While contact centers are often viewed as an unavoidable cost to business, treating them as a source for customer service performance metrics can create invaluable insights.
Now a whole host of performance benchmarks can be tracked and analyzed, and the results used to better arm service representatives and improve the overall customer experience. But what are your metrics actually saying, and how should you apply these insights?
1) Current and forecasted service level
One of the first items to take a closer look at is the level of service the contact center is able to provide, which includes metrics like the number of calls that come into the center, how long these remain in the contact center queue and how many of which are answered within a certain amount of time. A successful contact center should be able to answer 80 percent of calls within the first 20 seconds, according to The International Finance Corporation.
"A successful contact center should be able to answer 80% of calls within the first 20 seconds."
From here, contact centers can also forecast the level of service they'll be able to achieve in the future, and examine the efficiency with which staff members are able to work. Forecasting the center's efficiency and service levels is a crucial analytical foundation for a number of reasons. This metric can help managers better ascertain the number of service reps they'll need on board in order to ensure that customer calls are answered and their problems or questions addressed. If the forecasted number of calls is lower than what the call center receives, it could be a sign that the center is understaffed and additional representatives are needed to provide a beneficial experience for customers.
2) Historical data: Repeat calls
When customers have a question or issue and reach out to the business for assistance, it's important to resolve this as quickly as possible. But timing isn't the only imperative here - callers must be satisfied with this resolution. Gleaning insights into call resolution has been difficult in the past, but call metrics can be very telling here.
Taking a look at the number of repeat calls can signify that there's need for improvement. For instance, examining the number of customers that call the center more than once within 24 hours can show that the initial contact might not have been as successful as it seemed at first glance - regardless of what the agent's notes indicated.
Call Center Weekly Digital also provided a formula for determining the contact center's true resolution score. By examining how long it took to reach a resolution, the channels involved in the interaction, any subsequent repeat contact from the customer and the likelihood that the client would return to the channel or agent that helped them, contact centers can better judge the accuracy with which customer issues were resolved.
This true resolution score can also shine light on the level of support customers receive, while helping to clear up some of the historical ambiguity of first contact resolution.
3) Success of self-service options
Many businesses now provide self-service portals for clients to seek resolutions in a more independent way. CCW Digital pointed out that while it's typically standard fare to measure the level of use and abandonment that these self-service platforms experience, there are other benchmarks that can be included here for a more in-depth look.
Besides tracking how many customers use the self-service portal, and how many leave the platform before their interaction is completed, analysts can also examine factors like:
- The number of clients that chose the self-service solution as their first choice for problem resolution.
- The resulting reduction in live agent interactions.
- The rate at which customers escalate from the self-service portal to a live agent interaction.
- How long it takes and how many channels are required to reach a resolution.
These results can show the overall efficiency of the self-service portal, and whether or not adjustments are needed to establish a more usable and successful option for customers.
As a whole, call center metrics can provide a window into service levels and the rate of successful interactions with clients. For more detail about how to glean these insights and how to use them to your company's advantage, contact the experts at Clarity Insights today.