Like most managers, you understand that these metrics provide value. After all, you can’t manage what you can’t measure. At the same time, you may not be sure who is in control or what you can do to improve. The process can be like measuring your blood pressure or body temperature. You see the score, but determining the cause of problems and determining remedies requires more analysis.
In the early days of call centers, operational metrics were used to determine if customers would be happy with the service provided. Metrics such as Service Level, Abandoned Rate and Average Time to Answer were all created to tell us the service was good enough against the corresponding budget spend. But strong operational metrics do not always equate to a good customer experience.
At a recent Genesys webinar, we polled the audience by asking them: What metric do you use to measure customer experience and loyalty? An overwhelming 51% cited Customer Satisfaction, followed by Net Promoter Score (NPS) and Customer Effort Score (CES) with 26% and 17%, respectively.
Regardless of what metric you use, most companies fail at KPI alignment for a variety of reasons—most notably the challenge of leveraging one measure across multiple entities and employee skill sets. So, how can companies better align their contact center KPIs with customer experience strategies? To be successful, companies need to carefully assess how their operational contact center metrics truly influence areas like customer loyalty, customer lifetime value, and customer spend.
Take these five steps to better align your contact center KPIs and metrics throughout the customer service organization:
- Determine your Customer Experience metric (Customer Sat, NPS or CES).
- Select your operational metrics and KPI’s
- Add any other sources of data you suspect influence customer experience.
- Correlate these metrics for a set time.
- Start to focus on the elements that correlate with higher customer experience scores.
You can learn more about this important topic by watching the replay of my recent webinar, Aligning Contact Center Metrics with Your Customer Experience Strategy.
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