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The Paisley Group's Customer
FulfillmentSM Decision Tree
Where the
report given or outcome achieved by the audited company matches the expected outcome or
report, the event is FULFILLED, the database is accurate and the operator is accurate.
If the report or outcome is different from the expected report or outcome, it is analyzed
and verified. For example, in DA, if the report (number) given also reaches the correct
party, the event is FULFILLED. If it does not, it is UNFULFILLED and the PGL auditor
re-calls another operator for the listing. If the correct listing is provided on the
second call, the error is assigned to the OPERATOR. If the same listing is provided on the
second call by a second operator, the error is assigned to the database as being WRONG.
If the operator gives a no find when there is a valid number for the request, a second
call is placed and the number is requested again from a second operator. If the correct
number is located, the error is assigned to the OPERATOR. If the second call also results
in a no find, then the event is Unfulfilled because the requested listing is MISSING from
the database based upon two operators being unable to locate it.
If the operator gives a number where a no find is the verified expected report, the number
is called. If it reaches the request, it is FULFILLED. If it reaches any service
announcement (number changed, out of service) or another party, it is UNFULFILLED. A
second call to the operator determines if it is an OPERATOR error or a WRONG number in the
database.
The Paisley decision tree also considers any incidence where the customer is disconnected
to be an unfulfilled event and an OPERATOR error is assigned.
Customer
CareSM
In a very
competitive call center environment, companies must provide something extra to their
customers in order to retain them, and to win new ones. How companies care for customers
is the differentiating factor in environments where there are many similarities in
technology and data availability. Customer CareSM
has taken place when customers receive their requested outcome or report and feel that a
competent, professional operator made the overall call experience a satisfying one.
Customer CareSM is measured by: 1)
the extent to which operator/agents leave customers with the impression that they were
engaged on their behalf (customer advocacy), and; 2) the extent to which operators/agents
follow practices and protocols (call-handling efficiency).
Unlike many subjective measurements of customer service, Customer CareSM measures an array of specific, measurable
operator behaviors. Any subjectivity has been removed from the evaluation process.
Standards are clear and objective. Customer CareSM
has not been demonstrated if operators/agents demonstrate unacceptable behaviors that
detract from Customer CareSM.
A few
examples include:
- Operator/Agent does not acknowledge the
customer at the beginning, middle, or end of the call.
- Operator/Agent must re-search as a result of
not listening to customer's initial details (as demonstrated, for example, by requests for
details to be repeated).
- Operator/Agent does not question or verify
appropriately, or suggests inappropriate alternatives.
- Operator does not follow extent of search.
- Operator interrupts the customer, or exhibits
rude or abrupt behavior.
If any
unacceptable CareSM behavior is
demonstrated throughout the call event, the call is considered "not cared for."
A single interaction with a customer can have more than one unacceptable Customer CareSM indicator, meaning the total number of
indicators may be greater than the number of call events not Cared for.
Delight
Caring
for customers will result in them being so satisfied that they want to continue the
relationship. Delighting customers will result in the customers not wanting to do business
with any other company.
We
delight customers when we:
- Recover their confidence when it has been
jeopardized.
- Surprise them occasionally.
- Provide their service with aplomb.
- Treat them consistently.
- Put in place a professional 'front'
- Are sensitive to their special
circumstances, both spoken and unspoken.
- Use vocal variety that implies that the
customer is the most important person in the universe at the moment we are giving them
service.
- Go the extra mile within the boundaries of
call time objectives.
Providing true Customer
CareSM and Delighting customers requires
the Operator/Agent to be totally focused on them at all times during the call event. From
this focus comes the ability to satisfy customer requests and identify opportunities to
delight them.
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