Effective Strategies for Improving Customer Satisfaction at USA.gov Contact Center
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Mary Ann Monroe
Director, Contact Center Services
Office of Citizen Services and Innovative Technologies
Overview of Presentation
GSA/JD Power and Associates collaboration
•
Rationale
•
Goals
•
Results
•
Moments of truth
•
Lessons learned
•
Questions and Answers
USA.gov Contact Center
•
Respond to the public inquiries about government information, programs &
services; provide contact center services to customer agencies
•
Web site: USA.gov & GobiernoUSA.gov
•
Channels: Telephone, Email, Web Chat - English/Spanish
•
Self Service: Answers.USA.gov/Respuestas.USA.gov
•
Volume FY13: 600,000 inquiries, 6.5 million FAQ hits
GSA/JD Powe
r Collaboration
Rationale
Operational Performance Assessment (OPA)
•
Comprehensive analysis of contact center operations
to
determine areas of strength and opportunity
•
Use r
esults to
inform
our strategic direction
Customer Satisfaction (CSat) Surveys
•
Understand customer satisfaction drivers across channels
•
Identify areas of impact and improvement on customer
experiences
•
Validate our current knowledge in an effort to create a
customer driven culture
Results - Strengths
•
Leadership - Committed, Engaged
•
Staff - Highly skilled, dedicated, high retention
•
Employee Engagement - Input sought, incorporated
•
Quality Assurance - Consistent, engaged staff, solid process
•
CSat - Collected post interaction, customer verbatims
communicated
•
Technology - Robust
•
Key Performance Indicators - Balanced
•
Practices - Custom responses vs. scripts
Results - Areas of Opportu
nity
Marketing and Branding
•
Expectations need to be established early and often
Insight into Customer
•
Improve understanding of customer
•
Customer identification by channel
Customer Satisfaction/Voice of Customer
•
Provide more actionable data
•
Correlate results to Information Specialist & interaction
•
Measure “overall satisfaction” consistently on all channels
•
Increase survey sample size - telephone interactions
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If you have a question about federal agencies,
programs, benefits, or services, the National Contact
Center is only a phone call away.
Results - Areas of Opportunity Cont.
Define First Contact Resolution (Key Performance Indicator)
Quality Assurance
•
Take it to next level
•
Include “superior” performance & examples
•
Increase call/screen recording
•
Adjust Supv. time to increase coaching on superior
performance & examples
Ensure partnership and alignment between GSA and Contractor
Results - Areas of Opportunity Cont.
Execution on Contacts
•
Set expectations - tell customer what you can/can’t do and why
•
Use information collected from customer or don’t collect - created
poor perception of timeliness
•
Timeliness - execute email as quickly as possible, help customer
understand what follow-up is coming
•
Personalize responses whenever possible (use first name, location,
etc.)
Results - Areas of Opportu
nity Cont.
IVR
•
Simplify options, descriptions, and limit “the tree” as much as possible
•
Reduce number of recorded messages
Key Performance Indicators
•
First Contact Resolution
Tackling the Results
1.
Owned the results
2.
Created Action Plan
3.
Categorized Actions and Developed Milestones
•
Assigned ownership: GSA & Contractor
•
Categories: Operational (Quality, Training), Communication,
Branding, IVR
•
Timeframe: Long Term, Short Term, Specific Dates
4. Developed metrics to define success, measure improvements
Actions - GSA
•
Define USA.gov brand
Web site, Contact Center & Information
Specialists
•
Set realistic expectations for the customer
•
Define customer centric culture we aim to achieve
•
Define & measure FCR KPI
•
Improve CSat surveys & process
•
Improve IVR
•
Add Customer Relationship Management
Actions - Contractor
Coach, Train Information Specialists
•
Communication/Execution
•
Empathy, personalization
•
Contact management
•
Shape expectations
Develop Interaction Models
•
Set standards for excellence
Results – E-mail/Web Chat Satisfaction Scores
Percentage of survey respondents who answered “Excellent” or “Very
good” to “
H
ow do you rate the quality of the services we provide?”
Industry
Best Practices
First Call Resolution – Moment of Truth
•
90%+ in certified call centers
•
Crucial driver in overall satisfaction
Empower/engage your staff to define most common calls
Create internal best practices and ‘living’ knowledge base to draw from
•
Satisfaction drops nearly 30% if
Specialist
does not have all the
information
available
Industry
Best Practices
Set expectations around ability to solve problems
•
Empower Specialists to solve more problems
Be personal and reduce the
Level of Effort
•
Greet warmly, use opportunity to educate callers about other
service channels
•
Follow-up, if applicable
Call to Action
1.
Don’t be afraid to take a hard look at your program
•
Review your interaction models
•
Review your IVR tree
2.
Set clear expectations for customers
3.
Align & deliver services that meet the needs & expectations of
your customer
4.
Use results to improve and transform service delivery & customer
experiences
5.
