Which call center metrics matter? That’s a perennial topic for customer experience and customer call center experts. For instance, we enjoyed Mark Dupuy’s recent blog post on the subject and thought it was worth taking a look at some important call center key performance indicators (KPIs) that are dramatically improved through outstanding visual engagement. Here are five key KPIs that a) should be measured and b) can be optimized by incorporating a world-class visual engagement platform.
Average call time (AKA average handle time)
What it is. Time customers actually spend on the line when they call your contact center.
Why it matters. 32% of customers switch services because they’re tired of being bounced around or because they feel it takes too long to make progress.
What to do. Enable reps to get on the same page (actually, browser window) as customers quickly and efficiently, then provide onscreen guidance that helps the rep help the customer by showing them how to resolve concerns and reach a desired outcome.
Contacts per hour
What it is. Volume of customer sessions.
Why it matters. The longer each agent spends with a single contact, the less effectively their time is being spent.
What to do. Give your agents the visual engagement mechanisms they need to interact smoothly with callers and get to resolutions quickly. Do not push your agents to be unresponsive to customer needs in order to meet their goals; rather, make the collaboration between rep and customer more efficient.
First-call resolution
What it is. Percentage of customer issues successfully resolved on first call to your company.
Why it matters. Only 3% of customers are likely to jump ship if you’re able to resolve their concerns with their first contact. If it takes a second call, that number jumps to 38%.
What to do. Give more help—and deeper guidance—up front. Go beyond verbal communication and simple screen sharing. Adding onscreen annotations, visual remote control, and even assisted data entry will help customers navigate to, and through, the online forms they are struggling with.
Employee absentee and attrition
What it is. Measure of the amount of time call center reps are taking themselves “offline.”
Why it matters. Fewer employees to handle the call load. Additional cost to hire and train new employees and handle churn.
What to do. Call center reps love to help people. Reps are happy when they are able to sync with a customer’s needs and quickly resolve their issues. One of the crucial ingredients in raising reps’ job satisfaction is to help them engage with customers in ways that feel as natural, collaborative, and effective as an in-person meeting.
Customer Satisfaction
What it is. Measure of how well your call center team has helped a customer fix a problem, resolve an issue, complete a task, get information, or accomplish a goal.
Why it matters. Customer experience is generally acknowledged to be a primary ingredient in long-term customer loyalty.
What to do. Give customers a way to rate their experiences—perhaps with a simple 1–5 star scoring system. It should be easy to understand and effortless to participate and submit valuable feedback.
You can check out the full CustomerThink blog post here.
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