SQM’s Repeat Call Reduction IDCA Improvement Cycle process is used for identifying repeat call reasons that need to be improved, developing and presenting solutions for reducing repeat calls, checking to see if the action plan implemented has reduced repeat calls and acting to achieve the greatest benefit from reducing repeat calls.
The basic premise of our IDCA Improvement Cycle process is to form a repeat call reduction team and to use the voice of the customer data (post-call survey and your CRM system) for identifying, analyzing and developing solutions for reducing repeat calls.
In preparation for the IDCA Improvement Cycle process project, SQM will conduct customer and employee surveys and a first call resolution (FCR) operational survey, if not already completed by SQM. After all surveys are completed, SQM will conduct a comprehensive analysis of your FCR, customer satisfaction, employee satisfaction, operational performance and quality assurance for opportunities for reducing customer repeat calls.
The IDCA Improvement Cycle process is based on SQM’s proprietary call tagging system for identifying the reasons why customers had to make repeat calls to resolve their issue. Calls are tagged based on customer survey non-FCR feedback and the information the CSR inputted into the call center’s CRM system.
The IDCA Improvement Cycle process team is comprised of SQM consultants and your key call center personnel (CSRs, quality assurance reps and managers). One of the benefits of the IDCA program is that key personnel acquire new skills on a proven improvement cycle process that can be used ongoing to improve FCR.
There are 2 steps needed to effectively utilize SQM’s Repeat Call Reduction IDCA Improvement Cycle process for reducing customer repeat calls.
The 2 Steps Needed for Reducing Repeat Calls
Step 1 - Conduct Surveys and/or Analyze Data:
- Conduct customer surveys on call center FCR delivery… This study measures your call center FCR delivery and provides insights on reducing repeat calls from a customer perspective. Typically, SQM will conduct a minimum of 400 post-call surveys, or use your existing data, to analyze your repeat call reduction opportunities.
- Conduct employee survey on call center FCR business practices… This study measures your call center FCR business practices and provides insights on reducing repeat calls from an employee perspective. Typically, SQM will conduct a minimum of 100 front-line employee surveys, or use your existing data, to analyze your repeat call reduction opportunities.
- Complete FCR operational survey… This study measures your call center FCR business practices. We collect data on key aspects of the call center operation from an FCR and financial perspective.
- Analyze customer, employee and operational survey data… SQM and/or the IDCA improvement team will conduct a deep-dive analysis of all survey data sources to properly understand opportunities for improving operating cost, customer satisfaction and retention by reducing repeat calls.
Step 2 – IDCA Improvement Cycle Process:
At the core of SQM’s repeat call reduction product is a continuous four-step problem-solving improvement process called IDCA. The IDCA Improvement Cycle process is one of the best practices for reducing repeat calls because it uses the voice of the customer as the basis for effectively applying the four-step problem-solving improvement process. Another reason for the effectiveness of the IDCA Improvement Cycle is that all work can be seen as a process. The IDCA Improvement Cycle is a practical approach for improving work processes that are creating repeat calls. SQM’s IDCA Improvement Cycle product uses four major steps (i.e., Identify, Develop, Check, Act) and three specific steps within each major step and includes more than twenty proven analytical process improvement tools to reduce repeat calls.
IDCA Improvement Process Cycle
- Identify… and analyze repeat call reasons that need to be improved.
- Develop… and present solutions for reducing repeat calls.
- Check… to see if the action plan implemented has reduced repeat calls.
- Act… to achieve the greatest benefit from reducing repeat calls.
A repeat call reduction team is formed to go through the IDCA Improvement Cycle process. The repeat call reduction team is typically comprised of five to eight cross-functional employees and an SQM consultant. The team spends two to five days going through the IDCA Improvement Cycle process. The IDCA Improvement Cycle process will teach your employees how to reduce repeat calls in a systematic manner. Specifically, by going through the IDCA Improvement Cycle process, team members will learn how to:
- Use the IDCA process to reduce repeat calls
- Form and focus a team on reducing repeat calls
- Use customer survey non-FCR feedback and the information the CSR inputted into the call center’s CRM system for identifying issues
- Use SQM’s proprietary call tagging system for identifying the reasons why customers had to make repeat calls to resolve their issue
- Use SQM’s survey web portal reporting tool
- Track the progress of the team going through IDCA
Benefits
Reduce operating cost - for the average call center that SQM benchmarks, a 1% improvement in their FCR performance as a result of reducing repeat calls equals $276,000 in operational savings. If you are performing at the call center industry average of 67% FCR, you need to understand that at least 33% of customers calling your call center had to call back because their inquiry or problem was not resolved on their first call.
Improve call center customer satisfaction - by having high FCR. In fact, every 1% improvement in FCR equals a 1% improvement in call center customer satisfaction. Call center customer satisfaction drops an average of 15% with each repeat call, so the impact repeat calls have on your overall customer satisfaction is enormous.
Reduce customers at risk - customers that are at risk of going to competitors are a result of unresolved customer inquiries or problems and have the biggest impact on the call center’s financial performance. The cost to the organization of customers at risk (as a result of not getting their call resolved) is 5-10 times greater than the operational savings received from improving FCR performance. Most call centers are not aware how much revenue they are losing as a result of the customer’s inquiry going unresolved or the customer having to call back. SQM’s research shows that if the customer’s call is not resolved on the first call, 40% or more of those customers will not call back. Therefore, the call center has lost the opportunity to resolve those customers’ calls and retain those customers.
Investment
The total investment to have an SQM consultant conduct and facilitate a Repeat Call Reduction IDCA Improvement Cycle project is between $7,500 and $15,000. There is an additional cost if SQM needs to conduct surveys (i.e., customer, employee or operational). There will also be additional charges to cover applicable taxes, travel and accommodation expenses for an SQM consultant.
