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©The Fraser Group,2014 BUILDING A QUALITY ASSURANCE PROGRAM FOR 2-1-1 CENTERS USING ‘VOICE OF THE CUSTOMER’ RESEARCH BARRY MANERS, MANAGING DIRECTOR, THE.

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Presentation on theme: "©The Fraser Group,2014 BUILDING A QUALITY ASSURANCE PROGRAM FOR 2-1-1 CENTERS USING ‘VOICE OF THE CUSTOMER’ RESEARCH BARRY MANERS, MANAGING DIRECTOR, THE."— Presentation transcript:

1 ©The Fraser Group,2014 BUILDING A QUALITY ASSURANCE PROGRAM FOR CENTERS USING ‘VOICE OF THE CUSTOMER’ RESEARCH BARRY MANERS, MANAGING DIRECTOR, THE FRASER GROUP LISA AUSTIN, DIRECTOR OF STRATEGIC ENHANCEMENTS AND DISASTER RECOVERY UNITED WAY WORLDWIDE

2 ©The Fraser Group,2014  United Way Worldwide

3 ©The Fraser Group,2014 The Fraser Group Voice of the Customer Solutions RA Road America A MAPFRE Company amadeus National 311 Performance Benchmark

4 ©The Fraser Group,2014 The Agenda  The 211 “mystery caller” benchmark program  Consensus reality, aka “Why does quality assurance matter”  Lessons learned from the 211 “mystery caller” benchmark program  The path forward

5 ©The Fraser Group,2014 The Agenda  The 211 “mystery caller” benchmark program  Consensus reality, aka “Why does quality assurance matter”  Lessons learned from the 211 “mystery caller” benchmark program  The path forward

6 ©The Fraser Group,2014 The Agenda  The 211 “mystery caller” benchmark program  Pilot creation

7 ©The Fraser Group,2014 How the 211 “Mystery Caller” was created Consultation  Determined Scope of Work  Worked with 211 US Steering Committee  Utilized AIRS Standards  Fraser Group Best Practices  Florida  Involved 211’s

8 ©The Fraser Group,2014 Participating Centers  1 - Broward County  2 - NJ Partnership  3 – United Way of Escambia County  4 – United Way of Northeast Louisiana  5 – WIN  6 – United Way of Greater Atlanta  7 – United Way of Greater Cleveland  LA County  9 – United Way Association of South Carolina  10 - NJ Partnership (second location)  11 – Palm Beach  12 – Michigan (Gryphon Place)

9 ©The Fraser Group,2014 The Agenda  The 211 “mystery caller” benchmark program  Consensus reality, aka “Why does quality assurance matter”  Lessons learned from the 211 “mystery caller” benchmark program  The path forward

10 10 Referral /Loyalty Caller Perceived Value Overall Quality of Products & Services Cost of Acquisition & Usage Market Presence & Reputation The Customer EventsPromotions The Contact Center Support Marketing Assuring the caller has the best experience. Does it matter?

11 11 The Filter Strategy Goals/Objectives Mission Vision Referral /Loyalty Caller Perceived Value Overall Quality of Products & Services Cost of Acquisition & Usage Market Presence & Reputation The Caller The Organization The Contact Center Understanding the filter.

12 12 The Hawthorne Effect Strategy Goals/Objectives Mission Vision Referral /Loyalty Caller Perceived Value Overall Quality of Products & Services Cost of Acquisition & Usage Market Presence & Reputation The Caller The Organization The Contact Center Understanding the filter.

13 13 Frederick Taylor Strategy Goals/Objectives Mission Vision Referral /Loyalty Caller Perceived Value Overall Quality of Products & Services Cost of Acquisition & Usage Market Presence & Reputation The Contact Center

14 14 Frederick Taylor Strategy Goals/Objectives Mission Vision Referral /Loyalty Caller Perceived Value Overall Quality of Products & Services Cost of Acquisition & Usage Market Presence & Reputation Calls handled per hour The Contact Center Talk time ASA Abandon rate Etc. Key Performance Indicators – Set 1

15 ©The Fraser Group,2014 Key Performance Indicators – Set 2 What percent of calls are placed on hold properly by the SPECIALIST? What percent of calls contained questions that were never answered by the specialists, causing call backs? What percent of calls contain hold patterns that cause abandons and call backs? What percent of calls would cause the caller to call back hoping for a different specialist? What percent of calls contain irrelevant conversation thereby increasing talk time? What percent of calls contain tragic phrases? 15

