Transforming Customer Data into Meaningful Business Intelligence
Traditionally, contact centers have measured success by tracking call length, average speed of answer, call duration, and other key metrics. While these numbers are useful, they tell only part of the story of how well a contact center is performing.
As an indication of operational effectiveness, “customer satisfaction”, is growing in importance according to 59% of surveyed contact centers, and “first call resolution” is close behind at 43%.* However, customer satisfaction means different things to different people and how you measure it will vary from one business to another. Likewise, first call resolution may not be a good indicator of service levels. There might be a good reason why a customer might call a second time to complete a transaction; conversely, a transaction being completed in one call doesn’t tell you how the customer felt about the experience.
In addition, today’s contact centers often incorporate back-office applications and multiple channels of interaction, such as email, web chat, and social media, in addition to voice calling. The increased level of complexity requires new ways to measure and assess performance.
The good news is, your contact center generates large amounts of data about your customers and your interactions with them. Let NACR’s Contact Center specialist help you determine the best way to bring all that data together and use it to understand how your contact center – and more broadly, your business – is really performing.
To learn more download NACR – Business Intelligence in the Contact Center or click on the Contact Us button to the right and talk with one of our experts today.
* ContactBabel, The U.S. Contact Center Decision-Makers’ Guide, 5th Edition-2012, p.90.