A supervisor overheard a customer service agent talking on the phone to a customer. She overheard him provide the customer with a lot of information that should have been available to the customer in the product pack.

The rule was to refer customers to their product pack – to cut down call times, but the supervisor ignored that and instead asked: “How many calls do we get that are like that?” “Quite a lot” was the reply”. “Why”, she asked, “would customers have to do that”?

“Don’t know”, was the reply. The supervisor decided to find out.

She and two members of her team went out to a number of customers and found out that they couldn’t easily find their way around the product information.

It was changed to make it more useable. The volume of calls went down.

Studying was the route to improvement.