21 Best Practices Assessment™

CRMA™
Overview

Call Centre Assessments CRMA™ Overview

CCCAG's Customer Relationship Management Assessment™ (CRMA™)
CCCAG has developed a proven process to quickly and effectively assess and evaluate a call centre's ability to meet customers' needs and exceed their expectations. Key benefits of the CRMA™ process include:

1. Just in Time timelines - CRMA process accomplished in less than twenty days.
2. A comprehensive and focused final report that provides insight into current call centre competence.
3. A completely remote end-to-end process that eliminates costly on-site visits and resources tied up in focus groups, etc.
4. An objective evaluation of the call centre's customer relationship competence via CCCAG's award-winning Total Quality Care Process™.

CRMA™ Process

1. Working with the call centre team, CCCAG develops a variety of simple and complex customer scenarios that are common to the call centre.
2. CCCAG then determines the number of customer contact points required and, simulating customer behavior, contacts the call centre and works through the scenarios. CCCAG records each call for expert review and analysis.
3. CCCAG staff performs expert analysis of the call, considering the needs of the company, the needs of the customer, courtesy and etiquette, and length of the call. An overall rating is assigned to each call in one of four categories: Excellent, Good, Fair and Poor. As well, comments are developed for each call relative to the aforementioned key drivers of customer retention and loyalty.
4. A further analysis is completed regarding the perceived effectiveness of the call centre's IVR/VRU technology, ability to perform one and done call handling, and the use/utilization of support processes, such as Web sites, by Customer Service Professionals.
5. A S.W.O.T. Analysis (Strengths, Weaknesses, Opportunities and Threats) of the call centre customer contact strategy is conducted with overall findings reported.
6. A final report is prepared and forwarded by the agreed-upon date.
7. Included in the investment fee is a one-hour conference call to review the final report and answer any questions.
8. The CRMA investment fee is based on the volume and complexity of calls handled by the call centre.

In summary, the Customer Relationship Management Assessment™ is a fast, effective and proven approach to analyzing your call centre's customer relationship competence and providing expert advice on where improvement is required, why it is required and which best practices, if implemented, would dramatically improve customer retention and loyalty.

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