25 post-call ivr surveying mistakes ebook

WWW.METRICS.NET SHARE EBOOK

25 Mistakes to Avoid with Post‐call IVR Surveys

Includes Self‐assessment

http://www.twitter.com/crmetrics


About Customer Relationship MetricsDr. Jodie Monger (President and CEO) invented IVR post‐call surveying in the early 1990s in contact centers. Since then she has been evolving her research so that the applied impacts meet the ever changing business and consumer needs.

Many have tried to convert her knowledge into a software tool but have experienced limited success with applying change.

“There is much more to this than collecting data and creating a report. The entire process needs to support the end‐goal and all of the moving parts need to be considered. You can’t program that into a software, it’s an art.”

20 years ago at The Purdue University Center for Customer‐driven Quality, Dr. Jodie Monger began working with contact centers to uncover and leverage customer experience insights to improve customer relationships.

Still today, contact centers contain an abundant amount of untapped customer experience business intelligence. Dr. Jodie’s primary mission is to collect, evaluate, and disseminate customer intelligence to assist senior leaders in making decisions relating to the customer experience with little or no IT requirements.

We engage in activities that support research law.

http://www.metrics.net


7 Post‐call IVR Survey Rules to Live By

The consequences of a poor post‐call IVR survey program and inaccurate reporting can have profound and far‐reaching effect on your credibility in the organization. Put another way, don’t be guilty of survey malpractice by giving your company faulty information based on inadequate research methods and interpretations?

Malpractice is a harsh word — it directly implies professional malfeasance through negligence, ignorance or intent. Doctors and other professionals carry insurance for malpractice in the event that a patient or client perceives a lack of professional competence. For contact center professionals and other managers, there is no malpractice insurance to fall back on for acts of professional malfeasance, whether they’re intentional or not. Of course, it is much more likely that one would be fired than sued for bad acts, but that offers little comfort.Never put yourself in a position where your competence can be called into question. That’s why so many contact center managers are “skating on thin ice” when it comes to their customer satisfaction measurements: there are demonstrable failings with many of the typical practices used in contact centers. By definition, an ineffective measurement program generates errors from negligence, ignorance and/or intentional wrongdoing.

25 Mistakes to Avoid with IVR Post–call Surveys

How do you ensure customer experience results are a profitable business process in your contact center?

To increase the value of your post‐call IVR survey program, be certain that the process is founded in research‐based principles and done the right way. Never survey for the sake of surveying customers. Note that customer feedback results will be used by colleagues regardless of the number of caveats listed in the footnotes, so be diligent in providing valid and credible customer intelligence in your contact center.



To maximize your return on investment (ROI) for your post‐call IVR survey program, and to ensure that the program has credibility, install the science before collecting the data. Make sure that the initial program setup is comprehensive. If there is no research‐degreed expert on staff, then hire this out to those skilled and experienced. The alternative contains far too much risk to accept.

Before assuming that survey malpractice does not or will not apply to your post‐call IVR survey program, consider the following tell‐tale signs of errors and biases, as they are critical to a good program.

1. Measuring too many things. Your post‐call IVR survey of a five‐minute contact center service experience takes the customer 15 minutes to complete and includes 40 questions. While everyone in your organization has a need for customer intelligence, you should not be fielding only one survey to get all of the answers. Should the call center be measuring satisfaction with the in‐home repair service, the accounting and invoicing process, the latest marketing campaign, or the distribution network? Certainly input on these processes is necessary, but don’t try to get it all on a single survey.

You have a fiduciary responsibility and a moral obligation to your company and it’s people ‐ and recommendations made based on erroneous voice of the customer data do, indeed, meet the definition of malpractice.

Voice of the customer programs must meet certain scientific criteria to be statistically valid with an acceptable confidence level and level of precision or tolerated error. Without these considerations, you are guilty of survey malpractice. Defending your program with statements like, “it has always been done this way” or “we were told to do a survey” is not sufficient. Research guidelines adhered to in academia apply to the business world, as well. A deficient post‐call IVR survey yields inaccurate data and results in invalid conclusions no matter who conducts it. Unnecessary pain and expense are the natural outgrowths of such errors of judgment.

7 Post‐call IVR Survey Rules to Live By


2. Not measuring enough things. An overall satisfaction question or Net Promoter and a question about agent courtesy does not make a valid survey. Without a robust set of measurement constructs, answers to questions will not be found. Three or four questions will not facilitate a change in a management process; nor will they enable effective contact center agent coaching or be considered a valid measure to include in an incentive or performance plan.

