Thursday, 14 March 2013

Contact Centres Metrics – Are You Measuring What Matters Most?

In the past the success of a contact centre operation has been measured with metrics based on efficiency, call duration being just one example. Today however, there has been a significant change in approach, contact centres are now measured by how effectively they serve customers, not just the speed at which they can do so.

In an age where customers expect a level of service that is personal, professional and delivers on what it promises, it is now about measuring ‘what matters most’ – the metrics that can give insight into customer satisfaction. Customer satisfaction has always been a primary focus, but the explosion of social media has added a new dimension to word of mouth, making it more important than ever to ensure customers leave any interaction satisfied with the service.

That is not to say that metrics such as average call handling time should be discounted, they still have a place in optimising contact centres at an operational level, but their value in understanding how customers are being served is limited. With customer experiences being paramount to running a successful contact centre, metrics, like the four below, provide a far more qualitative view.

1. Service Level

The accessibility of your contact centre sets the tone of every customer interaction. Poor response times leads to an increase in bad conversations with customers, negatively affecting morale and ultimately the service provided. As such service level is the ideal accessibility metric for understanding the percentage of calls answered within the appropriate amount of time.

2. Contact Quality and Customer Satisfaction

To truly understand the quality of service being provided it’s vital that the customer’s point of view is utilised. C-Sat surveys following interactions are a frequently used method of gaining this understanding, and can be utilised to calculate on an individual level, a particular agent’s quality score and more widely, an appreciation of the overall service being delivered.

3. First Call Resolution (FCR)

FCR is a critical metric for contact centres because it has a significant impact upon customer satisfaction and costs. It should be a priority for all contact centres to equip agents with techniques and tools necessary to resolve calls in the first instance in the most appropriate way possible. Rapid, effective resolution leaves customers satisfied, which is why increasing FCR is a target for all good contact centres.

4. Employee Satisfaction

Probably the most overlooked metric in measuring customer satisfaction as it requires contact centres to look inwardly, but valuable nonetheless. The happiness of your employees correlates strongly with the service being delivered as unmotivated, unhappy agents will soon pass this negativity on through each interaction. The best way to grasp this metric is to undertake independent, anonymous satisfaction surveys, the findings of which can be used to shape future initiatives to improve employee satisfaction.

These four metrics are just a snapshot of how it is possible to measure ‘what matters most’ and ultimately provide the insight required to enable consistent improvement of customer satisfaction and experiences.

1 comment:

Alex Hales said...

For the growth of the business and sustainability in the respective segment of the business, its important to have the higher level of customer satisfaction. Along with that if you can resolve all the problems of the customers in one call then it could really be great and low cost 1300 numbers can help you in this process.