How to get the most out of Call Centre Mystery Shopping.
Written by James Harper – Tern Consultancy Ltd – Linkedin 23/10/2014
Call Centre Mystery Shopping – Telephone Mystery Shopping
We have all been there and unfortunately it’s happening with increasing frequency, press one for sales, press two for enquiries, press three for billing and four for any other enquiry. It’s at this point when our hearts sink as we realise we are about to disappear into a labyrinth of sub menus before we get to speak to a real person. I’m sure that most of us are in favour of efficiency savings and streamlining processes but sometimes the customer experience can be lost in automated call routing systems. What we need here is some call centre mystery shopping.
How many times have you been frustrated wasting your time on hold?
Consumers will accept automated call services to a degree as they realise it supports getting better value products and services and in some occasions results in a shorter calls. That said once you manage to get through to a call handler or operative the way the call is managed is extremely important, providing anything other than an excellent service can cost your business lost revenue and lose you customers.
Whilst mystery shopping your contact centre can’t adjust the fundamental dynamics of how your calls are routed, you can still ask your mystery shoppers to provide feedback as a focus group. By conducting call centre mystery shopping you will be able to identify issues and problems you might not have known existed with either the call routing or service levels.
Do you rely to heavily on your contact centre call board to tell you the customer experience?
The numbers on the call centre dashboard are all people with different perceptions of your business, as they listen to your call hold music there opinion is being shaped before they even get to speak to the person they need.
You most likely record your calls already so it is possible for you to review a call when a complaint is made and see where a call operative has gone wrong. You can even ask for customers to complete an automated customer satisfaction survey at the end of the call. However sometimes this does not give you the complete customer picture. You can read more about our thoughts on mystery shopping vs customer satisfaction in our blog and why a customer satisfaction responses from real customers will only give you part of the picture and is not a complete measure of service.
What are the benefits of Mystery Shopping your Call Centre?
Using mystery shopping for your call centre, as opposed to post customer satisfaction surveys, means that you can approach the service with predefined set of measures in place. Customer Experience Managers, this is our call as customers for you to you to understand the full customer journey for your call centre. Why wait for the complaint to shape your approach to business change. Customer apathy towards modern call centres is well documented and has taken many column inches in our tabloids, a bleak picture of our customer relationship with call centres indeed ‘UK call centre customer service ‘in decline’ Browen Morgan – Research Live.
This is why when the call is finally answered the operative should be courteous, polite and have the ability to resolve the customer query in the right way. If you have a known problem you can address it by making sure that you can bring a record of it to your training sessions and then use mystery shoppers to ensure that is has been removed from the system.
So have you ever wondered how good your contact centre really is?
A high number of call centres in the UK are using call centre mystery shopping as a way of regularly reviewing performance with a view to enhancing customer service and improvement training.
By conducting call centre mystery shopping you can separate the experiences out from your main accounts and complete a survey defined against company standards.
You can consider the call from a number of perspectives and the mystery shopper can score the call operative alongside the brief. You might do this might be in relation to a compliance requirement but equally the way the call is handled in terms of customer journey can be measured, just like any other mystery shopping exercise:
Before you embark on a mystery shopper programme for your call centre you might like to consider the following points.
- Are the call centre mystery shoppers roleplaying a new or existing customer?
- Does the mystery shopper need a fake account number?
- How far does the role play need to extend before shopper exits the call?
- What am I trying to measure or understand?
If you’re considering running a call centre mystery shopping programme, Tern provide can provide you with guidance and we can tailor the programme to your needs. We can measure areas in isolation or as a complete customer journey.
For more information on how we can help contact us today. For more information on how online an telephone journeys interact with other distribution channels go to our page on online and call centre mystery shopping.