Your organization has made a significant investment in the best customer engagement platform. Your channels are integrated, and your workforce is primed for top performance. However, many contact centers under-utilize their analysis/reporting tools and fail to get the full value out of their systems. Smart companies from almost every industry have made an important commitment to utilize the Genesys Customer Experience (CX platform) but have still failed to achieve the type of results they originally hoped for – partially due to a failure to extend and take advantage of the reporting and analytics tools that came with their systems.
What exactly are the types of things you should consider measuring? Here are some examples – you also may have others that are especially important to your business.
Service level performance:
What is the capability of your systems (e.g. IVR) and personnel (e.g. call center agents) to your published service level agreements (SLAs)? These are often mandated by corporate leadership or outside regulatory agencies (e.g. a utility commission), and are especially important when it comes to meeting the SLA metrics for more lucrative “gold level” customers.
Call containment rate:
The number of customers who complete their task within the IVR system without requiring transfer to an agent. We want this number to be high because it is a sign of a well-designed IVR system.
Call abandonment rate:
The number/percentage of callers who hang up the phone/drop the call before they complete their task. We want this number to be low – a high number is a big red flag.
Transaction failure rate:
This metric refers to the percentage of time that a customer experiences a problem that prevents them from completing an automated transaction. The problem with this is twofold – first, because you have a frustrated customer; and, second, because the cost of an agent can be 10-15 times higher per transaction than that of the automated system.
Task completion rate:
This is a measurement of the percentage of people who are able to complete the task they contacted you for, through whatever channel they utilize. A healthy task completion rate is a hallmark of a top-performing contact center.
Average wait time:
Also known as average speed of answer (ASA) or average time in queue (ATQ), this refers to the average amount of time each customer waits to speak to an agent after they request to leave the IVR (e.g. zero out). Obviously, long wait times equate to very unhappy customers and higher telco costs.
Number of events handled:
Depending on how many channels you facilitate, this can include IVR calls, agent calls, emails, chats, etc. This is a good metric for overall company performance as well as individual agent performance.
Agent productivity metrics:
This class of measurements tells you how your contact center agents are doing in key performance areas such as:
- First-call resolution
- Conversion rate (e.g. sale made, customer kept)
- Accuracy of forecast
- Customer satisfaction
- Performance vs. industry peers
There are other items you can measure, including agent utilization rate, average call time, and Net Promoter Score (NPS). This is why you should never limit your thinking or actions to standard reporting. Whatever you choose to measure, the ultimate goal is probably to combine high customer satisfaction with low average costs per contact – which produces the greatest win/win scenario for your company and your customer.
To learn more about Forty 7 Ronin’s Genesys reporting solutions, please visit us at www.forty7ronin.com. You can also download our white paper, Genesys Reporting: What You Don’t Know Can Hurt You.