The Brief
Following a review of customer services a well known service provider implemented a new training programme in order to enhance the customer experience when making enquiries. The new programme was developed and rolled out across specific pilot customer service teams in several call centres throughout the UK.
Research was commissioned to evaluate the ongoing success of the pilot and used attributable data from consenting customers as part of the training programme. Customer service representatives were able to use actual "real-life" calls as part of the learning process and team leaders were able to give constructive feedback based on the outcomes of each call. The research also monitored what impact, if any, the new training programme had on the customer experience and ultimately satisfaction levels with the organisation.
Our Research Approach
2,300 telephone interviews were conducted with customers who had made an enquiry to specific customer service teams in the various call centres. Interviewing took place with customers who had spoken with the pilot teams as well as control ‘standard' teams not involved in the pilot training programme on an ongoing basis, with interviews conducted within a week of the customer making their initial call.
A fast turnaround approach was required to ensure weekly data feeds were provided in order for the ongoing learning and development of the call centre staff to progress.
The Output
Final analysis was undertaken to assess the impact of the training on the pilot customer service team versus the ‘standard' teams. As well as measuring the success of the pilot programme the research also provided insight into the organisation's customers and what effect initial contact with the company can have on overall perceptions and satisfaction levels.
The findings from this project were then used to develop the organisation's current customer experience programme.