If a Transaction Monitoring Audit form is designed correctly, the average score of your Transaction Monitoring and the CSAT results will show a strong positive correlation (ensure that the sample size is statistically significant). Unfortunately, this is not the case in many of the centers. Transaction Monitoring seemed to be an independent exercise in itself!! This normally happens when the people responsible for designing the quality audit form do not consider the Customer's Verbatim and analyze it before designing their Transaction Monitoring audit form.
One of the main, if not the only, objectives of transaction monitoring in a call center is to ensure that Customers are able to receive a service which they expect resulting in higher Customer Satisfaction, but if the audit form is not designed keeping the expectations of the Customer in mind, it will not be able to objectively capture the Customer's expectations and when the Customer's expectations are not met, Customers will take their business to the competition.
Another reason you should have a strong correlation between the transaction monitoring scores and the CSAT scores is that you should be able to improve your CSAT scores by improving your transaction monitoring scores. Firstly, this provides you with better control on your CSAT results and second, it will eradicate the need to do a separate analysis to know what’s causing dissatisfaction amongst your Customers, thereby saving time and manpower.
In order to align your audit form to the Customer’s expectation, analyze Customer’s verbatim on DSAT surveys (bottom 2 boxes or may be the neutral surveys as well, if the sample size is not sufficient). The analysis performed should provide you should 8-10 top reasons for Customer’s dissatisfaction in a very objective format. You can then build a Pareto of the top reasons causing 80% of dissatisfaction amongst your Customer’s, which should not exceed 4-5 and include them in your audit form. Also, perform this exercise every quarter to ensure that you account for any change in the Customer’s requirement and make changes to the audit form accordingly.
After you have identified the top reasons for Customer’s dissatisfaction and have included them in the audit form, you need to provide a descriptive definition for each of those parameters that QAs and agents can be trained on and form the basis for calibrations and conflict resolution later on.
The next step will be to perform correlation analysis on a weekly/monthly basis (once again, the sample size has to be statistically significant to get accurate analysis).
If you are unable to find strong correlation with transaction monitoring scores and the CSAT scores, you may want to dedicate a section of your audit form to CSAT Drivers and then perform the correlation between the score of that segment of the audit form and the CSAT scores. If there is still not correlation, perform the DSAT analysis again and make changes to the CSAT Drivers segment of your audit form until a strong positive correlation is not achieved.
The effectiveness of the exercise will depend upon how frequently you are able to align your audit form to the requirements of the Customer as well as regularly checking the correlation between the audit scores and the CSAT Scores.
I hope that this article will help you in bringing a better purpose to your transaction monitoring process.
One of the main, if not the only, objectives of transaction monitoring in a call center is to ensure that Customers are able to receive a service which they expect resulting in higher Customer Satisfaction, but if the audit form is not designed keeping the expectations of the Customer in mind, it will not be able to objectively capture the Customer's expectations and when the Customer's expectations are not met, Customers will take their business to the competition.
Another reason you should have a strong correlation between the transaction monitoring scores and the CSAT scores is that you should be able to improve your CSAT scores by improving your transaction monitoring scores. Firstly, this provides you with better control on your CSAT results and second, it will eradicate the need to do a separate analysis to know what’s causing dissatisfaction amongst your Customers, thereby saving time and manpower.
In order to align your audit form to the Customer’s expectation, analyze Customer’s verbatim on DSAT surveys (bottom 2 boxes or may be the neutral surveys as well, if the sample size is not sufficient). The analysis performed should provide you should 8-10 top reasons for Customer’s dissatisfaction in a very objective format. You can then build a Pareto of the top reasons causing 80% of dissatisfaction amongst your Customer’s, which should not exceed 4-5 and include them in your audit form. Also, perform this exercise every quarter to ensure that you account for any change in the Customer’s requirement and make changes to the audit form accordingly.
After you have identified the top reasons for Customer’s dissatisfaction and have included them in the audit form, you need to provide a descriptive definition for each of those parameters that QAs and agents can be trained on and form the basis for calibrations and conflict resolution later on.
The next step will be to perform correlation analysis on a weekly/monthly basis (once again, the sample size has to be statistically significant to get accurate analysis).
If you are unable to find strong correlation with transaction monitoring scores and the CSAT scores, you may want to dedicate a section of your audit form to CSAT Drivers and then perform the correlation between the score of that segment of the audit form and the CSAT scores. If there is still not correlation, perform the DSAT analysis again and make changes to the CSAT Drivers segment of your audit form until a strong positive correlation is not achieved.
The effectiveness of the exercise will depend upon how frequently you are able to align your audit form to the requirements of the Customer as well as regularly checking the correlation between the audit scores and the CSAT Scores.
I hope that this article will help you in bringing a better purpose to your transaction monitoring process.
Nowadays, there are lots of things to consider on giving and improving customer satisfaction and I may say that Transaction Monitoring is one of those things. This could be the process that we all are looking for.
ReplyDeleteThank you so much for the share. Keep it up!
Danielle
Order taking service
"If there is still not correlation, perform the DSAT analysis again and make changes to the CSAT Drivers segment of your audit form until a strong positive correlation is not achieved"..
ReplyDeletewhat do you mean by "until a strong positive correlation is not achieved. is it strong correlation is not good or what. Please explain. I'm doing an assignment regardig correlation of csat and critical element. seems like there is no correlation, which is the coefficient correlation is almost zero.
Hi Farah, thanks for your comment. Please go through the comments made by your Customers on CSAT survey form and analyze it objectively. Find the top 80% of the reasons for Customer dissatisfaction and categorize them into 5 to 6 unique categories for eg: soft skills & communications, first contact resolution, Proactiveness, Commitment, Additional assistance etc. After you know these categories, arrive at clear definition for each of these parameters and start auditing the calls/transactions based on them. You will notice that the average score of the audits (considering a good sample size) and the CSAT scores (again ensure that the number of samples are statistically significant) will have a strong correlation indicating that you have good control over the CSAT Drivers. If this does not happen, repeat the excercise again until you know what are the real drivers of CSAT.
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