Which 2 Metrics Can I Use for a Better Customer Experience Tomorrow?
Each call center has its own programs, with goals and objectives set by the management, client, or other key stakeholders. While there are several key call center metrics needed for a balanced perspective (i.e. customer satisfaction, first contact resolution, agent satisfaction, etc.), there are a couple of metrics that are within your span of control to affect immediate outcomes. These metrics are immensely important in determining the ability of your call center to achieve those goals and, ultimately, the business objectives your team is trying to accomplish.
… here are the 2 metrics we’d chose today if you asked us to better understand your current customer experience, as well as agent performance and what opportunities and adjustments you could to make to optimize the balance of these tenets:
1. Available, just answer the call?
We should get a little more scientific with this – although, you might be already be all too familiar with contractual obligations surrounding TASA. Targeted Average Speed of Answer, or TASA, is a part of the service level agreement (SLA) determined by your client or by your management. Regardless of whether your call center agents are on an outsourced program for a separate client, or an in-house call center, there are consequences for not meeting your predetermined TASA. In the case of an outsourced call center, there is likely a financial fine associated with being outside of your TASA parameters.
For example, many organizations use the 80/20 model: 80% of calls have to be answered within the first 20 seconds, or they are subject to paying a fine.
But even in the case that your call center is internal, there are still ramifications for being outside of your TASA. Obviously, the longer a customer has to wait before their call is answered, the more chance you have that they are going to abandon the call. And even if that customer stays on the line, a long wait is not a good customer experience. The inability to maintain your target can provide insights into your business operations, including your staffing level, training, and even the TASA itself. This is a metric that will provide major clues into the business decisions your organization makes on a daily basis.
2. Easy, best practice says 0%, right???
While it is typically true that with every abandoned call, your team is missing the opportunity to interact with that customer, we need to dig a little deeper past a seemingly obvious answer of setting your abandon rate target at 0%. Whether it’s providing a service, making a sale, or creating the desired experience, it is vital that you take advantage of every opportunity to make contact with your customer.
The abandon rate is very important—it has a huge amount of impact on how your customers view your organization. What’s more, the abandon rate is another metric that can give you insight into how your call center is executing operations.
It can give you clues about how many agents you need on staff at one time, how your phone system is configured, whether or not customers are being routed and transferred excessively, or whether your agents are trained appropriately and can handle the calls that they are receiving. The reality is that this is a tricky metric to get right.
In fact, a lot of businesses think their abandon rate should be at zero. That’s actually not the case at all. To have an abandon rate that low, you are looking at a huge staffing expenditure without the return on investment in terms of sales and customer satisfaction.
Think back to your high school Econ class: diminishing returns. Ultimately, abandon rate is a very important metric to monitor; it can give you the insight you need to make better business decisions in balancing your investments of resources, time, and money towards business outcomes in your operation.