Measuring Work Performance To Optimize P
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nguyet doanMeasuring Work Performance To Optimize P
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nguyet doan#ONTENTS
,EVERAGING #USTOMER 3ATISFACTION
)NTRODUCTION
7HAT !RE 7ORK 3KILLS /PTIMIZATION 4OOLS
6IEWING 7ORK 3KILLS /PTIMIZATION 4OOLS BY 'ROUP
$ELIVERING 6ALUE TO #USTOMERS
7HY 7ORK 3KILLS /PTIMIZATION !PPLICATIONS !RE 3O )MPORTANT
#USTOMER 3ATISFACTION AND 0ROl TABILITY
%FFECTS OF 3KILLS 4RAINING
#USTOMER %XPERIENCE AND "USINESS 0ROCESS )NTELLIGENCE
4HE 2OLE OF "USINESS )NTELLIGENCE
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER )
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
).42/$5#4)/.
&ROM THE CUSTOMER PERSPECTIVE SOFTWARE TO DOCUMENT MEASURE AND MANAGE WORK
PERFORMANCE IS RELEVANT ONLY IN TERMS OF DELIVERED VALUE 4HIS REPORT SHOWS HOW TO
ADDRESS CONTACT CENTER PERFORMANCE IN TERMS OF CUSTOMER SATISFACTION IN ORDER TO
ENHANCE AGENT PRODUCTIVITY AND CONTRIBUTE TO ORGANIZATIONAL PROl TABILITY
#UTTING EDGE WORK SKILLS OPTIMIZATION SOFTWARE NOW MAKES IT EASY FOR CONTACT CENTER
MANAGERS TO RECORD AND DOCUMENT EVENTS BENCHMARK PERFORMANCE STANDARDS AND
MEASURE PROGRESS TOWARD ATTAINING SPECIl C SKILLS AND REALIZING PARTICULAR GOALS 7ORK
SKILLS ENHANCEMENT TOOLS ALSO ADDRESS THE TWO MOST IMPORTANT STRATEGIC REASONS FOR
MEASURING PERFORMANCE IMPROVING PRODUCTIVITY AND INCREASING PROl TABILITY
)N FACT PRODUCTIVITY AND PROl TABILITY IMPROVEMENTS ARE THE PRINCIPAL DIFFERENTIATORS OF
THESE WORK OPTIMIZATION TOOLS 0RODUCTIVITY IMPROVES AS A RESULT OF SHORTER AVERAGE
CALL LENGTHS AND HIGHER l RST CALL RESOLUTION RATES BOTH INDICATORS OF WORK EFl CIENCY
#ORRESPONDINGLY PROl TABILITY OR ITS ORGANIZATIONAL EQUIVALENT CAN INCREASE AS A RESULT
OF DECISIONS MADE ON THE BASIS OF DATA PROVIDED BY THESE TOOLS THAT DIRECTLY AFFECT
A CONTACT CENTERS l NANCIAL PERFORMANCE INCLUDING MEASURED CHANGES IN CUSTOMER
PURCHASE BEHAVIOR AND OVERALL SATISFACTION
(OWEVER SINCE THE CONSEQUENCES OF A CUSTOMERS EXPERIENCE WITH A CONTACT CENTER
AFFECT BOTH PRODUCTIVITY AND PROl TABILITY IT IS IMPORTANT TO VIEW WORK SKILLS OPTIMIZATION
TOOLS FROM THE PERSPECTIVE OF THE CUSTOMER "Y CONSIDERING THE EFFECT OF CUSTOMER
EXPERIENCES CALL CENTERS CAN HELP DETERMINE HOW CUSTOMERS INTERACTIONS WITH CONTACT
CENTER AGENTS RESULT IN PURCHASE DECISIONS
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
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,EVERAGING #USTOMER 3ATISFACTION
7(!4 !2% 7/2+ 3+),,3 /04)-):!4)/. 4//,3
7ORK SKILLS OPTIMIZATION TOOLS ARE A SUBCATEGORY OF PERFORMANCE OPTIMIZATION SOFTWARE
!S SHOWN ON &IGURE THE PERFORMANCE OPTIMIZATION SOFTWARE CATEGORY INCLUDES
TOOLS FOR TRAFl C MEASUREMENT WORK SKILLS OPTIMIZATION AND WORKFORCE MANAGEMENT
!LTHOUGH THIS DISCUSSION FOCUSES ON WORK SKILLS OPTIMIZATION TOOLS TRAFl C
MEASUREMENT AND WORKFORCE MANAGEMENT TOOLS REPRESENT IMPORTANT INDIRECT SOURCES
OF DATA TO SUPPORT DECISIONS RELATED TO EVALUATION ASSESSMENT AND TRAINING )N THIS
CONTEXT WORK SKILLS OPTIMIZATION TOOLS ARE DEl NED AS APPLICATIONS THAT DIRECTLY MONITOR
QUALITY EVALUATE PERFORMANCE AND IMPROVE WORK SKILLS
4RAFl C MEASUREMENT AND WORKFORCE
MANAGEMENT TOOLS OFFER INDIRECT
&IGURE n #ATEGORIES OF 0ERFORMANCE /PTIMIZATION 3OFTWARE
