CUSTOMER SERVICE CALL CENTRE PERFORMANCE
TASK 2
Task specification
Write a report (no more than 1000 words), addressed to Jason Healy, CEO, and the senior executive team of Jason’s Bank measuring performance of the Customer Service Department Call Centre. The report should contain the following structure/ content:
1.Introduction
2. Findings of the performance review
Areas which are not performing well
Suggested reasons for the poor performance in these areas
3. Recommended strategies for improving performance in the areas identified in section 2
Support for your recommendations
Goals/ targets for the next 12 months
A cost/ benefit analysis of recommended strategies
Please support your report with figures, charts, research or marketplace citations, wherever possible. You will need to conduct substantial trend analysis and benchmarking.
You will also need to access the spread sheet file attached (will be provided by your Trainer) to assessment task 2
The Customer Service Call Centre of Jason’s Bank Ltd.
Background
Jason’s Bank was founded by Jason Healy (Senior) in 1961. Jason was a former Olympic wrestler who represented Hungary in the summer Olympics in Melbourne in 1956 and sought and received asylum in Australia during those games. After initially working for the Commonwealth Bank for 5 years, Jason saw the opportunity to open his own bank and boldly took it.
Jason’s Bank was originally a community bank for immigrants, initially having strong ties to the Iranian and Filipino communities in Sydney. Gradually it grew (into other cities and communities) and came to be seen as the bank for all immigrants and as these communities assimilated, it became a trusted name and authentic brand across all communities in Australia, particularly in suburban and regional Australia.
The bank has always been structured as a not-for-profit and invests revenues earned from communities back into those communities, through contributions to communities in areas such as sponsorships, scholarships, discounts and joint ventures with other community service organisations or service providers.
When Jason snr was tragically killed playing cricket in Tasmania, Jason jnr took over the CEO role in 2008, only one week before the global financial crisis (GFC) took hold in September of that year with the collapse of Lehmann Bros in the U.S. The post-GFC period saw Jason’s Bank take over 3 small regional banks each of which were experiencing severe funding problems when the credit markets froze in October 2008. These banks were:
· Mylene’s Bank (predominantly serving the Vietnamese community. Founded in 1978),
· Jasmine’s Bank (predominantly serving the Columbian and other South American communities. Founded in 1993), and
· Judith’s Bank (predominantly serving mining towns in remote areas of Western Australia and Queensland. Founded in 1989)
These three banks kept their brand names so that Jason’s Bank, a public company which listed on the ASX in 1998, is in reality 4 bank brands, each with its own brand identity. Head office is located in York St, Sydney, where treasury; wholesale lending; credit and risk management; marketing; IT; and human resources heads are located. The customer service call centre is also located in the York Street headquarters building.
Last year the bank celebrated its 50th anniversary and remains a trusted and well-run bank, the 5th largest in Australia with a market capitalisation of $7.2 billion. It has over 1.3 million customers and over 6,700 staff.
Unfortunately, the customer service call centre has been experiencing problems with customer satisfaction, efficiency, staff morale and engagement. This area is dragging down the bank’s overall brand strength.
The latest annual Cannex customer satisfaction ratings (as at July 2012) are as follows:
Bank
Overall satisfaction
Branch service
Call Centre Service
Internet Banking
Products and Pricing
ATMs
Friendliness
Commonwealth Bank
****
****
*****
*****
****
*****
****
National Australia Bank
*****
****
*****
*****
*****
****
*****
Westpac
****
****
****
*****
****
*****
****
ANZ
****
****
*****
*****
****
****
*****
Jason’s Bank
****
*****
***
****
****
****
****
This compares to the same ratings from a year earlier (July 2011):
Bank
Overall satisfaction
Branch service
Call Centre Service
Internet Banking
Products and Pricing
ATMs
Friendliness
Commonwealth Bank
****
****
*****
*****
****
*****
****
National Australia Bank
*****
****
*****
*****
*****
****
*****
Westpac
****
****
****
*****
****
*****
****
ANZ
****
****
*****
*****
****
****
*****
Jason’s Bank
*****
*****
*****
****
*****
****
*****
The main problem has been the fall in customer’s satisfaction with the call centre, which dropped from 5 stars to 3 stars. This undoubtedly had some impact also on the Friendliness rating dropping from 5 stars to 4 stars. Branch service remained at 5 stars so the dissatisfaction is clearly stemming from the customer service call centre.
