Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to...

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www.cfigroup.com Technology leveraging the science of the ACSI Contact Center Satisfaction Index 2012 2012 marks an important change to the annual CCSI study. Since its initial fielding, the proportion of non-call interactions reported by our respondents reached 30%. To reflect this shift, we are renaming the Index from “Call” to “Contact” Center Satisfaction Index.

Transcript of Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to...

Page 1: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

www.cfigroup.com

Technology leveraging the science of the ACSI

Contact Center Satisfaction Index 2012

2012 marks an important change to the annual CCSI study. Since its initial fielding, the proportion of non-call interactions reported by our respondents reached 30%. To reflect this shift, we are renaming the Index from “Call” to “Contact” Center Satisfaction Index.

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Contact Center Satisfaction Index (CCSI) 2012

© 2013 CFI Group. All rights reserved. 2

EXECUTIVE SUMMARY ...................................................................................................... 3 

INTRODUCTION .................................................................................................................. 4 

WHY DO PEOPLE REACH OUT FOR SERVICE? .............................................................. 8 

HOW ARE PEOPLE CONTACTING US? ............................................................................ 9 

WHEN PEOPLE CALL, HOW DOES IT GO? .................................................................... 11 

THE FUTURE OF THE CONTACT CENTER MIX ............................................................. 12 

SOCIAL MEDIA – SERVICE CHANNEL V. DAMAGE CONTROL ..................................... 15 

OFFSHORE CALL CENTERS ........................................................................................... 17 

INDUSTRY ANALYSIS ...................................................................................................... 20 

KEY TAKEAWAYS ............................................................................................................. 21

INDUSTRY DETAIL ........................................................................………………APPENDIX

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Contact Center Satisfaction Index (CCSI) 2012

© 2013 CFI Group. All rights reserved. 3

7072

74

76

75

77

2007 2008 2009 2010 2011 2012

CCSI Score

EXECUTIVE SUMMARY

The sixth year of the Contact Center Satisfaction Index (CCSI) study shows a resumption of the slow but steady increase in satisfaction with the contact center function. Last year’s modest 1 point dip left us with the question “pause or flattening?” With results in for 2012, the answer appears to have been pause, as the overall CCSI score reached a new high of 77 on a 0-100 scale. Additionally, the key drivers of satisfaction contributed across the board to this overall increase in the CCSI with no single driver accounting for a disproportionate amount of the increase.

2012 saw the mix of service methods utilized by companies grow to the point that non-call service methods such as email, web, self-service, chat, etc., finally crossed the 30% threshold. Customer service centers are now truly “contact” centers and not just “call” centers. While phone calls remain dominant, email, web and chat are shown to be meaningful (and desired) alternatives.

Social media remains a hot topic, but not in the manner we expected. Results show that this is not currently a first-line service channel. Rather, social media is most utilized as a more personal “damage control” mechanism. With an increasing number of customers talking about contact center experiences online, it will be money and time well spent to break down some of the social media silos within the enterprise. With good internal communication, a company’s social media channels can provide valuable information, knowledge, and tools to the contact center.

Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers who received follow-up on social media are 20% more satisfied and 15% more likely to recommend the company than those whose social media comments were ignored.

Six years of data clearly shows that offshoring customer service has become firmly entrenched in the industry. Regardless of the perceived inferior performance of offshore centers in the eyes of consumers, the cost savings are undeniable. When the CCSI launched in 2007, the issue of offshoring in the call center industry was front page news, and customers were extremely unhappy with the service they were receiving from offshore call centers.Call centers that were perceived to be located offshore had remarkably low customer satisfaction, with an average CCSI score of just 52 on a 0-100 scale.

Over the past five years, steady improvement in offshore center performance reflects ongoing efforts on the part of companies in the industries studied by the CCSI. First, companies have refined which calls are sent offshore, exporting higher volume, easier to service, general service/support type calls to offshore centers. Second, offshore centers have received increased training to better prepare for supporting U.S. consumers. Taken together, these actions have lead to a 20% increase in offshore center scores over the past 6 years, from a CCSI score of 52 in 2007 to 62 in 2012. In contrast, onshore scores have increased by 9% over this same period.

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Contact Center Satisfaction Index (CCSI) 2012

© 2013 CFI Group. All rights reserved. 4

INTRODUCTION

2012 marks an important change to the annual CCSI study. As of 2012, the quantity of non-call interactions reported by respondents reached 30%. Accordingly, the Call Center Satisfaction Index is now the Contact Center Satisfaction Index. Contact centers are big business; they are expected to deliver on the company brand experience and affect company revenue and profit. The strategic importance of customer contact centers requires meaningful metrics and advanced analytics capable of linking performance to behavioral and financial outcomes.

