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Customer feedback drives customer service representative (CSR) training, product and service improvement, and service-oriented culture development. Deciding to measure customer satisfaction is simple; determining how-to measure customer satisfaction is a bigger issue. Given the myriad tools, timing schedules, and outsourcing options for customer satisfaction measurement, this study sought to determine current trends in customer satisfaction measurement, results implementation, and changes on the horizon.
Key factors addressed in this study aim to guide call center managers and directors in customer satisfaction measurement decisions--whether to outsource the satisfaction measurement function, to use point-of-service measurement or post-transactional options, and how companies use customer satisfaction survey results. This study includes insights on the current rates of outsourcing, the timing of survey deployment, the tools used to capture customer satisfaction, and the rates of survey participation prompts.
This study will benefit those managers, directors and vice presidents in charge of customer service or service-to-sales call centers. Executives can conduct their own gap analyses and identify ways to better structure, operate, and manage their customer satisfaction measurement function as well as leverage and optimize customer feedback.
- Measuring Customer Satisfaction--Tools, Timing, and Outsourcing
- Measuring Customer Service Representative Performance
- Benefits of Point-of-Service vs. Post-Transactional Customer Satisfaction Surveys
- Customer Satisfaction Results and CSR Training
- Lessons Learned in Customer Satisfaction Measurement
Due to the variation in call center FTEs in the benchmark class, rates of outsourcing, and the range of participating industries, this study has been segmented in three ways to allow for greater applicability of the findings. Most metrics in the study have been segmented into call center sizes of small (Under 100 FTEs), Medium (100-500 FTEs) and Large (Over 500 FTEs). In addition, the findings were segmented by the financial services and insurance industries as they constituted 1/3 of the Benchmark Class. When relevant, further segmentation by "companies outsourcing" has been provided.
- Average and Median Call Center Customer Service FTEs (with size and industry segmentation)
- Call Center Type (with size and industry segmentation)
- Customer Type (with size and industry segmentation)
- Call Center Call Volume (with size and industry segmentation)
- Call Volume Efficiency Ratios (with size and industry segmentation)
- Outsourcing Customer Satisfaction Measurement (with size and industry segmentation)
- Timing of Capturing Customer Satisfaction (with size, industry, and outsourcing segmentation)
- Tools for Capturing Customer Satisfaction (with size, industry, and outsourcing segmentation)
- Rates of Survey Prompting (with size segmentation)
- Rates of Survey Participation (with size segmentation)
- Assessing CSR Performance (with size segmentation)
- Assessing Customer Service Calls (with size segmentation)
- Incorporating Customer Satisfaction Data (with size segmentation)
- Changes in Next 12 Months in: Post-transactional surveys, real-time surveys, live interview surveys, use of CATI software, outsourcing, budget, and staffing of the customer satisfaction measurement function (with industry segment)
Best Practices, LLC conducted surveys with 55 leading companies. The study was completed for a Research and Advisory Services Member.