Most support teams track metrics that they learn in Contact Centre Management 101. These include CSAT (customer satisfaction), ASA (average speed of answer), AHT (average handle time), Abandonment Rate and some form of an Internal Quality Score. These are great indicators of CX but may not tell you the whole story.
While these metrics are helpful to measure the performance, they are lagging indicators of performance and thus limit the ability for teams to make changes based on their values. It can be compared to driving a car by looking in the rear mirror. While this information is important, it does not tell you what is coming ahead of you and how you can make better decisions going forward.
After working with many clients, we found that teams need more insight into how they can influence the performance of their agents based on leading indicators. To provide improved customer sentiment and experience you need to know how to improve the experience NOW and what decisions need to be made to ensure agents continue to improve.
Here are the five additional CX Metrics that can help your team to better serve your customers and provide a beneficial experience:
- Contact Rate: This is the number of times a customer reaches out to Support per month. You will need to create buckets for 1, 2, 3, 4, 5+ contacts per month. This can be further drilled down to Channel (Chat, Phone, Social, etc) and by Problem Category. This will help you create a plan of action to lower these numbers. This will also assist you in providing your Dev Team with Product and User Experience (UX) enhancements.
- Health Score: This is a single measure of your customer’s usage of your product. This can be calculated using multiple parameters such as logins, number of contacts, users, campaigns, rate of adding contacts to the system and other usage indicators. This can help you quickly segment your users into categories so you can proactively reach out the correct audience with the right message to turn them into staunch supporters.
- First Contact Resolution: This metric tracks what percentage of support requests are closed at first contact. The higher the number, the better the CX. If a customer must reach out for support more than once for the same issue, the level of frustration goes up and trust goes down. This can quickly impact your reputation.
- Internal TouchPoints: This measures how many different people the customer will have to interact with to resolve a single issue. In “best in class” companies, the number is one.
- Social Reputation: This the measure of positive mentions minus negative mentions about the company’s support across all social platforms.
Pro-Tip: Respond to negative comments as quickly as possible and resolve them at a higher priority.