HR GENIUS BLOG
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Queue time is one of the many metrics contact centre mangers optimize their staffing models around. Simply put, this metric measures the time the average customers spends waiting in queue for an employee to answer his query. This simple metric has many names within the multi-lingual contact centre industry; average wait time, average speed to answer and many more.
For a long time ACD stats used to be the only way to acquire reliable metrics, the contact centre industry simply had no other choice. Those stats and the metrics they produced used to be our only “compass” when it came to reading efficiency and effectives of customer service.
But as the customer service landscape is changing, so are the metrics, and new possibilities arise and take the scene by storm.
“Net Promoter Score” and “Customer Effort Score” are nothing new for leading brands and many business managers. Those two metrics are designed to measure customer lifetime value, focusing on long term values instead of short term cost optimization only.
The best part about introducing and implementing new metrics is the opportunity to correlate them against the old ones.
Are we optimizing towards the wrong metrics?
Customers can be perfectly happy and pleased with the customer experience even if they had to wait 15 minutes or more in queue, what matters is the outcome and the customer journey up until the very end.
But as with all metrics, there are flaws. Net Promoter Score and Customer Effort Score take a huge negative impact from just transferring a call to another agent – this kills the scores almost instantly.
So you can only imagine what happens when a customer query needs to be transferred to multiple agents.
Instead of the “out with the old, in with the new” approach, the contact centre industry needs to embrace the best of both worlds, instead of “hopping on a bandwagon” once again.
Call recordings are a “gold mine” of ideas and insight, contact centre managers simply can’t afford to omit such an easy to filter information stream.
Regular listening sessions should be a priority for all tiers of management.
Social media is here to stay, there is no doubt about it.
Most of the time representatives are having a hard time getting the upper management involved, and explaining how social media ROI works seems at times an impossible task.
Maybe we should take a step back and stop perceiving social media as the “end-all, be-all” solution, and start perceiving it as what it truly; a valuable tool and influence channel that should solidify all our combined efforts.
Getting your brand out there and promoting it, is the most important factor of incorporating social media into your business strategy.
You simply have to be “there”.
Social media allows brands and organizations to tell their side of the story and build their presence online. Users can take a peek behind the scenes and glance at the process’s or check out the company culture before applying for a job.
Posting detailed information about the hiring process is one of many great features of social media, candidates will know exactly what to expect and will be able to decide if they even want to begin the hiring process – time gained for both parties involved.
The dreaded social media ROI.
Obtaining accurate social media ROI might be an impossible task, especially when you want to examine how many people you hired thanks to Facebook or Twitter, or how many of the active user base on your corresponding profiles are loyal customers.
Instead we should be looking at the tremendous value social media provides in brand and reputation building.
And how does your brand look online, is it a thriving online community or a ghost town?
Mistakes will happen, especially in a dynamic environment such as a multi-lingual contact centre – deal with it.
But, in order to reduce errors to the minimum you have to learn from those mistakes.
More often than any contact centre manager would like to admit, customers are contacting “us” time and again for the very same reason or regarding the same issue. Some of these repeat calls could be quickly resolved; brain-storming sessions with contact centre agents would provide beneficial insight regarding what process’s work and provide real value to the customers.
What seems to work on the business end doesn’t have to work as smooth for the customer.
Also don’t forget to update the company website, include a FAQ (Frequently Asked Questions) section and appoint “custodians” of the self help database.
All these step will also improve first contact resolution.