CFI Group has conducted an extensive study of customer satisfaction with contact centers: the 2012 Contact Center Satisfaction Index (CCSI). The purpose of this study is to aid executives as they navigate a challenging business climate and evolving role of customer service. This is the sixth consecutive year that CFI Group has administered this study using the proven methodology of the American Customer Satisfaction Index (ACSI).

In 2012, the aggregate CCSI across measured private sector industries rises 2 points to 77 on a 100 point scale.

The CCSI Measurements

The 2012 CCSI quantifies the impact contact centers have on customer satisfaction and loyalty across the following eight industries: Banking/Credit Unions Cell Phone Service Insurance – Health Insurance – Property &

Casualty

Personal Computers Retail Subscription

Television Service Software

The CCSI uses the proven and predictive methodology of the ACSI. The ACSI methodology quantifies how improvements to different aspects of the contact center experience lead to improvements in customer satisfaction and, ultimately, loyalty.

About the ACSI Methodology

The American Customer Satisfaction Index (www.theacsi.org) is the only uniform, national, cross-industry measure of satisfaction with the quality of goods and services available in the United States. A key distinguishing feature of the ACSI methodology is its patented scientific approach to customer satisfaction measurement.

When applied to your organization, the unique cause-and-effect methodology of the ACSI shows how satisfied customers are today, and how satisfaction leads to desired results. This one-of-a-kind methodology also gauges satisfaction with specific elements of the customer experience that influence overall satisfaction and future success.

The ACSI is an important indicator of economic performance, both for individual firms and for the macro economy. As such, the national ACSI score has been shown to be predictive of both consumer spending and stock market growth, among other important indicators of economic growth. Perhaps most revealing, however, have been the linkages discovered between aggregate ACSI growth, aggregate corporate earnings growth (among S&P 500 companies), and average Market Value Added (MVA), which measures a firm’s success in creating wealth for shareholders.

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2012 Contact Center Satisfaction Index (CCSI)

© 2013 CFI Group. All rights reserved. 5

As shown in Figure 1, there are five measured drivers of satisfaction with the contact center experience:

Representative’s Knowledge Representative’s Demeanor Ease of Understanding the Representative Policies and Procedures Contact Process

Figure 1 - 2012 CCSI Model

Key Driver Impacts

The 2012 CCSI looks at five elements of the customer experience as drivers of satisfaction. Improvements to these drivers will lead to a higher overall CCSI score, which will result in higher customer loyalty and a greater likelihood that those customers will recommend the company.

The patented ACSI methodology calculates an “impact” for each satisfaction driver, quantifying its potential to improve the overall CCSI score. As shown in Figure 2, improvements to Contact Process will have the greatest impact on customer satisfaction—more than TWICE the impact of improving Policies and Procedures or Representative’s Knowledge.

The way to interpret Impact Values is as follows; for every 5 point improvement in a driver score, CCSI will improve by the value of the impact. For example, in Figure 2, if Contact Process improves from 78 to 83, the CCSI score would improve by 2.6 points, from 77 to 79.6. Similarly, a 5 point improvement in Policies and Procedures, from 78 to 83, would drive the CCSI score higher by 1.1 points.

CCSI

Remain a Customer

Contact Process

Ease of Understanding

Representative’s Demeanor

Representative’s Knowledge

Recommend to Others

Policies and Procedures

84

86

81

77

78

78

81

77

Satisfaction Drivers Future Behaviors

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2012 Contact Center Satisfaction Index (CCSI)

© 2013 CFI Group. All rights reserved. 6

Figure 2 - CCSI Driver Impacts

When reviewing the chart in Figure 2, it should be noted that drivers with low impacts should not be interpreted as “not important” to the customer experience. Rather, low impact drivers are an indication that further improvement will not have as great an impact on satisfaction compared to other options. Remember, the ACSI methodology is about identifying the greatest return (in terms of higher satisfaction) on investments, not just high scores for the sake of high scores.

