Download pptx - First Contact Resolution - How Does Email Affect Customer Satisfaction?

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First Call Resolution: How Does Email Affect Customer Satisfaction?

By Upstream Works


Why Email FCR is Important

» Email has increased in usage» 5% to 60% of traffic

» Doubling over the next 5 years – IDC» In practical terms, we are seeing contact centers actually start to use email as mainstream as of 2010

» As ubiquitous as phone

» Affects customer satisfaction» Email is as important as a phone call


Why People Use Email» They don’t like the phone

» You’ve invited them to use email

» They have complex information to impart to you

» The phone will take too long


Careful what the analysts say!


Email Misconceptions

» Email is Outlook™ -not!

» It is a home phone, not a PBX

» Agents choose the email they want

» Not multi user

» Email is guaranteed to be delivered – not!

» Failure from SPAM filters

» Failure from user error

» Internet failures

» Email can’t be managed like a phone call


‘EBX’ - Email Branch eXchange

» Email routing solution

»Equivalent to ACD or skills routing

»Agent performance metrics

» Develop processes conducive to call center operations


Definition of FCR for a Complex Transaction

Setting and meeting the expectation of the customer


Causes of Repeat Emails» Agent ability

» Authority

» Access to information

» Business process

» Clarity


Repeat Contacts – Contributing Factors

» Email is only one half of a conversation

» Email is a one way communication

» The reply is simply the second half of the email ‘conversation’

» Increases time to resolution

» Email conveys emotion

» Attached by reader’s interpretation

» Leads to misinterpretation; absolutes where none exist


Repeat Contacts – Contributing Factors

» Email is not routed to the best skilled agent

» Limited agent performance metrics

» Limited email management metrics


Impact of Repeat Email» Increased email volumes

» Increased call volumes

» Decreased customer satisfaction


Be Sure to Fulfill the Promise

» Date: Feb 2 2008

» Promises a prompt reply within 2 days

» After 8 days I phoned them

» This is for a SALE!!


Too little…too late» Dear [email protected]:

Thank you for contacting OUR

MAGAZINE Customer Service.

According to our subscription

records, your subscription was

upgraded to a premium

subscription on February 15, 2008.

Please contact us if we may be of

further assistance.

We appreciate this opportunity to be

of service.OUR MAGAZINE Customer Service

[email protected]


Email FCR» Five main email categories:

»Feedback

»Orders

» Information request

»Status update

»Complex email interaction


Feedback and Orders

» Feedback

»Only acknowledgement required»Simple FCR

» Orders

»Acknowledgement Required»FCR affected by customer clarity

» Incomplete or obsolete orders


Information Request

» Standard response providing information

» Simple FCR

» Modify processes to reduce these types of email by updating available information

» Best handled by FAQ

» Email reason tracking


Status Request» Unique response providing the information

» Simple FCR

» Unexpected responses are bad

»Status may lead to a complex interaction

» Important to track and fix surprises


Complex Email Interactions» Can accentuate the negative aspects of email

»Misinterpretation

»Tracking complexity

»Delays resolution

»Multiple agent interactions

» Are still a valid interaction scenario


Improving Email FCR» Complex email

»Change to a phone interaction»Phone customers back with reply

»Suggest they call you and provide priority routing

»Provides the chance to provide great service

»Provides the chance for the “upsell”


Cross Channel Tracking» Correlate email to phone call

»Never lose information

» Unsolicited phone follow ups

»You never responded the first time!

» Email metrics and management

»Cross channel is effective if managed


Email - Phone FCR

» A “key” to correlate email and phone call

» E.g. customer number» E.g. email address

» Poor response times for email increase likelihood of email/phone non-FCR

» Respond quickly to emails


Improving Clarity

» Two email types

» Free form POP3 Internet email

»Web forms “email”

» POP3 email

» Free form

»Hard to route

»Ubiquitous


Improving Clarity» Web forms from your web site

»Subject control for routing»Easy templating

»No delivery issues» It’s on your website

»Requires web access

»Subject to email address errors


Best Practices

» Minimize and meet response times

» Long response times increase likelihood of customer impatience

» Auto respond acknowledgement only

» Canned resolutions guarantee failure

» Measure performance

» Agent solve rate» “FCR” rate


Best Practices

» Track email reasons

» Eliminate email where possible

» Skills based routing

» Assign email to the most effective agent

» Capture email addresses

» Add to customer record for screen pops and repeat tracking


Customer Satisfaction

» Improve by:

» Eliminating email with self service» Provides faster response times

» Exceeding your email response times

» Determining ‘non FCR’ transactions and fix

» Providing all available information to the agent


Summary

» Measure and track email like a phone

» Different agent skills

» Five main categories

» Measure email reasons

» Collect email addresses

» From email, from phone» For cross channel correlation

» Improve clarity with web form email


Business Interaction Management

Track and save the entire interaction as it happens. It’s easier to use and understand later

Provide in-your-face interaction context that’s role tailored for personalized service

Pre-built best practices analytics

©Upstream Works Software


Customer Insights

Customer Experience

Performance

Improvement

Performance

Management

Training and Staffing

Process Improvemen

t

All customer channels


Business Interaction Pain Points

» Problem: No methodology or technology used provides a single comprehensive and auditable view of how customers interact with a business.

» Result: Averages are used to allocate funds to drive customer loyalty and reduce costs across the multiple interaction channels in use today.


Upstream Solution

» Upstream Works’ Business Interaction Management, makes the collective of customer interactions visible, accountable and controllable

» Combines technology and a methodology to track individual customer interactions across the business

» Links outcomes to supporting interactions

» Puts the collected information into a powerful form

» Compliments existing applications and infrastructure


Next In Series

» How to Systematically Improve First Call Resolution

www.upstreamworks.comDownload the whitepaper from our website: Increasing Call

Center Effectiveness Through First Call Resolution

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