By Greg Levin
True contact centre success comes when organisations make the critical switch from a ‘measure everything that moves’ mind-set to one of ‘measure what matters most’. Given that we are now living in the Age of Customer Influence, ‘what matters most’ is that which most increases the likelihood of the customer not telling the world how evil you are via Twitter.
No longer can companies coast on Average Handle Time (AHT) and Number of Calls Handled per Hour. Such metrics may have ruled the roost back when contact centres were back-office torture chambers, but the customer care landscape has since changed dramatically. Today, customers expect and demand service that is not only swift but stellar. A speedy response is appreciated, but only when it’s personalised, professional and accurate – and when what’s promised is actually carried out.
AHT and other straight productivity measurements still have a place in the contact centre (e.g. for workforce management purposes as well as identifying workflow and training issues). However, in the best centres – those that understand that the customer experience is paramount – the focus is on a set of far more qualitative and holistic metrics.
Find out about the five metrics of customer-centric contact centres, at the NewVoiceMedia.com/blog.
Greg Levin has been researching, reporting on and satirising contact centers and customer care since 1994. Known for his unique sense of humor, sharp wit and bold opinions about the state of customer contact management, he is still usually allowed entrance into industry events. Greg is the former Editor of ICMI’s pioneering publication Service Level Newsletter as well as its highly regarded follow-up journal Call Center Management Review. He has written hundreds of feature articles and case studies on contact center best practices, trends and challenges; dozens of comprehensive research reports covering every key industry topic under the sun; and adds a very healthy dose of comic relief and levity to the industry via his uproarious Off Center blog as well as his one-of-a-kind contact center songs. For more about Greg, visit offcenterinsight.com.