CONTACT CENTER CX BUSINESS PRACTICES – ESAT BENCHMARKING STUDY

 

From an employee perspective, this study benchmarks the effectiveness of your CX business practices, provides insights for improving CX, and awards organizations that have demonstrated CX business practice excellence.

SQM’s Contact Center CX Business Practices – Employee Satisfaction Benchmarking Study is different from traditional HR employee studies in three main ways:

Firstly, this study is focused on measuring and benchmarking the effectiveness of your CX business practices, provides insights for improving CX, and awards organizations that have proven CX business practice excellence.

Secondly, this study assesses organizational strengths and weaknesses based on 50 questions that fall into five, broad business practice categories (i.e., 1 - CX strategy, 2 - CX delivery, 3 - employee engagement, 4 - employee competence, and 5 - performance management) that are drivers for improving CX.

Thirdly, this study allows you to connect employee feedback (e.g., frontline, support staff, and managers) with customer feedback to holistically target the areas of opportunity to improve CX. It is difficult to properly understand and improve CX without asking the individuals who are experiencing or providing it.

About Study


From an employee perspective, this study provides you with a total score for your contact center CX business practices that are benchmarked against leading North American companies. In addition, strengths and weaknesses of your contact center CX business practices are identified.

This study also shows total score comparisons by position, level, and team. It is SQM’s belief that in addition to customer feedback, your frontline employees are your next best resource for understanding how to provide a positive CX.

Leading North American organizations such as Capital One, TELUS, Discover Financial, Scotiabank, TD Canada Trust, Marriott, Vision Services Plan, UPMC Health Plan, U.S. Bank, and Canadian Tire Bank have participated in our Contact Center CX Business Practices – Esat Benchmarking Study.

Based on the CX business practices data collected, we work with you to develop meaningful and actionable targeted opportunities for improving CX performance that will protect and optimize one of your company’s greatest assets – your customers!

Contact center’s that have a world class CX business practices total score that is verified by customer survey data will win a contact center CX business practices award of excellence.

The opportunity to improve CX is enormous, especially when you consider the fact that 9 out of 10 organizations are not completely satisfied with the execution of their CX strategy, and CX delivery.

Today’s connected customers expect to resolve their inquiry or problem on the first contact regardless of what contact channel they choose to use. Most contact centers say they are trying to improve CX using a specific contact channel, or multiple contact channels, to resolve an inquiry or problem. However, only a few have succeeded in improving CX for resolving inquiries or problems. In fact, less than 5% of SQM clients are able to improve first contact resolution (FCR) by 5% or more from the previous year.

Most SQM clients believe that in order to have a CX competitive advantage over their rivals they need to improve their CX strategy, CX delivery, and align their human resource capital initiatives to their CX strategy and goals. This study can help organizations achieve those objectives.

Why Participate in this Study?


Do you know…

  • how satisfied your employees are with your contact center’s ability to deliver a positive CX?
  • how your contact center’s CX business practices compare to leading North American and world class organizations?
  • how effective your CX strategy is from your frontline, support staff, and senior management perspectives?
  • how effective your CX delivery is from a frontline employee perspective?  
  • how your employee engagement performance is impacting your CX?
  • how your employee competence practices impact CX?
  • how your performance management system impacts CX?
  • the best practices for improving CX performance?
  • how to prioritize business practice improvement opportunities to improve CX?

If you want quality answers to these questions, let the CX experts at SQM assist you in assessing your contact center CX business practices and provide you with insights on how to improve CX performance using the voice of your employees. 

Study Methodology


Employee surveys are conducted through our website or via an email invite. Our in-depth, 50 question survey is based on proven questions that provide valuable insights for improving CX. The survey can be customized to meet your organization’s needs.

The 50 questions fall into five, broad business practice categories (i.e., 1 - CX strategy, 2 - CX delivery, 3 - employee engagement, 4 – employee competence, 5 - performance management) that are drivers for improving CX. Each category has 10 questions.

For each question, we use a 1-to-5 labeled agreement level response scale. We gather employee open-ended feedback on questions that employees answer with strongly agree or strongly disagree ratings.

