4 Call Center Metrics to Improve Customer Satisfaction

A contact center customer experience analytical tool offers sophisticated and meaningful insights for customer journey enhancements. Many of the tools needed are included in virtual contact center software which already boasts features to optimize the customer satisfaction journey.

But the most important call center metrics to improve customer satisfaction cannot always be measured with software, nor can they always be automated.

However, if you want your call center to stand out for service, the following four metrics are the most useful. When processes are put in place and these areas are intentionally crafted instead of left to chance, your call center has the makings of becoming a benchmark in your industry:

1. First Call Resolution

In Call Center Helper’s 2017 “What Contact Centres Are Doing Right Now – How Do You Compare?“ survey, more than 380 call center experts provided what they considered to be the most important call center metrics. 68 percent agreed that the most important metric was first contact resolution: how many times a user needs to contact the call center to have his or her issue resolved.

Despite the high percentage who said tracking first contact resolution is vital, shockingly 39 percent of call centers still don’t measure this essential and basic metric:

The Service Quality Measurement Group (SQM) has found that for every 1 percent improvement in first contact resolution, your customer satisfaction score is improved by 1 percent. 

Further to that, studying more than 150 call centers, SQM found that when call centers achieved benchmark customer satisfaction ratings, they boasted first call resolution averages of 86 percent. Those that didn’t had an average of 67 percent first call resolution. Big difference.

2. Contact Quality

Call quality in agent interaction recordings is typically evaluated by quality specialists. 

The quality of contact is assessed by agreed-upon criteria and includes:

  • Length of call
  • Greeting and end greeting
  • Overall courtesy and professionalism
  • Tone of voice
  • Taking down key customer data
  • Knowledge and how it is conveyed
  • Whether the call was resolved the first time or not
  • Grammar and spelling in text communication like email and chat

It is a good idea to tie contact quality into Key Performance Indicators (KPIs), which should be used to not only identify overall call center weaknesses but also to perform regular training for continual improvement.

3. Customer Satisfaction Surveys

Not typically one of the standard call center metrics, customer satisfaction surveys provide an opportunity for customers to provide feedback that is not usually considered by companies, and as a result, may easily be overlooked.

An after-action survey to inquire a user’s satisfaction of each resolved call is key to understanding precisely what’s important to customers, what they are happy about, and what’s making them frustrated. The key with surveys is what’s done with them after feedback is received.

Usually, companies don’t fully understand what to do with the results, but customer feedback should be analyzed, trended, and used to make operational improvements. The suggestion would be to create a process that drives this so that feedback is used for optimum operational efficiency. 

4. Call Center Staff Satisfaction

Customer service agents who are not happy in their jobs have the potential to negatively impact cost per call as well as customer satisfaction ratings because they are on the front line. It is call center staff who act as representatives of your company.

It's more expensive to keep hiring new call center agents than to retain old ones, and in a McKinsey study, people who left their jobs said they did so due to unrealistic expectations of the company and because they did not feel valued.

In addition, the McKinsey study revealed that call center staff are 3.3 times more likely to feel extremely empowered to resolve a customer issue when they are highly engaged to a company. The point is that the goal of call centers must be to hold on to their employees, in order to increase customer satisfaction. Although staff satisfaction is not a standard call center metric, it should be if you want to improve customer satisfaction.

When these four call center metrics start being measured and the results are analyzed and utilized correctly, customer satisfaction ratings are sure to increase. Implementing these metrics are a key way to improve customer satisfaction and your business.

Call centers rely on their technology to empower them to be as productive as possible. With 8x8's Virtual Contact Center you get world-class technology and everything your call center needs in one place. Call 1-866-879-8647 or fill out an online form to request a no-obligation quote from an 8x8 product specialist.

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