SQM’s voice of the customer (VoC) research shows that regardless of the contact channel a customer uses, they expect to be able to resolve their inquiry or problem, preferably in one contact and using only one channel. The vast majority of organizations do not know how each of their contact channels (i.e., contact center, web self-service, IVR self-service, email, chat, SMS text message, mobile application and social media) are performing from a customer’s perspective.
The primary objectives of SQM’s One Contact Resolution Tracking study are to provide a continual stream of customer survey feedback on the performance of each contact channel and help you gain an understanding of how each contact channel is performing individually, in comparison to one another and against the industry average for key VoC metrics such as first contact resolution, customer satisfaction, ease of effort, customer willingness to recommend and continue to do business.
Here are the key VoC performance metrics that SQM uses to measure Contact Channel performance…
One Contact Resolution – % of customers who resolved their inquiry or problem on their first contact using only one contact channel
First Contact Resolution – % of customers who resolved their inquiry or problem on their first contact using a specific channel
Contact Channel Csat – % of customers who are overall very satisfied (top box response) for a specific contact channel used to resolve an inquiry or problem
CSR Csat – % of customers who are overall very satisfied (top box response) with CSR they used trying to resolve an inquiry or problem
Contact Resolution – % of customers who resolved their inquiry or problem
Company Endorsement Score – % of customers who would recommend the organization minus the % of customers who would criticize the organization
Customer Protection Score – % of customers who definitely would or probably would continue to use the organization’s products and services, whose inquiry or problem was resolved, and who are very satisfied with their overall contact channel experience
Call Avoidance Opportunity – % of customers who either used or prefer to use a low cost contact channel instead of the call center to resolve their inquiry or problem
Enterprise Wide Csat – % of customers who are overall very satisfied (top box response) with the organization
Omni-Channel Csat Experience – % of customers who are overall very satisfied (top box response) with their entire experience when they had a seamless experience using multiple contact channels to resolve the same inquiry or problem
Multiple Channel Csat Experience – % of customers who are overall very satisfied (top box response) with their entire experience using multiple contact channels to resolve the same inquiry or problem
Seamless Experience – % of customers who had a seamless experience in using multiple contact channels
Customer Effort – % of customers who put forth very low effort to resolve the same inquiry or problem using multiple contact channels
Why Participate in SQM’s One Contact Resolution Tracking Study
Do you know…
- which VoC metrics to use for measuring contact channel performance?
- the performance of each contact channel so that you are able to measure and compare performance?
- how your contact channel performances compare to leading North American organizations?
- the level of customer effort required to resolve their inquiry or problem within each contact channel?
- customers’ expectations for resolution for each contact channel used?
- what your contact center’s call avoidance opportunities are for each contact channel?
- how your contact channel performance impacts your organization’s ability to retain customers or the likelihood of your customers recommending your organization?
- the failure reasons as to why your customers were not able to resolve their inquiry or problem in the contact channel they used?
- which contact channels your customers prefer using to resolve their inquiry or problem?
If you don’t have quality answers to these questions, let the experts at SQM Group assist you in tracking and improving your contact channel performance.
The 5 Benefits of Winning an SQM Award
- Recognition/Respect – SQM’s Contact Center Industry Voice of the Customer/Employee Awards of Excellence program is the most prestigious and sought after North American contact center industry service quality awards program. When you win an SQM award, you gain recognition and earn respect from industry peers within your organization and, most importantly, from your customers.
- Retain/Attract New Customers – Winners have used their SQM award as a marketing tool to inform existing customers and potential new customers about their world class customer service they provide.
- Retain/Attract New Employees – Winners have used their SQM award to inform their employees and potential new employees about the world class customer service they provide and/or the excellent working environment.
- Career Opportunities – Leaders of the award winning contact centers have more career opportunities within their own organization, as well as outside their organization.
- World Class Performance Recognition – Winners gain recognition for performing at the world class level. World class performance is determined by using the Csat metric. World class Csat performance means that the customers experienced great service using multiple contacts to resolve their inquiry or problem.
