TRC

By Rajan Sambandam

Background

A utility client wanted to improve the performance of their call center operations. Traditionally the call centers had been run from an inside-out perspective. Hence, performance was measured only in terms of metrics that managers felt were important. The customer perspective was not considered. With the involvement of the market research department, a decision was made to understand the customer perspective and benchmark performance as seen by customers.

Design

TRC (then The Response Center) was selected in 1999 to guide this process through proper design, data collection and analysis. Working with the client we identified customer satisfaction with the calling experience as the single most important variable to focus upon. This variable most effectively captures the customer perspective, and its variation over time would allow the client to understand call center performance as perceived by customers. However, tracking this variable over time alone would not be sufficient. It needs to be positively influenced. For this, a comprehensive customer satisfaction program needed to be created.

In consultation with the client we designed a customer satisfaction tracking program that used baseline and annual follow -up data collection efforts to monitor performance. The baseline wave of data collection was conducted in early 1999 followed by advanced statistical modeling (explained later) to understand the drivers of satisfaction with call experience. Suggested improvements were implemented in the following months and new measurements were made through the following year. Every year thereafter, statistical modeling has been conducted at the end of the year to identify key drivers. Early in the following year the client has implemented the suggestions and performance improvement has been continuously monitored.

Due to the success of the program, the scope of the study has increased over time to include multiple call centers with varying call types and different types of customers (business and residential). The scope of the questionnaire has also enlarged to include issues such as the Interactive Voice Response (IVR) system. This write-up details how quantifiable improvement in the primary program was achieved through the use of advanced statistical modeling.

Modeling

Key driver analysis aims to understand the important influencers of a specified variable. For example, it is difficult to directly improve customers’ satisfaction with call experience. A key driver analysis would be required to identify the variables that influence satisfaction with call experience. In order to do this, the questionnaire needs to include adequate and proper questions. Working with the client we were able to design such an instrument and collect appropriate data through telephone surveys.

The specific statistical technique used in this case was Satiscan™ a proprietary product that belongs to TRC.

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