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"Our Mindshare Call Center Supervisor solution can help you measure
the performance of your agents continuously so you can seize opportunities in real time to jump in
and coach. They'll appreciate the immediate feedback and feel better about their work."
Source : Mindshare Technologies
Automating Your Call Center Feedback
is also known as :
Call Center Services
Inbound Call Center
Contact Center Services
Call Center Outbound
Contact Center Software
Innovative Call Center
Call Center Outsourcing
Virtual Call Centre
Winning Call Center
Call Center Skills,
Definicion Call Center,
Call Center Solution,
Call Center Leaders,
Call Center Products,
Call Center Improvement,
Call Center Managers,
Call Center Operations,
Call Center Benchmarking,
Call Center Training,
Call Center Best Practices,
Call Center Guide,
Call Center Optimization,
Call Center Simulations,
Call Center Customer,
Call Center Consultant,
Experienced Call Center,
Successful Call Center,
Help Center Feedback,
Knowledge Center Feedback,
Developer Center Feedback,
Center Feedback Form,
Solutions Center Feedback,
Call Center Feedback,
Feedback Center Module,
Support Center Feedback,
Data Center Feedback,
Product Feedback Center.
We’ve all heard someone totally upset over a bad experience with a phone call
to a call center. At some point, we’ve each probably felt that way ourselves. It
may be wait times that are too long, poorly recorded messages, or an agent who
just doesn’t communicate well – everyone seems to have a bad story and most
don’t seem to mind sharing those stories with others. From the moment of the bad
experience they tell the story over and over to friends, warning them about
doing business with “that company” for fear of poor service.
- “The agent was rude.”
- “I couldn’t understand the agent’s accent.”
- “They had no idea how to solve my problem.”
- “I just kept getting passed around.”
Are your customers saying this about your contact center? If they are, are
you aware of why they are saying these things?
Customer feedback is a key to great call center performance. When used
correctly, companies are willing to accept honest criticism and develop programs
to improve their interactions. When used incorrectly, or completely ignored,
company performance suffers.
For a lot of call center businesses, several major issues are:
- Their customer feedback systems are old and out of date, and
- Customer feedback is not operationalized in a timely manner at the agent
Some feedback systems are so outdated, so inconvenient for the customer; they
might as well not have one at all.
Some companies with reliable systems are not receiving the data quickly
enough, and others simply aren’t using the data to take action. That’s why the
most successful contact centers are turning to leading-edge automated feedback
solutions and developing processes to incorporate feedback into daily
Most businesses use one of two basic methods of acquiring feedback after a
customer contact. Either (1) a live agent places a call back to the customer, or
(2) an automated system does it (either while the guest is on the call, or
shortly thereafter.) Each method has advantages, each has drawbacks. Overall,
most centers find they receive the biggest benefit for the cost by choosing the
Why is Automated the Better Solution?
For starters, any time an agent spends taking feedback, is time taken away
from making new calls. That’s time spent on a customer who’s already been
served, as opposed to a new call. If meeting call quotas are important, the lost
time on feedback can hurt. Automated solutions can give time back to agents and
Another negative to agent-driven feedback systems is that overloaded agents
may not be able to make a feedback call within a reasonable time frame,
increasing the chance that important details of the original customer experience
might be forgotten. When customers aren’t questioned promptly after the original
call, the feedback isn’t as sharp or reliable. Automated systems approach the
customer directly after their service experience.
Finally, the most important aspect of automated feedback, relative to live
feedback, is a system’s ability to mitigate the natural tendency of most
customers to be conflict-averse. Automated surveys provide a risk-free way for
customers to provide open and honest, yet confidential feedback.
Automated surveys aren’t without their issues as well. Many systems are
expensive, with some requiring large pieces of hardware to attach to your
existing systems. That means more space, more energy, more maintenance, and more
cost - most of which contact centers have too much of already. Also, some
systems aren’t compatible with home-based agent setups. But newer, purpose-built
automated systems are inexpensive and, because they are hosted, there is no
hardware or software to install.
The benefits and potential return on investment of automated surveys are too
obvious to ignore. It’s costly to acquire new customers, so keeping the ones you
already have is critical. Using surveys to keep close tabs on their feelings and
making appropriate changes – immediately – is the core of any customer/business
relationship. Automating this process is the great way to maximize the potential
Besides lowering costs and increasing agent productivity, one of the newer
benefits of automated surveys is that technology can be programmed to adjust
questions on-the-fly, based on earlier customer responses. This goes beyond the
standard questionnaire, to probe into details – going beyond the “what,” to find
out the “why.” Live agents can do this as well, but only after considerable
training and practice, which further impairs productivity.
The goal isn’t just to get answers, but to learn about a customer’s feelings
and emotions regarding the service experience. As nice as simply solving a
person’s problem may be, it won’t mean much if that customer isn’t motivated to
continue using your services – and just like any other relationship, knowing the
most about what makes the customer happy is the best way to keep them.
Real-Time Feedback, Instant Action
The most important benefit of real-time feedback is the chance for a manager
to receive the feedback, walk across the room, and speak with the agent
immediately. Not only will you get more consistent and accurate agent
performance, but you’ll be able to stop bad information dispensation, prevent
policy violations, and remind agents about any changes in offerings and service.
Some systems allow customers to leave verbatim voicemails, seamlessly
integrated with the quantitative responses. These actual recordings of the
“voice of the customer” are where the best nuggets of feedback are often found.
Whether happy or unhappy, the goal is to drill down and find the source of
the way they feel. While it may sound strange to think a computerized system
would be better at capturing feelings, it’s been demonstrated that customizable,
automated surveys often reveal the most about customers, because the fear of
talking to a live person has been removed.
Many companies outsource their surveys to vendors such as Mindshare
Technologies, which charge a small monthly subscription fee. Mindshare is a
hosted solution, so there is no software or hardware to buy. Mindshare’s
reporting system is web-based, so the cost ends up being relatively minor when
compared to buying and maintaining another piece of equipment or having live
agents make the calls.
As stated earlier, both types of surveys have their drawbacks and benefits.
But if you’re looking for the most cost-efficient, effective and reliable
solution, then automated, real-time customer feedback surveys is the best way to
acquire, retain, and recover customers.
This is how I see it.
About Richard D. Hanks and Mindshare
Richard D. Hanks is the President of Mindshare
Technologies, a leading provider of real-time, automated customer and
employee feedback solutions. His experience spans multiple industries and
disciplines, including many years as an adjunct professor at Cornell. He is an
author and frequent teacher/speaker at trade, academic, and professional
gatherings. Mindshare's business monitoring tools help companies improve
operational excellence and minimize customer attrition through personal customer
involvement. Mindshare's proprietary survey technology captures the voice of the
customer in real-time and immediately transforms it into actionable intelligence
through powerful enterprise reporting. As a hosted system, Mindshare is
affordable and flexible, with surveys and reports tailored to fit a company’s
For more information please visit:
To reach Rich directly,
contact him at email@example.com
or (801) 263-2333.