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84

2.6

1.1

1.0

0.2

0.0

Contact Process

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Score Impact on Customer Satisfaction

Improving these areas will drive CCSI higher

Further improvement in these drivers will not drive significant improvement in CCSI

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CCSI Over Time Figure 3 – CCSI Over Time

CCSI has risen slowly but steadily over the six years of the study. This steady improvement can be attributed in part to the ongoing development and adoption of innovative technologies such as advanced call handling, scheduling, knowledge management, voice/text analytics, etc. Further, as companies have come to realize the importance of the service function to long-term success, they have raised their game in recruiting and retaining ever more competent managers to oversee this function within the organization.

CCSI and Future Behaviors

The purpose of measuring satisfaction is not simply for the sake of measurement, it is to understand the impact that improvements (or degradations) will have on future customer behaviors. As we calculate the impact of drivers on CCSI, we can also quantify the impact of CCSI improvements on future behaviors. The diagram below shows the current state of affairs for 2012. As you can see, there is roughly a 1:1 relationship between a change in CCSI score and change in the Recommend to Others and Remain a Customer scores. In actuality, observations slightly outperformed predictions, as a 2 point increase in CCSI in 2012 resulted in a 3 point increase in both the Recommend to Others and Remain a Customer scores in 2012, when compared to 2011. The Recommend score rose from 74 to 77 and the Loyalty score rose from 78 to 81.

Figure 4 – CCSI Impact on Future Behaviors

CCSI

Remain a Customer

Recommend to Others

77

81

77

4.2

4.9

Future Behaviors

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WHY DO PEOPLE REACH OUT FOR SERVICE?

While there are a myriad of reasons customers need to reach out to an organization’s contact centers, we categorize these reasons into a more manageable set of classifications as shown in Figure 5. While the actual percentage distribution across contact reasons has varied from year to year, the two major contact reasons have remained the same: Product/Service Support and Billing Issues.

Figure 5 - Contact Reason Frequency w/ CCSI Scores Listed Above the Bars

Not surprisingly, simpler contact reasons (Place an Order, Check the Status of an Order) show higher satisfaction scores than do more difficult contacts that deal with money (Billing Inquiry or Billing Problem) or complaints. Looking closer at complaint contacts, Figure 6 shows a breakdown for satisfaction scores with complaint contacts across the industries. Note that those industries that involve goods and services that are more lasting or “locked in” tend to experience lower satisfaction scores for their complaint contacts than do those industries where the barriers to switching are lower.

Figure 6 – CCSI Scores for Complaint Contacts by Industry

81

7477

60 58 58 5651

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Insurance -P&C

Software Bank/Credit Union

Retail Personal Computer

Cable or Satellite TV

Cell Phone Service

Insurance -Health

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40%

To receive product or

service support

Billing inquiry or

billing problem

To place an order

To check the status of an order

To file a complaint

To obtain technical

assistance with a

website

Other

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2012 Contact Center Satisfaction Index (CCSI)

© 2013 CFI Group. All rights reserved. 9

HOW ARE PEOPLE CONTACTING US?

Through the first five years of the CCSI focused exclusively on satisfaction with calls. Data were collected concerning whether or not the call was the first method of contact tried and if not, why the initial (and assumingly prefered) method was unsuccessful. Over the years we have observed that this notion of an alternative first contact method has been growing steadily. As such, starting in 2012, we opened up the sample pool to include any contact method, not just calling. Figure 7 shows the breakdown of contact methods in 2012. Clearly, Email, Website, and Interactive (online) chat dominate the non-call contact methods. Notably, social media (Facebook, SMS/IM/texting) was virtually non-existent as a customer-initiated service channel. However, data reveal a small, but growing scenario wherein social media is being effectively used for recovery and damage control instigated by the companies themselves. This phenomenon is explored in a bit more depth later in this report.

Figure 7 – Percent Breakdown of Contact Method

As shown in Figure 8, satisfaction with Called on phone is 77, matching the average customer satisfaction score for all contact methods in Total. As such, treatment of CCSI scores for trending purposes as we expanded our scope in 2012 and beyond to include non-call contacts will be relatively seamless.

Figure 8 – CCSI Scores by Contact Method

69%

14%

8%5%

2%0% 1% 0%

0%

10%

20%

30%

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70%

Called on phone Email Website Interactive (online) chat

Facebook SMS/IM/texting U.S. Mail Other

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Called on phone

Email Website Interactive (online) chat

Facebook SMS/IM/texting U.S. Mail Other Total

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Tying it all together, Figure 9 shows how the various contact reasons are spread across contact methods. Note that percentages do not total to 100% for Contact Method columns as respondents may indicate multiple reasons for contacting customer service.

