Contact Center Metrics Tracking Toward Customer Centricity

Share:
Metrics & Measurement
Customer Service
For too many years, contact center measurements have been focused on efficiency instead of customer experience. Metrics such as average handle time (AHT), number of contacts handled, average wait time, and average speed of answer have all been heavily used and tracked. And while a couple of customer-centric metrics - customer satisfaction and Net Promoter Score - have become entrenched among contact center measurements, only recently have other customer-focused measurements such as Customer Effort Score and First Contact Resolution risen through the ranks.

For too many years, contact center measurements have been focused on efficiency instead of customer experience. Metrics such as average handle time (AHT), number of contacts handled, average wait time, and average speed of answer have all been heavily used and tracked. And while a couple of customer-centric metrics - customer satisfaction and Net Promoter Score - have become entrenched among contact center measurements, only recently have other customer-focused measurements such as Customer Effort Score and First Contact Resolution risen through the ranks. A recent eBook, "ICMI's Guide to Contact Center Metrics," bears out these trends. The eBook, sponsored by Five9, reveals that while many contact centers continue to utilize efficiency metrics such as number of contacts handled (89 percent), customer satisfaction (87 percent) and FCR (73 percent) also rank high in importance among contact center leaders.

"We're making good headway as an industry," says Mayur Anadkat, vice president of product marketing at Five9. As recently as five years ago, far fewer companies were tracking customer experience-related metrics, says Anadkat.

Still, other measurement challenges remain. According to the ICMI eBook, nearly four out of ten (39 percent) of contact center leaders continue to struggle to identify and measure key performance indicators (KPIs). However, the growth in cloud contact center adoption is making it easier for contact centers to execute on reporting and gather measurements across all of the touchpoints that customers use.

Contact center metrics shouldn't be a one-size-fits-all approach. Each organization should apply those metrics that reflect the goals of its customer service strategy along with the components that matter most to customers.

EXPERT OPINION
EXPERT OPINION