Five Metrics of Customer-Centricity
True contact center success comes when organizations make the critical switch from a “Measure everything that moves” mindset to one of “Measure what matters most.” Given that we are now living in the Age of Customer Influence, “what matters most” is that which most positively impacts the customer experience.
No longer can companies coast on average handle time (AHT) and number of calls handled. Such metrics may have ruled the roost back when call centers mere back-office operations garnering little respect or support from senior management, but the customer care landscape has since changed dramatically. Today, customers expect and demand service that is not only swift but stellar. A speedy response is appreciated, but only when it’s personalized, professional and accurate – and when what’s promised is actually carried out.
AHT and other straight productivity measurements still have a place in the contact center (e.g. for workforce management purposes as well as identifying workflow and training issues). However, in the best centers – those that understand that the customer experience is paramount – the focus is on a set of five far more qualitative and holistic metrics.
1) Service Level. How accessible your contact center is sets the tone for every customer interaction – and impression. Service level (SL) is still the ideal accessibility metric, revealing what percentage of calls (or chat sessions) were answered in “Y” seconds. A common example (but NOT an industry standard!) SL objective is 80/20.
The “X percent in Y seconds” attribute of SL is why it’s a more precise accessibility metric than its close cousin, average speed of answer (ASA). ASA is a straight average, which can cause managers to make faulty assumptions about customers’ ability to reach an agent promptly. A reported ASA of, say, 30 seconds doesn’t mean that all or even most callers reached an agent in that time; many callers likely got connected more quickly while many others may not have reached an agent for several minutes.
2) First Call Resolution (FCR). No other metric has as big an impact on customer satisfaction and costs (as well as agent morale) as FCR does. Research has shown that customer satisfaction (C-Sat) ratings will be 35-45 percent lower when a second call is made for the same issue.
Trouble is, accurately measuring FCR isn’t easy, as I discussed in a previous post. Still and all, contact centers must strive to track this critical metric as best they can and, more importantly, equip agents with the tools and techniques they need to drive continuous (and appropriate) FCR improvement.
3) Contact Quality and 4) C-Sat. Contact Quality and C-Sat are intrinsically linked – and in the best contact centers, so are the processes for measuring them. To get a true account of Quality, the customer’s perspective must be incorporated into the equation. Thus, in world-class customer care organizations, agents’ Quality scores are a combination of internal compliance results (as judged by internal QA monitoring staff using a formal evaluation form) and customer ratings gleaned from post-contact transactional C-Sat surveys.
Through such a comprehensive approach to monitoring, the contact center kills two metric birds with one stone: It gains a much more holistic view of Contact Quality than internal monitoring alone can while simultaneously capturing critical C-Sat data that can be used not only by the QA department but enterprise-wide, as well.
5) Employee Satisfaction (E-Sat). Those who shun E-Sat as a key metric because they see it as “soft” soon find that achieving customer loyalty and cost containment is hard. There is a direct and irrefutable correlation between how happy agents are and how happy they make customers. Failure to keep tabs on E-Sat – and to take action to continuously improve it – leads not only to bad customer experiences but also high levels of employee attrition, which costs contact centers an arm and a leg in terms of agent re-recruitment, re-assessment and re-training.
Smart centers formally survey staff via a third-party surveying specialist at least once a year to find out what agents like about the job, what they’d like to see change, and how likely they are to cut themselves or quit.