Figure 9 – Contact Reason by Contact Method with Percentage and CCSI Scores

In Figure 9, the green shading indicates a CCSI score that is higher for that combination of contact reason/contact method as compared to the CCSI score for the contact reason in the aggregate. Not surprisingly, those methods (Website and Email) that give the customer the most control over their interaction timing, and provide self-service, yield the highest levels of satisfaction.

Contact ReasonCalled

%CalledCCSI

Email%

EmailCCSI

Website%

WebsiteCCSI

Chat%

ChatCCSI

Facebook%

FacebookCCSI

TOTAL/AGGREGATE

To receive product or service support 37% 78 39% 80 44% 86 39% 74 36% 84 39%/79Billing inquiry or billing problem 33% 76 19% 82 19% 86 33% 75 12% 62 28%/77To place an order 12% 83 16% 87 22% 89 8% 85 36% 82 14%/85To check the status of an order 12% 81 20% 80 18% 81 15% 88 29% 72 14%/81To file a complaint 11% 65 20% 66 12% 69 13% 58 29% 46 13%/65To obtain technical assistance with a website 10% 77 10% 73 13% 81 13% 83 21% 64 10%/77Other 11% 80 9% 77 8% 81 10% 83 2% 0 11%/80TOTAL/AGGREGATE 126% 77 134% 77 136% 81 133% 76 164% 66 100%/77

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WHEN PEOPLE CALL, HOW DOES IT GO?

First Call Resolution (FCR), the holy grail of contact center satisfaction, continues to hold fairly steady in the mid 60% range for 2012. In Figure 10, CCSI scores also remain steady in the mid 80’s for those achieving successful FCR.

Figure 10 – FCR Percentage 2010-2012 (with CCSI score)

Knowing that FCR is incredibly important to satisfaction, it is also useful to see the impact of NOT achieving successful FCR. As shown in Figure 11, when a query is not resolved in the first call, and the customer has to call a second time, their CCSI score drops 12 points, or 14%. If the customer has to call back three or more times the decline in customer satisfaction is even more dramatic: 34 points, or 40%. As noted earlier, there is almost a 1:1 relationship between CCSI and future behaviors such as Loyalty and Recommend these scores plummet as the number of calls to resolution increases.

Figure 11 – Score Decay as Calls to Resolve Increase

63%63%65%

0%

10%

20%

30%

40%

50%

60%

70%

201220112010

FCR

86 84 86

85

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49

85

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48

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1 Call 2 Calls 3+ Calls

CCSI Recommend Loyalty

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THE FUTURE OF THE CONTACT CENTER MIX

2012 marks a milestone for contact centers. For the first time, more than 30% of CCSI respondents contacted customer service through methods other than calling on the telephone. While this non-call mix has been growing over the past six years, another phenomenon has been occurring that appears related: the CCSI score for the industry has also been slowly rising as well.

At the core of this movement is an undeniable desire on the part of consumers to control their own fate. Be it something as simple as controlling the timing and convenience of dealing with problems or going so far as to quickly resolve their problems themselves, personal control (and convenience) is a more satisfying experience.

With these two phenomena taken together, how high could the CCSI possibly go? To answer this question, we asked consumers who indicated that they called, but the call was not their preferred method of contact, to identify their first choice. The aim was to uncover where the problems lie in the other channels, and quantify how many people could ultimately move to the non-calling channels (and higher levels of satisfaction) if the channel were only better prepared to handle their issues. Figure 12 shows this revised contact mix. Given a more “perfect” world, the contact mix could/would drive the non-call contact channels to nearly 50%.

Figure 12 – Revised contact mix to reflect 1st preferences for contact

If those customers who call only as a second choice are able to use email or the website instead, the shift of customers to a more satisfying online channel is estimated to result in a 5-6 point gain in CCSI over time.

This bodes well for companies that strive to accommodate the needs and desires of their customers as we know that there is almost a 1:1 relationship between driving satisfaction and the resultant future behaviors of loyalty and recruitment (recommend).

0%

1%

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69%

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3%

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Other

U.S. Mail

SMS/IM/texting

Facebook

Interactive (online) chat

Website

Email

Called on phone

Revised to Reflect 1st Attempt Successful Actual Responses

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So, where should we look for improvement? The answer lies in asking consumers directly, “Why did your first choice of contact fail?” Figure 13 shows us that the greatest opportunity lies in improving the information access in some fashion and general timeliness. Looking further, Figures 14 and 15 shows fail points for the two most popular non-call channels, email and websites.