Make interactions easy, enjoyable, efficient
Contact Information
202 – 579 - 5127
@MonroeMaryann
MaryAnn Monroe
maryann.monroe@gsa.gov
Explore the collaborative efforts between GSA and JD Power to enhance customer satisfaction at the USA.gov Contact Center. Discover the strengths and areas of opportunity identified through operational performance assessments and customer satisfaction surveys. Gain valuable insights into leadership, employee engagement, quality assurance, technology utilization, and strategic practices for optimizing customer experiences and feedback mechanisms.
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Presentation Transcript
U.S. General Services Administration U.S. General Services Administration USA.gov Contact Center Case Study: JD Power Assessment & Customer Satisfaction Results Mary Ann Monroe Director, Contact Center Services Office of Citizen Services and Innovative Technologies
Overview of Presentation GSA/JD Power and Associates collaboration Rationale Goals Results Moments of truth Lessons learned Questions and Answers
USA.gov Contact Center Respond to the public inquiries about government information, programs & services; provide contact center services to customer agencies Web site: USA.gov & GobiernoUSA.gov Channels: Telephone, Email, Web Chat - English/Spanish Self Service: Answers.USA.gov/Respuestas.USA.gov Volume FY13: 600,000 inquiries, 6.5 million FAQ hits
GSA/JD Power Collaboration Rationale Operational Performance Assessment (OPA) Comprehensive analysis of contact center operations to determine areas of strength and opportunity Use results to inform our strategic direction Customer Satisfaction (CSat) Surveys Understand customer satisfaction drivers across channels Identify areas of impact and improvement on customer experiences Validate our current knowledge in an effort to create a customer driven culture
Results - Strengths Leadership - Committed, Engaged Staff - Highly skilled, dedicated, high retention Employee Engagement - Input sought, incorporated Quality Assurance - Consistent, engaged staff, solid process CSat - Collected post interaction, customer verbatims communicated Technology - Robust Key Performance Indicators - Balanced Practices - Custom responses vs. scripts
Results - Areas of Opportunity Marketing and Branding Expectations need to be established early and often Insight into Customer Improve understanding of customer Customer identification by channel Customer Satisfaction/Voice of Customer Provide more actionable data Correlate results to Information Specialist & interaction Measure overall satisfaction consistently on all channels Increase survey sample size - telephone interactions
If you have a question about federal agencies, programs, benefits, or services, the National Contact Center is only a phone call away. Call us at 1 (800) FED INFO (333-4636) Our information specialists will answer your government questions between 8:00 AM and 8:00 PM Eastern Time, Monday through Friday, except federal holidays.
Results - Areas of Opportunity Cont. Define First Contact Resolution (Key Performance Indicator) Quality Assurance Take it to next level Include superior performance & examples Increase call/screen recording Adjust Supv. time to increase coaching on superior performance & examples Ensure partnership and alignment between GSA and Contractor
Results - Areas of Opportunity Cont. Execution on Contacts Set expectations - tell customer what you can/can t do and why Use information collected from customer or don t collect - created poor perception of timeliness Timeliness - execute email as quickly as possible, help customer understand what follow-up is coming Personalize responses whenever possible (use first name, location, etc.)
Results - Areas of Opportunity Cont. IVR Simplify options, descriptions, and limit the tree as much as possible Reduce number of recorded messages Key Performance Indicators First Contact Resolution
Tackling the Results 1. Owned the results 2. Created Action Plan 3. Categorized Actions and Developed Milestones Assigned ownership: GSA & Contractor Categories: Operational (Quality, Training), Communication, Branding, IVR Timeframe: Long Term, Short Term, Specific Dates 4. Developed metrics to define success, measure improvements
Actions - GSA Define USA.gov brand Web site, Contact Center & Information Specialists Set realistic expectations for the customer Define customer centric culture we aim to achieve Define & measure FCR KPI Improve CSat surveys & process Improve IVR Add Customer Relationship Management
Actions - Contractor Coach, Train Information Specialists Communication/Execution Empathy, personalization Contact management Shape expectations Develop Interaction Models Set standards for excellence
Results E-mail/Web Chat Satisfaction Scores Percentage of survey respondents who answered Excellent or Very good to How do you rate the quality of the services we provide? 2014 E-mail Web Chat January/February 56.35% 83.6% March/April 62.3% 93.4%
Industry Best Practices First Call Resolution Moment of Truth 90%+ in certified call centers Crucial driver in overall satisfaction Empower/engage your staff to define most common calls Create internal best practices and living knowledge base to draw from Satisfaction drops nearly 30% if Specialist does not have all the information available
Industry Best Practices Set expectations around ability to solve problems Empower Specialists to solve more problems Be personal and reduce the Level of Effort Greet warmly, use opportunity to educate callers about other service channels Follow-up, if applicable
Call to Action 1. Don t be afraid to take a hard look at your program Review your interaction models Review your IVR tree 2. Set clear expectations for customers 3. Align & deliver services that meet the needs & expectations of your customer 4. Use results to improve and transform service delivery & customer experiences 5. Make interactions easy, enjoyable, efficient
Contact Information maryann.monroe@gsa.gov 202 579 - 5127 @MonroeMaryann MaryAnn Monroe
