Contact Center Solutions Featured Article

Choosing the Right Metrics to Measure Customer Service

August 25, 2014

Customer service is constantly evolving due to technological advancements and changes in the needs and expectations of customers. To meet these changing preferences, it is important for call centers to stay on top of the performance of its employees and one of the ways to do so is use the right metrics for evaluating performance. Unfortunately, many managers today choose the wrong metrics to evaluate employee performance and to measure customer service, so they end up incurring more cost for the company without any major improvement in customer satisfaction.

With so many metrics available for use today, it can be difficult to choose the optimum option. The best way to start is with the value proposition of the company. The question is whether the company is competing on customer experience or cost, as the metrics for the former goal would be satisfaction-related measures while for the latter goal, it is efficiency and productivity. Once the value proposition is clear, the next step is to choose the high-level KPIs that affect the bottom line of the company and are in tune with the company's objectives.

Besides goal-oriented metrics, there are some areas that are common to all areas of business. These metrics can be broadly classified as operational metrics as they are important to satisfy both financial and satisfaction goals. These operational metrics include first contact resolution (FCR), escalation rates, response and resolution rates, cost to resolution and hold time. First contact resolution is the number of interactions that take place between a customer and the agent before the issue is completed, and in this measure, a lower value is better as it indicates faster resolution. Escalation rate is the rate at which issues are taken higher up, and the reasons for the same while the response and resolution time is the time it takes for an agent to respond to a customer and the time it takes to resolve the issue.

In short, it is important for managers to choose the right metrics to ensure the measures are in tune with the company's objectives. 




Edited by Maurice Nagle

Article comments powered by Disqus

Related Contact Center Solutions Articles

Contact Center Solutions Week in Review: Interactive Intelligence, BT and Accenture

The future is now, or at least it is coming at us fast in the Contact Center Solutions Community, and there are two great ways to be part of the industry buzz as to what is unlikely to unfold in 2015. The first is to attend ITEXPO East, January 27-30, 2014 at the Miami Beach Convention center. This is a great opportunity to be warm and more to the point, hear, see and discuss contact center issues in person with peers and subject matter experts. [ Read More ]
01/17/2015

Customer Experience: The Last True Differentiator

In Ernst & Young's Global Consumer Banking Survey 2014, customers chose "the way I am treated" as the second most important reason for trusting their banking provider, just behind the understandably important "financial stability" of their bank. Customer experience was also cited as the most common reason for opening and closing accounts, more important than fees, rates, locations or convenience. Approximately 40 percent of customers planned to open or close an account in 2014. This means banks … [ Read More ]
01/16/2015

Digital Is Driving Businesses to Offer Personal and Intuitive Customer Experiences says Accenture Report

The preoccupation with improving the customer experience (CX) by C-levels around the world has been a trend for several years. In fact, the fastest growing C-level position is Customer Experience Management Officer (CEMO) or some variation on the title. And, as CX becomes ever more important as the means to provide differentiated value, delighting existing customers and for obtaining and keeping new ones, the preoccupation will not only grow more intense in 2015, but so will the investments in t… [ Read More ]
01/16/2015

BT Launches New Personalized Video Message Service

When it comes to contact center out-reach there are two trends that everyone needs to literally and figuratively keep an eye on in 2015. They are "personalization" and "video." And, while the first may seem obvious since the goal of marketers is to make customers and prospects feel appreciated with tailored messages uniquely for them, the use of video on the outbound side of things is after many years becoming something more than a novelty. [ Read More ]
01/15/2015
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!