How to measure satisfaction of call center customers
Is it necessary to measure customer satisfaction when evaluation efficiency of a call center? The answer is definitely “yes”! In fact, this is one of the most important indicators in a call center BSC that should be given appropriate weight. The point is that a call center is a business unit that is created to serve customers. Call centers exist to provide customers with pre- and post sale support. Besides, potential customers may call and ask questions about company products and services, using obtained answers in their purchasing decision. Thus, call centers should really pay attention as to how they serve customers rather than to focus on the number of handled calls. If customers are not satisfied with call center performance, the company will more likely to face losses in the short and long term. The problem is that unsatisfied existing customers will not buy from the same company ever again while potential ones will think twice before making a decision to buy (in case they were not satisfied with the communication experience with call center operators). Thus, importance of customer satisfaction evaluations should never be put in question. Let’s review several ways of measuring customer satisfaction.
Member of a call center BSC working group
Email. Very often support is provided by email. Ticket systems are quite popular. Thus, we have got several options here. Customers may be provided an email support and then they are asked about support quality via email. Alternatively, customers may receive phone support, but again asked about support quality via email. This is possible if a customer has revealed his/her email address and consented to receiving information via email.
Responsibilities in a bsc working group
Telephone surveys and call backs. This is quite a popular method of evaluating customer satisfaction. When a customer ends up his/her conversation, a call center operator may ask to rate it. Of course, such a customer should be asked permission. It also happens that call center operators perform callbacks, i.e. call customers after they have made calls. Sure, some customers may be unwilling to talk, but a huge portion of them will still share their opinion.
Company web site. We are living in the age of the Internet. Customers are more willing to use web based services. Thus, it would be reasonable to offer them a survey form online. By asking simple questions, call center managers will learn important info on what customers want to have in a quality support. This info is to be used in decision making and strategic planning.
Tags: balanced scorecard implementation, how to measure call center
