Traditional KPIs tell us how we performed. Signals tell us how the customer felt while we performed.
The old way looked like this:
• Survey-based KPIs → Delayed feedback → Efficiency metrics.
The new way, with signal-centric metrics, looks like this:
• Real-time signals → AI-powered routing → Adaptive experience design.
This is not just operational improvement. It’ s customer trust, loyalty, and retention.
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Then connect the dots with them on how each part is managed differently, and the two different forms of value they can help to generate. Having frontline employees involved in the change process will greatly accelerate the transformation.
CHART 1
THE ARCHITECT’ S CALL TO ACTION
As enterprise architects, we often talk about scalability, integration, and cost optimization. All important. But let’ s not miss the human side of the architecture.
This is our chance to design systems that listen deeper. To build AI that not only transcribes calls but senses the emotions behind them. To create experiences where customers walk away not just with solutions, but with confidence and relief.
The future of contact center excellence won’ t be measured by stars or survey scores. It will be sensed in real time by AI and humans together.
The real question is no longer: Did we solve the issue? It is: Did we truly see and support the human on the other end?
CLOSING THOUGHT
We are standing at a once-in-a-generation inflection point. AI gives us added tools, namely signal-centric metrics, to reimagine what we measure, and more importantly, how we serve, supplementing traditional metrics.
CONCLUSION: MEASURE THE IMPACT
You’ ve changed the way your team interacts. Now prove the value. Tie service improvements to business outcomes: or risk having your strategy labeled“ nice, but not necessary.”
See Chart 1 as an example. It’ s the role of the service leader to identify how improving a“ customer service activity” on the left impacts“ business outcomes” on the right.
METRICS
THE FUTURE OF CONTACT CENTER EXCELLENCE... WILL BE SENSED IN REAL TIME BY AI AND HUMANS TOGETHER.
If we seize this moment, our dashboards will no longer just report performance. They will reveal understanding. They will reflect empathy. They will guide us to design contact centers that are not only efficient, but deeply human.
It’ s time to go beyond the scores and start listening for the signals.
Kumar Chinnakali is an enterprise architect at Capgemini. Kumar reimagines the contact center, solving problems, designing AI-first customer experiences, and building with purpose, bridging users, clients, developers, and business leaders in their real-world contexts. He is curious by nature, driven by empathy and curiosity, and always learning.
CUSTOMER EXPERIENCE
For inspiration: previously when working with a top five producer in the gaming industry, we discovered that by moving the needle on customer sentiment it had a significant impact on future player spend. This earned us freedom to strategically slow down interactions, especially with VIPs, to ensure the best possible experience.
How can you bring balance to your interactions to maximize value? Service leaders who can make quick parts quick and slow parts meaningful will be at a huge advantage.
20 CONTACT CENTER PIPELINE
SOURCE: NATE BROWN, METRIC SHERPA
Nate Brown is Head of Education and Enablement, Metric Sherpa, a research firm helping organizations to transform customer interaction. He is also a co-founder of CX Accelerator; this vibrant collection of CX leaders helps each other to maximize their careers and accomplish remarkable things in service to others.