Customers can share a lot of information about your brand if you allow them to. They can help uncover key insights about your product, your service line, and your staff. It’s up to the firms to understand the overall value that customer service brings to the table. That’s why it’s critical to incorporate information from customer service centers into the decision-making paradigm and make sure your tech works well.
The key expectations of your customers need to be measured along with the real-world actions taken. If the first-contact resolution time is effective but the customers aren’t sticking around after a few encounters, there may be an issue with the contact center itself.
Customer service metrics need to be optimized to ensure that they’re reflecting real-world scenarios. Added to that, the same metrics need to be used when measuring the impact of a customer service campaign. Having quality customer service is a key asset that needs to be developed over time.
Inefficient traditional metrics
Key areas such as first response, service lines, and calls answered may provide a more generic picture of the call-center’s performance. Managers need to go deeper into the numbers to uncover true insights that are relevant to them. They can also create hybrid insights to merge multiple numbers into one coherent formula.
Managers also need to move towards more digitally-enabled metrics that are customer centric. These metrics can allow brands to become more aware of how well their customer care centers are performing. Added to that, traditional metrics can be tweaked to become more relevant to your specific enterprise.
While traditional metrics may be limited in their approach, they do provide basic groundwork for comparison. They can also be leveraged at scale, to determine the performance of key agents working on differentiated lines.
Industry-focused metrics also need to be integrated into the overall decision-making matrix. This is because every industry has its own set of parameters through which it can determine the performance of the contact center. The metrics may also be unique to each service area within the organization.
Contact centers also need to focus on being comparative to one another, as well. If one company measures service line in a different way than another, then the metrics would need to be re-evaluated. This is why having multiple metrics present in the matrix is helpful. This can streamline your operations further, while giving you a much-needed base in real world conversions.
Companies can also focus on metrics that are relevant to them on a monthly basis. For certain marketing campaigns, customer drives, and research & analytics programs, key metrics can also be leveraged to find insights. These insights can then help brands make the right decision based on the information available.
Focusing on omnichannel as a solution
Omnichannel is a premier method of communication that ensures your customers are connected to the brand proposition. Customers can be engaged with at scale while interacting with field agents in a digital manner. An omnichannel contact center enables companies to talk to customers in real-time while driving agile insights on the go. Omnichannel communications allow customers to begin a conversation on one platform and continue it on another. This seamless shift between methods of communication enhances the customer service experience, as it allows agents to meet customers wherever they are and whenever they choose.
The growth of automation in key areas such as IVR and chatbots has made it more accessible to engage with consumers. They can interact with brands at scale, while the system tracks real-world metrics. Key metrics such as time to resolution, call-to-action conversion, and retention can be inferred from digital and on-call conversations, as well.
When it comes to key solutions, omnichannel is one of the best ways to make your customer service more customer-centric. It’s a technologically sophisticated way to engage with customers at scale.