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© 2013 HireIQ Solutions, Inc. All rights reserved
MONEYBALL: THE SCIENCE OF BUILDING A WINNING CONTACT CENTER
Kevin G. Hegebarth VP, Marketing HireIQ Solutions, Inc. E: [email protected]
Moneyball – The Baseball Analogy × Pioneered by Oakland A’s in 2002 × Born of necessity – how to be competitive
with minimal payroll × Based on multiple, observed, measured
performance factors as leading indicators of success – wins and losses
× Seismic shift from “gut-feel” player selection to analytics-driven decisioning
× Defied conventional wisdom of how to build a winning team
3
Moneyball – A Contact Center View × Outsourcers are early adopters – driven
largely by high attrition and client performance demands
× Employs correlation of pre-hire attributes with post-hire, observed, measured performance achievement
× Analytics-driven approach to predict agent success
× Defies conventional wisdom about how to attract, select and retain a high-performing contact center team
4
Personality assessments
Typing tests
Navigation tests
Which of these are forward-looking indicators of: • Tenure? • FCR/CSAT attainment? • Sales performance? • Delivering an exceptional customer experience? • Job satisfaction? • Job fit? • Culture fit? • Employee engagement? • Flight risk?
Cognitive assessments
Behavioral assessments
Call simulation
Conventional Recruiting Tools
5
Psychometric interviews Group interviews
Timing is Everything
6
6% 12%
21%
14% 9%
38%
Before Training Training T+30 T+60 T+90 90+
Proportion of turnover at key milestones
Average industry-wide turnover = 27%, according to Contact Babel
Cost of Turnover
7
Agents 2,000
Annual Turnover 25%
New Hires/Year 500
Average New Hire Cost (1) $6,500
Cost of Replacement Hiring $3,250,000
(1) Industry cost to recruit, screen, hire and onboard. Does not include training.
Consider collateral effects of attrition: • Lowered morale • Reduced customer satisfaction/retention • Reduced sales conversion • Increased AHT • Lowered FCR
No. Reason
1 Just the wrong type of person for the job
2 Excessive pressure or stress
3 Lack of promotion or development opportunity
4 Repetitive work
5 Competition from other contact centers
6 Low pay
7 High numbers of temporary or seasonal staff
8 Abusive or unpleasant calls
9 Poor working environment and conditions
Reasons for Agent Attrition
Source: ContactBabel 2014 US Contact Center Decision Makers’ Guide
8
Inductive Reasoning
Deductive Reasoning
Written Comprehension
Written Expression
Problem Sensitivity
Near Vision
Speech Recognition
Speech Clarity
Oral Expression
Oral Comprehension
Source: O*Net OnLine
Top 10 CSR KSAs
9
What: A systematic, performance analytics-based strategy for selecting new hires based on their demonstrated performance and engagement potential. How: Compare pre-hire assessment data against observed post-hire tenure, engagement and performance measures to create predictive performance models to aid in the selection of exceptional performers.
Moneyball for Exceptional Performance
10
Moneyball: A How-to Guide
Pre-hire Interviews and Assessments • Identify key attributes • Collect actionable data
Performance Feedback • Collect observed performance • Report quality-of-hire
Predictive Analytics • Model excellent performers • Recommend candidates for hire
11
Associate Affective
Assessment Typing
Test Personality Assessment
Jane l l l
Jim l l l
Becky l l l
Bill l l l
Gretchen l l l
Greg l l l
Vicky l l l
Vincent l l l
Polly l l l
Paul l l l
Pre-hire Assessments
12
Associate Training T+30 T+60
Jane l l l
Jim l l l
Becky l l l
Bill l l Termed
Gretchen l l l
Greg l Termed Termed
Vicky Termed Termed Termed
Vincent l l l
Polly l l l
Paul l l l
Post-hire Tenure & Performance
13
Associate Interview Evaluation
Typing Test
Personality Assessment
Training T+30 T+60
Jane l l l l l l
Jim l l l l l l
Becky l l l l l l
Bill l l l l l Termed
Gretchen l l l l l l
Greg l l l l Termed Termed
Vicky l l l Termed Termed Termed
Vincent l l l l l l
Polly l l l l l l
Paul l l l l l l
Identify Correlations
14
Associate Affective
Assessment Typing
Test Personality Assessment
Training T+30 T+60
Jane l l l l l l
Jim l l l l l l
Becky l l l l l l
Bill l l l l l Termed
Gretchen l l l l l l
Greg l l l l Termed Termed
Vicky l l l Termed Termed Termed
Vincent l l l l l l
Polly l l l l l l
Paul l l l l l l
Identify Correlations
15
Poor correlation
Associate Affective
Assessment Typing
Test Personality Assessment
Training T+30 T+60
Jane l l l l l l
Jim l l l l l l
Becky l l l l l l
Bill l l l l l Termed
Gretchen l l l l l l
Greg l l l l Termed Termed
Vicky l l l Termed Termed Termed
Vincent l l l l l l
Polly l l l l l l
Paul l l l l l l
Identify Correlations
16
Excellent correlation
Improved Retention
One
-Yea
r R
eten
tion
Rat
e
26% 0% 13%
Before Moneyball
90-d
ay “
Surv
ival
Rat
e”
87% 56%
Before Moneyball
60% Improvement
17%
17
Case Study: Improved Performance FC
R
67% 43%
Before Moneyball
56% Improvement
33%
CSA
T
85% 28% 62%
Before Moneyball
37%
18
Action Imperatives × Identify the pre-hire tools that are forward-
looking indicators of tenure and performance – Moneyball
× Measure post-hire performance and continuously validate tool use
× Look to the long-term × Emphasize talent retention over talent
acquisition × Create shared goals × Identify key employee engagement drivers
and include in pre-hire assessment toolkit 19
HireIQ Solutions, Inc. Headquarters
1101C Cambridge Square
Alpharetta, GA 30009 USA
Tel: +1.678.279.2830
@hireiqinc
HireIQ Solutions
www.hireiqinc.com