Figure 13 – Reason First Contact Method Did Not Work

Figure 14 – Fail Points for Email Contacts

31%

14%

13%

10%

14%

11%

7%Did not provide the information I was looking for

Not timely in providing me the info or assistance I required

Did not understand my issue or question

Not authorized to answer or address my issue or concern

Required additional info from me that I could not provide

Could not get a response

Information provided to me was incomplete

44%

23%

7%

3%

11%

7%5%

Did not provide the information I was looking for

Not timely in providing me the info or assistance I required

Did not understand my issue or question

Not authorized to answer or address my issue or concern

Required additional info from me that I could not provide

Could not get a response

Information provided to me was incomplete

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2012 Contact Center Satisfaction Index (CCSI)

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Figure 15 – Fail Points for Website Service

As a matter of prognostication, these channel mix changes will inevitably impact the mix of the contact center workforce itself. The need for technology workers within the contact center world will continue for the short to mid-term future, at the very least. Moreover, contact centers will benefit from recruiting from within the company, improving and expanding skill sets in web design, content management, and database management in order to better serve their customers.

49%

12%

12%

8%

8%

7%4%

Did not provide the information I was looking for

Not timely in providing me the info or assistance I required

Did not understand my issue or question

Not authorized to answer or address my issue or concern

Required additional info from me that I could not provide

Could not get a response

Information provided to me was incomplete

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SOCIAL MEDIA – SERVICE CHANNEL V. DAMAGE CONTROL

Another year has passed and the buzz around social media in the marketing world remains strong and growing. Increasingly, we are seeing articles within the contact center industry about new and novel ways social media is being used to improve the customer experience. This said, what do the numbers tell us?

While we had an inkling of this in the 2010 and 2011 CCSI studies, 2012 reveals a definite trend developing; social media is neither a dominant nor preferred method of contact for answering questions or resolving problems. As shown in Figure 7, as a channel for proactively reaching out to a company for assistance, social media channels (e.g. Facebook, Twitter, text, SMS, etc.) account for a mere 2% of all inquiries. Further, Figure 12 shows that adjusting for first-try preferences, had social media been effective, the percent of customers who would use social media as a contact channel is still just 4%.

Our findings show us that the real growth of social media’s involvement in the contact center is “damage control.” As the way we communicate with each other continues to evolve, social media is quickly becoming the dominant force in customer buzz. Overall, 47% of CCSI respondents told someone else about their contact center experience, up from 45% in 2011. Of these customers, 91% shared the experience on social media. Facebook dominated the social media channels, representing 33% of the “sharing volume.”

“Damage control” describes the real use of social media by the contact center. Rather than being a channel of first inquiry by the customer, social media is the channel for comment. In response, more and more contact centers are creating groups within the organization specifically assigned to diminish the negative impact of these comments, if at all possible—damage control.

The 2012 CCSI includes additional information as to which contact centers are using social media for damage control, as well as to gauge its impact on customer satisfaction. Of those people who commented on social media, 17% were contacted by the company to address their issue.

Figure 16 – Customers Contacted After Commenting on Social Media.

17%

80%

3%

Contacted

Not contacted

Don´t remember

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Not surprisingly, this contact was overwhelmingly appreciated with 93% of respondents answering in the affirmative to the simple question “Was the contact appreciated?” Looking beyond this simple yes/no question, the accompanying driver scores for Contacted versus Not contacted brings home the importance of this customer service being provided. Every single key driver score increases by roughly 10-20%, yielding scores higher than any of the overall or industry-specific scores in the CCSI.

Most importantly, when looking at what people will do in the future, the Loyalty score improved 13% and Recommend increased by an even larger 18%. For contact centers looking to quantify and monetize the payback from investing in social media, these findings are an important reference for computing and measuring return on investment in this growing area.

Figure 17 – Social Media Contact’s Impact on Satisfaction and Its Drivers

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Likelihood to Recommend

Loyalty

Rep Knowledge

Policies and Procedures

Contact Process

Customer Satisfaction

Contacted

Not contacted

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OFFSHORE CALL CENTERS

The last area of inquiry for the 2012 CCSI was the ongoing impact of outsourcing and, more specifically, perceived offshoring. Continuing the trend we have seen for the last six years, offshoring does make a difference in the minds of consumers. While the gap in scores remains relatively unchanged, like the overall CCSI results, offshore centers are increasing their CCSI levels as well.

