The Customer Service Survey


by Peter Leppik on Thu, 2006-09-28 01:00

We're working on creating a set of customer service quality measures for a new project I hope to be talking a lot about in a few weeks. It's a chance to take a fresh look at what's important to both companies and consumers, try to figure out how to measure those parameters, and then try to figure out how to boil it all down to an overall quality index.

We came up with a list of eight metrics, some of which are important to consumers, some of which are important to companies, and some of which everyone cares about. They are:

  • Task Completion: whether callers actually accomplish what they wanted to do
  • Automation: whether callers use automated systems instead of talking to a person
  • Evangelism: whether callers recommend a company to friends based on the quality of customer service
  • Agent Skills: whether customer service representatives have the right skills and training (including language skills) to help the customer
  • Agent availability: whether customers have an easy time reaching agents when needed
  • Usability: whether customers have problems using automated systems
  • Satisfaction: whether customers were satisfied with the experience
  • Emotion: whether customers feel strongly about how they were treated

Since these eight metrics are measuring (mostly) different things, there's a wide variety of ways to combine them into an overall score. For example, you could just combine the first seven on the theory that scoring higher on each of those individual parameters means the company is doing a better job.

Or you could go on the theory that consumers don't care about all the quality factors, and make a Consumer Quality Index using just Task Completion, Agent Skills, Agent Availability, Usability, and Satisfaction.

An IVR vendor might be interested in an IVR Quality Index consisting of Automation, Usability, and Satisfaction.

Or you could have some real fun and create an "Outrage Index" which combines the three biggest consumer complaints (lack of agent skills, lack of agent availability, and unusable automated systems) and weights it using the Emotion score. In other words, how many customers get fire-snorting angry at the quality of service they're getting.

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