SOURCES OF DATA TO SUPPORT
4RAFl C -EASUREMENT 7ORK 3KILLS /PTIMIZATION 7ORKFORCE -ANAGEMENT
DECISIONS 4OOLS 4OOLS 4OOLS
1UALITY !SSURANCE 0ERFORMANCE 7ORK 3KILLS
%VALUATION )MPROVEMENT
#ALL $ATA #APTURE 3KILLS "ASED 2OUTING
!NALYSIS 3OFTWARE 3OFTWARE
7ITHIN THE WORK SKILLS OPTIMIZATION GROUP h1UALITY !SSURANCEv APPLICATIONS MONITOR
CUSTOMER FACING EVENTS AND HAVE SEVERAL USES RELATED TO THE DOCUMENTATION OF
SESSION INFORMATION h0ERFORMANCE %VALUATIONv APPLICATIONS MEASURE AND REPORT ON
SESSIONS WITH RESPECT TO THE EXPERIENCES OF CUSTOMERS AND APPLY DIRECTLY TO AGENT
WORK SKILLS h7ORK 3KILLS )MPROVEMENTv APPLICATIONS ON THE OTHER HAND STRUCTURE
ADMINISTER AND FOLLOW THROUGH ON PROGRAMS TO IMPROVE AGENT SKILLS
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
6)%7).' 7/2+ 3+),,3 /04)-):!4)/. 4//,3 "9 '2/50
4ABLE DESCRIBES THESE WORK SKILLS OPTIMIZATION APPLICATIONS BY GROUP )N MANY CASES
APPLICATIONS HAVE USES WITHIN MORE THAN ONE GROUP 4HIS IS PARTICULARLY TRUE FOR CALL
RECORDING WHICH CAN BE USED FOR BOTH QUALITY ASSURANCE AND PERFORMANCE EVALUATION
AS WELL AS FOR CUSTOM REPORTING WHICH IS ADAPTABLE IN ALL THREE AREAS 4OGETHER THESE
THREE GROUPS OF WORK SKILLS OPTIMIZATION APPLICATIONS ALSO OFFER SIGNIl CANT VALUE IN
TERMS OF MEASURING CUSTOMER SATISFACTION
4HREE GROUPS OF WORK SKILLS 4ABLE n 7ORK 3KILLS /PTIMIZATION 4OOLS
&UNCTION !PPLICATIONS 6ALUE
OPTIMIZATION APPLICATIONS OFFER
SIGNIl CANT VALUE IN MEASURING !SSURE 1UALITY #ALL 2ECORDING 2ETRIEVAL 0ROTECT &ROM ,IABILITY
3ESSION -ONITORING %STABLISH "EST 0RACTICES
CUSTOMER SATISFACTION #USTOMER 3URVEYS )DENTIFY 0ROBLEMS
3CREEN #APTURE "ENCHMARK 3TANDARDS
#USTOM 2EPORTING $OCUMENT #USTOMER
3ATISFACTION
%VALUATE 0ERFORMANCE #ALL 2ECORDING 2ETRIEVAL 3CORE !GENT 3KILLS
3ESSION -ONITORING 3ORT 0ERFORMANCE )SSUES
#USTOM 2EPORTING $ELIVER $IRECT &EEDBACK
#USTOMER 3URVEYS 6ALIDATE %FFECTS OF 4RAINING
3TRUCTURE 2EMEDIATION
)MPROVE 7ORK 3KILLS #ALL 2ECORDING 2ETRIEVAL $ELIVER 3KILL 3PECIl C
3ESSION -ONITORING 4RAINING
3TRUCTURED 4RAINING $OCUMENT 4RAINING
3TRUCTURED #OACHING 0ROGRESS
#USTOM 2EPORTING 2EINFORCE 3KILLS !CQUISITION
%NSURE %FFECTIVE #OACHING
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
$%,)6%2).' 6!,5% 4/ #534/-%23
3ALES PRESENTATIONS FOR CONTACT CENTER SOFTWARE APPLICATIONS TEND TO REFERENCE PRODUCT
BENEl TS WITH RESPECT TO DELIVERED WORK PROCESS EFl CIENCIES 4HIS REPORT LOOKS AT
CONTACT CENTER PERFORMANCE WITH RESPECT TO DELIVERY OF VALUE TO CUSTOMERS 4HROUGH
THE STRUCTURED ANALYSIS OF CUSTOMER EXPERIENCES WITH AGENTS DESCRIBED IN THE FOLLOWING
PAGES MANAGERS WILL BE ABLE TO OPTIMIZE AGENT WORK SKILLS AND EVALUATE THE l NANCIAL
PERFORMANCE OF THE CONTACT CENTER
&IGURE ILLUSTRATES A RANGE OF CONTACT CENTER PERFORMANCE APPLICATIONS AS THEY WOULD
4HE END
TO
END CUSTOMER TYPICALLY APPLY DURING THE COURSE OF TELEPHONE COMMUNICATION WITH A CUSTOMER %ACH
EXPERIENCE PROVIDES A SINGLE OF THESE APPLICATIONS ADDRESSES EVENTS THAT OCCUR DURING THE CALL INTERVALS SHOWN AT
WINDOW TO VIEW A VARIETY OF TRAFl C THE TOP OF THE DIAGRAM .OTE HOW THE END
TO
END CUSTOMER EXPERIENCE PROVIDES A
AND PERFORMANCE APPLICATIONS SINGLE WINDOW TO VIEW A VARIETY OF TRAFl C AND PERFORMANCE APPLICATIONS
