A trend analysis can be used with quantitative type questions, or a simple Likert scale, which can assign the customer satisfaction levels into various segments to understand customer satisfaction.

A trend analysis can be very useful in providing an early indicator of the issues related to customer satisfaction and any changes which may have brought about changes in satisfaction levels.

Any reduction in this level should be enough to point out areas of defect that need improvement.

Data Analysis

The process that is needed to improve the call handling process can be done by using the DMAIC methodology. By mapping processes, key areas of improvement and deliverables and everyone in the chain are distinguished.

The customers of the process mapping process would be the clients, end users or customers and the management and training department. The most important among these would be the customer care executives, who are communicating with the customers.

The process of data analysis involves understanding present performance and setting targets. Any level below the target would be considered to be defect areas. The measurement system should consider all aspects of the call, and indicate the areas of concern.

The measurement system should be understood and accepted by both internal and external customers.

The evaluation of calls can be done using the standard opening and closing, soft skills, the listening and communication skills of the call center agent, agent content knowledge and follow up. When issues are escalated, the skill and the initiatives of the agent in handling the call are important. Even the language they use has relevance.

Monitoring and evaluation should be conducted regularly. The parameters should be used in such a way that they detect any variance in performance. Depending upon the frequency of the evaluation, weighted values can be considered and individual scores assigned.

This will help in understanding which agent needs improvement.  It will also help managers know which segment has improved and which need further improvements to achieve better results.

The fishbone diagram can be put to use to identify the root causes of the factors that are responsible for the low quality of calls. The factors identified are further probed for the potential drivers behind that factor. Using the Pareto chart, the major areas of concern that need priority attention are identified.

Continuous feedback and communication between the company and the customer are major tools used to understand the voice of the customer (VOC). The CTQ can be defined by soliciting such feedback from customers regularly.

Based on the factors identified, an improvement plan is made and a FMEA analysis conducted to find the impact of the action taken. Control charts can be put in place to check the repetition in evaluation factors. The FMEA can be further utilized to improve the process for optimal customer satisfaction.

The entire process followed to understand the CTQ factors, from feedback to data analysis, is aimed at achieving customer delight.