The survey is completed by 100 of your employees, comprised of frontline staff, support staff, and management. The survey takes approximately 30 minutes to complete. Employee survey sample size can be increased to provide more accuracy.  

Study Report Deliverables


A straightforward, and in-depth report delivered to you and your management team by a CX expert outlining your contact center’s CX business practices performance. This report can be delivered to you within 5 days of completing data collection. Typically, the whole project can take as little as 5-10 days from start to finish.

Specifically, this study gives you:

  • A total score of your contact center CX business practices and interpretation of your total score
  • Total score comparison to leading North American and world class organizations’ CX business practices performance
  • Breakdown of sub-total scores for CX strategy, CX delivery, employee engagement, employee competence and performance management performance
  • Identification of your CX business practices strengths and weaknesses
  • Targeted opportunities for improving CX business practices
  • CX best practices for improving CX delivery
  • Entry into SQM’s Awards Program

Top 5 Reasons to Improve CX Performance


Reduce operating cost – for every 1% improvement in FCR performance a contact center reduces its operating costs by 1%. If a contact center is performing at the FCR contact center industry average of 72%, it is important to understand that, potentially, 28% of customers will have to call back because their issue was not resolved on the first call. It is also important to note that for the contact center industry average, it takes 1.5 calls to resolve a customer’s inquiry or problem yet for customers who do not achieve FCR, it takes on average, 2.5 calls to resolve their call. This is an enormous opportunity to reduce a contact center’s operating costs as repeat calls represent 23% of the average contact center’s operating budget.

Improve Csat – for every 1% improvement in FCR, there is a 1% improvement in Csat (top box response). Clearly, FCR is highly correlated to Csat. In fact, of all the contact center internal or external metrics, FCR is the metric with the highest correlation to Csat. The absence of FCR is the strongest driver of customer dissatisfaction. In fact, as previously mentioned, Csat (top box response) drops, on average, 15% every time a customer has to call back to get their initial call resolved. In other words, if a customer had to call in three times to get their call resolved their Csat (top box response) would be 30% lower than a customer who had their call resolved on the first call.

Improve Esat – for every 1% improvement in FCR, there can be a 1% to 5% improvement in Esat. Contact centers with high FCR tend to have high Esat. Conversely, contact centers with low FCR tend to have low Esat. The level of stress is very high for the CSR who handles the second or third call from a customer whose issue was not resolved on the first call. Increasing FCR improves both Esat and Csat. The bottom line is that when customer calls are consistently resolved on the first call, Esat can increase substantially, especially for low FCR performing contact centers. Most contact center managers connect to the concept that high Esat can provide high Csat/FCR, but it also goes the other way in that high Csat/FCR can provide high Esat.

Increase opportunities to sell – when a customer’s call is resolved, it increases the customer cross-selling acceptance rate by up to 20%. SQM’s research shows that the customer’s needs must be resolved before the CSR has earned the right to move on to any type of sales activity. If the CSR cross-sells before the inquiry or problem is resolved, the customer typically becomes irritated and feels that the organization is pushing its needs, rather than serving the customer’s needs. As a result, the fundamental customer relationship is undermined.

Reduce customers at risk – only 2% of customers who have their call resolved on the first call expressed their intent not to continue to use the organization’s products and services as a result of their contact center experience. However, if the call is unresolved, 19% of customers expressed their intent not to continue to use the organization’s products and services as a result of their contact center experience. The cost of customer defections as a result of their contact center experience tends not to be understood by contact centers because it is not often measured. For many contact centers, retaining customers represents the biggest opportunity to add true value to their organization. Resolving calls is the key to reducing customers at risk. In fact, for every 2% improvement in FCR, there is a 1% improvement in call resolution which results in helping the contact center retain customers.

What’s Next


  1. Call SQM at 1-800-446-2095 to talk about your objectives for the study.
  2. We will walk you through a sample report clearly showing what you can expect from completing the Contact Center CX Business Practices – Esat Benchmarking Study.
  3. To begin your study, SQM will conduct a pre-survey consultation to walk you through the study implementation steps.