Five ways to analyse customer feedback to improve customer experience in your call centre

Customer Satisfaction Score Metric Graph
Four out of ten contact centres don’t analyse the data they collect…

Contact centres are known for the vast number of metrics they use to measure performance and efficiency. First call resolution, response time, average waiting time, utilisation and attrition rate – just to name a few.

Leading contact centres measure their agents’ performance based on the impact it has on their customers’ experience. It’s because of this, there’s a growing need for more accurate data and effective analysis of feedback. In order to measure the impact of your agents on customer experience accurately, you need to integrate customer feedback into your current metrics.

Though an increasing number of contact centres ask customers for feedback, statistics show that 40% aren’t using this information to measure and improve their customer experience.

Let’s look at five ways to analyse the customer feedback you collect and the impact it has on customer experience

It doesn’t matter if you use online, SMS or post-call IVR surveys to collect customer feedback, you must have a system in place to identify key issues and help you sift through the huge amounts of data and feedback.

1. Scrutinise all the feedback you receive

Now, this might sound a bit obvious, but we often come across companies that don’t actually analyse the feedback they’re getting. This defeats the whole reason for gathering information.

Analysing the feedback will quickly reveal some quick-fix areas. For example, how would your customers rate their experience with your agents, were their queries resolved or measuring specific metrics i.e. your agent’s product knowledge etc.

Verbatim feedback is brilliant. It will help you find those “gold nuggets”. Things you might not have looked at before but could highlight areas that are annoying your customers.

2. Look for common threads and root causes

Looking for common threads, trends and root causes in customer feedback will show you where you’re getting things right – or wrong. And this becomes more important as you collect more feedback.

As an example, if a large portion of your feedback shows that clients are complaining about holding on the line for too long, your knee-jerk reaction could be to suggest you need more agents. But, understanding the root cause of this could lead to a different resolution. For example, agents need to access various systems to resolve client queries and this increases the average call length.

3. Collate the results and plan your attack

After you analyse and understand the feedback you receive, decide how you’re going to tackle the issues. Just make sure you don’t drop the proverbial ball in the areas you are doing well.

4. Keep the relevant teams and individuals informed and updated

Make sure that everyone that needs to be involved and aware of the issues, is kept up to date. A visible dashboard where everyone views these results in real-time is a game changer. More often than not, they can also help with solutions and focus on areas of improvement. You need to get your contact centre to buy-in to your solutions and understand their role in customer experience.

5. Use automated tools to reduce your workload

Manually analysing customer feedback can become a tedious task. Especially when you start looking at large volumes of feedback or a number of different business areas and contact centres.

An automated feedback and analysis tool could be the answer. These tools collate, categorise and escalate any issues that may crop up.

Our solution will help you turn insight into action to help you make the right business decisions

Smoke Customer Intelligence’s team of customer experience experts can help you! Our software will easily integrate into your existing contact centre platform to give you real-time customer experience feedback. This will help you analyse feedback you receive so you can take immediate action.

Author: Michelle Elkington