METRICS
Consumers will reduce spending , or cease spending altogether , following just one bad experience . Any attempt to ask more questions , and gain a better picture of the customer , is often punished by plummeting response rates .
For truly accurate CX measurement , you need to cut out human error . With powerful recording and transcription technologies , backed by intelligent automation , this has never been easier .
Indirect metrics , that is , forms of measurement that can be conducted passively , without directly consulting the customers , can give CX leaders a 360-degree view of customer perceptions without the bias that emotions can introduce .
INDIRECT METRIC 1 : AVERAGE HANDLE TIME ( AHT )
Making the best use of an agent ’ s limited time is one of the biggest challenges when trying to build an efficient contact center .
Average handle time ( AHT ) is calculated as the total length of an interaction , regardless of channel , including time on hold and any after-call work time , divided by the total number of calls . Usually , after-call work is the hidden obstacle that inflates AHT , and improving this metric is a great way to address overall efficiencies in the contact center .
34 CONTACT CENTER PIPELINE
However , with the rise of artificial intelligence ( AI ) web chat and self-service channels reducing the levels of simpler customer enquiries , this metric may not be as relevant as it used to be .
Agents handling more complex customer inquiries will see higher average times . AHT doesn ’ t differentiate between short queries , which could be dealt with in the IVR , versus complex queries that were solved relatively quickly .
When paired with wrap codes , AHT can identify simple queries that take an above-average amount of time to resolve , which can inform agent feedback and training .
That said , brief interactions are not always ideal . Low AHT can also indicate a failure to adequately address customer concerns , so it is also important to look at first call resolution ( FCR ) rates . FCR measures the percentage of queries resolved on the first contact attempt , suggesting an efficient contact center that streamlines customer journeys .
INDIRECT METRIC 2 : IVR CONTAINMENT
IVR containment is calculated as the percentage of total calls that don ’ t get routed to an agent . With increasing hype around AI , there is an upward movement on trying to contain calls within the IVR to reduce total levels of contact .
Usually , customers are routed through an IVR using dual-tone multi-frequency ( DTMF ) tones , selecting the answers by using the keypads on their phones , or with natural language processing ( NLP ), which can identify customer reasons for calling .
Both of these methods route customers to the most appropriate next steps to answer the customers ’ problems directly ( such as finding their bank balance ). Or direct them to another channel such as a self-service channel , AI web chat , or an agent , depending on the type of inquiry .
A high percentage of IVR containment means that the majority of customer inquiries don ’ t require an agent to solve . However , this could also suggest high abandonment levels due to frustrated customers prematurely disconnecting their calls or abandoning their web chats .
This is why it is important to view customer journeys holistically and investigate fluctuations in IVR containment levels based on different customer groups .
KEEPING UP WITH THE KPIS
Indirect metrics , though precise , can never truly replace direct customer contact . Not only can a direct survey draw out insights not obvious in automatic processing , but it also serves to build a relationship with the customer , deepening their investment in your business long-term .
As we have seen in this article , both direct and indirect CX metrics have pros and cons . Is it time to ditch the “ traditional ” metrics altogether ? New technologies , including NLP , AI-backed transcription , and sentiment analysis , offer the potential to extract meaningful feedback from every customer interaction , without the risk of survey fatigue .
Transcribed interactions with customers , whether through voice or digital channels , can be analyzed for sentiment to gather the overall tone of the interaction , as well as quality management and industry-specific compliance regulations . This gives contact centers the best of both worlds : data from every customer interaction , not just the customers who fill out the surveys .
MAKING THE BEST USE OF AN AGENT ’ S LIMITED TIME IS ONE OF THE BIGGEST CHALLENGES WHEN TRYING TO BUILD AN EFFICIENT CONTACT CENTER .
Matt McKernan is Senior Vice President of Sales for the Americas . He joined the company in 2023 , where his strong experience leading large-scale enterprise and public center teams , tapping over 25 years of sector knowledge , is key in supporting Content Guru ’ s continued growth in North America .