Optimizing your customer experience, or CX, is an essential endeavor for companies today. There’s no shortage of studies that indicate CX is the new competitive battleground in the marketplace. A critical component of understanding your current state is a CSAT (customer satisfaction) or NPS (net promoter score) survey. These provide valuable data to understand your customer’s experience with your brand or products. But imagine being a company where government agencies have mandated that you must improve customer service. And these same agencies have even dictated specific needs in your surveys. We recently helped one such company manage that hurdle; read along to find out how.
A large insurance provider was dealing with a complex and growing network of BPO’s, or business process outsourcers, to process and manage their health insurance plans. As their network of third-party companies grew, service to customers became disjointed and fragmented. Complaints mounted and were eventually noticed by regulatory agencies at the federal, state, and local levels.
Faced with mandates to improve customer service, our client made the strategic decision not just to pass muster with the agencies but self-mandated industry-leading service levels. Part of the regulatory requirements was the need to provide IVR voice surveys for the diverse customer base. So through their data analytics provider, they reached out to us to craft voice surveys by phone.
Automated Voice Surveys
As we learned more about their business issues, it became clear that each BPO would require it’s own specific customer satisfaction survey. This requirement was because each of the companies focused on a different demographic or insurance type. We helped our client with the complex SOW’s (statements of work) necessary to initiate the survey process with their eight BPO’s. To complicate matters, each of their BPO’s managed their customer data with different systems. And finally, since our client is expecting new BPO’s, we needed to devise a scalable method for future surveys.
Real-Time Customer Analysis
The personalized surveys employed complex skip-logic that focused on the needs of each insured’s experience. To gather as much actionable data as possible in real-time, we used both inbound (at the end of a customer service call) and outbound voice surveys. At the end of a survey, the results were immediately fed into our client’s analytics system.
Voice Surveys, Built For Qualtrics
Thanks to our close partnership with Qualtrics, we teamed up to fast-track reasonably complex voice survey call flows. The main challenge was a diverse mix of customer data sources and feedback methodology. The finished suite of voice surveys provided the customer with real-time results, normalized into a standard format for rapid insights.
The rapid analysis of real-time customer satisfaction data provided the insights our client needed to make swift changes in the customer service operations of the BPO’s. In the first year of operations, we provided the results of more than 5 million customer surveys. The survey volume is expecting to double in 2021.
Most importantly, the response rates have exceeded 40%, exceptionally high for customer service surveys. Due to the data’s accuracy, our client was able to meet or exceed the regulatory mandates imposed on them. But that’s not the end; we continue to help them refine the surveys and create new surveys as the BPO’s come on board in their quest for industry-leading service.
The nature of automated voice survey tends to provide accurate and actionable results in real-time. Contact us to find out how we can help you understand your customers and strive for industry-leading customer service. If CX is the new gold rush, we’ve got just the shovel for you.