16 ©The Fraser Group,2014 Difference between #1 and #2 – CONSENSUS REALITY  # 1 From the inside out, drives consensus reality  # 2 From the outside in – the callers perception! (the specifics of what the caller encounters and the criteria the caller uses to evaluate the center's performance) 16

17 17 The 211 Specialist Monitoring Program Objectives Performance Improvement Outcomes Patent Pending, 2007 Improved Caller Satisfaction Reduced Cost of Center Operation Improved Allocation of Technical Resources

18 ©The Fraser Group, The 211 “Mystery Caller” Benchmark Program * Built on Fraser’s SETS Program (Service Excellence Tracking ) * Fraser’s model based on multicollinearity and regression modeling of over 10,000 call center observations * Refinement of the model, iterative between Fraser and 211

19 ©The Fraser Group, The 211 “Mystery Caller” Benchmark Program Fraser’s SETS Research Results:  5 major categories  The Greeting (The Initial Contact)  Listening, Confirmation, Questioning (Assessment and Clarification)  Appropriate Solution (Information and Referral Giving)  Professionalism (Communication Techniques)  Closing (Closure) Total of 50 specific criteria (results in a total of 2,500 observations for the Benchmark)  36 specific attributes of measurement  Augmented with 211 specific requirements developed qualitatively with 211

20 20 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

21 ©The Fraser Group,2014  How was the pilot executed

22 ©The Fraser Group,2014 Participating Centers  1 - Broward County  2 - NJ Partnership  3 – United Way of Escambia County  4 – United Way of Northeast Louisiana  5 – WIN  6 – United Way of Greater Atlanta  7 – United Way of Greater Cleveland  LA County  9 – United Way Association of South Carolina  10 - NJ Partnership (second location)  11 – Palm Beach  12 – Michigan (Gryphon Place)

23 ©The Fraser Group, The Fraser Assessment Scoring Methodology  Each Attribute scored 0 or 1  Most attributes of call scored are objective, i.e.  Thank the caller for calling 211 of ________  Did the Specialist really listen to the caller’s statements/questions?  Did the Specialist paraphrase the purpose of the call?  Did the Specialist handle the proper number of needs as noted on the scenario used?  Did the Specialist avoid the use of jargon and tragic phrases, unless explanation of the jargon was given?

24 24 Magic and Tragic Phrases MAGIC Phrases (a partial list) I can help you with that right now I can look into that for you I can take care of that for you I’d be glad to help you I’m sure I can do that That would upset me too if that happened to me Mr. XXX. It would help me get your answer quicker if I knew your order #, do you have that available? I’m glad I was able to help

25 25 Magic and Tragic Phrases TRAGIC Phrases (a partial list) Please hold Give me your ZIP Hang on a minute What’s your problem? If you had read your confirmation more closely That would be too hard for us to administer Let me tell you what you haven’t considered You don’t understand our problem We have too many calls holding right now for that You have to Let me be honest with you

26 Outbound calls based on 23 scenarios covering Housing and Utilities-34% Food and Meals – 26% Information Services Income Support Individual& Family &Community support Legal, Consumer &Public Safety Health Care Mental Health & Addictions Clothing Transportation – 2% Other Govt./ Economic Services – 10% Employment Education Disaster Services Volunteers and Donations Arts, Culture

27 Outbound calls based on singular needs and unspoken needs SCENARIO Caller: 43 YO Male (or Female) No children Zip Code - Needs – 2 Need type - 3 “Hi. I live in (CITY FROM 211 AGENCY BEING CALLED) and my electric is turned off. The Electric Company isn’t being very nice because I can’t pay a bunch of money to get hooked back up. They want $250 to reconnect and I can only pay about $100. I just lost my job and I just paid them $150 last month and they still disconnected me. I think I owe $400 total, can you guys help me get my electricity back on?

28 Outbound calls based on singular needs and unspoken needs SCENARIO Caller Male or Female 26 YO Lives in city that agency being called is in Has had one leg amputated due to an auto accident Zip Code - Needs – 1 Need type - 12 I need help with moving. I have a lot of stuff and don’t have a truck and can’t afford to rent one. Is there anything you can do for me?

29 Outbound calls based on singular needs and unspoken needs SCENARIO Caller 23 YO Female Not married 2 children, 4 and 7 Lives in city that agency being called is in Zip Code - Needs – 2 Need type - 4 I need to find a food pantry to get some food to feed my kids but I can’t leave my job during the day. Are there any that are open at night?

