SQM Group

Call Center
The Power of Senior Management Representing the VoC Impact

On Making People, Processes and Technology Decisions

November 23, 2021 | 3min read

VoC Champion

Do your call center senior managers funnel customer First Call Resolution (FCR) and Customer Satisfaction (Csat) post-call survey data and feedback to non-call center senior managers for making people, processes, and technology decisions?

SQM has found that world-class FCR performing call center senior managers have a tremendous grasp on the Voice of the Customer (VoC) feedback. In addition, most world-class call center senior managers have a deep understanding of VoC FCR and Csat data and customer feedback. Because these senior managers are armed with VoC data and feedback, they have tremendous credibility when representing the customer's viewpoint.

These senior managers do an excellent job reviewing FCR and Csat data in a consistent and meaningful manner. In doing so, they can report out their call center's performance and areas impacting the overall organization, such as claims, billing, maintenance, and policy issues. In addition, world-class FCR call center senior managers think that one of the best ways to add value to the organization is by funnelling customer data and feedback to non-call center senior managers.

When world-class call center senior managers funnel VoC information to non-call center senior managers within the organization, they have a chance to influence how the organization delivers its products and/or services to customers. Also, SQM has found that world-class call center senior managers provide customer experience (CX) recommendations for making improvements based on VoC data. This approach uses VoC feedback and partners with the rest of the organization's managers to ensure that the customer has a better call center and service channel CX.

Power of Senior Management

Example of Senior Manager Representing the Voice of the Customer to Improve CX

A senior VP of a health insurance provider has been working in the call center in a senior management position for a long time, seeing the organization through significant business shifts. Based on her focus on the CX and her collaborative approach, she has now officially become the VoC champion within the organization while maintaining her senior VP call center position. As a result, whenever marketing is preparing to develop a new campaign, she is involved in the planning process to ensure that the customer is not negatively impacted.

Recently, she was asked to tour the globe when the company was looking to source a new partner for back-office processing. When the claims area was re-engineered, she spent a large portion of her time advising on customer drivers affected by the re-engineering. In addition, the VP has specialized agents who test marketing campaigns, product changes, and process changes. The bottom line is that the VoC responsibilities allow the VP to work proactively with all business areas, enabling the call center to deliver world class customer service.

Management Improve Customer Experience