Outbound Call Center Featured Article

AAA Life Listening to Customer Opinions to Keep Them Happy

June 15, 2009

Companies today are realizing that the key to staying afloat in a sinking economy and a highly competitive market is by focusing on the customer and their needs. Customers are key to success because they’re perception of the company determines whether or not they will continue to do businesses with them and can also help bring on new customers.

According to a report from analyst group Peppers and Rogers, “Winning on Service in an Uncertain Economy,” Almost two-thirds (64 percent) of U.S. firms say that customer experience played a critical role in their strategy in 2008, up from about half that number (38 percent) in the prior year—and for good reason. Service now trumps price as the number one reason adults purchase from one company versus their competition.”

inContact, Inc. is a company that focuses on providing companies with software solutions and agent optimization tools so they can achieve their goals and run successful, efficient operations.
 
One of the company’s offerings, ECHO (Every Customer Has Opinions) Survey, is an agent optimization tool that measures customer satisfaction levels by surveying customers after their contact with the company on their experiences.

“More and more companies are realizing the value of listening to the voice of their customers,” said Paul Jarman, inContact CEO. “ECHO provides the valuable, real-time information companies need to ensure they are providing leading customer service and have a method to initiate service recovery as needed.”

Through the customized surveys, companies can use data taken immediately after a call and improve services in near real-time. This information can also be used to train agents better and improve the quality of their interactions with customers.
 
Using the surveys, AAA Life members and interested prospects are surveyed on their experience and other short survey questions. They are also allowed the ability to leave feedback messages. Data and information is logged and available for both agents and managers to check back with at any time. Managers can then reward agents with quality service levels and focus on those needing more training or of better focus on certain skills.
 
The company is also able to use the information attained through the surveys, particularly any recommendations for improvements, for other departments in the company to further increase efficiencies and overall processes across the company.
 
To ensure their customers are always happy, AAA Life Insurance also makes sure supervisors call back any respondents who said they had a lower level experience to address and outstanding issues.
 
“inContact enabled us to better manage our employees and the quality of the work,” said Jack Baasel, General Manager of AAA Life’s Omaha operations. “If we can’t measure it, we can’t manage it, and inContact has enabled us to do both.”

Earlier this year, inContact was recognized by Customer Interaction Solutions magazine as a recipient of its 2009 CRM (Customer Relationship Management) Excellence Award.
 
The award is given to those companies whose products and services have substantially improved the processes of their clients' businesses by facilitating the flow of information needed for companies to retain their most precious asset: their customers.

Stefania Viscusi is an assignment editor for TMCnet, covering VoIP, CRM, call center and wireless technologies. To read more of Stefania’s articles, please visit her columnist page.

Edited by Stefania Viscusi

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