Figure 18 – CCSI Scores for Onshore v. Offshore

Looking at three important outcomes, data indicate that offshore suppliers are likely improving training and the offshore industry itself is maturing. In fact, the instance of call transfers has dropped from 40% to 31%, first call resolution has risen from 45% to 52%, and overall resolution has risen to its highest level at 93%.

Figure 19 – Call transfers for Offshore Centers

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Spoke to more than one representative

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Figure 20 – First Call Resolution for Offshore Centers

Figure 21 – Overall Resolution for Offshore Centers

When looking at the percentage of respondents by industry that believe they were talking to a call center outside of the US (2012 versus 2011), we see that the relative perception across the industries remains unchanged, while the absolute percentages for the two largest industries (Personal Computers and Software) did show significant drops of roughly 20%.

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Figure 22 – Offshore Calls as a Percent of Total by Industry

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Cable or Satellite TV

Cell Phone Service

Insurance -Property & Casualty

Insurance -Health

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Retail Software

2011 Percent of Calls Offshore 2012 Percent of Calls Offshore

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INDUSTRY ANALYSIS

For the 2012 CCSI study, we looked at eight industries: banks/credit unions, subscription TV, cell phone service, health insurance, property & casualty insurance, personal computers, retail, and software (new in 2011.) Significant improvements in CCSI were achieved in five of the eight industries with only Personal Computers showing a slight 1 point decline. More in-depth results for each of the industries can be found in the appendix to this report.

Figure 23 – CCSI Scores by Industry

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Bank/Credit Union

Cable or Satellite TV

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Insurance -Property & Casualty

Insurance -Health

Personal Computer

Retail Software

2011 2012

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KEY TAKEAWAYS

There exists continued room for improvement. Method of contact continues to evolve away from strictly calls. Website self-service offers significant opportunities to cut costs and improve customer

satisfaction. Train employees in email communications and maintain Response Time and Time to

Resolution standards similar to live agent calls. Explore the applicability of online chat, especially in the area of technical support. Set up test groups within the call center to test the viability of “damage control” via social

media. Begin to monitor satisfaction with alternate contact channels, not just the live-call agent.

Page 22: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

2012 Contact Center Satisfaction Index (CCSI)

© 2013 CFI Group. All rights reserved. 22

Appendix Industry Detail

Page 23: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Cable or Satellite TV Industry Detail

90

100CCSI TrendCable or Satellite TV

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 74

Overall satisfaction 77

Compared to expectations 73

Compared to ideal 73

Contact Process 76Explaining the process to address your i

770

2007 2008 2009 2010 2011 2012

Customer Satisfaction

78 2.7Contact Process

CCSI Model Scores and Impacts

Score Impact on Customer Satisfaction

issue

Helping you find the information you need 77

Successfully completing your interaction 77

Total time required to address issue 72

Policies and Procedures 77

Policies that make sense 75

77

80

85

84

1.8

0.3

0.0

0.0

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

76

Being empowered to address your issue 78

Rep Knowledge 80Ability to answer your questions in a timely manner

79

Ability to understand your situation 80

62%

Number of Contacts for Resolution

Ability to provide accurate information 80

Rep Demeanor 86

Courteousness 87

Friendliness 86

Professionalism 85

Ease of Understanding 84

18% 19%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 84

Speaking/writing clearly 84

Explaining things in a way that is easy to understand

82

Using words that are easy to understand 86

Likelihood to Recommend 73Loyalty 78

4%2%

5% 1% N/A 1%

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

42%

16%

36%

Contact Type

87%

Facebook

SMS/IM/texting

Other7%

4%

16%

5%

11%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 24: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Cell Phone Service Industry Detail

90

100CCSI TrendCell Phone Service

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 75

Overall satisfaction 77

Compared to expectations 74

Compared to ideal 74

Contact Process 75Explaining the process to address your i

760

2007 2008 2009 2010 2011 2012

Customer Satisfaction

75 2.7Contact Process

CCSI Model Scores and Impacts

Score Impact on Customer Satisfaction

issue

Helping you find the information you need 76

Successfully completing your interaction 78

Total time required to address issue 70

Policies and Procedures 76

Policies that make sense 75

76

79

84

80

1.8

0.3

0.0

0.0

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

76

Being empowered to address your issue 77

Rep Knowledge 79Ability to answer your questions in a timely manner

79

Ability to understand your situation 79

65%

Number of Contacts for Resolution

Ability to provide accurate information 78

Rep Demeanor 84

Courteousness 85

Friendliness 83

Professionalism 83

Ease of Understanding 80

16%

20%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 80

Speaking/writing clearly 79

Explaining things in a way that is easy to understand

78

Using words that are easy to understand 84

Likelihood to Recommend 75Loyalty 79

6%

3%5% 1% N/A0%

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

38%

49%

Contact Type

85%

Facebook

SMS/IM/texting

Other8%

6%

12%

5%

9%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 25: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Bank / Credit Union Industry Detail

