Improved Customer Engagement, Customer Satisfaction Increase
How we do it
Prior to HGS’s hiring, the client was challenged with a reactive, basic survey function with no dashboarding. This did not allow for results segregation or comparative analysis to track CSAT or business improvements. HGS started by closely analyzing the USA/Canada customer survey questionnaire and redesigning the questions to capture the core tenets of CSAT measurement: such as:
- Issue resolution
- Agent satisfaction
- Likelihood to purchase
- Likelihood to recommend
- Satisfaction with service
- Customer effort
We aligned feedback with operations performance, such as first call resolution (FCR), that complements quality monitoring influenced by NPS®. Problems are bucketed by agent-related or process, policy, and system. If agent related, for example, team leaders and agents with poor performance are identified for follow-up on specific areas of improvement.
The new HGS survey was designed for ongoing visibility on performance trends, such as FCR. Surveys were then set up to be sent to end customers. Responses underwent meaningful quantitative and qualitative analysis and action items—for example common areas of product resolution challenges—were identified.
In the newly designed survey, scores for each survey question are displayed by the product group. The survey results are uploaded into dashboards, with end-to-end visibility for stakeholders across the client and HGS, both. HGS has plans to employ more in-depth speech and text analytics; however, current results are impressive, in terms of response rate.
Prior to HGS’s solution, the response rate was 6%, and this now stands at up to 19%. This is due, in part, to an intelligent routing strategy, employing low customer effort with:
- HGS’s device-agnostic survey, which can be completed on laptop, computer, and mobile phone
- Altering survey time of send based on prior open rates—in this case a morning send showed best results
Just eight weeks after implementation and with consistent ramp, results were optimizing customer experience for the client. On average, with the new HGS-designed survey, intelligent routing, and follow-up, tier 1 NPS® increased by approximately 11 points and tier 2 increased by 4 points, per wave. Additionally, on average, tier 1 top 3 CSAT increased by 5 points and tier 2 by 1 point.
After successful implementation for this client’s US and Canadian customers, and only a 60-day solution ramp and rollout, the client asked HGS to implement the new survey and distribution and capture process for their Europe geography, for nine countries in eight different languages. The HGS survey is now sent to Belgium, the Netherlands, the UK, France, Luxembourg, Switzerland, Austria, Germany, and Italy. This solution ramp took only two weeks.