Russell Jackman manages the call centre. He is aware that performance of the call centre is below the expectations of senior management and shareholders.
The following pages will show some of the data that has been collected:
Customer satisfaction survey results
Staff engagement results
Call Centre KPIs as part of the Customer Service Call Centre’s balanced scorecard
Customer Satisfaction Survey results
Below is the standardised Customer Satisfaction Survey (CSS) which is send via email to customers who have recently contacted Jason’s Bank’s Customer Service Call Centre. The CSS is administered by Clive Lloyd Consulting (CLS).
The CSS has been conducted every 6 months, one in May and another in November, for the past four years.
The most recent survey results (from May 2012) are based on the answers from 2,814 respondents:
The survey takes about 60 seconds to fill in and return and is as follows:
The results are shown for the previous 3 surveys.
May 2012 Customer Service Survey
1
2
3
4
5
Very
Dissatisfied
Neutral
Satisfied
Very
Question
Dissatisfied
Satisfied
1
Were you happy with the way your call was answered?
10%
17%
17%
34%
22%
2
Were you happy with the speed your call was answered?
34%
25%
19%
15%
7%
3
Was our agent able to answer your query?
9%
8%
13%
32%
38%
4
Was the information they gave you accurate?
7%
9%
10%
34%
40%
5
How would you rate the overall call?
19%
24%
23%
19%
15%
Yes
No
6
Was this the first time you have contacted us?
10%
90%
7
Do you use Jason’s Bank’s smartphone app?
18%
82%
8
Which other communications channels would you like to use to access Customer Service?
i) email
31%
ii) Interactive voice
8%
iii) Web chat
38%
iv) SMS
21%
9
If you requested literature did it arrive as promised?
94%
6%
10
Would you recommend us to others?
78%
22%
November 2011 Customer Service Survey
1
2
3
4
5
Very
Dissatisfied
Neutral
Satisfied
Very
Question
Dissatisfied
Satisfied
1
Were you happy with the way your call was answered?
4%
15%
19%
37%
25%
2
Were you happy with the speed your call was answered?
13%
19%
21%
30%
17%
3
Was our agent able to answer your query?
4%
6%
15%
35%
40%
4
Was the information they gave you accurate?
3%
7%
12%
36%
42%
5
How would you rate the overall call?
4%
9%
28%
31%
28%
Yes
No
6
Was this the first time you have contacted us?
12%
88%
7
Do you use Jason’s Bank’s smartphone app?
14%
86%
8
Which other communications channels would you like to use to access Customer Service?
i) email
38%
ii) Interactive voice
4%
iii) Web chat
36%
iv) SMS
24%
9
If you requested literature did it arrive as promised?
97%
3%
10
Would you recommend us to others?
89%
11%
May 2011 Customer Service Survey
1
2
3
4
5
Very
Dissatisfied
Neutral
Satisfied
Very
Question
Dissatisfied
Satisfied
1
Were you happy with the way your call was answered?
3%
7%
12%
51%
27%
2
Were you happy with the speed your call was answered?
2%
14%
20%
38%
26%
3
Was our agent able to answer your query?
2%
5%
9%
43%
41%
4
Was the information they gave you accurate?
1%
5%
11%
43%
40%
5
How would you rate the overall call?
2%
5%
22%
38%
33%
Yes
No
6
Was this the first time you have contacted us?
11%
89%
7
Do you use Jason’s Bank’s smartphone app?
8%
92%
8
Which other communications channels would you like to use to access Customer Service?
i) email
41%
ii) Interactive voice
3%
iii) Web chat
31%
iv) SMS
28%
9
If you requested literature did it arrive as promised?
100%
0%
10
Would you recommend us to others?
92%
8%
These customer satisfaction results can be compared with the latest benchmarks as provided by CLS (As at May 2012).
Customer Service Survey Benchmarks
1
2
3
4
5
Very
Dissatisfied
Neutral
Satisfied
Very
Question
Dissatisfied
Satisfied
1
Were you happy with the way your call was answered?
4%
8%
15%
41%
32%
2
Were you happy with the speed your call was answered?
4%
15%
22%
33%
26%
3
Was our agent able to answer your query?
2%
6%
10%
42%
40%
4
Was the information they gave you accurate?
1%
5%
11%
42%
38%
5
How would you rate the overall call?
3%
7%
25%
34%
31%
Yes
No
6
Was this the first time you have contacted us?
7
Do you use Jason’s Bank’s smartphone app?