30 ©The Fraser Group,2014 The Agenda  The 211 “mystery caller” benchmark program  Consensus reality, aka “Why does quality assurance matter”  Lessons learned from the 211 “mystery caller” benchmark program  The path forward

31 ©The Fraser Group,2014 Red Calls Specialist places caller on hold immediately upon connection Specialist uses profanity Specialist sets headset aside Specialist makes any disrespectful remark toward or laughs at the caller Specialist makes any disrespectful remark toward 211 Specialist makes any disrespectful remark toward another agency Specialist talks to neighbor during the call Specialist asks the caller to call back (due to specialists or 211). If caller not prepared with information, do not make a red call. Specialist is eating, smacking gum or has hard candy

32 32 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

33 33 Overall Quality Contact Assessment and Clarification Information and Referral Giving Communication Techniques Closing Standard Minimum 80% Overall Calls Score High Low Benchmark Total

34 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling 34 Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

35 35 Standard Minimum 80% Contact Thank caller for calling Agency Identify him/ herself by name Portray a warm, welcoming tone Personalize call Validate the ZIP Code

36 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling 36 Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

37 Service Excellence Tracking “Going Beyond Standard” 37 Really listen No inappropriate interruptions “I will help” or some variation Para- phrase caller’s question/ concern Used open and closed end questions Assessment & Clarification Standard Minimum 80%

38 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling 38 Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

39 Service Excellence Tracking “Going Beyond Standard” 39 Response clear and understand able No further prompts Handled proper number of needs Appear knowl. and accurate Did the AC repeat spelling of addresses / vital info Information Giving Standard Minimum 80%

40 40 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

41 Service Excellence Tracking “Going Beyond Standard” 41 Avoid the inappropriate use of “we” Ask permission to gain more information Apologize for repeats Avoid Jargon Controlled Silence Gaps Communication Techniques Standard Minimum 80% Diffused Anger Expressed Empathy 0 indicates criteria was NA in all calls scored

42 Service Excellence Tracking “Going Beyond Standard” 42 Correct pronunciation, enunciation and volume Speak clearly Positive, upbeat tone Communication Techniques Standard Minimum 80% 0 indicates criteria was NA in all calls scored Speak courteously Use the caller’s name twice during the call

43 43 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

44 44 Attempt to collect demos. Demos at correct time Other Issues? Closure Standard Minimum 80% Did the agent avoid Irrelevant conversation 0 indicates criteria was NA in all calls scored

45 Service Excellence Tracking “Going Beyond Standard” 45 Closer to a resolution at the end of the call Thank the caller for calling agency or 211 Closing – Overall Centers Report Standard Minimum 80% 0 indicates criteria was NA in all calls scored

46 46 The Filter Strategy Goals/Objectives Mission Vision Referral /Loyalty Caller Perceived Value Overall Quality of Products & Services Cost of Acquisition & Usage Market Presence & Reputation The Caller The Organization The Contact Center Understanding the filter.

47 47 The 211 Specialist Monitoring Program Objectives Performance Improvement Outcomes Patent Pending, 2007 Improved Caller Satisfaction Reduced Cost of Center Operation Improved Allocation of Technical Resources

48 48 Specialist Monitoring Using the Voice of the Customer Through Mystery Calling Overall Quality of Specialist Performance Patent Pending, 2007 Contact The Initial Greeting and Building Rapport Assessment and Clarification Information and Referral Giving Communication Techniques Build the Relationship with Professionalism Closure

49 49 Overall Quality Contact Assessment and Clarification Information and Referral Giving Communication Techniques Closing Standard Minimum 80% Overall Calls Score High Low Benchmark Total

50 ©The Fraser Group,2014 The Agenda  The 211 “mystery caller” benchmark program  Consensus reality, aka “Why does quality assurance matter”  Lessons learned from the 211 “mystery caller” benchmark program  The path forward

51 ©The Fraser Group,2014 BUILDING A QUALITY ASSURANCE PROGRAM FOR CENTERS USING ‘VOICE OF THE CUSTOMER’ RESEARCH BARRY MANERS, MANAGING DIRECTOR, THE FRASER GROUP LISA AUSTIN, DIRECTOR OF STRATEGIC ENHANCEMENTS AND DISASTER RECOVERY UNITED WAY WORLDWIDE


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