Analytics that makes sense

There is a huge difference between creating analytics for the sake of analytics and using analytics to not just improve but transform your customer service.   One of my clients in the past used a data warehouse to query the calls to their call center.   The calls to the call center were measured and used to find out where are my gaps in the call center.  Leaders could drill down to their teams to compare call center to call center, manager to manager or agent to agent.   Call center leadership would compare call centers to identify gaps.  Then managers would use the tool to measure call time and use those metrics to train agents and improve the customer experience.  We had a campaign at that client known as "The Customer Rules".

1. TAKE OWNERSHIP AND SHOW WE CARE

   We value our customers, and we let them know it by all we do.
   • We are friendly and courteous to all customers and treat them with respect.
   • We take personal responsibility for meeting each customer’s needs and demonstrate to our customers that we value them.

2. BE RESPONSIVE AND DELIVER

   We listen to customers and deliver with speed.
   • We are attentive to our customers and recognize that their time is precious.
   • We make every effort to resolve issues within the customer’s timeline. If we can’t, we explain why and set more reasonable deadlines.
   • Whenever appropriate, we provide our customers with updates on resolving their issues.
   • If a customer truly deserves consideration outside standard procedures, we evaluate the circumstance, exercise good judgment, and, if necessary, proactively escalate in order to respond and deliver.

3. DO IT RIGHT

   We deliver with quality the first time, every time.
   • We resolve customer issues the right way.
   • We make every effort to resolve issues the first time.
   • We let our managers know if there are obstacles that prevent prompt and correct issue resolution.
   • We make sure we have the right training and tools to do the job right. If we don’t, we let our managers know.

4. MAKE IT SEAMLESS

   AT&T has many parts, but to our customers we are one team.
   • We are committed to working together to be the only communications and entertainment company our customers will ever want.
   • We understand our policies and processes, and use them consistently.
   • We resolve our customers’ issues or work proactively across appropriate departments to get their issues addressed.
   • We are a team. So we share information with co-workers and other departments.

5. MEET OUR COMMITMENTS

   We communicate, follow through and work hard to keep our promises.
• We inform and educate our customers about our products, services and fees.
• We make every effort to exceed our customers’ expectations.
• When we make our commitments to our customers, we keep them.
• If a commitment is missed, we remain accountable and form a new shared commitment with our customer.
• We proactively inform a customer if a commitment cannot be met and provide both status and an explanation.

Now its one matter to start a campaign around improving customer satisfaction.   But its another matter entirely to put metrics around those commitments that you can truly measure.   This client truly created a program with teeth.   That's analytics that make sense.