90

100CCSI TrendBank/Credit Union

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 82

Overall satisfaction 84

Compared to expectations 81

Compared to ideal 80

Contact Process 83Explaining the process to address your i

830

2007 2008 2009 2010 2011 2012

Customer Satisfaction

83 3.1Contact Process

CCSI Model Scores and Impacts

Score Impact on Customer Satisfaction

issue

Helping you find the information you need 84

Successfully completing your interaction 84

Total time required to address issue 81

Policies and Procedures 81

Policies that make sense 80

81

85

89

88

1.1

0.0

0.9

0.0

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

81

Being empowered to address your issue 83

Rep Knowledge 85Ability to answer your questions in a timely manner

84

Ability to understand your situation 85

72%

Number of Contacts for Resolution

Ability to provide accurate information 86

Rep Demeanor 89

Courteousness 89

Friendliness 89

Professionalism 89

Ease of Understanding 88

13%15%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 88

Speaking/writing clearly 87

Explaining things in a way that is easy to understand

86

Using words that are easy to understand 89

Likelihood to Recommend 81Loyalty 85

10%

7%3% 1% 0% 0%

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

29%

44%

Contact Type

79%

Facebook

SMS/IM/texting

Other8%10%

11%10%

14%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 26: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Property & Casualty Insurance Industry Detail

90

100CCSI TrendInsurance - Property

& CasualtyScores

0

10

20

30

40

50

60

70

80Customer Satisfaction 85

Overall satisfaction 88

Compared to expectations 83

Compared to ideal 83

Contact Process 87Explaining the process to address your i

86 02007 2008 2009 2010 2011 2012

Customer Satisfaction

87 1.1Contact Process

CCSI Model Scores and ImpactsScore Impact on Customer Satisfaction

issue

Helping you find the information you need 88

Successfully completing your interaction 88

Total time required to address issue 84

Policies and Procedures 84

Policies that make sense 82

84

88

91

89

0.8

1.3

1.3

0.8

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

84

Being empowered to address your issue 85

Rep Knowledge 88Ability to answer your questions in a timely manner

87

Ability to understand your situation 89

67%

Number of Contacts for Resolution

Ability to provide accurate information 88

Rep Demeanor 91

Courteousness 92

Friendliness 91

Professionalism 92

Ease of Understanding 89

16%17%

1 Contact2 Contacts3+ Contacts

Ease of Understanding 89

Speaking/writing clearly 90

Explaining things in a way that is easy to understand

88

Using words that are easy to understand 90

Likelihood to Recommend 84Loyalty 88

7%

9%

4% 0% 1%0%

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

34%

40%

18%

Contact Type

79%

Facebook

SMS/IM/texting

Other

13%

9%10%

3%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 27: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Health Insurance Industry Detail

90

100 CCSI TrendInsurance - Health

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 75

Overall satisfaction 76

Compared to expectations 75

Compared to ideal 74

Contact Process 75Explaining the process to address your i

76 02007 2008 2009 2010 2011 2012

Customer Satisfaction

75 1.8Contact Process

CCSI Model Scores and ImpactsScore Impact on Customer Satisfaction

issue

Helping you find the information you need 76

Successfully completing your interaction 75

Total time required to address issue 72

Policies and Procedures 74

Policies that make sense 74

74

78

84

83

1.0

1.6

0.5

0.0

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

73

Being empowered to address your issue 76

Rep Knowledge 78Ability to answer your questions in a timely manner

76

Ability to understand your situation 79

63%

Number of Contacts for Resolution

Ability to provide accurate information 78

Rep Demeanor 84

Courteousness 84

Friendliness 83

Professionalism 84

Ease of Understanding 83

18% 19%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 83

Speaking/writing clearly 83

Explaining things in a way that is easy to understand

81

Using words that are easy to understand 85

Likelihood to Recommend 75Loyalty 81

11%

6%2% 0% N/A N/A

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

32%

48%

Contact Type

81%

Facebook

SMS/IM/texting

Other8%

10%

7%

4%

14%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 28: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Personal Computer Industry Detail

