Do Your Contact Heart Metrics Disguise Actuality? Right here’s The Check

As a contact heart chief, you measure a variety of issues and belief every metric to present you an correct pulse on what you are promoting. Nice metrics allow you to foretell and measure success. However, what if I mentioned that a number of the hottest efficiency measures really let you know a false story? That they trigger you to search for indicators of success within the flawed locations, or on the flawed instances, or within the flawed method? It might be unsettling, to say the least.


I’ve been lucky sufficient to have a front-row seat to the metrics which can be utilized by contact facilities across the globe. They’ve spanned industries, targeted on inbound and outbound, and been sized massive, small, and every part in between. The largest lesson that I discovered from all of them is that there’s large discrepancy and confusion round even the commonest of key efficiency indicators. We don’t outline them the identical method, we don’t measure them the identical method, and we positively don’t benchmark them the identical method. In actual fact, if there’s one factor that I’m certain of, it’s that almost all contact heart leaders might use assist with regards to establishing, understanding, and evolving how they measure success of their companies. 


Questioning in case you’ve fallen sufferer to some frequent pitfalls of measuring contact heart success? Right here’s a take a look at the metric errors that I see most frequently.



We stay in an period of knowledge inundation. There isn’t any scarcity of individuals or locations to search out the reply to our most burning questions. Wish to know the reply to “what are crucial contact heart metrics?” Simply sort it into Google and also you’ll have about 381,000,000 outcomes. Apparently, everybody’s an knowledgeable. It makes discerning credible sources a frightening job. We’ve virtually been conditioned right into a tradition of credulity – to easily simply imagine that the primary few pages of outcomes should maintain the proper solutions. 

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2022 Information to Main an Agent-Centric Contact Heart

This behavior that many people have, to simply accept enterprise recommendation at floor ranges with out tangible proof to again it up, isn’t nearly trusting internet outcomes. Once I’ve surveyed contact heart leaders on the sources that they appear to when making selections there have been two on the high of the listing that ought to at all times be thought of with a grain of salt.


  • Search Outcomes – There’s a variety of nice data on the net however, sadly, there’s additionally a variety of noise. Particularly within the high few pages of search outcomes. In case you didn’t know, firms who promote contact heart options have a targeted effort round SEO. In different phrases, they work very arduous to have pages of their web site present up within the search outcomes for a wide range of key phrases. 


Generally, they supply that content material by working with credible authorities within the business. For example, when RingCentral approached me about scripting this very article, they did so primarily based on my in depth expertise working immediately in and with contact facilities. 


Many instances, nonetheless, the content material is written by businesses who focus on “Search engine marketing-optimized” content material, or by staffers who lack area experience and depend on their very own internet analysis for solutions. The outcome? A whole lot of dangerous recommendation will get closely circulated and adopted into observe. 


Right here’s my recommendation to overcoming this pitfall: at all times think about your supply. If you happen to can’t confirm an writer’s experience on the subject, look some other place.


  • Contact Heart Legacy/Custom – AKA, “That’s the best way we’ve at all times completed it.” If there’s ever been a basic instance of credulity, it’s how enterprise leaders settle for the practices, beliefs, and methodologies of the leaders who got here earlier than them. That is very true within the case of contact heart metrics. 


Have been you a part of deciding each metric that’s measured in your contact heart? Why it’s calculated the best way it’s? Or the way it got here to be weighted greater than different standards? I’ll guess that a few of you might be answering sure, however most of you might be answering no. You simply accepted them as what’s greatest, whether or not or not that’s really true.

Wish to overcome this pitfall? Conduct an audit of your contact heart metrics and level-set together with your group on which metrics are literally greatest for what you are promoting at this time.


  • All-Or-Nothing Achievement


Are you viewing your metrics in black and white? Solely recognizing whether or not or not one thing was achieved? You’re probably limiting your contact heart’s achievement by neglecting to measure, talk about, and rejoice your progress alongside the best way.


Metrics don’t exist to solely inform us as soon as we’ve crossed the end line. They’re additionally there to tell us whether or not we’re getting nearer to, or additional away from, our desired outcomes. 


