METHOD:
The telephone calls examine two aspects of a customer's call to a company: the experience with the automated system (Part 1), and the experience once an operator has been reached (Part 2).
If a human operator answers the call immediately, the company automatically receives 65 points (the maximum for Part 1). We then evaluate the experience once the operator has transferred the call to the specific department or agency.
A final score (out of 100) is assigned to each company, based on a call log/evaluation form. An outline of the different areas we looked at during the calls follows:
- Exiting Automated System
Is the caller able to press '0' or say 'operator' to get into a queue to talk to a person? 65 points offered to a company where an operator answers immediately - without any interaction with an automated system. Automated systems will be judged on the time it takes to be placed in queue for a person. - Ease of Navigating Prompts
How short are the voice prompts? Are they in clear language, avoiding legalese (unless required by the law)? Long prompts should score low. Low marks also for companies that employ clichéd call system language, such as 'your call is important to us,' or 'please listen carefully, as our menu options have changed.' - Time of Wait Provided
Is the caller presented with an accurate call wait time, based on call traffic volume, at the beginning of the call? A revised update should be provided at regular intervals while holding. We'll also judge the accuracy of the call time. - Time in Queue to reach Proper Person
Various scores will be assigned, depending on how long the caller waits. The time ends when the automated system is successfully exited and the caller is connected to the proper operator, the person who can adequately deal with the issue (this does not mean the first operator one reaches, as often they will have to transfer the call). - Interrupting System
Is the interactive voice response system the only way to communicate with an automated system? There should always be a way for the caller to override the IVR with their telephone keypad. Also, customers should always be able to press a key on their keypad to interrupt the system as it is outlining options. For IVR systems, the user should be able to use a "barge-in" command, which means talking should be able to interrupt the system. - Language Options
Is the customer given an option to select the language of the call as it starts? Full points are given to service in more than just English and French. - Automated System Tone
Is the automated system trying too hard to sound like a human being? The overly cheery computer voice systems are annoying and patronizing. A customer's call is serious, and the tone of the system should reflect that. - Number of Transfers
When the customer reaches the first human operator, are they transferred to a different department/agent? Then they're transferred again? - Understanding/Comprehension
When the customer reaches an operator, is the caller able to clearly communicate with them (e.g. accents should not hinder communication)? Also, the operator should be able to understand the issue. They also need to communicate clearly to the customer when and why they are transferring the call to a different department, and then make sure the transfer is effective. - Operator Demeanor
What was the operator like? Rude? Couldn't care less? Polite, pleasant, helpful? - Repetition
Is the customer asked to repeat the same information they've already entered into the automated system (e.g. account information, home phone number, etc.)? - Muzak/Ads - BONUS
These can be annoying to listen to, so the gold standard would be a system where the customer can disable the Muzak or ads played while on hold. - No One Available Options - BONUS
When an operator is not available, is the caller presented with options, such as being allowed to leave a voicemail, with the promise that the call will be returned?
No Hang Ups! - PENALTY
A penalty is applied if the system disconnects callers because they might have entered wrong information, are not understood by the IVR, or have a rotary phone.
