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Don't confuse movement with progress.
The Canadian Passport Office handles approximately 1.5 million telephone calls per year, funnelled through the four locations of its call centre. These calls deal with a wide variety of client concerns, from basic information about the passport application process to very specific issues like the implications of child custody.
Upon getting in touch with the call centre, clients access an automated response system which is organized like a decision tree. Most usual information requests can be honoured through this mechanical system. For more complex requirements, clients can reach an agent who will provide personalized service.
Following discussions among a group of call centre managers and the establishment of expectations for call centre management by Treasury Board Secretariat, a new automated script was devised. It focusses on three improvements: a more focussed tree logic, shorter messages and more direct access to an agent.
Aware of the implications of this change (higher operational costs, longer waiting period to access an agent, etc.), the Passport Office wanted to document the impact of the automated script change on client satisfaction. This report presents the results of a research project aimed at determining how the change in the automated script affected the feeling of service quality perceived by calling clients. It is based on 800 telephone interviews of clients, organized in a pre-test, post-test strategy.
73 pages, 738k [PDF format]
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