Contact Centre Metrics Are Customer Experience Metrics

What is a contact centre?

Contact centres are caterers to providing customer support in multiple channels for companies and brands. Customers have come to expect the presence of the brands/companies they engage with on various platforms to offer customer support.

Contact centres distribute calls in efficiency to increase customer satisfaction. They do this using an Interactive Voice Process that boosts first call resolution by directing the call to the most competent agent.

Managers at contact centres can access their team member’s priorities and objectives in real time to work as a team. The system and construct of a contact centre is flexible when required and allows tight security and adapts to fluctuation calls and objectives.

How contact metrics are customer experience metrics:

1. Average Handle Time:

It is the sum of the time that a customer uses to get their issue resolved with customer support, through emails/calls/social media. Includes the talk time, hold time and instructions that follow the transaction.

Contact centre metrics can immediately show a customer experience problem if the average time handle is too short or too long. When the handling time is too short it shows that customer representatives are rushing through instructions. Too long indicates an agent who is not fluent with the tools and necessary solutions required to support the customer.

Companies have balanced Average Handle Time, to provide an excellent customer experience when they use modern techniques to train their employees. Well equipped and trained customer representatives are efficient as they can provide customers with clear and thorough solutions.

2. Customer experience quality:

In a contact centre, there is a quality checklist that customer representatives have to follow when they interact with a customer. The quality checklist or process includes a customer satisfaction form, from which auditors can determine whether the customer had a good experience. It represents the true perspective a customer has towards the customer support they have received. The quality process also addresses the fact that there might be a policy or product issue that needs to be fixed if the customer representative did everything right.

Comparing quality scores and satisfaction scores can detect what needs to be improved. Nowadays, contact centres have understood that they should track behaviours that align with an excellent customer experience and accelerate the development and training of customer support representatives.Contact centres also acknowledge that metrics need to be viewed through the customer experience metrics.

3. The level of service/response time:

It is a metric that shows the commitment level of a company to their customers by responding to queries and problems in a certain amount of time. To ensure that the customer experience is satisfactory according to response time, it is mandatory to train and equip customer support rep to be more efficient and reduce the number of issues. Another way to improve service level is by an emphasis on doing whatever you can to solve a customer’s issues on the first contact.

Encouraging self-help opportunities can decrease the need for customers to contact support. Through contact centre metrics, we can see that customer experience can be improved not only by restaffing but also by adding opportunities like self-help, improving the wait experience and even improving the efficiency of customer support representatives by adding tools that they can use.

4. Reporting real-time:

Contact centres are driven by data collected from key performance indicators. They monitor customer support representatives and customer satisfaction levels on all platforms. This provides insight into what the customer experience is really like.

5. Keep customer support representatives happy:

Agent attrition is directly responsible for poor performances. Balancing out an employee’s life and work time will reduce inefficiency. Customer support representatives need to be addressed as human beings and not machines, who can develop and improve their skills.

A contact centre’s employees will be able to give you a whole new perspective on what they think could improve the customer experience. Listen to your agents. In today’s age, modern contact centres deal with agent attrition by developing and engaging their employees, taking their perspective seriously and making improvements consistently.

In conclusion, contact centre metrics have an overview of how to deal with customers and how to deliver and provide excellent customer service training. They are a metric to calculate the level of customer experience with a company/brand.

Published by Apoorv Bhatnagar

Apoorv Bhatnagar is a Digital marketer at Freshworks Inc. He generally writes about software that improve your marketing, sales or hiring process.

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