Top 5 Reasons to Improve your Contact Channels’ Performance
- Reduce operating cost – for every 1% improvement in OCR and FCR, a contact center reduces its operating costs by 1%. If a contact center is performing at the FCR contact center industry average of 70%, it is important to understand that, potentially, 30% of customers will have to call back because their issue was not resolved on the first call. It is also important to note that for the contact center industry average, it takes 1.5 calls to resolve a customer’s inquiry or problem yet for customers who do not achieve FCR, it takes on average, 2.5 calls to resolve their call. This is an enormous opportunity to reduce a contact center’s operating costs as repeat calls represent 23% of the average contact center’s operating budget.
- Improve Csat – for every 1% improvement in FCR, there is a 1% improvement in Csat (top box response). Clearly, FCR is highly correlated to Csat. In fact, of all the contact channel internal or external metrics, FCR is the metric with the highest correlation to Csat. The absence of FCR is the strongest driver of customer dissatisfaction. In fact, as previously mentioned, Csat (top box response) drops, on average, 15% every time a customer has to call back to get their initial call resolved. In other words, if a customer had to contact in three times to get their contact resolved their Csat (top box response) would be 30% lower than a customer who had their call resolved on the first call.
- Improve Esat – for every 1% improvement in FCR there can be a 1% to 5% improvement in Esat. Contact centers with high FCR tend to have high Esat. Conversely, contact centers with low FCR tend to have low Esat. The level of stress is very high for the CSR who handles the second or third call from a customer whose issue was not resolved on the first call. Increasing FCR improves both Esat and Csat. The bottom line is that when customer calls are consistently resolved on the first call, Esat can increase substantially, especially for low FCR performing contact centers. Most contact center managers connect to the concept that high Esat can provide high Csat/FCR, but it also goes the other way in that high Csat/FCR can provide high Esat.
- Increase opportunities to sell – when a customer’s contact is resolved, it increases the customer cross-selling acceptance rate by up to 20%. SQM’s research shows that the customer’s needs must be resolved before the CSR or organization has earned the right to move on to any type of sales activity. If the CSR or organization cross-sells before the inquiry or problem is resolved, the customer typically becomes irritated and feels that the organization is pushing its needs, rather than serving the customer’s needs. As a result, the fundamental customer relationship is undermined.
- Reduce customers at risk – only 2% of customers who have their contact resolved on the first contact expressed their intent not to continue to use the organization’s products and services as a result of their contact channel experience. However, if the contact is unresolved, 19% of customers expressed their intent not to continue to use the organization’s products and services as a result of their contact channel experience. The cost of customer defections as a result of their contact channel experience tends not to be understood by contact centers because it is not often measured. For many contact centers, retaining customers represents the biggest opportunity to add true value to their organization. Resolving contacts is the key to reducing customers at risk. In fact, for every 2% improvement in FCR there is a 1% improvement in contact resolution which results in helping the contact center retain customers.
One Contact Resolution Tracking Study Methodology
The One Contact Resolution Tracking Study uses customer surveys to capture ongoing customer survey feedback to understand how each contact channel is performing individually, in comparison to one another and against the contact center industry average.
1. Post-Contact Customer Survey
Based on 4 main contact channels (e.g., contact center, email, IVR self-service and web self-service ), SQM will complete ongoing, random customer surveys for each contact channel. Additional contact channels maybe added such as social media, mobile application and physical site. Surveys are conducted by a phone method using SQM’s telephone survey representatives who work in our Coeur d’Alene, Idaho and Vernon, British Columbia research centers. The post-contact survey for each channel is an in-depth interview, 4-5 minutes in length and is based on up to 20 rating and open-ended questions. SQM’s post-call survey has a proven track record for measuring contact channels customer experience performance.
2. Contact Channels Operational Survey
Contact center management complete an operational survey which captures key metrics such as number of customer contact channels offered and average annual inbound contacts by contact channel to gain deeper insights into your contact channel performance.
One Contact Resolution Tracking Study Report Deliverables
A one contact resolution tracking report will be delivered quarterly to you and your management team via a conference call or on-site with a senior SQM consultant outlining your contact channel performance. SQM will also provide you with real-time access to mySQM™ reporting tool to review your customer survey information from the convenience of your desktop in a secure encrypted manner.
Contact SQM Group via email OR phone us at (800) 446-2095 to schedule a time where an SQM representative can walk you through the details of our Contact Channel customer experience tracking study.
Telephone customer surveys for 15-20 questions are $11 per survey. Surveys with more than 20 questions have an additional charge of $1 per question. There are additional charges for database setup and access.