Call Center Customer Satisfaction

Customer service representatives play a critical role in not only addressing questions and requests, but also providing guidance and reassurance in times of question or confusion. Customer service representatives also play a large role in determining reputation and performance of an organization.

A large information technology provider asked Fors Marsh Group to evaluate one of its call centers. This call center, established to support a government client, serves healthcare beneficiaries nationwide by providing customer service by receiving, researching, resolving, and responding to questions concerning benefit enrollment and eligibility.

Objective

In an effort to track and improve the client’s current operations, Fors Marsh Group was tasked with administering a Customer Satisfaction Tracking Survey. This survey was designed to gauge service recipients’ perceptions in their most recent call center engagement on a monthly basis.

Survey results serve as both a performance scorecard to track the level of service provided by client-operated call centers to end users and a developmental feedback instrument allowing the client to identify and correct weaknesses.

Approach

FMG obtains a randomly drawn sample of customers each month and conducts interviews each year using Computer-Assisted Telephone Interviewing (CATI). The survey design is based on the equity theory and the concept of service fairness. Using this approach, customers view encounters as exchanges with service providers and tend to evaluate the fairness of these interactions.

This evaluation includes:

1. Whether customers got what they wanted (outcome fairness)
2. Whether they agreed with the rules and procedures used to determine this outcome (procedural fairness)
3. The quality of the communication they received (interactive fairness)
    

Outcome

This theory-driven approach has allowed the company to:

• Understand the underlying drivers of satisfaction
• Differentiate organization performance from service provider performance
• Identify, test, and implement key strategies for improving results