Satisfied versus Dissatisfied Customers

[smack]

In the center I work in, as a CRM closes a customer's file they must label the file as satisfied or dissatisfied based on their assessment of the customer's perception of the outcome or comments made by the customer. Our guidelines look something like this:

Satisfied- Customer receives assistance in some form or customer does not receive assistance but understands why they are being denied

Dissatisfied- Customer does not receive assistance and displays their dissatisfaction through words, tone of voice, attitude, or by ending the call abruptly.

My personal thought on this is that if a customer does not receive what they called in for originally, they are dissatisifed even if they understand the why behind their denial.

Our client relates the number of cases that we close dissatisfied to the number of customers surveyed post call that are dissatisfied with the service that we provide. What we have seen is that based on the criteria we follow that the number of cases we close dissatisfied is well below the number of customers surveyed that are dissatisfied.

Does anyone posting in this forum have any experience, thoughts, or comments regarding satisfied/dissatisfied closings?

[bijijanan]

There are many ways to close a call in CRM, but I have found a novel way to close a call is to capture the mood of the customer rather than just the fact if he is satisfied or not !!
I have found that emoticons are a good indication of the mood of the customer at the closing of the call. You could have different kind which can be added to the compulsory close of the call e.g

:-) to show that the cust was satisfird & happy at the close
:-I to show that he was ok at the close
:-( to show he was dissatisfied at the end of the call
:-O to show that he was pleasantly suprised etc ...

This I believe is a unique way of capturing emotions and alos enables the next person recieving the call to change the tone accordingly !!

Hope this helps you.

[csteven]

We're thinking of offering the caller the option to "rate the call" & when we close the call we transfer him to an IVR where he can rate the experience with the agent. That way the customer says if he's sat or dissat, & not the agent.

[bijijanan]

Good idea ... infact another option is also to call a segment of customers who called the Call Centre thro' an outbound Dialler. This will ensure that the sample is random & also will not be skewed to those customers who are satisfied with the call centre.

The tendancy is usually to ask ONLY those customers who are satisfied if they would like to take an online poll .....