3. Measuring questions with an unreliable scale. In school, everyone agreed on what tests scores meant: 95 was an A, 85 was a B, and 75 was a C. Everything in between has its own mark associated with it, as well. Yet, when it comes to service measurement, we tend to give customers limited responses. What do the categories excellent, good, fair and poor really mean? Offering limited response options does not permit robust analysis, and statistical analysis is often applied incorrectly. In addition, using a categorical scale or a scale that is too small (like many typical 5‐point survey questions) is not adequate for the evaluation of service delivery.

4. Measuring the wrong things or the right things wrong. Post‐call IVR surveys should not be designed to tell you what you want to hear, but rather what you need to hear. Constructs that are measured should have a purpose in the overall measurement plan. Each item should have a definitive plan for use within the evaluation process. The right things to measure will focus on overall company measures that affect your contact center (or your contact center’s value statement to the organization), the contact center agents and issue/problem resolution (First Contact Resolution).

5. Asking for an evaluation after memory has degraded.When we think about time, 24 to 48 hours doesn’t seem that long. But when you’re measuring customer satisfaction with your service, it’s the difference between an accurate evaluation and a flawed one. Do you remember exactly how you felt after you called your telephone company about an issue? Could you accurately rate that particular experience 48 hours later, after other calls to the same company or other companies have been made? That’s what you’re asking your customers to do when you delay measurement. It opens the door to inaccurate reporting and compromised decision‐making, and is also an unfair evaluation of your agents.

7 Post‐call IVR Survey Rules to Live By25 Mistakes to Avoid with IVR Post–call Surveys


Conducting follow‐up phone calls to gather feedback about the contact center’s performance, instead of real‐time post‐call IVR surveys is a common pitfall. While the research methodology certainly should have its place in the company’s research portfolio, it’s less effective than using point‐of‐service, real‐time customer evaluations. Mail and phone surveys are useful for research projects that are not tactical in nature, but rather focused on the general relationship, product feature, additional options, color, etc.

6. Wiggle room via correction factors. If you’re using correction factors to account for issues in the data or to placate agents or the management team, some aspect of the survey design is flawed. A common adjustment is to collect 11 survey evaluations per agent and delete everyone’s lowest score. However, with a valid measurement that includes numeric scores, as well as explanations for scores and a rigorous quality control process, adjustments in the final scores will not be necessary. Making excuses for the results or allowing holes to be poked in the effort diminishes and undermines the effectiveness of the program, and highlights an opening for survey malpractice claims.

7. Accuracy and credibility of service providers and product vendors. As with any technology or service, the user assumes responsibility for applying the correct tool, or applying the tool correctly. There are plenty of home‐grown or vendor‐supplied tools to field a survey, but, again, if you do not apply the functionality correctly, you will be responsible for the error. Keep in mind that some service providers are only interested in selling you something that fits into their cookie‐cutter approach, and it will not be customized to your specific requirements.

This article is from the book, “Survey Pain Relief.” Why do some survey programs thrive while others die? And how do we improve the chances of success? In “Survey Pain Relief,” renowned research scientists Dr. Jodie Monger and Dr. Debra Perkins, tackle numerous plaguing questions. Inside, the doctors reveal the science and art of customer surveying and explain proven methods for creating successful customer satisfaction research programs.

7 Post‐call IVR Survey Rules to Live By25 Mistakes to Avoid with IVR Post–call Surveys


http://amzn.to/T2j6Dq

http://www.linkedin.com/cws/share?url=http%3A%2F%2Fmetrics.net%2Fanalytics%2F25-mistakes-avoid-post-call-ivr-surveying%2F&original_referer=http%3A%2F%2Fmetrics.net%2Fanalytics%2F25-mistakes-avoid-post-call-ivr-surveying%2F&token=&isFramed=false&lang=en_US&_ts=1352902524762.0068

http://twitter.com/intent/tweet?source=webclient&text=Free+ebook+25+post-call+IVR+survey+mistakes+to+avoid+and+self+assessment+http%3A%2F%2Fmetrics.net%2Fanalytics%2F25-mistakes-avoid-post-call-ivr-surveying%2F

https://www.facebook.com/login.php?next=http%3A%2F%2Fwww.facebook.com%2Fsharer%2Fsharer.php%3Fu%3Dhttp%253A%252F%252Fmetrics.net%252Fanalytics%252F25-mistakes-avoid-post-call-ivr-surveying%252F%26t%3Dyes&display=popup

http://pinterest.com/pin/create/bookmarklet/?media=http%3A%2F%2Fmetrics.net%2Fanalytics%2Fwp-content%2Fuploads%2F2012%2F11%2F25-common-post-call-IVR-vsurveying-mistakes.png&url=http%3A%2F%2Fmetrics.net%2Fanalytics%2F25-mistakes-avoid-post-call-ivr-surveying%2F&title=25%20Mistakes%20to%20Avoid%20with%20Post-call%20IVR%20Surveys%20with%20assessment&is_video=false&description=25-common-post-call-IVR-survey-mistakes-ebook


INTRODUCTION

The questions in the self‐assessment are designed to be a guide to identify the mistakes that yield low performing IVR post‐call survey programs.

