Measuring Customer Satisfaction
Digital platforms, chatbots and invitations to “Contact Us” on company websites have transformed how a business interacts with its customers. While these developments enable faster, more efficient communication, call centres remain a vital first point of contact as many customers still prefer to pick up the phone and connect with a human being. This experience can set the tone for the customer’s entire relationship with the business. It’s not just about answering calls, it’s about providing a positive, supportive experience that meets the customer’s needs efficiently. Client satisfaction with your call centre is crucial for building loyalty, driving revenue, and fostering a positive brand image, as satisfied customers are more likely to return, recommend your services, and contribute to long-term business success. The use of Mystery Calls is a powerful tool in measuring your customer experience over the phone.
The research methodology behind Mystery Calls is quite straightforward: "Mystery callers" contacts the Call Centre, acting out a pre-defined scenario designed to measure specific aspects of a customer call, such as the satisfaction around:
First contact
How the caller was greeted, did they listen to customer needs and enquiries
Competence of the Agent
Was the customer transferred to the correct department, did the agent communicate clearly and correctly, could the agent provide answers to questions when asked about details?
The customer's holistic experience with the call centre agent
Did the customer feel valued, was the issue resolved or was there a commitment to follow-up contact?
This call is followed by the completion of a short, focused questionnaire, commonly using a rating scale (e.g., 1-5) to describe their experience. Information around analysing the results of these surveys provides the CSAT score, a metric that indicates overall customer satisfaction.
When a proper mystery call program is set up, also called a tracking program, a company can reap the benefits almost instantly as well as on a continuous basis. Mystery call data provides valuable insights that can be used to make data-driven decisions for the improvement of the frontline service, focused training strategies, and effectively follow-up on development of further customer experience improvements. By focusing on customer service quality, businesses can build stronger customer relationships and foster loyalty, leading to higher retention rates and repeat business.