%ACH APPLICATION PROVIDES A SOURCE OF POTENTIAL DATA FOR ANALYTICS TOOLS TO DEVELOP INTO
DECISION SUPPORTING BUSINESS INTELLIGENCE
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
&IGURE #USTOMER %XPERIENCE 4IMELINE
3TART )NTERVAL 3TART )NTERVAL 3TART )NTERVAL
#USTOMER )NITIATES 4RANSFER TO 0OST #ALL
#ONTACT 1UEUE &OLLOW UP
3TART )NTERVAL
)NTERACTIVE 6OICE 3TART )NTERVAL
2ESPONSE 3ESSION (UMAN !NSWER .EXT #ONTACT
2ING )NTERVAL 0ROMPTS 7AIT 4IME 4ALK 4IME &OLLOW UP
3WITCH
4RAFl C
#ALL
2OUTING
#ALL
!CCOUNTING
)62
#ALL (ANDLING
#ALL 2ECORDING
2ETRIEVAL
+NOWLEDGE
"ASE
1UALITY
!SSURANCE
%VALUATION
3UPERVISOR
&EEDBACK
#USTOMER
3URVEYS
4RAINING
#OACHING
!SSESSING AND IMPROVING INBOUND CONTACT CENTERS IN TERMS OF END TO END CUSTOMER EXPERIENCE CAN INVOLVE A RANGE
OF TRAFl C AND AGENT PERFORMANCE APPLICATIONS $ATA FROM THESE APPLICATIONS IN AN INBOUND CALL ENVIRONMENT PROVIDE
SOURCE INFORMATION FOR BOTH KEY PERFORMANCE INDICATORS AND WORK SKILLS OPTIMIZATION PROGRAMS !NALYTICS TOOLS SUPPORT
KNOWLEDGE BASE SYSTEMS FOR BOTH CUSTOMERS AND AGENTS AND ALSO ENABLE MANAGERS TO GATHER STORE AND ANALYZE
PERFORMANCE DATA FROM THESE SOURCES FOR USE AS DECISION SUPPORTING BUSINESS INTELLIGENCE
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
/54"/5.$ #!,,3
&ROM AN OUTBOUND CALL PERSPECTIVE THE EMPHASIS SHIFTS TO THE REASON FOR THE
CALL PARTICULARLY THE AGENTS SKILL AT ESTABLISHING A PRODUCTIVE CONVERSATION
4HESE APPLICATIONS APPLY TO HOT WARM OR COLD SALES CALLS PRE OR POST SERVICE
COMMUNICATIONS COLLECTIONS AND CREDIT ISSUES AS WELL AS hTHANK YOU FOR YOUR
BUSINESSv CALLS
3PECIl CALLY OUTBOUND CALLING INVOLVES SEVERAL OF THE SAME TRAFl C AND AGENT
PERFORMANCE APPLICATIONS AS SHOWN ON &IGURE BUT DOES NOT INVOLVE THOSE RELATED TO
!NALYTICS TOOLS ENABLE MANAGERS CALL ROUTING AND QUEUING 1UALITY ASSURANCE MEASUREMENTS WOULD APPLY FOR OUTBOUND
TO GATHER STORE AND ANALYZE CALLS DURING THE TIME PRIOR TO DIRECT CONTACT IN ORDER TO ADDRESS MESSAGING SKILLS
PERFORMANCE DATA !NALYTICS TOOLS USED IN AN OUTBOUND CALLING ENVIRONMENT ENABLE MANAGERS TO GATHER
STORE AND ANALYZE PERFORMANCE DATA FROM THESE SOURCES TO HELP GENERATE BUSINESS
INTELLIGENCE THAT WILL ASSESS THE EFFECTIVENESS OF THESE OUTBOUND SALES AND SERVICE
CALLS IN TERMS OF IMMEDIATE AND FUTURE CUSTOMER RESPONSE
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
7(9 7/2+ 3+),,3 /04)-):!4)/. !00,)#!4)/.3 !2% 3/ )-0/24!.4
!LTHOUGH A CUSTOMERS EXPERIENCE WITH A CONTACT CENTER CAN BE AFFECTED BY DECISIONS
RELATING TO ALL OF THE TRAFl C AND PERFORMANCE APPLICATIONS SHOWN ON &IGURE THOSE
APPLICATIONS RELATING TO WORK SKILLS DESERVE FOCUS AS HAVING THE GREATEST IMPACT ON
CUSTOMER SATISFACTION 4HE INTERVALS SHOWN AT THE TOP OF THE l GURE ARE A GOOD PLACE TO
START 4HE FOLLOWING PARAGRAPHS ADDRESS THE INTERVALS SHOWN THE l GURE IN TERMS OF THE
POTENTIAL USES OF PERFORMANCE OPTIMIZATION APPLICATIONS
).4%26!,
).)4)!4).' #/.4!#4
-EASUREMENTS IN )NTERVAL
PROVIDE OPERATIONAL RATHER THAN &OR INBOUND CALLING THIS l RST INTERVAL ACCOUNTS FOR THE PHONE NUMBER THE CUSTOMER
STRATEGIC SIGNIl CANCE NEEDS TO ENTER AND THE NUMBER OF RINGS BEFORE THE SYSTEM PICKS UP THE CALL !T THIS
TIME SOME CUSTOMERS MAY BEGIN TO REACT TO THE EASE OF PLACING THE CALL TOLL FREE
EASILY REMEMBERED NUMBERS LETTER EQUIVALENTS TO NUMBERS AND HOW MANY RINGS
