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The Contact Observer is a tool we use to gather detailed information on your contacts today through direct observation of the contact process. We use the tool to analyse your current interactions in sales and service channels and build a detailed database of these contacts with information not only on contact durations, but on contact handling processes, timings for individual stages during the handling of the contact, the outcome, the reasons that the customer called and the tools and processes used.

It provides a rich quantitative and qualitative source of data for analysis to identify opportrunities to eliminate, simplify or automate contacts. 

 

How is it used?

All our engagements have started with a desire to improve service, reduce cost and increase revenue in some combination. The Contact Observer helps us establish how it is possible to do all three at once. We use it to understand:

  • What are the contact types today and how long are they taking?
  • What is the root cause of each contact?
  • Which processes, systems and knowledge sources do front line staff use and how effectively?
  • How well do they identify and execute sales and retention opportunities?
  • What rates of resolution or conversion do they achieve and why?
  • What work do they initiate after each contact?
  • What is the customer experience like?

We plan a sampling approach across those channels that are in scope and then conduct side by side observations of today's contacts.

Examples of where it is used?

We have used it in a bank to analyse contacts in their call centre, branch and back office. In Health insurance we analysed sales and service calls across the branch network, call centre and Internet. In another business we used the observer to analyse how sales leads were handled and why there was limited conversion of leads. We also used it to analyse the effectiveness of the sales process across multiple sales channels.

In these examples, the observation process led to either substantial cost reduction, revenue gains and in parallel an improvement in perceived service.

What makes it different?

The observer tool allows us to assess customer contacts in far more detail than any other process we have seen. It provides detailed information on what is happening today and why and therefore makes it easier to identify improvements. Our ability to tailor the tool enables us to probe in depth of issues particular to that client. For example, one client wanted much more information on which knowledge sources were proving effective and why. Another client wanted to understand what the best sales agents were doing in comparison to the worst. In both cases we were able to tailor the tool to get that information.

How does it work?

Before we tailor or use the Observer tool we work with you to understand what data you have today and what else you need. We construct the hypothesis you want to test and then consider how to obtain the data to do that. We typically perform some "informal observations" of branch, call centre or web channels so that we understand the process and environment.

Then we agree the data capture process with you and finalise a "sample design". We make sure that we avoid periods that are unusual or situations where direct observations might be disruptive.

We tailor the tool to meet your needs and agree and commence the observations. Our preference is for direct observations side by side with call centre or branch staff. These usually capture the most information as you can see what front line staff are doing as well as hear it.

Once the sample is complete we can analyse the information and develop insights in combination with existing data or analysis of unstructured data. We also use the sample to quantify the value of opportunities and the feasibility of different solutions. For example, we can test whether customers will adopt self service if we understand the number of them that know their customer identifiers up front.

Where does it fit?

The Observer tool is a stand alone product that populates an MS Access database. We do not currently license it to clients but we do make the database that it creates available for their use.

What's involved in making it happen?

We work with your management to ensure they are comfortable with the data to be captured and the process to capture it. This typically involves workshops with the management team and a cross section of staff. We discuss how we can conduct the process to minimise its intrusion on day to day business.

We prefer working in a joint team to capture an observation sample. We usually train two or three client observers to work with us. This helps overcome any internal fear of an external process and increases confidence in the process. We also work with you to see how w can bring in other data. For example, some clients have chosen to extract other information about their customers using the samples we have created. Another client asked us to apply our Unstructured data analysis at the same time to see what other insight this could produce.

A typical project would involve one or two weeks to design the sample process and tailor the tool. Observations might occur over a two or three week period followed by one to two weeks of analysis and reporting.