There are two ways to breathe life into data; to overlay the predefined responses with the customer voice (verbatim commentary) and to develop relationships that show the impact of one parameter (e.g. agent knowledge) on a target business outcome such as contact resolution or customer satisfaction. We do both and this enables us to deliver true insight into what drives customer satisfaction, customer loyalty, customer recommendation and future behaviour. It also provides valuable insight into how employee skills, competencies and behaviours can impact on business outcomes. We use these techniques to help our clients:
- Clarify the desired business outcomes they are trying to control.
- Indentify the key performance levers (product, process, organisation and agent competencies) that have the most significant impact on the outcomes – we call these the drivers.
- Develop a mathematical relationship that shows the relative strength of each driver on the outcomes.
- Set realistic targets for improvement in the drivers based on a target improvement in the business outcomes you are trying to control.
We use a variety of statistical techniques including Regression Analysis, Correlation Analysis and Structured Equation Modelling to pinpoint drivers of satisfaction and dissatisfaction and from this we can predict the potential impact of making specific interventions.
Once you know what your drivers are and which ones have the greatest impact towards achieving your goals it’s possible to develop rapid intervention programmes that are:
- Easy to communicate throughout the organisation.
- Totally aligned, exciting and fresh.
- Make significant step jumps in performance within a 4 – 12 week timeframe.
Many of our clients contract to quarterly analysis reviews where we analyse the data and calibrate the drivers and set new targets for the next quarter based on the relative competencies of the agents in relation to their peers. In this way the targets are tailored (upper quartile performers would have different goals to lower quartile performers), are robust, fair and achievable.
We have been running Survey 360 for almost 30 months to capture feedback from our internal business customers who use our Service Desk. We consistently get response rates in the region of 30% to a questionnaire that contains a mix of scores and verbatim comments that helps us understand what our customers really feel about the services we provide.
We have been able to use the feedback to improve our overall performance and the most recent operational change we have made is to introduce resolver group who’s focus is to ensure incidents that are handed-off to other parts of IT are tracked and managed on behalf of our customers. This change was a direct result of analysing the customer verbatim comments in conjunction with the scores and realising we had a gap.
What we like about the InsightNow approach is the statistical analysis they run that links the key competencies of our agents (knowledge, communications skills etc) with the business outcomes we are trying to control (customer satisfaction with the way the call was handled and call outcome plus the Net Promoter Score). As a result we have been able to identify what good sounds like from a customer perspective, identify best practice agents and target the recruitment training to increase our overall scores
Don Morgan, IT Director Allianz