Government Contact Center Council (G3C) meeting, June 12, 2014
Mary Ann Monroe, Director, Contact Center Services
Office of Citizen Services and Innovative Technologies, GSA
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USA.gov Contact Center Case Study: JD Power Assessment & Customer Satisfaction Results
1. U.S. General Services AdministrationU.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
2. Overview of Presentation
GSA/JD Power and Associates collaboration
• Rationale
• Goals
• Results
• Moments of truth
• Lessons learned
• Questions and Answers
3. 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
4. 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
6. 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
7. 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.
If you have a question about federal agencies,
programs, benefits, or services, the National Contact
Center is only a phone call away.
8. 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
9. 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.)
10. 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
11.
12. 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
13. 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
14. Actions - Contractor
Coach, Train Information Specialists
• Communication/Execution
• Empathy, personalization
• Contact management
• Shape expectations
Develop Interaction Models
• Set standards for excellence
15. Results – E-mail/Web Chat Satisfaction Scores
2014 E-mail Web Chat
January/February 56.35% 83.6%
March/April 62.3% 93.4%
Percentage of survey respondents who answered “Excellent” or “Very
good” to “How do you rate the quality of the services we provide?”
16. 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
17. 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
18. 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