ELAPSE BEFORE THE CALL IS ANSWERED INCLUDING OF COURSE ANY BUSY SIGNAL
#ALL ROUTING MAY OCCUR DURING THIS INTERVAL IF THE FRONT END CALL PROCESSING USED BY THE
CONTACT CENTER DIRECTS CALLS BASED ON IN BAND OR OUT OF BAND ORIGINATION INFORMATION
)N ADDITION IT IS POSSIBLE TO MEASURE OFFERED CALL TRAFl C IE ALL PLACED CALLS INCLUDING
THOSE DENIED DURING AN ALL TRUNKS BUSY CONDITION BY MEANS OF CENTRAL OFl CE TRUNK
STUDIES ANDOR BY METERING SPECIALLY DESIGNED SIGNALING CHANNELS !DJUSTMENTS MADE
BY THE CONTACT CENTERS VOICE PROCESSING SYSTEM TO THE NUMBER OF RINGS HEARD BY THE
CUSTOMER BEFORE CALL PICK UP MAY ALSO HAVE POTENTIAL RELEVANCE IN RELATION TO CUSTOMER
PERCEPTIONS
3URVEYS GENERALLY MEASURE THESE ELEMENTS OF THE CUSTOMER EXPERIENCE TO THE EXTENT
THEY MAY BE SIGNIl CANT 4YPICALLY HOWEVER MEASUREMENTS DURING THIS INTERVAL OF A
CUSTOMERS INBOUND CALL HAVE OPERATIONAL RATHER THAN STRATEGIC SIGNIl CANCE
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
).4%26!, ).4%2!#4)6% 6/)#% 2%30/.3% 3%33)/.
)T IS OBVIOUS THAT CALLERS PERCEPTIONS OF A CONTACT CENTER WILL BEGIN TO DEVELOP
EARLY ON WITH REGARD TO THE PROGRAMMING OF THE CONTACT CENTERS INTERACTIVE VOICE
RESPONSE )62 SYSTEM 4HE KEY CONSIDERATION IS HOW MUCH VOICE RESPONSE SYSTEM
PROGRAMMING MATTERS TO AN ORGANIZATIONS CALLERS
)NTENSIVELY COMPETITIVE INDUSTRIES SUCH AS CAR RENTAL AGENCIES AIRLINES AND l NANCIAL
INSTITUTIONS MAY PLACE MORE VALUE ON PROMPT SEQUENCES AND SCRIPTING THAN THE TRAFl C
VIOLATIONS DEPARTMENT OF A CITY OR A FEDERAL AGENCY %VEN SO IT IS SURPRISING HOW
3URVEYS OF CUSTOMER ATTITUDES
FREQUENTLY )62 SYSTEM PROGRAMMING GUIDELINES ARE NOT FOLLOWED EVEN IN COMPETITIVE
ARE EXTREMELY HELPFUL IN
INDUSTRIES
DETERMINING )62 SYSTEM DESIGN
3INCE BENCHMARKING SUCH DECISIONS ON THE BASIS OF GENERIC GUIDELINES CAN RESULT IN
INVALID PROGRAMMING ASSUMPTIONS SURVEY MEASUREMENTS OF CUSTOMER ATTITUDES CAN
PROVE EXTREMELY HELPFUL IN TERMS OF THE OVERALL IMPORTANCE OF )62 SYSTEM DESIGN TO THE
CUSTOMER AS WELL AS IN TERMS OF OBTAINING IMPROVEMENT SUGGESTIONS
&OR EXAMPLE ARE )62 PROMPTS TOO FAST OR TOO SLOW !RE THERE SO MANY CHOICES THAT
THEY ARE DIFl CULT TO REMEMBER OR ARE THERE SO FEW THAT TOO MANY LAYERS EXIST WITHIN
THE SYSTEM 7HICH )62 FORMAT IS MORE SUITABLE $4-& hTOUCH TONEv OR SPEECH
RECOGNITION (OW NECESSARY IS SECOND LANGUAGE PROGRAMMING (OW QUICKLY AND
EFl CIENTLY IS IT OFFERED !ND AS MENTIONED HOW MUCH OF AN ISSUE IS THE DESIGN OF THE
)62 SYSTEM TO THE CUSTOMER 7HAT ABOUT hMARKETING MESSAGESv INCORPORATED INTO THE
INITIAL GREETING $O THESE CONSIDERATIONS MATTER AT ALL
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
#USTOMER SURVEYS ARE AN EFl CIENT WAY TO MEASURE OPINIONS ON QUESTIONS SUCH AS
THESE AND WILL RESULT IN DATA THAT YIELD BUSINESS INTELLIGENCE TO HELP OPTIMIZE )62
DESIGN AND PROGRAMMING
+NOWLEDGE BASE SYSTEMS MAY ALSO BE APPROPRIATE FOR USE DURING THIS STAGE OF
THE CALL #HECKING AN ACCOUNT BALANCE OR SELECTING FROM A LIST OF PRE RECORDED
ANSWERS TO FREQUENTLY ASKED QUESTIONS MAY BE DESIRABLE FOR BOTH CUSTOMERS AND
CONTACT CENTER PROl TABILITY /F COURSE SATISFACTION ISSUES ALSO ARISE WITH REGARD TO
THE PROGRAMMING AND DESIGN OF THESE REFERENCE AND AUTOMATED HELP DESK SYSTEMS
3URVEY MEASUREMENTS WILL ASSIST UPPER MANAGEMENT IN ASSIGNING A VALUE TO THEM
