These Call Metrics Can Help Contact Centres Reach Their Goals

Call Metrics

Customer expectations are changing as we move into a primarily omnichannel way of doing business. Calls are still a vital line of communication but they are arriving from multiple ports. That’s a lot of data to collect.

Currently, callers only want to wait 15 seconds in IVR (Interactive Voice Response), 20 per cent of these calls are abandoned if kept waiting too long and a whopping 43 per cent prefer talking over chatbots.*

This means in order to succeed, B2C contact centres need to consider collecting more than a few call metrics to create accurate and actionable KPIs.

What are contact centre KPIs?

Contact centre KPIs are the key performance indicators every cloud contact centre should examine closely in order to achieve set goals within different time periods. These differ according to the company and measurements alternate based on the channel. With that in mind, we’ve gathered a few call-based metrics we think are important to pay attention to.

Call length distribution

Call length distribution determines the lengths of calls over the most common intervals. So if a centre is seeing a high number of calls lasting 30 – 60 seconds out of all their calling interactions that day, it’s likely that such a time frame is the most ideal.

Don’t listen to the chatter. Call length IS vital to determining how efficient your service is, the optimal length really depends on your business goals and the type of product being sold, an automotive shopper in the final stage of their consumer journey will want to speak longer than someone just asking about store opening hours.

However, understanding the most common call length within a specific contact centre can greatly restructure the way calls are approached and how to create an effective and rewarding experience for the caller within the perfect amount of time for them.

Call events per visitor device

In a multi-channel environment, this is a good KPI to follow. Call events per visitor device simply indicate how many calls originated from either a desktop or mobile. Knowing the type of device being used predominantly by customers can provide more visibility for marketers when it comes to accurate device targeting.

Call events

This determines answered and missed calls over a set period of time. A low missed call rate is a good KPI to reach for.

A few ways to avoid missing calls is by implementing a system of cascading or routing calls based on context. Every caller has an interaction history behind them. Using key touchpoints within their journey to create a clear picture of intent is a great way to send the call directly to the right people and avoid missed opportunities.

Want to know more about building context?

Via: *Freespee Data.

A Few Ways Technology Can Ease Caller Complaints

complaint handling

I was on the phone with a mobile carrier recently concerning a serious problem that needed addressing, the company in question had made a massive error with my service. I was inconvenienced, frustrated and needed the problem resolved. My complaint required some efficient handling. Instead, I was sent through an IVR labyrinth tempered with clueless representatives. For an hour I listened to Stevie Nicks crooning between agent conversations. By the end, I was more inconvenienced, frustrated and worst of all, they had ruined Fleetwood Mac for me forever.

As a customer, there is a certain amount of confidence we feel after an agreement is made and our hard earned money is exchanged with an enterprise. That agreement being – I gave you money, you give me good service when I take the time to call. Negative feedback is a weapon we wield ferociously when things go downhill.  Complaint handling is a process many companies struggle to perfect yet it is vital in this age of digital transformation. More than ever the customer is king and personalisation is a necessity for success. What it takes is a balance between human interaction and savvy technology. Also, zero IVR. Here’s how.

Digital transformation

Sometimes its okay to let go of legacy systems. Today’s callers expect a technically convenient but personal experience at the other end of the line. They have a complaint but they don’t want to wait to speak to someone and they are arriving from multiple channels. According to McKinsey, “three-quarters of online customers said they expected help within five minutes, have used comparison services for consumer goods and trusted online reviews as much as personal recommendations.”

Huntswood notes that 61% of customers want their complaints handled via email, while 28% rely on the phone. Tackling complaints with a multi-channel approach might be the best way to make everyone happy and using technology to manage this diverse data is the way forward. Customer-facing companies need to get radical to catch up and implementation isn’t that difficult.

Kill the IVR!

Interactive voice response was once a useful tool for call centres, agents were free to personally handle calls that they considered higher value while automating the rest with voice bots. “There was just one problem – customers didn’t like IVR,” writes Call Centre Helper. From the customer standpoint, an IVR involves being stuck in a queue for a long period of time.

If customers have complaints, streamlining their path to a solution is the quickest way to snuff out the flames, making them wait won’t help. Killing the IVR isn’t a literal action, its a transformation. Taking the principles of IVR like; faster response times, prioritisation and higher call volumes while creating an intelligent system that incorporates the needs of both agent and customer is ideal.

Call routing

One feature that can be optimised for a smooth agent and customer experience is call routing. This call distributor uses criteria, usually collected via a digital profiling system, that sends calls to the right agents based on this information. Once the caller arrives at their destination, the agent also has the relevant data to start the conversation on the right foot, preventing the frustration a customer feels when they have to repeat themselves.

Complaints are relevant to brand growth but how you handle them is vital to brand reputation and especially longevity.  

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Via: Call Centre Helper, McKinsey, Huntswood.