Identifying mistakes is not providing a solution. Our intent is to create awareness that can lead to the avoidance of repeating the mistakes made by others.

If you answer “YES” to these questions (answering “YES” IS A BAD THING) in the self‐assessment you will be better positioned to correct or to avoid mistakes. The self‐assessment is an effective tool for diagnosis that has been developed by the inventor of IVR post‐call surveys…Dr. Jodie Monger.

We appreciate that the diagnosis of IVR post‐call surveys is a matter that must be very serious and very strategic.

Our hope is that the awareness generated from this assessment will help your organization develop better IVR post‐call survey practices.








Converting customer insights to action is the biggest differentiator for competitive success.

Understanding the behaviors of customers and employees, their impact to business results and the business potential, is exploding in need.

Companies are demanding more value derived from customer insights than ever before.

The Opportunity


The Challenge

• Adding High Overhead• Too much to do• No IT resources to give• No FTE approved• Lack of skilled personnel• Immediate impact demands


Turbo charging your whole customer relationship management strategy by uncovering the behaviors of customers and employees.

Leverage your existing investments Get predictive analytics,

competitive advantages FIX your Customer Experience data

problems

REQUEST A CONSULT

FORENSIC ANALYSIS

DATA MINING

SERVICES(SaaS‐tools)

MORESALES

BETTER SERVICE

LOWER COSTS

“GET what your CRM is missing”

Fast returns and no IT

Your Solution



http://www.metrics.net/contact-us/


• BI Know‐how• SaaS Tools• Skilled SMEs

• <60 Days• Training• No FTE or IT

Removing Burden adding Value






http://www.metrics.net/services/

WWW.METRICS.NET SHARE EBOOKsince 1993

Founded at

PURDUE UNIVERSITYCenter for Customer‐Driven Quality

“I love what I do and the need for it grows daily. How great is that?!”

Removing Burden adding Value

Dr. Jodie Monger – President, CEO


http://www.metrics.net/about/


You NEED VOC Business Intelligence

• A growing number of key decision‐makers need / want analytical capability • High‐risk with relying too much on “gut feel” • Time window for decision making and agility is shorter • Dispersion and decentralization of our workforce • “Most vital” business information not rapidly identified • Insufficient visibility into operational activity • Inability to identify and act upon business opportunities (revenue growth, cost reduction,

customer acquisition, etc.) • Poor understanding of competitive threats • Increased dependence on the performance of external stakeholders • Cyclical nature of our business (feast or famine)

Source: Aberdeen Group







2525

Instructions: Keep track of your “Yes” responses


with




Image Credit: AdamCaudill

(1.) Does your company consider post‐call IVR surveying to be a technology?

WWW.METRICS.NET SHARE EBOOKImage Credit : IvanWalsh.com


(2.) Do you have a rule to keep the survey very short?


(3.) Do you think only angry people participate in post‐call IVR surveys?








(4.) Do you think a 1‐5 scale is best?

Image credit: andypowe11



This is our CIA (Customer Insights to Action) newsletter registration. Here is what you need to know…

1). As a member, you’ll get access to special briefings on the latest findings on customer experience research, free training resources, and insiders’ insights into the myths and mysteries in contact center technology, operations, and it’s role on the entire customer experience.2.) Frequency only 3‐4 times per month. (We won’t bother you with dirt that won’t grow anything. This will be the good stuff that creates big blooms).3.) We guard your secrets better than the real CIA. No double agents or lost laptops here; your info is never sold to anyone. Only an act of Congress will open our vault.4.) You can unsubscribe anytime. Use the link at the bottom of your emails to go back to being lonely citizen.

Ready to get the inside stuff? Go…

http://bit.ly/SnQSPg


(5.) Does your post‐call IVR survey prevent you from collecting multiple customer comments?

Image credit: TheLivingRoominKenmoree








(6.) Do you think any survey is better than no survey?


Image credit: cdsessums



(7.) Do you think it’s a good idea to TRANSFER upset customers from the survey to supervisors?