3URVEY MEASUREMENTS WILL ASSIST AS A NETWORK ASSET
UPPER MANAGEMENT IN ASSIGNING
A VALUE TO NETWORK ASSETS
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
).4%26!, 42!.3&%2 4/ 15%5%
!T THIS POINT IN THE CALL THE CUSTOMER HAS SELECTED AN )62 PROMPT OR HAS OTHERWISE
BEEN PLACED IN A CALL QUEUE 4HE IDEA BEHIND ON HOLD PROGRAMMING HAS ALWAYS
BEEN TO ACHIEVE A BALANCE BETWEEN THE CUSTOMERS WILLINGNESS TO HOLD AND
MINIMIZING THE POTENTIAL LOSS TO THE CONTACT CENTER OF CALL ABANDONMENT !S A RESULT
FAMILIAR REFRAINS SUCH AS h9OUR CALL IS VERY IMPORTANT TO USv AND h$ID YOU KNOW THAT
YOU CAN ALSO REACH US AT OUR WEBSITE v HAVE BECOME COMMONPLACE
$IRECT CUSTOMER SATISFACTION #ONTACT CENTER CALL ACCOUNTING APPLICATIONS CAN MEASURE TIME SPENT ON HOLD
MEASUREMENTS ARE THE ONLY AND TRACK ABANDONS 4HE RESULTS OF ON
HOLD ADVERTISING MESSAGES CAN ALSO BE
EFl CIENT MEANS OF DETERMINING MEASURED (OWEVER DIRECT CUSTOMER SATISFACTION MEASUREMENTS ARE THE ONLY
HOW CUSTOMERS REACT EFl CIENT MEANS OF DETERMINING HOW CUSTOMERS REACT EMOTIONALLY TO THEIR TREATMENT
EMOTIONALLY TO THEIR TREATMENT
)N ADDITION TO OBTAINING RESPONSES TO OBVIOUS QUESTIONS SUCH AS THE EFFECT OF TIME
SPENT ON HOLD ON THE CUSTOMERS WILLINGNESS TO CONDUCT MORE BUSINESS THESE
SURVEYS COULD ALSO ADDRESS RELATED ISSUES SUCH AS REACTIONS TO ON HOLD ADVERTISING
AND PRODUCT PROMOTIONS EVEN INCLUDING THE CHOICE OF ON HOLD MUSIC
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
).4%26!, (5-!. !.37%2
!T THE POINT IN AN INBOUND CALL WHEN THE CALLER REACHES A HUMAN WORK SKILLS
OPTIMIZATION APPLICATIONS APPLY DIRECTLY %LEMENTS OF ALL OF THE THREE FUNCTIONS SHOWN
ON 4ABLE QUALITY ASSURANCE PERFORMANCE EVALUATION AND WORK SKILLS IMPROVEMENT
CAN BE USED AT THIS POINT IN THE CALL TO BENEl T THE CONTACT CENTER IN SEVERAL WAYS AS
SHOWN ON THE RIGHT HAND COLUMN OF THE TABLE
#ALL 2ECORDING AND 2ETRIEVAL
#ALL RECORDING IS PERHAPS ONE OF THE MOST FUNDAMENTAL WORK SKILLS OPTIMIZATION
#ALL RECORDINGS PROVIDE DATA TO
TOOLS SINCE IT APPLIES NOT ONLY TO DOCUMENTATION FOR LIABILITY PURPOSES BUT ALSO TO
GENERATE BUSINESS INTELLIGENCE
EVALUATION AND TRAINING !S A RESULT CALL RECORDINGS REPRESENT DATA THAT CAN BE USED
FOR USE BY OTHER APPLICATIONS IN
TO GENERATE BUSINESS INTELLIGENCE FOR USE BY OTHER WORK SKILLS APPLICATIONS WITHIN
THE CONTACT CENTER
THE CONTACT CENTER )N PARTICULAR RECORDINGS OF A DIFl CULT OR UNHAPPY CUSTOMER CAN
ILLUSTRATE BOTH EFFECTIVE AND INEFFECTIVE RESPONSE APPROACHES ON THE PART OF AGENTS
AS WELL AS ASSISTING IN THE DETERMINATION OF THAT CUSTOMERS ONGOING VALUE TO THE
ORGANIZATION
! CALL RECORDING APPLICATION CAN ALSO HELP PROTECT A CONTACT CENTER FROM FUTURE
CLAIMS THAT AN AGENT MISREPRESENTED A SALES TRANSACTION )N CIRCUMSTANCES THAT
OFTEN INVOLVE AN URGENT NEED TO OBTAIN SUCH A RECORDING A CALL RECORDING APPLICATION
WITH FAST RETRIEVAL CAPABILITY CAN REPRESENT HIGH VALUE IN TERMS OF PRODUCTIVITY
3IMILARLY AGENTS WHO HAVE DEMONSTRATED HIGH DEGREE OF SUCCESS IN THEIR WORK CAN
BE USED AS EXAMPLES FOR OTHERS THROUGH THE USE CALL RECORDINGS OF THEIR SESSIONS FOR
TRAINING PURPOSES
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
3ESSION -ONITORING AND %VALUATION
7ORK SKILLS OPTIMIZATION FOR INBOUND CONTACT CENTER AGENTS IS CENTERED ON
