Businesses in the services industry use metrics for two key purposes: informing their strategy to improve the customer experience and assessing the effectiveness of their current operation.
According to my knowledge and personal experiences in the call centre and services field – metrics can measure the success of previous strategies that we have implemented to improve the customer experience.
Article by Doug Reid (Managing Director – SSIS)
Setting up metrics also helps call centres to benchmark their services and can overtime be a great tool for tracking your strategy against your competitors.
1. Customer Satisfaction
This is the most important metric of them all because customer satisfaction makes or breaks any type of business. When you set customer satisfaction metrics, you take a look at the percentage of customers that are happy. This is generally simple and easy to generate, but there is no specific formula to measuring Customer Satisfaction (CSat).
It can be carried out through a wide range of methods, the most common being a post-call IVR survey, social media or a follow-up email survey.
2. First Contact Resolution (FCR)
The customer experience should be ‘natural’ to all call centres, yet too often customers have to make repeated efforts to solve the same query – causing frustration that undermines your efforts to create a positive customer experience. (I’m sure we have all been through this)
Customer services departments in call centres need to get to the root cause of repeat contacts and ensure FCR, which they should again do by splitting the measure across query types and channels.
When you do this, FCR becomes an invaluable tool in highlighting areas for process improvement, helping us to create smoother experiences for customers.
3. Quality Scores
The contact centre is often the make-or-break place for the customer experience, and quality scores allow us to assess the performance of advisors in these moments that matter.
In the creation of our customer journeys, we will have likely made a number of customer commitments and we need to consider whether or not our level of service is meeting these commitments. This helps us to ensure that we are keeping our customer promises.
An average quality score can then be calculated for an advisor each month. However, as some of the criteria are subjective, it is important to hold quality calibration sessions to remove any suggestions of bias from the team.
4. Customer Complaint Ratios
By compiling customer complaint raios/stats , we can identify common sources of customer frustration.
Spotting trends across channels and query types is key, and if we can compile complaints across the categories, we can identify common sources of customer frustration.
5. Advisor Satisfaction
This is a measure of the contact centre team’s happiness, which, like customer satisfaction can be measured in many different ways. While many contact centres choose to simply conduct an end-of-year survey, it is now becoming more commonplace to measure Advisor Satisfaction more frequently.
This can provide great insight into the change in engagement of the team, while having different surveys at different key stages of the advisor lifecycle can also be a good idea.
6. Customer Effort
Customer Effort is usually tracked through calculating a Customer Effort Score (CES), which is again measured through customer surveys.
Adherence is a metric that calculates a percentage figure for the amount of time an advisor spends working compared to their schedule – whether that’s on the phone, completing after-call work, or any other scheduled activities.
8. Customer Emotion
Using customer emotion as a metric helps us to assess whether or not we are creating a memorable experience.
If call centre businesses design their customer journeys around the principle of putting customers’ emotions first as a metric to assess our success in doing so they are likely to create a memorable experience for their customers.
9. Forecast Accuracy
This is a favourite among workforce planners who look at the accuracy of their overall forecasts, as they try to figure out how they can improve their future results.
10. Customer Lifetime Value (CLV)
By using customer lifetime value (CLV), we can analyse which customers are the most profitable, helping us to put into perspective the cost of a good customer experience. The metric also allows you to assess the buying habits of your most valuable customers and which journeys they take.
There are many different ways in which call centres can use the different metrics I have highlighted but it is important that they must consider their own organization and which measures relate closely to their specific customer experience strategy.