Call Center Customer Satisfation - Let the Customer be the Judge

Letting the customer be the judge is a best practice for a customer focused call center. However, this practice is seldom used in the call center industry.

Of the more than 400 North American call centers benchmarked in 2008 by call center quality assurance specialists SGM group, only 5% of those call centers are performing at the world class level (defined as 80% of their customers that called were very satisfied (top box response) with their experience). That means 95% of call centers do not provide world class Customer Satisfaction (Csat).

It is SQM's opinion that one of the main reasons that 95% of call centers do not provide world class Csat is because call center management is the primary judge of customer service versus the customer who called the call center.

Call center managers tend to use service level, AHT and call monitoring metrics as proxies for Csat. What is fundamentally wrong with this practice is that these internal metrics are being used to judge the customer's call center experience.

The real issue with the use of these internal metrics is that it is management's interpretation of customer satisfaction versus letting the customer be the judge of their own call center experience. Therefore in order for your call center to be a truly customer focused call center, you must let your customer be the judge!


Source: SQM Group, Call Center Quality Assurance Specialists