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Customer Service Outbound Caller Survey
Our ambition at Winchester City Council is to provide Customer Service we're Proud of...
"The Winchester City Council Customer Service Centre opened in June 2005; the centre is the gateway to council services and information providing face to face, email and telephone contact for customers across a district covering an area of 250 square miles. A team of highly trained multiskilled Customer Service Advisors deal with an average of 5000 customer contacts each week across a wide range of services including General, Planning, Environmental Health, Licensing and Housing enquiries and delivering high customer satisfaction levels is key to what we do."
"There are many ways to measure customer service, how quickly telephone calls are answered, how long each call takes, how many visitors we have, how long to serve each customer. The list goes on but how can you quantify what is arguably the most important measure - customer satisfaction?"
"The acid test has to be what the customer thinks of the service they received and that's what we measure at Winchester City Council Customer Service."
"How do we know what the customers think?"
"Using a combination of asking customers about their experience, assessing interactions and mystery shopping we are able to evaluate the quality of service we provide to our customers. By using an automated telephone survey line provided by VoIPPresence we are able to contact customers who have telephoned us within the last three days and invite them to rate the service they received."
"We currently use this method to survey 100 customers each quarter, advisors are given a list of customers to contact between incoming calls, the lists are generated from our CRM system and filtered to ensure that the advisor making the outbound calls is not the same person who took the original call."
"Customers are then able to rate the service using keypad responses to a series of questions, there is also an option to leave comments or request a call back and those customers who use the option have their requests emailed automatically within minutes to Head of Customer Service Paul Wood who arranges a callback the same day to discuss any issues the customer wishes to raise. Customers are in the main happy to take part and use the line with an 85% take up rate from the outbound calls we make."
"Lessons learned, initially we tasked our advisors to offer customers the opportunity to comment on the service they had received at the end of inbound calls, satisfaction rates were extremely high, some might say suspiciously so and following a review of the customer comments and listening to the original calls we began using system generated lists to outbound call customers randomly and the satisfaction levels while remaining high began to identify areas where we could make improvements."
"Reporting from the system is easy and is used not just to measure the level of customer satisfaction and service provided but also forms part of the Customer Service Centre performance indicators which are reported back through the organisation."
"X-on have been really helpful in assisting Winchester City Council to develop the system, from the initial contact in 2006 where they provided help in identifying the right questions to ask, developing the scripting and the voice over for the questions, through to tweaks to the reporting system, they have always been there to advise and support as our needs changed. In my opinion they provide an excellent customer focused and flexible service which represents real value for money."
Paul Wood
Head of Customer Service
Winchester City Council
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