A well-rounded set of metrics ought to assist our contact facilities do two issues:


  1. Outline and measure progress in the direction of our objectives
  2. Quantify success


One other method to think about that is that metrics assist us to foretell whether or not or not we might be profitable and replicate again on to what extent we achieved success. 


Right here’s an instance: If I wished to lose 50 lbs, I might step on the size each single day to see if my weight went up or down. It might replicate whether or not or not I used to be being profitable in attaining my objective. However, getting on the size isn’t what really drives my success. It’s a mix of different elements like weight loss plan and train. It’s my selections round these metrics that might finally decide my weight.


Our contact facilities work the very same method. You say that you simply need to obtain better buyer satisfaction, greater worker engagement, or any variety of different metrics? The key to getting a greater measure of whether or not or not (and why) you’ll get there’s to determine predictive behaviors and metrics that assist you to higher acknowledge and rejoice your success alongside the best way.


Confession: I get private satisfaction from watching a bunch of individuals squirm once I take a look at whether or not or not they’re aligned on a course of, definition, or understanding of an idea. I imagine that we develop probably the most by being comfy with these kinds of uncomfortable moments. However how typically can we create these moments in our enterprise? Are we keen and in a position to prioritize the creation of secure locations for our groups to develop? The reply higher be sure if we need to get a transparent image of how our enterprise is doing.


Earlier I alluded to the existence of an unlimited discrepancy in how frequent metrics are outlined and measured. Whereas I’d love to spotlight every one in all them, this weblog put up would shortly turn out to be an epic, so I’ll give attention to one metric to spotlight the issue and supply a collection of questions to assist get your group aligned.


Instance: First Contact Decision – Contact heart leaders love to speak about enhancing FCR. In idea, that sounds fantastic, however what does that truly appear like in observe? Let’s use a collection of questions that allow what you are promoting to make an knowledgeable resolution round if and the way it is smart to measure.


First Contact Decision breaks down into two key phrases that may imply one thing completely different from one enterprise to the following. 

  • “First Contact” – How will you outline the primary contact? Does an online go to rely as the primary contact? Or is it once they communicate to an agent? When does the primary contact conclude? What occurs if the particular person is transferred to a different queue or division? 
  • “Decision” – What does it appear like for a contact to be resolved? 


  • Why does it matter? What is going to you do with it?

If you happen to aren’t clear on why it issues or what you’ll do with it, then why would you measure it? If you happen to’re making an attempt to enhance your on-line self-service expertise, then you definately would possibly look particularly at individuals who try and resolve their subject on-line. If you happen to’re trying to modify your escalation course of, you would possibly take a look at the Tier 1 contacts that transfer to different tiers.


Do the brokers click on a field to notice that the difficulty was resolved? Do prospects obtain a survey to weigh in on the decision? Can your programs keep a test and steadiness on subject decision? If you happen to solely depart it as much as your brokers, they may present inaccurate information. If you happen to solely depart it as much as your prospects, they may suppose that their subject is resolved and solely later uncover that it wasn’t. 


If a problem isn’t resolved within the first contact, what’s the rationale and who can clear up it? Is it a routing downside that must be corrected by a programs administrator? Is it documentation that must be revised by a again workplace group? Is it flawed data that the agent supplied? As soon as you already know your FCR charges and causes, you’ll want a plan for who can really assist enhance the difficulty.


  • When does it get reported?

What’s the cadence for understanding and appearing on points? Within the case of First Contact Decision, my suggestion is that you simply run your reporting after the time frame through which the difficulty would most certainly reappear. For instance, in case you have been making modifications to buyer billing, it will probably be after the following billing cycle to verify that the requested modifications really occurred.


Benchmarking generally is a useful gizmo for serving to contact heart leaders perceive whether or not or not their metrics align with others. When used appropriately, benchmarks will help information initiatives, allow aggressive intelligence, and introduce modern concepts. However, with out understanding just a few key elements, benchmarks can conceal, mislead, and confuse.


Listed here are just a few frequent benchmarking pitfalls of which try to be conscious.


  • Knowledge is commonly self-reported. Lots of the extra in style benchmarking reviews are primarily based on surveys. Right here’s the catch: There’s no reality checking. You’re left to belief that everybody answered precisely, however there’s typically no solution to get validation on the responses.


