Lessons from CSMs – Agent Perspectives
This case study explores how Customer and Channel Satisfaction Measurement and Management (CSM) exercises helped Eko India Financial Services, a business correspondent network manager (BCNM) in India improve its systems over an 18 -month period. It particularly focuses on agent (customer service point/CSP) feedback.
Regular CSM exercises help the BCNM assess the well-being of its end customers and agents. The paper states that CSM exercises helped Eko to introduce:
- Eko Distributor Information Centre, which provides complete online support for monitoring CSPs’ performance, making requests for inventory and tracking the status of forms;
- Separate CSP support helpline where call center agents were trained to answer frequently asked questions;
- Simple docket to hold all Eko communications;
- Prompt commission for agents.
The CSMs helped Eko to select agents on the basis of pre-defined criteria. They also helped Eko get continuous feedback on marketing materials. Eko learned about the need for marketing materials to spread awareness about its product through CSMs with CSPs. It also learned about the effectiveness of its marketing materials through such CSMs.
