Employee Engagement

Customer Journey KPIs Every Contact Center Should Track


The customer journey can be a difficult thing to map and understand. With so many touchpoints along the journey, the map isn’t predictable and linear, yet it’s still necessary to monitor and analyze. These Key Performance Indicators (KPIs) will help you gain insight from the customer journey and move on to improve it.

Customer Effort Score (CES)

Even if a customer prefers self-service to live agent support, they don’t necessarily want to put a ton of effort into solving their own issue. Self-service shouldn’t be a difficult-to-implement alternative to normal customer support. Instead, it should meet the needs of the type of customer who seeks out self-service via quick, easy-to-find answers and the ability to make changes sans agent assistance.

Customer Satisfaction (CSAT)

Some of the most important customer journey touchpoints will occur when the customer interacts with a support agent. CSAT is the measure of the customer’s satisfaction before, during and after they contact customer service. If CSAT scores are dropping, it may be time to look closely at agent productivity, ticket management and self-service options.

Net Promoter Score (NPS)

The NPS will tell you if your customers are going to recommend your products and services to others. You have to go deeper here, though – why will your customers recommend your products and services, or what it is that’s keeping them from doing so?

Customer Churn / Retention Rate

Customer support teams for subscription-based products and services have to pay special attention to retention rate. If you see a lot of customers leaving around renewal time, it’s necessary to figure out why you lost them. What part of the customer journey is causing customers to change their mind? There’s a snag somewhere.

Customer Success

Customer Success isn’t a single KPI, but instead a customized KPI program based on your specific business, customers and goals. A Customer Success strategy may include Up- and Cross-Sell Rates; Average Revenue per Customer; or Rate of Adoption, which starts with defining beginner, intermediate and advanced customers or users. You may also want to include Retention Rate, NPS and CES in your customer success KPIs. Think of Customer Success as an overarching customer journey strategy based on what success means for you.

Customer journey KPIs may be difficult to track, but they come with a big benefit – often, improving one will have a positive impact on another.

How Employee Engagement Can Reduce Agent Turnover

How Employee Engagement Can Reduce Agent Turnover

With so much focus on the customer journey, it’s easy to forget that contact center agents have their own journeys, too. According to ICMI, more than 40% of contact centers estimate that agent turnover comes with a cost of more than $25,000 annually. It’s impossible to prevent all agent turnover, but some causes can be addressed and prevented. The happier agents are, the better their customer service will be.

Compare Management Practices

Your contact center’s business practices – such as benefits, salary and schedules – need to match or beat industry standards. If an employee knows they’ll get higher pay and a more flexible schedule at a different contact center, or at most other contact centers, their focus will be on getting a job elsewhere.

Give Additional Responsibilities

For an employee to value their job, they have to feel like they are doing something valuable. Giving your agents responsibilities from the very beginning lets them know that they’re an integral part of the team. Expectations should be clearly defined and they should know who they can go to when they have a question, concern or suggestion.

Setup a Rewards Program

Contact center agents should be recognized and rewarded when they do an outstanding job. A rewards program can motivate employees to continually strive to do better. By creating incentives, agents will be more engaged with their work and their job satisfaction will increase.

Support Each Agent’s Career Path

Managers need to understand that each employee is going to have their own set of goals. Instead of expecting every person to stay in the role they started in, it’s better for both the agent and the company to create an environment where there are promotion opportunities. Open positions should always be filled internally whenever possible. When an employee knows they’re working towards something, like a better role in the contact center, they’ll be encouraged to work harder to show that they’re the right person for the promotion.

Hiring agents is undoubtedly expensive. Costs include screening, recruiting, interviewing, hiring and training. If the agent provides poor customer service, that’s another hidden cost, one that’s difficult to measure but no less important. Once you have a new contact center agent on board, it’s important to keep them happy, engaged and informed. Aim to keep them content with their job so they will continue to work hard for you.