Contact center metrics are one of the best ways to solve a common contact center problem — inconsistency. Imagine a customer calls into customer support and has their issue resolved within a few minutes. They feel good about their experience, and the customer support team sets a quality standard.
However, if the next time this customer calls in, they have to spend 10 minutes on hold only to have to call back two more times to have their issue resolved, this quality standard is shattered. The customer is left feeling frustrated and let down.
By tracking contact center metrics, you’ll be able to manage service quality, customer experience, outbound dialing, operational efficiency, and costs more effectively.
To make sure your contact center team consistently delivers an exceptional customer experience, let’s look at these five types of metrics and how they work to improve customer success.
Service quality is the ability of customer support teams to provide fast and effective service every time a customer calls in. Service quality is essential for retaining customers and lowering churn risk. Support teams that understand this concept are able to help customers become successful because they get the help they need when they need it.
There are many ways to measure service quality, but the most common is SERVQUAL. With this approach, support teams use surveys to ask customers how they rate their actual experience with their initial expectations. For example, surveys will capture whether or not support teams are as helpful as they claim to be.
There are five elements that make up SERVQUAL. They include:
Examples of the types of questions to ask on SERVQUAL surveys include:
The data captured from SERVQUAL surveys shows you where gaps exist between customer expectations and reality. The survey also identifies which opportunities will help reduce the gap over time.
The best time to send this type of survey is immediately after a service call. The experience is still fresh in the customer’s mind, so they can share specific examples.
Use VoiceSage to send rich media message (RMM) surveys to increase response rates. These surveys are interactive, so customers don’t have to leave the text to participate. Automate the process so that responses are automatically uploaded to your CRM where you can review and analyze the data.
Learn more about customer satisfaction surveys: Customer Satisfaction Surveys: Success Metrics
Tracking customer experience is important because of the influence it has on success. Positive experiences ensure customers keep using a product — which eventually leads them to experience the product’s promised value. This value solves a pain point or issue.
There are multiple metrics available to measure customer experience. Three of the best ones include:
These contact center metrics can be tracked in your CRM. To improve them, send SMS messages after customers call in to find out if their issue was resolved. Send follow-up messages that ask users to provide feedback or rate their experience. Share this information with the support team as a way to figure out how to improve first call resolution rates and wait times plus increase self-service usage. For example, you might need to develop a more robust knowledge center to help the team find what they need faster.
Create automated campaigns that use the VoiceSage template feature. Set campaigns to send automated messages every time an action is triggered in a CRM database — like when an issue is marked resolved.
These campaigns can include SMS messages with tips on how to optimize using the tools and new features available. Another option is to use RMM to send short videos of feature demos.
Outbound dialing is a proactive way to add value, improve customer experience, and ensure customers are successful. However, because outbound calling can be time-intensive, you need to track contact center metrics to see where to make the process more efficient.
Contact center metrics that help determine the success of this approach include:
To free up some of the support team’s time, use interactive voice messaging (IVM) as part of your outbound call campaigns. Prerecord messages that remind customers of new features, new ways to use a product, upcoming info sessions, and more.
Go one step further by segmenting your customer list so that each segment receives timely, relevant messages. With VoiceSage, you can create separate contact lists for your segments and create custom IVMs for each group. This way, customers get the information they need to enhance their experience while the support team avoids dealing with silent calls and hang ups.
One major determining factor of customer success is the efficiency of the products support teams use. Operational efficiency metrics measure the internal processes teams use to navigate customer calls. Customers benefit and thrive when they have access to a support team that gives them what they need, when they need it.
Contact center metrics that track operational efficiency include:
Use automation to help improve overall operational efficiency. Start by setting triggers that enable customer support reps to spend less time wrapping up. For example, when a call ends, that should trigger automatic updates to the CRM and send messages to customers to confirm the result of the call and ask for feedback.
Learn how to improve customer experience with mobile messaging: Digital Customer Experience: How APIs Enhance CX Strategy
Running a customer support team is expensive. You have to compensate the team for their time, source equipment and software, and invest in training and development. This is why you need to use contact center metrics to determine whether your investments are having the desired effect on customer experience and success.
Use the following contact center metrics to analyze cost:
Managing contact center costs is another opportunity to use automation. To decrease costs in contact centres, use mobile messaging when possible. For example, if there is an issue with your product, proactively send SMS messages to customers, letting them know. This helps minimize calls to the contact center, where they risk going unanswered if there isn’t enough staff due to attrition and absenteeism.
Contact center metrics are incredibly important to how your team operates as well as how effective they are at helping customers. Track these metrics regularly, and use your analysis to pinpoint issues and uncover opportunities. The more diligent you are at tracking these metrics and making changes, the better off your team will be, and the better the customer experience will be.
To find out more about VoiceSage can help you improve your customers experience, contact us today.
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