Image credit: Mark Turnauckas


Analytics Dilemma

Source: ASTD-Feb 2010

McKinsey Global Institute projects that by 2018 – in only 5 years ‐“… demand for analytical positions could exceed the supply being produced on current trends by 140,000 to 190,000 positions”. Furthermore, they project “a need for 1.5 million additional managers and analysts in the US who can ask the right questions and consume the results of the analysis effectively.”

DOWNLOAD SKILLS GAP EBOOK

(CLICK)

“CLICK BUTTON ABOVE TO DOWNLOAD eBOOK WITH MORE INSIGHTS”

http://bit.ly/TZDG76


(8.) Does your data collection system prevent conditional branching?

Image credit: Eva Luedin



(9.) Are you terrified that agents will try to cheat the process?


Image credit: jenny8lee


(10.) Do you think automating the process for callers to participate will prevent agents from cheating?


Image credit: TheSeafarer







(11.) Have you failed to implement the Survey Calibration process?

Image credit: Infrogmation


(12.) Do you block or filter customers from participating?


Image credit: Kevan

http://feeds.feedburner.com/CustomerIntelligenceServicesAndInsights


(13.) Do you only have questions about agent performance?


Image credit: markhillary



(14.) Did you fail to put in a process that prevents agents from receiving vulgar and obscene comments?








(15.) Is your Marketing Department considered to be your expert survey group?

Image credit: emop




(16.) Do you think building another core competency such as Post‐call IVR surveying is a good idea?


Image credit: wmrice







22. D

Rent the IVR post‐call survey inventors and their award‐winning tools.

Less than 60 days No IT integration Immediate returns

REQUEST A CONSULT




(17.) Do you have a list of reasons that cause you to throw out surveys?

Image credit: comedy nose


(18.) Is the information you collect primarily used for contact center agent performance measurement?


Image credit: Kevan


(19.) Do you have problems linking post‐call IVR survey scores to the right contact center agent when the caller spoke to multiple agents during a call?


Image credit: Sam Howzit


(20.) Are real‐time service recovery alerts MISSING from your post‐call IVR survey program?


Image credit: zigazou76



(21.) Do all of your caller types receive the exact same post‐call IVR survey script?


Image credit: weelakeo







(22.) Are you missing the ability to receive a real‐time alert when the customer states their problem is STILL not resolved (FCR)?

Image credit: AdamCaudill


(23.) Are you unaware of a survey participant’s request to be called back?


Image credit: aslakr







(24.) Is your post‐call IVR survey missing conditional skip patterns?








(25.) Are you missing agent scorecards with coachable data in your IVR post‐call survey program?


Image Credit: NathanReed



(26.) BONUS: Are you afraid to use your post‐call IVR survey findings to make operational and strategic decisions?

Image credit: PhotoAtelier







GUARANTEED VALUE

Our Risk‐free 2‐10 GuaranteeOur work is guaranteed to deliver results.

We can guarantee value that software can not and WILL NOT.

Within six months of working with us, we guarantee you will experience a minimum 2% decrease in costs or an improvement in sales and a 10% improvement in customer experience scores or we will, at your option, accept the portion of those fees that reflects your level of satisfaction. Guarantees are based on project scale and scope and will be outlined prior to the start of your project.







http://www.metrics.net/guarantee/

www.metrics.net

Number of “Yes” Responses:

0‐2: EXTRAORDINARY and rare 3‐6: BEST of the best, a role‐model7‐11: ABOVE average, keep striving12‐16: AVERAGE, yet high competitive risk17‐20: RISK of business failure21‐26: GET OUT of there

Get the assessment as a

FORM

Total your Score

GET ACCESS


http://bit.ly/SnNO5G


…to learn how the inventors of post‐call IVR surveying at Customer Relationship Metrics can help you remove burden and get more value from IVR post‐call surveying.

Avoid the mistakes and build a COMPETITIVE ADVANTAGE WITH post‐call IVR surveyingIT’s NOT ABOUT TECHNOLOGY! Those that focus on technology are losing out in the competitive race. We can give you an advantage…and we guarantee it.

REQUEST A CONSULT

STOP, BEFORE YOU PASS UP ON YOUR CONSULT, ASK YOURSELF THESE QUESTIONS:? Is what we are doing now setting us

up for future success?? Am I just dealing with our problem

and increasing burden?? Does waiting cause us to be

standing still and get passed by?

FORENSIC ANALYSIS

DATA MINING

SERVICES(SaaS‐tools)

MORESALES

BETTER SERVICE

LOWER COSTS