90

100 CCSI TrendPersonal Computer

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 74

Overall satisfaction 78

Compared to expectations 74

Compared to ideal 71

Contact Process 74Explaining the process to address your i

750

2007 2008 2009 2010 2011 2012

Customer Satisfaction

74 3.0Contact Process

CCSI Model Scores and ImpactsScore Impact on Customer Satisfaction

issue

Helping you find the information you need 76

Successfully completing your interaction 78

Total time required to address issue 69

Policies and Procedures 76

Policies that make sense 76

76

78

85

78

0.5

1.1

0.0

0.3

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

76

Being empowered to address your issue 76

Rep Knowledge 78Ability to answer your questions in a timely manner

76

Ability to understand your situation 78

57%

Number of Contacts for Resolution

Ability to provide accurate information 80

Rep Demeanor 85

Courteousness 85

Friendliness 85

Professionalism 84

Ease of Understanding 78

22% 21%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 78

Speaking/writing clearly 78

Explaining things in a way that is easy to understand

77

Using words that are easy to understand 81

Likelihood to Recommend 75Loyalty 77

14%

8%

5% N/A N/A

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

67%

Contact Type

57%16%

Facebook

SMS/IM/texting

Other8% 7%

12%9%

12%

7%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 29: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Retail Industry Detail

90

100CCSI TrendRetail

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 76

Overall satisfaction 79

Compared to expectations 75

Compared to ideal 74

Contact Process 77Explaining the process to address your i

770

2007 2008 2009 2010 2011 2012

Customer Satisfaction

77 1.8Contact Process

CCSI Model Scores and ImpactsScore Impact on Customer Satisfaction

issue

Helping you find the information you need 77

Successfully completing your interaction 79

Total time required to address issue 75

Policies and Procedures 77

Policies that make sense 77

77

79

86

86

2.5

0.5

0.0

0.0

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

77

Being empowered to address your issue 78

Rep Knowledge 79Ability to answer your questions in a timely manner

77

Ability to understand your situation 80

65%

Number of Contacts for Resolution

Ability to provide accurate information 80

Rep Demeanor 86

Courteousness 86

Friendliness 86

Professionalism 86

Ease of Understanding 86

14%

21%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 86

Speaking/writing clearly 85

Explaining things in a way that is easy to understand

84

Using words that are easy to understand 88

Likelihood to Recommend 75Loyalty 79

26%

7%

6%2% N/A0%

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

33%

16%

24%

18%

14%

Contact Type

59%

Facebook

SMS/IM/texting

Other

11%

5%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other

Page 30: Contact Center Satisfaction Index 2012 · Following up with customers on social media leads to higher customer satisfaction and more recommendations. According to CCSI data, customers

Software Industry Detail

90

100 CCSI TrendSoftware

Scores

0

10

20

30

40

50

60

70

80Customer Satisfaction 76

Overall satisfaction 77

Compared to expectations 76

Compared to ideal 74

Contact Process 76Explaining the process to address your i

76 02007 2008 2009 2010 2011 2012

Customer Satisfaction

78 2.6Contact Process

CCSI Model Scores and ImpactsScore Impact on Customer Satisfaction

issue

Helping you find the information you need 76

Successfully completing your interaction 79

Total time required to address issue 73

Policies and Procedures 78

Policies that make sense 77

78

78

84

81

1.4

0.8

0.0

0.0

Policies and Procedures

Rep Knowledge

Rep Demeanor

Ease of Understanding

Ability to offer a product or solution tailored to your situation

78

Being empowered to address your issue 78

Rep Knowledge 78Ability to answer your questions in a timely manner

77

Ability to understand your situation 78

57%

Number of Contacts for Resolution

Ability to provide accurate information 80

Rep Demeanor 84

Courteousness 85

Friendliness 84

Professionalism 84

Ease of Understanding 81

20%

23%

1 Contact 2 Contacts 3+ Contacts

Ease of Understanding 81

Speaking/writing clearly 80

Explaining things in a way that is easy to understand

80

Using words that are easy to understand 83

Likelihood to Recommend 78Loyalty 80

36%

10%

5% 0% 1%

Method Used to Contact Customer service

Called on phone

Email

Website

Interactive (online) chat

60%

Contact Type

30%

18% Facebook

SMS/IM/texting

Other15% 16%

14%11%

22%

5%

To receive product or

service support

To place an order

To check the status of an

order

To file a complaint

Billing inquiry or billing problem

To obtain technical

assistance with a website

Other