaded? They can’t always find time to evaluate the quality of their employee interactions with the clientele? Self-assessments and peer reviews are both excellent options to move forward with your quality assurance program. By empowering your top performers with this responsibility, your employee value index will also gain points
Your quality assurance program: a living tool evolving with your customer experience!
Make no mistake! To evaluate quality is measuring what matters to the customer
Ultimately, if you work on adjusting your quality assurance program in the light of the data collected at the customer level (CSAT), your requirements will evolve accordingly. Chances are that the quality delivered by your team will be aligned with the quality expected in the customer experience. Contact SSA Solutions (email@example.com) to find out how to align your quality program on all your channels with the experience your brand wants to bring to its customers!
To post in your agenda! On 25 and 26 April 2017, SSA Solutions will give a talk on the evolution of quality assurance programs at the Telecom 2017 conference. This will be a great opportunity to share with you on the latest trends in this strategic field of customer experience. For more details, contact us at firstname.lastname@example.org or visit Comtois Carignan to get all the details on this event.