18%
82%
8
Which other communications channels would you like to use to access Customer Service?
i) email
36%
ii) Interactive voice
3%
iii) Web chat
21%
iv) SMS
37%
9
If you requested literature did it arrive as promised?
98%
0%
10
Would you recommend us to others?
84%
8%
Employee Engagement Survey Results
Every year Jason’s Bank conducts an Employee Engagement Survey (EES) through Viv Richards Consulting (VRC) across all departments. EES Reports are prepared by VRC for each department and for the bank as a whole, as is done for other banks that are clients of VRC.
The first EES was conducted for the bank in April 2007 and the survey has been done annually by VRC every April since then. The questions VRC have asked in their survey have not changed since the first one 5 years ago.
The survey measures four key components of employee engagement:
Whether employees are satisfied with JB as a place to work (satisfaction);
Whether employees consider or actively seek a new job with another company (commitment);
Whether employees would gladly refer a good friend or family member to JB for employment (advocacy); and
Whether employees are proud to say they work for JB (pride).
The survey questions are filled in according for a scale of 1-5, as follows:
1. No, not at all
2. Not really
3. A little
4. Yes, somewhat
5. Yes, definitely
Jason’s Bank Staff Engagement Survey
1. Do you know what is expected of you at work?
2. Do you have the materials and equipment you need to do your work right?
3. At work, do you have the opportunity to do what you do best every day?
4. In the last seven days, have you received recognition or praise for doing good work?
5. Does your supervisor, or someone at work, seem to care about you as a person?
6. Is there someone at work who encourages your development?
7. At work, do your opinions seem to count?
8. Does the mission/purpose of your company make you feel your job is important?
9. Are your associates (fellow employees) committed to doing quality work?
10. Do you have a best friend at work?
11. In the last six months, has someone at work talked to you about your progress?
12. In the last year, have you had opportunities at work to learn and grow?
The results for the past three years are:
April 2012 Staff Engagement Survey
No, not at all
Not really
A little
Yes, somewhat
Yes, Definitely
1
Do you know what is expected of you at work?
2%
4%
8%
45%
41%
2
Do you have the materials and equipment you need to do your work right?
3%
8%
11%
41%
37%
3
At work, do you have the opportunity to do what you do best every day?
14%
26%
22%
21%
17%
4
In the last seven days, have you received recognition or praise for doing good work?
11%
16%
34%
30%
9%
5
Does your supervisor, or someone at work, seem to care about you as a person?
19%
28%
31%
14%
8%
6
Is there someone at work who encourages your development?
23%
22%
33%
18%
4%
7
At work, do your opinions seem to count?
23%
27%
29%
12%
9%
8
Does the mission/purpose of your company make you feel your job is important?
18%
24%
28%
19%
11%
9
Are your associates (fellow employees) committed to doing quality work?
12%
16%
19%
29%
24%
10
Do you have a best friend at work?
4%
18%
28%
24%
26%
11
In the last six months, has someone at work talked to you about your progress?
4%
13%
42%
34%
7%
12
In the last year, have you had opportunities at work to learn and grow?
16%
27%
36%
17%
4%
April 2011 Staff Engagement Survey
No, not at all
Not really
A little
Yes, somewhat
Yes, Definitely
1
Do you know what is expected of you at work?
2%
3%
9%
46%
40%
2
Do you have the materials and equipment you need to do your work right?
2%
6%
11%
40%
41%
3
At work, do you have the opportunity to do what you do best every day?
8%
18%
24%
29%
21%
4
In the last seven days, have you received recognition or praise for doing good work?
3%
9%
21%
37%
30%
5
Does your supervisor, or someone at work, seem to care about you as a person?
14%
22%
20%
25%
19%
6
Is there someone at work who encourages your development?
19%
18%
30%
25%
8%
7
At work, do your opinions seem to count?
15%
21%
27%
20%
17%
8
Does the mission/purpose of your company make you feel your job is important?
16%
19%
25%
22%
18%
9
Are your associates (fellow employees) committed to doing quality work?
6%
11%
21%
33%
29%
10
Do you have a best friend at work?
2%
11%
25%
28%
34%
11
In the last six months, has someone at work talked to you about your progress?
1%
8%
23%
31%
37%
12
In the last year, have you had opportunities at work to learn and grow?
8%
12%
21%
28%
31%
April 2010 Staff Engagement Survey
No, not at all
Not really
A little
Yes, somewhat
Yes, Definitely
1
Do you know what is expected of you at work?
