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Quick Glance Case Study: Customer Satisfaction Scores

“Simple Lean prompts like the SECAR method have helped steer us closer to our organisational aspirations of becoming a leading Customer Satisfaction Index (CSI) business”

After completing a ChangeWise Lean Practitioner training course, one candidate submitted the following work-place project to gain their qualification to LCS Level 1c.

The Business Challenge

In alignment with our organisational aspirations to become a leading Customer Satisfaction Index business, we completed internal Voice of the Customer surveys for our escalation and event coordination centres during 2017 and 2018. There is a direct link between internal and external levels of service.

In particular, our scores were 51% and 46% respectively for ‘ease of contact’. This highlighted a fall in service levels towards internal colleagues over the period. The principle reasons given for the poor performance were due to failure demand arising from inaccessibility of telephone contact. Additionally, the incoming calls were a mix of priorities, with no method of triaging.

In order to achieve our aspirational goals, we completed a Lean review to simplify and re-evaluate the process.

Photo by Pavan Trikutam on Unsplash

Key people involved from client site

Specialists including Operational Control Managers, Call Handlers, Operational Control Technicians (OCT), and members of the Senior Leadership Team were involved in the Lean review.

Lean Methodology Employed

DMAIC (Define, Measure, Analise, Improve, Control)

Various Lean methodologies were used including, SIPOC, Current State Mapping, Waste Analysis, Value Analysis and SECAR.

Lean Activities and Findings

The SIPOC technique helped the team to better understand the current process and existing issues:

  • Reactive volumes of call traffic and competing priorities directly impact the Operational Control Centre’s (OCC) ability to deliver a great customer experience.
  • Delays in contacting the OC Managers resulted in customer issue resolution delays. This was because the OC Managers are a critical step in the process.
  • Voice of Customer data was collected, mapped into key themes and evaluated using an Impact Assessment Matrix:

Key Service Gaps Identified:

  • Telephony:
    • Etiquette
    • Alternative contact options
    • Telephony platform
  • Code Requests (required to progress issue)
  • Customer Service Team Co-ordination

These issues resulted in a direct impact to customers, and complicate the OCC’s ability to mitigate risks.

Benefits & Outcomes

We adopted the SECAR method to create a Lean Future State:

Simplify: Review etiquette standards through developing a guidance document to support teams in delivering a consistent service.

Eliminate: Remove non-value-add activity through the introduction of IVR options on incoming phone lines.

Eliminate: Remove duplication of effort caused by the multiple calls made for the code request process.

Automate: Ensure contact through the use of alternative contact technology, including options that allow the customer to leave requests without having to use telephony.

Relocate: Co-locate the various teams involved in the CCO process. Having the customer service teams in the same work space will provide a consolidated customer experience and allow for a more efficient process.

Photo by Clayton Robbins on Unsplash

In Summary

Through simplifying the process with standard documentation, eliminating unnecessary steps, and eradicating issues at root cause through applying an effective categorisation process, our customer satisfaction scores will improve significantly. We expect a minimum improvement of 10% in the next scoring process.

Interested in looking at how Lean can help to substantially increase your customer satisfaction scores? Contact us at info@changewise.co.uk and let’s talk about how we can help.

ChangeWise believes employee engagement is the foundation for successful Change. Training and coaching your people to use simple continuous improvement techniques will enable your organisation to continuously adapt and stay ahead in a constantly changing and challenging environment.

For updates and interesting Lean Change insights, connect with us on LinkedIn. 

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