Most Important Retail Call Center Metrics You Should Be Tracking

The retail space has evolved to meet changing consumer preferences and technological demands. Brick-and-mortar stores have added digital storefronts, and retail shops have added multiple forms of customer communication.

How do you keep up with all this while offering a positive customer experience?

The short answer: with the help of a retail call center.

Learn how a retail call center can help improve customer relationships throughout your business, along with the most important retail call center metrics you need to be tracking.

What Is a Retail Call Center?

A retail call center functions similarly to any other kind of call center. However, any agents representing your business will be trained in the retail space. If you get a lot of customer phone calls and your existing service team can't handle the volume of calls effectively, then upgrading to a call center is worth considering.

Call centers can either be integrated into your existing business location or outsourced to a third-party provider. Instead of processing customer calls yourself, you'll be able to rely on a team of professionals dedicated to providing superior customer service.

For a lot of customers, their first interaction with your business will be over the phone. By offering a genuinely positive experience, you'll help to represent your brand in a positive light. Plus, your retail business will receive other benefits like:

  • Satisfied customers that stay with you over the long-term
  • Customers that pass on the positive experience they had with your brand
  • High levels of customer trust and value

The Most Important Retail Call Center Metrics

There are certain call center standards for your industry that you should be adhering to. However, not every metric you track will be useful for streamlining your customer service efforts. That being the case, here are six of the most valuable metrics that'll help you get the most ROI out of your call center:

1. First Response Time

Nobody likes to wait on hold. When people call, they are looking to have their problems resolved quickly. By connecting your customers to a sales rep as fast as possible, you’ll help to improve customer satisfaction across the board.

Plus, you increase your chances of building customers for life. After all, if a customer hangs up while on hold, they’ll feel they’re not valued and probably won’t come back to your shop.

2. First Call Resolution

First call resolution refers to the percentage of calls that are resolved the first time a customer calls. This metric is significant because if a customer calls and their issue isn’t resolved, they’ll think poorly of the service you provide and likely won’t call back again.

Ensuring issues are resolved on the first call will keep your customer satisfaction high. Plus, if customers don’t have to call back, your call load will greatly be reduced.

3. Time Spent on Call

This metric relates to how long calls actually take. You want your customers’ issues resolved as quickly as possible, but you also want to provide them with effective service.

Your goal shouldn’t be to get this number as low as possible. Instead, you should focus on eliminating reasons calls are taking too long, so you can streamline the call process.

4. Overall Call Quality

Call quality is determined by monitoring and recording customer service calls, and analyzing the calls based on certain quality indicators.

For example, you might evaluate calls based on metrics like the agent’s level of professionalism, the accuracy of the information provided, language and attitude, and more.

5. Customer Retention Rates

Having loyal customers is the backbone of any strong business. You’ll want to retain as many of your customers as possible over the long term. Efficient service provided in a call can keep your customers happy, which will likely make them stick around.

The retention rate is usually calculated by dividing the number of customers who make repeated purchases by the total number of active customers.

6. Customer Call Satisfaction

This measures the quality of the support offered over the phone. Usually, it’s done through an automated question at the end of the phone call. Tracking and analyzing how customers feel about the quality of your service through historical and real-time reports will bring to light your call center team’s strengths and weaknesses.

Track the Right Retail Metrics for Better Customer Service

By measuring the right retail call center metrics and implementing data-driven strategies for improving customer experience across the board, you’ll significantly increase retention rates and grow your business over time.

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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