2%
2%
8%
46%
42%
2
Do you have the materials and equipment you need to do your work right?
2%
5%
9%
42%
42%
3
At work, do you have the opportunity to do what you do best every day?
7%
17%
22%
31%
23%
4
In the last seven days, have you received recognition or praise for doing good work?
1%
6%
17%
35%
41%
5
Does your supervisor, or someone at work, seem to care about you as a person?
7%
13%
21%
31%
28%
6
Is there someone at work who encourages your development?
10%
11%
25%
26%
28%
7
At work, do your opinions seem to count?
14%
17%
21%
22%
26%
8
Does the mission/purpose of your company make you feel your job is important?
16%
18%
22%
24%
20%
9
Are your associates (fellow employees) committed to doing quality work?
5%
8%
22%
34%
31%
10
Do you have a best friend at work?
2%
9%
10%
37%
42%
11
In the last six months, has someone at work talked to you about your progress?
1%
6%
13%
34%
46%
12
In the last year, have you had opportunities at work to learn and grow?
3%
4%
8%
34%
51%
These can be compared with the Australian banking benchmarks, as supplied by VRC.
Staff Engagement Survey Benchmarks
No, not at all
Not really
A little
Yes, somewhat
Yes, Definitely
1
Do you know what is expected of you at work?
2%
4%
11%
44%
39%
2
Do you have the materials and equipment you need to do your work right?
2%
8%
15%
38%
37%
3
At work, do you have the opportunity to do what you do best every day?
7%
24%
21%
30%
18%
4
In the last seven days, have you received recognition or praise for doing good work?
1%
7%
24%
33%
35%
5
Does your supervisor, or someone at work, seem to care about you as a person?
10%
18%
20%
28%
24%
6
Is there someone at work who encourages your development?
7%
10%
22%
28%
27%
7
At work, do your opinions seem to count?
18%
18%
19%
21%
24%
8
Does the mission/purpose of your company make you feel your job is important?
20%
24%
23%
18%
15%
9
Are your associates (fellow employees) committed to doing quality work?
9%
14%
19%
30%
28%
10
Do you have a best friend at work?
5%
17%
18%
26%
34%
11
In the last six months, has someone at work talked to you about your progress?
5%
9%
16%
31%
39%
12
In the last year, have you had opportunities at work to learn and grow?
8%
11%
20%
27%
34%
Key Performance Indicators
The Customer Service Department Call Centre uses a number of key performance indicators as part of its Balanced Scorecard reporting ad performance assessment process.
The KPIs for the past 8 quarters (2 years), grouped into their Balanced Scorecard categories, are listed below:
Key Performance Indicators: Jason's Bank Customer Service Call Centre
Customer Satisfaction
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
1
Percentage of Calls Abandoned
6%
5%
5%
6%
7%
9%
11%
13%
2
Average Speed to Answer (seconds)
27
31
28
27
34
41
46
52
3
First-Contact Resolution rate
72%
71%
72%
68%
64%
61%
59%
56%
4
Customer Satisfaction Scores (1-5)
4.2
4.3
4.1
4.0
3.8
3.7
3.5
3.3
Operational Efficiency
5
Agent Occupancy
81%
80%
81%
84%
90%
92%
94%
97%
6
Average Handling Time (seconds)
48
47
49
51
44
41
39
41
7
Call Transfer Rate
9%
7%
8%
11%
13%
14%
16%
17%
8
Cost Per Call
$ 2.71
$ 2.68
$ 2.74
$ 2.71
$ 2.89
$ 2.94
$3.06
$3.18
Business Value
8
Customer Retention
96%
94%
95%
96%
93%
92%
90%
89%
10
Referrals to sales dept (avg per day per agent)
8
9
7
8
6
5
6
5
11
Conversion rate of referrals to sales dept.
64%
68%
67%
68%
71%
66%
69%
70%
People Management
12
Attrition Rate (annualised)
14%
16%
13%
18%
21%
24%
26%
31%
13
Unapproved Absenteeism (annualised days per agent)
6
7
6
8
8
9
12
13
14
Staff engagement rate
77%
76%
77%
75%
71%
70%
68%
65%
Benchmarks for the various KPIs have been provided by the following sources:
Gary’s Banking Intelligence
Fema Contact Metrics
Viv Richards Consulting
Clive Lloyd Consulting
8 years ago
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