  • You don’t at all times know the way respondents outlined the metric. Because the above instance of First Contact Decision demonstrated, there’s room for broad use and interpretation of some metrics. 


  • You don’t at all times know the intervals by which they measured the metric. Let’s use Service Degree for instance. Service stage is measured as x% of contacts answered in Y seconds. It’s a typical measure for inbound contacts that have to be dealt with as they arrive. I’ve seen contact facilities measure and report on this metric in 15-minute, half-hour, hourly, each day, weekly, or better intervals. Right here’s the issue with that – the bigger the span of time, the extra diluted and the much less actionable the metric. If you happen to don’t know the interval that’s reported, and it’s vastly completely different out of your interval, you’re making an unrealistic comparability.


  • You don’t at all times know what they’re doing with the metric. I as soon as heard a couple of monetary providers group who tied high quality assurance scores to buyer satisfaction surveys as a result of they examine comparable companies who did the identical. After making the change, they couldn’t work out why they have been seeing excessive QA scores and low CSAT scores for a similar interactions. Because it seems, they have been measuring the satisfaction of people who’d simply discovered that they have been denied a mortgage. Keep in mind: what’s proper for one contact heart isn’t essentially proper for yours.


As I mentioned although, benchmarking isn’t dangerous. I really imagine that it’s probably the most essential instruments for contact heart leaders who need to drive significant outcomes. Listed here are 3 ways through which I like to recommend utilizing benchmarks.


  • Benchmark In opposition to Your self

You know the way you outline, measure, and use each metric in your contact heart. There’s no higher place for achievement and development primarily based benchmarking than in opposition to your self. The place is what you are promoting at this time and the place do you need to be in six, twelve, or eighteen months? These benchmarks allow you to rejoice and acknowledge inside progress and drive achievement towards your objectives.


  • Benchmark In opposition to Your Opponents

Are you in a extremely aggressive business? You should utilize benchmarks to distinguish and excel. Right here’s an instance: Once I led the coaching and onboarding group of a four-star lodge, we might have new hires name different four-star inns to analysis reserving a trip. On the finish of the train, we’d ask them the place they’d select to remain and why. Via this, our brokers gained concepts for the kind of service that stands aside and our advertising and marketing and providers groups gained insights on applications, options, and advantages provided by different resorts. By benchmarking in opposition to service choices, we might be certain that we have been extra responsive, extra inclusive, and extra compelling than the competitors.


  • Benchmark In opposition to An Business/Broad Base

Lots of the in style benchmarking or analysis reviews allow readers  to match themselves in opposition to their vertical or different broad demographics (seat measurement, location, and many others.). Most of these research are greatest used for gaining an understanding of shifting developments and customary practices. Consider them as dialog starters however not resolution makers. You would possibly uncover that 80% of contact facilities in your business measure a metric that you simply don’t. It doesn’t imply that it is best to, nevertheless it doesn’t imply that you simply shouldn’t. Use these reviews to assist inform what’s occurring on this planet round you and provoke significant discussions together with your group round what ought to matter most to what you are promoting.


  • Possession and Accountability

Lastly, I watch contact facilities fail to get probably the most from their metrics when there isn’t a transparent sense of possession and clear method to holding individuals accountable.


Les McKeown, the writer of Predictable Success, put it greatest when he mentioned this, “The lynchpin…comes down to private possession and self-accountability all through the group: engaged, empowered people and groups who maintain themselves accountable for delivering actual outcomes, and who train structured creativity, innovation and danger taking to realize their objectives, that are additionally your objectives.” 


Right here’s what I imagine that Les was getting at with that assertion: Nice leaders acknowledge that the important thing to success is to be centered round making certain the success of their groups. For contact heart leaders, this implies taking an agent-centric method to managing the contact heart. It means establishing metrics that your brokers clearly perceive and willingly companion with you to realize. 


Curious to be taught extra about what it will appear like so that you can make that transformation? Take a look at the most recent eBook I wrote that gives a take a look at how one can lead an agent-centric contact heart.


Final Modified Might 16, 2022

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