SUPERVISION AND FEEDBACK 4HE TRAINING AND COACHING APPLICATIONS THAT TAKE PLACE
AS PART OF A FOLLOW UP PROCESS USE SESSION INFORMATION GATHERED DURING CALLS TO
STRUCTURE TRAINING AND DOCUMENT PARTICULAR INSTANCES OF EFFECTIVE OR INEFFECTIVE ACTION
ON THE PART OF AGENTS
!PPLICATIONS THAT ENABLE THE CAPTURE OF SCREEN DATA AND REAL TIME LISTENING IN ON
CALLS FORM THE BASIS FOR A VARIETY OF PERFORMANCE REPORTS AND EVEN ENABLE ONLINE
!PPLICATIONS THAT ENABLE THE
FEEDBACK AND KNOWLEDGE SUPPORT DURING THE COURSE OF A CALL
CAPTURE OF SCREEN DATA AND REAL
TIME MONITORING FORM THE BASIS FOR A
!GENT SKILLS SUPERVISION APPLIES BOTH TO DEVELOPING THE OPTIMAL DELIVERY OF
VARIETY OF PERFORMANCE REPORTS
INFORMATION AND SUPPORT TO INBOUND CALLERS AS WELL AS TO EVALUATING AGENT
PERFORMANCE WITH RESPECT TO COMPENSATION AND SUITABILITY FOR PROMOTION OR
TERMINATION 3ESSION MONITORING APPLICATIONS PROVIDE IMPORTANT JUSTIl CATION FOR
THESE DECISIONS AS WELL AS SUPPORT FOR OTHER DECISIONS ON OTHER ORGANIZATIONAL
ISSUES PARTICULARLY RELATING TO PRODUCT DEVELOPMENT AND DOCUMENTATION
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
).4%26!, 0/34 #!,, &/,,/7 50
)MPROVING AGENT WORK SKILLS IS PART OF AN ONGOING PROCESS THAT IS CENTERED IN THIS
l NAL CALL INTERVAL WHICH BEGINS FOR BOTH INBOUND AND OUTBOUND CALL CENTERS WHEN
THE CUSTOMER HANGS UP THE PHONE 4HIS PROCESS OF WORK SKILLS OPTIMIZATION HAS
SEVERAL ELEMENTS WHICH INCLUDE CUSTOMER SURVEYS PERFORMANCE REPORTS STRUCTURED
EVALUATION AND ASSESSMENT TOOLS SUITABLE TRAINING PROGRAMS AND PROGRAM FOLLOW
UP AND ONGOING COACHING
!GENT SKILLS IMPROVEMENT IS AN
ONGOING PROCESS THAT BEGINS
WHEN THE CUSTOMER HANGS UP THE
PHONE
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
#534/-%2 3!4)3&!#4)/. !.$ 02/&)4!"),)49
4HE MOST EVIDENT ADVANTAGES OF THE WORK SKILLS OPTIMIZATION APPLICATIONS SHOWN ON
4ABLE ARE THEIR POSITIVE EFFECTS ON CUSTOMER SATISFACTION AND PROl TABILITY
&ROM THE CUSTOMER PERSPECTIVE THE PRESENCE OF A WORK SKILLS OPTIMIZATION PROGRAM
IS APPARENT FROM PRE SESSION ANNOUNCEMENTS THAT THE CALL hMAY BE RECORDED FOR
TRAINING PURPOSES v AS WELL AS PRE CALL REQUESTS INVITING CALLERS TO REMAIN ON THE LINE
AFTER THE SESSION IN ORDER TO PARTICIPATE IN POST CALL SURVEYS
4HE EFFECTS OF SUCH PROGRAMS FROM THE CUSTOMERS POINT OF VIEW ARE APPARENT
4HE PROl TABILITY OF EACH CONTACT
OF COURSE IN THE KNOWLEDGEABILITY OF AGENTS AND IN THE OVERALL EFl CIENCY AND
CENTER FUNCTION IS DRIVEN HIGHER
RESPONSIVENESS OF THE ORGANIZATION
AS IMPROVED WORK SKILLS RESULT IN
SHORTER AVERAGE CALL LENGTHS
!S &IGURE SHOWS THE PROl TABILITY OF EACH CONTACT CENTER FUNCTION IS DRIVEN HIGHER
AS IMPROVED WORK SKILLS RESULT IN SHORTER AVERAGE CALL LENGTHS 4HIS EFFECT OF THE
THREE APPLICATIONS AREAS OF WORK SKILLS OPTIMIZATION QUALITY ASSURANCE PERFORMANCE
EVALUATION AND WORK SKILLS IMPROVEMENT IS THE PRIMARY DRIVER OF 2/) FOR THESE
PRODUCTS 4HE INTANGIBLE IMPROVEMENTS IN CUSTOMER SATISFACTION RESULTING FROM THESE
APPLICATIONS ARE NOT SHOWN ON THIS CHART
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
)N THE CASE OF TECHNICAL SUPPORT WHICH IS REPRESENTED BY THE LARGEST SHADED AREA
ONLY CONTRACTED TECHNICAL SUPPORT THE SHADED PORTION ABOVE THE PROl TABILITY AXIS
