You cannot skip Survey Calibration in your customer experience VoC programs.


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Customer experience data is powerful if you know how to unlock its valuable insights and make it actionable. If your organization wants to gain employee and company engagement, and create customer-centric environments, then it is critical to use survey calibration in your Voice of the Customer (VoC) programs.

When you are looking at specific customer experience performance metrics for call center agents, and you are sifting through piles of post-call survey scores and customer comments, you start to see that customers aren’t necessarily answering the questions correctly. It’s not uncommon to see that even though a customer was asked to rate one agent, they may opt to give a comment about another customer interaction entirely. I can’t tell you how many times when reviewing client data I see, “I know you want me to review Tom, but I’m actually upset with Mary so I want to tell you about what she said to me when I called last week.”

Within the Survey Calibration process of our clients’ customer experience data, it’s important to use the correct customer comments to insure that the survey is attached to the correct agent. It’s easy to see how important survey calibration is and how it’s really not fair to have erroneous information attached to the wrong agent. How would you feel if your job performance was based on something negative someone said about you when the scores were intended for someone else? You would be pretty upset, rightfully so, but it happens in MANY customer experience measurement programs. When looking at individual agent performance, it is imperative that the information is valid. Validity of the data is the foundation of Survey Calibration.

To avoid such problems with the data, do you simply keep things at a high level, maybe report results only at the center level? Sure, that would mask surveys being assigned to the wrong agent but not correct for the errors in responding to the questions. But, results need to be driven to the agent level. Take for instance, First Call Resolution, and how difficult it is to pinpoint the factors contributing to a decrease if only looking at the center level percentage. Issues are uncovered when the analysis can focus each team as there will be difference across the teams. If you want to transform the center, you need to be able to coach differently across, and sometimes even within, teams.

The Survey Calibration promotes ownership of the customer feedback by the individual agents because the scores are trusted. Survey Calibration is necessary to hold agents and your teams accountable and to ultimately help to drive effective change within your organization.

If your VoC program is missing the Survey Calibration component, contact us to so we can help you get back on track. Customer Relationship Metrics has over 20 years experience creating successful, customer programs for clients. Contact us today for more information.

Republished with author's permission from original post.

Jodie Monger
Jodie Monger, Ph.D. is the president of Customer Relationship Metrics (CRM) and a pioneer in business intelligence for the contact center industry. Dr. Jodie's work at CRM focuses on converting unstructured data into structured data for business action. Her research areas include customer experience, speech and operational analytics. Before founding CRM, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.


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