Insights into Contact Reasons

Location: QA House

What This Dashboard Shows

This visualization analyzes performance by contact reason (why customers are reaching out), plotting customer sentiment against volume of cases solved. Bubble color shows IQS, and bubble size indicates the reopening rate.

Key Elements:

• X-axis: Total Cases Solved per contact reason
• Y-axis: Customer Sentiment (%)
• Bubble Color: Average IQS for that contact reason

• Bubble Size: Reopen Rate (larger = higher reopen rate)

   

How to Read This Graph

This graph highlights the main contact reasons with the highest call volumes and their impact on customer experience, enabling you to prioritize improvements on the most critical cases.

Example from screenshot:

• Contact Reason: Refund
• Total Cases: 1,532
• Customer Sentiment: 23%
• IQS: 53%
• Reopen Rate: 73%

In this example, the refund process has low volume compared to other case reasons, but shows poor customer sentiment. Despite the lower volume, this process significantly impacts experience. Combined with a high reopen rate and low IQS, we can evaluate if the issue stems from service delivery—such as insufficient training, missing help center articles, or a flawed process that needs redesigning.

The Four Quadrants: Contact Reason Analysis

Top Right (High Sentiment, High Volume) 

• Although this contact has the highest amount of volume of cases, the customer sentiment is high, so we can assume at first that the contact reason may not strongly impact the customer experience.
• Actions:
  • Evaluate if the process can be automated to reduce operational support costs, especially if it's simple and repetitive 
  • Assess if the issue can be resolved through self-service options or improved help center articles 
  • Focus on reducing the need for customers to contact support in the first place

Top Left (High Sentiment, Low Volume)

• Customers are not unsatisfied, and these issues are rare. Either successfully address rare problems (good prevention) or well-handled niche issues.
• Actions:
  • Maintain quality standards
  • No urgent action needed unless volume increases

Bottom Right (Low Sentiment, High Volume) 

• Common issues that make customers unhappy and can impact customer experience, and loyalty in the long term - THIS IS YOUR HIGHEST PRIORITY
• Actions:
  • Immediate process review required
  • Analyze why customers are dissatisfied
  • Check if the root cause is preventable
  • May indicate product/service issue, not just support issue
  • Consider escalation paths or specialized training

Bottom Left (Low Sentiment, Low Volume) 

• Uncommon problems that create poor experiences. Either is something that occurs rarely and does not impact customer experience in the short term, or its impact strongly contributes to churn (e.g, fraud, security leak)
• Actions:
  • For rare, low-impact issues: Monitor trends but avoid major resource investment unless frequency increases 
  • For high-impact issues (e.g., fraud, security): Implement specialized handling and escalation procedures immediately, as these directly contribute to churn 
  • Create detailed guides and protocols for agents to handle sensitive cases consistently 
  • Evaluate root causes to prevent recurrence, especially for churn-related issues

Reading Bubble Size (Reopen Rate)

Large bubbles anywhere = High Reopen Rate 🔄

This means cases are closed, but customers come back, indicating:

• The problem wasn't fully resolved
• Communication wasn't clear
• Band-aid solutions instead of root cause fixes

This can help you prioritize process reviews and identify if the problem is indeed at the root cause and not the process itself.

Bubble Color (IQS) Insights

🔴 LOW IQS:

• Agents don't know how to handle these issues properly
• Action: Training and knowledge base updates are needed urgently

🟢 High IQS in bottom quadrants:

• Agents are following the process correctly, but the process or the product itself may be the problem
• Action: Review policy/process, not just agent execution

⚪️ Gray bubbles anywhere:

• Agents' performance has room for improvement
• Action: Mid-priority training and process refinement

🚨 Red Flags to Watch For

• Any contact reason with >50% reopen rate (large bubble) = a critical issue on the root cause by the customer support team or internal approvals, or processing.
• Any contact reason with low IQS (red color) = a critical issue in customer support that requires training to address the process correctly
• High-volume contact reasons moving down (worsening sentiment) = urgent matter that impacts customer experience on a short and long term, impacting loyalty 
• New contact reasons appearing in the bottom-left = emerging issue or a service disruption that needs to be evaluated
• Green bubbles (high IQS) with low sentiment = product/service issue that needs to be addressed by the business