If you were a tailor, would you measure just a person’s inseam to make an entire suit and hope they were happy with the end results? In today’s digital world, your contact center needs metrics beyond voice-only to not only obtain the best measurements across multiple channels, but to incorporate the results into your contact center strategy for a perfect fit.
Contact center managers understand the importance of adding new channels to engage with customers. However, there is more to building a successful contact center than just increasing channel options. In the increasingly complex contact center environment, measurable metrics are also required across all channels to drive the best customer journeys and to make critical business decisions.
Yet, many contact centers are still using old-fashioned metrics in this age of digital customer service. In an effort to stay competitive and become multichannel, or even omnichannel, some organizations have rushed to add channels, but never contemplated how they were going to monitor, analyze, and track metrics across them. For example, in a benchmark survey from Nemertes Research, only 11.5% of organizations currently monitor social media channels, while 91.7% still communicate ‘calls in queue’ to their agents.
Digital-age customers have not only fully embraced social channels, as well as chat, video, and other channels, they also want self-service options to carry out simple activities on their own. Tracking metrics on these digital channels is important for a full customer view.
Traditionally, call center managers would track metrics, such as call handle time, abandon rates, and hold times. These key performance indicators (KPIs) were the standard for call center managers when the focus was solely on voice. Today’s omnichannel contact centers include non-voice channels such as text, email, chat, social media and even self-service IVR channels. The KPIs for these channels could be “number of simultaneous conversations” or “average chat time.” There are also emerging qualitative metrics to help fully understand the customer experience.
Establishing metrics across all your self- and assisted-service channels, and measuring their qualitative performance is no longer optional, but essential.
Here are some of the emerging customer experience metrics today’s contact center managers should be adding and measuring:
Net Promoter Score (NPS) – NPS are a great way to measure a customer’s experience at a corporate or brand level. NPS indicates, based on a scoring methodology, if a customer is likely to recommend your company to others.
Relational Net Promoter Score (rNPS) – In today’s environment, a relational NPS helps to extend past the traditional NPS in order to evaluate a customer’s relationship across departments with the entire organization in mind.
Transactional Net Promoter Score (tNPS) – This score is tied to a specific interaction with the company and is best used for highly important interactions.
Customer Effort Score (CES) – This is a survey-based method for evaluating customers that self-serve outside the contact center to identify frustration points and new self-service opportunities.
By utilizing these metrics to improve reporting, forecasting, and scheduling, you are able to act on what you learn and improve overall customer service operations and the customer experience. As the Nemertes report points out, it is essential to avoid creating data silos. Your reporting of legacy KPIs and emerging metrics should be integrated to be consistent across all channels to allow timely decisions that will have an impact and to view multiple interactions along the customer journey to better understand customer context.
For more details on the importance of measuring metrics in the digital age, as well as how to dig deeper into your metrics across all digital channels, you can download the paper from Nemertes Metrics That Matter For Omnichannel Contact Centers, or check out the on-demand webinar New Contact Center Metrics That Matter