HAS THE POTENTIAL FOR SHOWING A TANGIBLE PROl T 4HE PORTION BELOW THE AXIS INDICATES
WHERE TECHNICAL SUPPORT IS PROVIDED AT A PAPER LOSS TO THE ORGANIZATION !S WORK
SKILLS IMPROVE CALL LENGTHS DECREASE AND PROl TABILITY INCREASES
"Y EXTENSION MORE SATISl ED CUSTOMERS WILL MEAN A LARGER ACCOUNT BASE AND
-ORE SATISl ED CUSTOMERS EQUAL A LARGER ACCOUNT BASE WILL RESULT IN AN INCREASE IN SALES OF CONTRACTED TECHNICAL
A LARGER ACCOUNT BASE WHICH SUPPORT 4HUS THE EFFECT OF WORK SKILLS OPTIMIZATION APPLICATIONS ON EACH CONTACT
RESULTS IN INCREASED SALES CENTER FUNCTION IS UPWARD AND TO THE LEFT ON THE CHART
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
&IGURE #ONTACT #ENTER 0ROl TABILITY -ATRIX
(IGH
-ARGIN
3ALES
1 VA
UA LUA
%
LIT TIO
Y N
4ANGIBLE 0ROl TS
!S
SU 4RA
,OW
RA IN
NC IN
-ARGIN
E G
3ALES
0ER #ALL 0ROl TABLILTY
"REAK %VEN #ALL ,ENGTH
4ECHNICAL
3UPPORT
)NCREASING %XPENSES
.O 4ANGIBLE 0ROl TS 2OUTINE #USTOMER 3ERVICE
7ORK SKILLS OPTIMIZATION APPLICATIONS DRIVE PROl TABILITY HIGHER FOR EACH FUNCTIONAL AREA
OF A CONTACT CENTER BY SHORTENING AVERAGE CALL LENGTHS AND GROWING REVENUE AS A
RESULT OF HIGHER CUSTOMER SATISFACTION )N THIS MATRIX EACH FUNCTIONAL AREA OPERATES
WITHIN RANGES OF REVENUE VERSUS EXPENSES AND SHORTER AND LONGER CALL LENGTHS AS
DEPICTED BY THE SHADED AREAS
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
%&&%#43 /& 3+),,3 42!).).'
! NUMBER OF YEARS AGO 8EROX #ORPORATION DEVELOPED PRODUCT SALES PRESENTATION
PROGRAMS DESIGNED TO BE UNIFORM THROUGHOUT THE 5NITED 3TATES 4HE STANDARD OF
MEASUREMENT WAS THE ABILITY IN THEORY TO ATTEND THE l RST HALF OF THE PRESENTATION
IN .EW 9ORK AND THE SECOND HALF IN 3AN &RANCISCO AND NOT NOTICE FUNDAMENTAL
DIFFERENCES IN THE PRESENTATIONS
3INCE THAT TIME SUCH EFFORTS TO BRAND A CORPORATE IMAGE AND METHOD OF OPERATION
HAVE BEEN APPLIED EXTENSIVELY IN TRAINING FOR CONTACT CENTER AGENTS !S A RULE THE
4HE EXTENT OF REQUIRED TRAINING LARGER AND MORE SERVICE
INTENSIVE THE ENTERPRISE THE MORE UNIFORM THE CUSTOMER
IS DETERMINED BY WHAT IT TAKES EXPERIENCE #AR RENTAL AGENCIES SUCH AS (ERTZ AND !VIS AND COMPUTER RETAILERS
TO CREATE CUSTOMER SATISFACTION SUCH AS $ELL AND 'ATEWAY AMONG MANY OTHERS HAVE MADE CONSCIENTIOUS EFFORTS
WITH THE BEST 2/) TO TRAIN CONTACT CENTER AGENTS ON A WORLDWIDE BASIS IN CONFORMANCE WITH STANDARDS
THAT ARE CONSISTENT WITH A BRAND IMAGE
4HE QUESTION FOR CONTACT CENTERS HOWEVER IS THE EXTENT TO WHICH IT SHOULD BE
NECESSARY TO PURSUE RIGID TRAINING GUIDELINES 4HE ANSWER FROM A CUSTOMER
PERSPECTIVE LIES IN WHAT EVALUATION AND TRAINING PRACTICES WILL BE NECESSARY TO
CREATE CUSTOMER SATISFACTION WITH THE BEST RETURN ON INVESTMENT 7HILE THERE IS LITTLE
DOUBT THAT UNIFORMITY IS DESIRABLE IT IS THE EXTENT OF THE INVESTMENT IN THIS EFFORT
THAT REPRESENTS AN ONGOING CHALLENGE 7ORK SKILLS OPTIMIZATION PROGRAMS TOGETHER
WITH MEASUREMENTS THAT INDICATE THEIR EFFECTIVENESS IN TERMS OF INCREASED CUSTOMER
SATISFACTION AND PROl TABILITY HELP DETERMINE THE RETURN ON INVESTMENT FROM TRAINING
EFFORTS
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
#534/-%2 %80%2)%.#% !.$ "53).%33 02/#%33 ).4%,,)'%.#%
&IGURE ILLUSTRATES THE IMPORTANCE OF CUSTOMER EXPERIENCE WITH RESPECT TO
THE ONGOING PROCESS OF IMPROVING WORK SKILLS .OT ONLY CAN THE ANALYTICS TOOLS
