Leveraging Call Center Investments to Enhance Customer Satisfaction

KEY FINDINGS

Corporate Vision/Call Center's Philosophy Regarding Customer Satisfaction

• The best chance an organization has to achieve success is through the philosophy
that customers are first, employees are second, and stakeholders are third.
• Best-practice call centers document, communicate, and live their customer focused
values, creeds, and guarantees. Moreover, every level within best-practice organizations, from senior management down through the ranks, commits to and values customer satisfaction.
• Successful organizations empower employees to exceed customer expectations
and reward them for doing so.

• The groups assigned to gather, analyze, and react to customer satisfaction data
are becoming more sophisticated, centralized, and knowledgeable.
• The real-time data gathered in the call center are considered the pulse of customer
satisfaction. Companies are relying on the call center to provide real-time, verbatim customer feedback and are developing nimble systems to quickly react to it.
• Customer data are gathered in such a way as to be drilled down to the rep level.

• Best-practice organizations realize that customer satisfaction and value data come
from a variety of sources. They often present these data as an integrated, unified report.
• Companies take seriously the job of coding, integrating, and analyzing all forms
of customer feedback and translating them into actionable improvements or enhancements.

• Customer satisfaction data are used to help companies prioritize and emphasize
the "vital few" opportunities to improve the business. Key drivers are identified, and initiatives are plotted against these key drivers to ensure the most customer satisfying and cost-effective initiatives are chosen.
• Companies are taking a long-term view of customer value and making smart
investments according to customer segmentation. These companies know at what point a customer becomes profitable to the organization to provide multiple access channels to companies' products and services to ensure customer loyalty.

• Convergys
• Eddie Bauer
• Intuit Inc.
• The Prudential Insurance Company of America
• USAA