Paul Miller Contact Centre Director, Prolog Connect

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The Power of the Spoken Word
Paul Miller Contact Centre Director, Prolog
Connect
2
Agenda

• Prolog Connect
• Contact Centre expectation
• Customer experience
• New Industry Research
• How Wide the Rift?
• Why it happens
• What can we do?

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Prolog Connect

• Contact Centre Outsourcer
• 4 locations, UK only
• Government, Travel, Mail Order, Charity,
  Technology, Utility, Food and Drink
• Telephone, white mail, email, fax
• Meridian switch, NICE Universe call recording,
  IEX Totalview WFM, Opex Customer Satisfaction

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Contact Centre Experience

• Technology improving capacity, performance,
  connectivity, visibility
• Growth seats and productivity
• Experience longevity, numbers
• Focus on quantitative measures, qualitative
  emerging
• So why are we not giving customers what they
  want?

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How wide the rift?

• Mind the Gaps
• Find the Gaps
• Mend the Gaps
• Most studies piece-meal
• Need for End-to-End Knowledge
• Data Vantage in association with Prolog
• UKs largest 7 study modules
• Call Centres biggest module

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The Modern Business Machine
900,000 3rd Biggest Many blns 60 People Only
CCs Even O-L
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Knowledge Gaps Failure to Measure Well
MACRO Widespread Failings Systems, Skills,
Churn, Training Dissatisfaction Consumers
far ahead and Online now surging.
Above
91 are Unhappy rising to 97
Average
Below
BRANDING Huge failures over the phone
Hidden Damage More than Doubling
IT DELIVERY Barriers Music, On-Hold,
Queuing. Root failure to qualify Kind and Type of
Caller. Worsened by points-of- Contact. Online
aggravating barriers.
ALL 29 SECTORS
12 30 58
Weighted
Unweighted
12 62 26
BENCHMARKING Very large Gaps Flaws due
to outdated / poorly-designed methods of
Measurement, Processes, and Flaws in Metrics and
Reporting
MATURE SECTORS
Weighted
27 23 50
Unweighted
27 59 14
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In-house Call Centres Gap Damage
Virtually all have Systems Problems Often
Sometimes Nearly half have Reporting Blind Spots
Often Sometimes
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Why it happens

• Lack of integration
• Metrics and Information Gaps
• Functional Skills Gaps
• Communications Gaps
• Worst Gaps
• Data Segmentation
• Resource Capacity/Planning
• Other Platforms eg online

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Why it happens

• Very Poor Customer single view
• 60 failure in call-centres
• 85 failure in online
• Gaps widest between in-house v external
• Inconsistency largest cause of damage
• Process failures at weakest link
• Board level, hard work, clear vision
• 40 spending more next year
• Age Experience Gaps

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What can we do?

• Manage and measure the problem listen to
  customers
• Use the accurate information correctly
• Only one third believe they segment customers
  properly
• Almost half dont know who their best customers
  are
• Use best breed Benchmarking

• Focus resources accordingly

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Benchmarking Internal Quality Management

• Random call recording using NICE Universe
• Introduced during induction
• Team leader responsibility for assessing
• Generic customer service, sales and personalised
  templates
• Calibration with supervisors, other team leaders,
  and clients
• Review during 1-2-1s
• Improvement through coaching
• Focus recordings on new starters, improvers
• Developing call analytics

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Benchmarking External Customer Assessment

• Post call customer satisfaction offered to all or
  those meeting criteria
• Permanent, for time period or up to quantity
• Core 5 point scale questions plus other questions
  for profiling, full service experience plus
  verbatims
• Decision tree structure questioning
• 2 to over 50 takeup
• Self regulation by agents
• Instant, more balanced, more detailed and lower
  cost
• Check through call recordings
• Web access to results and recordings

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Benchmarking External benchmarking

• Conducted by DVG
• Surveys of agents/managers
• Comparison with competitors, best-in-class
• Traffic light presentation of results

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Any Questions?