In a challenging economic environment, holding on to existing customers is as important as attracting new ones. While it’s recognized that First Call Resolution (FCR) is a top driver of customer satisfac¬tion, actual usage of this metric is surprisingly low, according to the folks at CallCopy.
A new eBook from CallCopy explores the reasons why contact centers should implement FCR as an essential key performance indicator (KPI), discusses some of the challenges associated with definition and measurement, and suggests practical steps contact centers can take to capture this metric and improve performance.
(CallCopy itself offers a suite of advanced customer relationship management (CRM) and interactive voice response (IVR) systems that consist of a robust recording platform and add-on modules for quality monitoring, creating evaluation forms, screen recording, customer feedback surveys and speech analytics.)
While we won’t give away CallCopy’s 10 secrets to boosting first call resolution—you should contact them at http://www.callcopy.com for the complete eBook—we will say that they address a key list of call center best practices that include:
• Agreeing on a data collection method,
• Rewarding achievement,
• Including FCR as an evaluation metric,
• Training agents on call control techniques,
• Empowering agents to make small concessions, and
• Soliciting feedback from agents on ways to improve FCR.
First call resolution is an essential metric for any best-in-class contact center because it drives customer satisfaction and reduces operating costs. CallCopy says that you CAN measure and manage this by coupling sound practices with a technology solution that makes it possible to measure, understand, evaluate and improve this performance metric.
So, CallCopy asks, why don’t more contact centers track FCR?
In the most common approach, a supervisor reviews the call and judges whether or not the issue was fully resolved. The problem with this method, says CallCopy, is small sample size and the difficulty of determining whether the issue was fully resolved from the recorded interaction.
A method practiced by about 10 percent of contact centers that measure FCR requires agents to ask “Is there anything else I can help you with?” or “Have I fully resolved the reason for your call today?” at the conclusion of each call. Agents enter “yes” or “no” in the CRM system, and results are tabulated by the software.
This method, notes CallCopy, is easily implemented and requires no investment in special¬ized software or automated surveys. However, it has several shortcomings. The agent may forget to ask the question, or be tempted to enter “yes” when the answer is actually “no.” And the handle time increases as the agent obtains the information and enters into the CRM.
But measuring FCR is only the first step, says CallCopy. The greater task is finding ways to reduce the frequency of repeat calls. This requires an under¬standing of why customers felt they had to contact the company more than once about the same subject.
Some of the most common causes of repeat calls include: absence of information, poor call control; lack of authority to solve problems; agent failure to provide clear or correct information; and long hold times.
CallCopy concludes that in this economic environment few businesses can increase prices without risk of losing customers. New products and services can produce short-term gains but are quickly matched by competitors.
Senior management now understands that the quality of customer care is a significant dif¬ferentiator that is not easily replicated by others. They are demanding metrics that measure the quality of customer care. First call resolution is a major driver of customer satisfaction and a metric that every contact center that seeks to be best-in-class should moni¬tor and manage.
There are challenges in capturing the metric and understanding how to drive improvement. Technology solutions from companies like CallCopy are available to ease the pain. Visit CRMXchange to download the ebook
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