• Hosted Call Center
• Articles

ACS Improves Member Satisfaction with inContact's ECHO Customer Feedback System

The process of collecting customer feedback is a critical part of improving the overall customer experience, but can also be a daunting task to complete effectively. The AAA Auto Club South (ACS (News - Alert)) was faced with just such a challenge when they collected this data through an unreliable IVR survey system that call center agents could easily manipulate.

In its previous environment, members had no idea whether their voices had been heard or not, and ACS lacked real data to drive service improvements. The company needed to make a change and found the solution they needed in ECHO, a customer feedback system provided by inContact.

According to this Customer Spotlight report, ACS leveraged hosted call center provider inContact’s customer feedback system to measure consultant performance and member satisfaction; receive survey results in near real-time; and improve member support and company-wide services.

As a result of this implementation, the ACS membership call center now has more than 70 membership consultants on the phones to handle all membership calls. The ECHO survey provides willing members with a series of questions and the opportunity to leave comments immediately following their interaction with a consultant. Results are then available to consultants and managers so they can provide feedback on performance.

 

With the ECHO system in place, all ACS membership consultants can have direct access to their individual Customer Service Report Cards so they can self-correct and continuously improve performance. Employees who receive compliments are also entered into a monthly drawing to win prizes. And, when compliments can be shared with the entire call center, morale is quickly boosted among the employee base.

The ECHO system also enables ACS’s

 “By analyzing our ECHO comments and working with our

The implementation of the ECHO solution also enabled to hosted call center to provide the ACS management team with meaningful, actionable data that can drive company-wide changes.

call center supervisors, we can often come up with simple changes that make members much happier—like making a call for them, rather than just giving them a number,” added Thornhill. “Without ECHO, we wouldn’t even know where to begin in getting those extra touches out to members.”hosted call center to rely on analytical reports to identify recurring service issues and to develop smart new strategies for success. And, since every customer service issue is documented, coded and analyzed, the ACS membership hosted call center has the necessary evidence when problems occur.“One of our favorite things about ECHO is the ability to listen to actual member comments,” said Amy Thornhill, Quality Assurance Coordinator at ACS. “That way, we’re not just seeing members’ answers to our questions, we’re actually hearing their verbal responses. We listen to every single comment we get.”
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Chris DiMarco