SWOT ANALYSIS: An Example Questionnaire for Customer Care Management

The following questionnaire, developed to supplement the SWOT analysis matrix for a Customer Care Center, has been divided into two main parts: one deals with internal factors, mainly those related to back-office activities, organizational structures, information synchronization, and communication management; the other deals with external factors, particularly the ‘performances’ to customers of the business unit.

Internal factors

Internal factors may be used to fill the part of the matrix related to Strengths and Weaknesses of the company.

  1. Organization
    • managers: they must promote all the main functions of the Contact Centre and act as a guidance, thanks to their own actions, for the Costumer Care activities;
    • employees: they must be highly qualified to manage contacts with customers; team-working is also very important.

  2. Communication
    • contacts: this includes planning and customization for different kinds of contacts related to different kinds of customers; this also investigates on the ability to exploit efficiently all the different channels used by the Contact Centre.
    • methods: each channel must give precise information about products/services; easy access to information is also important.

  3. Information
    • customers data: this deals with the completeness, the relevance and the updating of customers databases;
    • information system: database systems must connect immediately all the information regarding a customer (independently from the contact channel used); the systems must be flexible and therefore adaptable to the company’s changes and easy to update.

External factors

External factors enable the identification of Threats and Opportunities related to the external environment and allow a comparison with direct and indirect competitors.

  1. Financial factors: customer profitability
    These factors give a financial assessment on the customer service activities. For example:
    • reduction of incoming problems by using self-services
    • time saving on redirection by using an ICT system
    • time saving on database administration by auto-registering from the internet portal
    • time saving on training and human resources, especially for those companies who have a high turnover rate or frequent new products.
  2. Efficiency/Efficacy factors
    They collect all the operational indicators related to the efficiency of the contact channels, such as:
    • average call duration
    • average waiting time
    • lost calls rate
    but also some indicators related to the effacacy of the channels used, such as:
    • first call resolution rate
    • response objectives achievement rate
    • resolution objectives achievement rate
  3. Customer satisfaction factors
    Brand loyalty may give great advantages. It can be measured both directly (with transactional or general surveys) and indirectly with indicators like:
    • customer retention rate
    • churm rate
  4. Company-Market relationship
    Good opportunities or threats may originate also from technology and market changes or from sector policies or even from social behaviours such as the lifestyle of the population. Examples:
    • factors that may influence the product
    • market areas that are not yet occupied
    • easy access to customers trends and tastes

Writing out the Questionnaire

In order to filling in the following questionnaire, internal staff is required to give evaluations through a score from 1 to 5 on the current situation and on the priority of intervention of every single entry.
For the current situation the scores are:

5- excellent
4- good
3- fair
2- insufficient
1- non-existent

While for the enhancement priority they are:

5- very high
4- high
3- average
2- low
1- very low

Using this method it is possible, once all data are collected, to create a gap chart which represents the comparison between the average of the evaluations on the current state and the average of the intervention priority for each entry. The largest the gap, the highest the need for intervention in order to revise and enhance the performance.