3 Customer Service Metrics You Can’t Ignore
What do the best contact centers and MLB teams have in common? They know how to leverage the right stats to achieve big wins. Whether building lasting customer loyalty or scoring a coveted World Series victory, the best organizations know how the right data drives their ROI.
As Billy Beane, famed GM of the Oakland A’s and sabermetrics master, puts it “we’ve got to use every piece of data and piece of information […] that’s our life blood.”
However, some data and metrics carry more weight than others. If you want to measure the success of your customer service efforts, these three call center metrics need to be at the heart of your analytics.
First Call Resolution
Your customers do not have much patience for piecemeal resolutions. No matter how complex the issue, consumers want a customer service agent to seamlessly architect a solution from start to finish with no callbacks or escalations. Anyone who has ever waited for a response from a brand’s customer service team can attest to that, which is why first call resolution (FCR) is so crucial to healthy customer relationship management. But beyond that, FCR indicates the effectiveness and efficiency of a contact center program.
In fact, FCR is one of the main consumer measurements of a good customer service experience. According to Microsoft’s 2018 State of Global Customer Service Report, as many as 36% of U.S. consumers believed FCR is the most important aspect of a good customer service experience and is only second to a knowledgeable customer service agent. From a practical standpoint, this contact center metric can indicate overall customer satisfaction, with SQM Group, a leading customer experience research firm, asserting a 1:1 correspondence between FCR and CSAT improvements.
When you want to measure the effectiveness of the customer experience, go straight to the source. For contact centers, one of the best metrics for measuring consumers’ genuine sentiments is through Customer Satisfaction score. Unlike a Net Promoter Score, which is concerned with the overall loyalty to your brand, CSAT surveys your customers directly and measures how they would rate their overall satisfaction with the service they received.
The caveat is that your CSAT scores are only as good as the processes used to obtain them. For CSAT measurements to be a true barometer of customer satisfaction, surveys need to be sent out quickly, to all consumers, and through the most effective channel. According to Contact Center World, one of those channels is SMS, which has a response rate of 25% to 30% compared to IVR which receives 1% to 2% responses at best. However, since not all of your customers are going to be willing to fill out a survey (no matter how brief), you need to make sure you maximize a variety of channels to improve the impact of this call center metric to your business.
When ranking the top three call center metrics, other agencies might point to average handle time (AHT) as the third most important KPI. Though AHT is good for gauging workload and forecasts, prioritizing it above all else can make customer service too transactional. And viewing customer interactions as transactions leads to a failure to deliver truly remarkable experiences. In fact, we think measuring the human element of customer service by tracking agent attrition is far more critical. Here’s why.
As more and more customer service processes become automated, many resolutions still require the flexibility, responsiveness, and creative thinking that you only get with a human agent. And if the people behind your customer service program are not supported in their ability to resolve issues efficiently and expediently, all other KPIs will suffer. In a way, monitoring agent attrition can be an advanced warning system that notifies you when your other contact center metrics are at risk of dropping.
Moreover, following agent attrition rates is a good reminder to explore what life is like for your customer service agents. Are they overworked? Do they have a sense of purpose? Is the contact center culture designed to empower their strengths? Any customer service program that consistently achieves high contact center KPIs has answered these questions and is willing to work to keep their people – and in turn your customers – happy.
How do you ensure you’re making the most of your call center metrics?? Request an ROI calculation and learn the real ROI of leveraging the right metrics.
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