REPRESENTED AT THE CENTER OF THE CHART HELP DETERMINE THE SELECTION AND USE OF WORK
SKILLS OPTIMIZATION TOOLS THEY ALSO HELP MEASURE AND REPORT ON THE PRODUCTIVITY AND
PROl TABILITY OF THE CONTACT CENTER
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
&IGURE #USTOMER %XPERIENCE &EEDBACK ,OOP
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
)N 4ERMS OF $ELIVERED 6ALUE TO #USTOMERS
!DMINISTER %VALUATION OF !NALYZE
#USTOMER #USTOMER %XPERIENCE 0URCHASE
3URVEYS "EHAVIOR
4EAM -ONITORING 0ERFORMANCE 3KILLS !GENT !GENT
3UPERVISION 2EPORTS !SSESSMENT 4RAINING #OACHING
!GENT 0ERFORMANCE /PERATIONS 2EVENUE
)MPROVEMENT %VALUATION
!PPLICATION OF
!NALYTICS 4OOLS
$ERIVATION OF 3UITABLE
+EY 0ERFORMANCE )NDICATORS
#USTOMER #ALL !#$ 4RAFl C 2EVENUE /PERATING !CCOUNT
3ATISFACTION 2ECORDING /UTPUT #OSTS 'ROWTH
-EASUREMENTS 2ETENTION
#ONTACT #ENTER $ATA 3OURCES /THER %NTERPRISE $ATA 3OURCES
4HE ABOVE CHART SHOWS A CUSTOMER CENTERED VIEW OF CENTRAL OFl CE PERFORMANCE IMPROVEMENT PRACTICES +EY
PERFORMANCE INDICATORS +0)S ARE DERIVED BY THE ORGANIZATION FROM THE SOURCES OF RAW DATA SHOWN AT THE BOTTOM
!NALYTICS TOOLS INCORPORATE THESE MEASUREMENTS ALONG WITH OTHER DATA SOURCES IN FOCUSED REPORTS THAT REPRESENT
BUSINESS INTELLIGENCE THAT CAN BE USED TO SUPPORT DECISIONS RELATING TO CONTACT CENTER PRODUCTIVITY AND l NANCIAL
PERFORMANCE !DVANCED ANALYTICS APPLICATIONS EVALUATE OPERATIONS AND REVENUE AND PROVIDE ACCOUNT GROWTH AND
RETENTION DATA FOR USE IN DERIVING +0)S 7ORK SKILLS OPTIMIZATION PRACTICES INVOLVE THE USE OF QUALITY ASSURANCE
PERFORMANCE EVALUATION AND WORK SKILLS OPTIMIZATION APPLICATIONS 4HE CUSTOMER EXPERIENCE OF WORKING WITH CONTACT
CENTER AGENTS RESULTS IN A SOURCE OF FEEDBACK TO HELP GUIDE +0) DEVELOPMENT AS WELL AS CHANGED PURCHASE BEHAVIOR A
CRITICAL SOURCE OF DATA FOR USE THROUGHOUT THE ORGANIZATION
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
,EVERAGING #USTOMER 3ATISFACTION
4(% 2/,% /& "53).%33 ).4%,,)'%.#%
3INCE IN MOST INDUSTRIES IT IS LESS EXPENSIVE TO GENERATE SALES FROM EXISTING
CUSTOMERS RATHER THAN INVEST IN NEW ONES INVESTMENTS IN WORK SKILLS OPTIMIZATION
PROGRAMS OFTEN MAKE GOOD INTUITIVE SENSE %VEN SO THE RETURN ON INVESTMENT FROM
THESE EFFORTS SHOULD BE MEASURED AS ACCURATELY AS POSSIBLE
/N THE COST SIDE THE TOTAL COST OF THE PROGRAM IS IMPORTANT IN TERMS OF WHAT IT
WILL TAKE TO ENSURE ONGOING COMMITMENT AND FOLLOW
THROUGH /N THE BENEl TS
'OOD BUSINESS INTELLIGENCE
SIDE FACTORS SUCH AS THE VALUE OF LONG
TERM CUSTOMER RELATIONSHIPS PUBLIC IMAGE
REQUIRES AGGREGATION OF
PROMOTION POSITIVE EFFECTS ON AGENT TURNOVER AND MORALE AND THE EFFECT OF
PERFORMANCE MEASUREMENTS
COMPETITIVE DISTINCTION SHOULD ALL CONTRIBUTE TO DECISIONS RELATED TO INVESTMENTS IN
FROM A VARIETY OF SOURCES
WORK SKILLS OPTIMIZATION TRAINING PROGRAMS AND APPLICATIONS TOOLS
'OOD BUSINESS INTELLIGENCE RESULTS FROM THE AGGREGATION OF PERFORMANCE
MEASUREMENTS FROM A VARIETY OF SOURCES 4HE TWO CENTRAL ELEMENTS OF &IGURE
%VALUATION OF #USTOMER %XPERIENCE AND !PPLICATION OF !NALYTICS 4OOLS BOTH INVOLVE
APPLIED BUSINESS INTELLIGENCE IN SUPPORT OF DECISIONS THAT AFl RM AND PROMOTE
CONTACT CENTER PRODUCTIVITY AND PROl TABILITY
-AINTAINING 3ERVICE 1UALITY IN THE #ONTACT #ENTER
#OPYRIGHT 4ELECOM $IRECTIONS ,,#
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