The customer engagement metrics that your call centre needs to track

Providing quality customer experience is certainly the way of the future.
Providing quality customer experience is certainly the way of the future.
Providing quality customer experience is certainly the way of the future.
Providing quality customer experience is certainly the way of the future.

According to Econsultancy’s 2018 Digital Trends Report, businesses are most excited about the opportunities that customer experience has to offer, more than about content marketing, mobile, personalisation and social.

Out of the businesses surveyed, 22% were most keen to see where a focus on customer experience would take them, and how content could help them achieve this focus. Providing quality customer experience is certainly the way of the future, but with so many call centres popping up, one needs to find ways to stand out in the customer service crowd.

One important way to do so is to be on top of customer engagement data, data that will give you the insights you need to create a bigger and better customer experience year on year. Whether your call centre is in-house or you make use of customer management outsourcing, written in collaboration with Merchants here are the most important customer engagement metrics your call centre should be tracking.

Customer satisfaction

Customer satisfaction, while basic, is a vital metric to track. According to Call Centre Helper’s 2017 report, 95% of call centre professionals found this a very important metric to be on top of. Knowing how many customers are or aren’t happy with your service will help you better understand how much you need to do to increase satisfaction levels, as well as how to do so. You might be receiving a large number of calls daily, but they may not be happy ones. Or you might be achieving just enough happy customers, but not enough to make a positive difference in trust levels of your brand.

Tracking your customer satisfaction rate can easily be done through an online survey that pops up when customers land on your website, a pre-recorded survey that starts once a call ends with a customer, or a follow-up email survey. Asking customers about their satisfaction with your service on a scale of 1-10 will help you quantify how happy your customers are and help you figure out whether you’re on the right track or where you need to up your game.

The customer engagement data that your business needs to track

Query resolution

The query resolution metric looks at how often a customer needs to call your company in order for their query to be resolved, where the fewer times a customer has to call you for a problem to be corrected, the better your service. While this metric can be tricky to measure to 100% accuracy as continuous calls from one customer may be for different problems, it can help you identify which issues are causing the most repeat calls.

With 68% of call centre professionals finding this a very important metric to track, there are a number of ways you can track query resolution. You can either track the number of calls that customers make within a one-week period and then find out what their queries were, or use a post-call survey to determine if a customer made multiple calls for one query.

Social media efficacy

Social media has become a popular means for customers to interact with businesses. Some businesses have diverted their customers to their Facebook pages to solve their basic queries, for example. In South Africa, approximately 97% of brands use Facebook and, while this is a way to free up your agents’ time for more important or bigger queries, you need to make sure that the service your customers receive over social media is both pleasant and effective.

You can track both the efficacy of your social media platforms to provide a good customer service and track how many customers use these platforms to solve a query. Through technologies you can analyse how many queries you receive, how long it takes for your agents to respond to queries and how customers feel about your brand. You can start to see how effective your social media customer services are. One company that provides such technologies is Hootsuite.

Looking at these metrics makes it clear How KNOWN Data Can Improve Your Customer Experience. At every stage of the customer experience there are things which could turn customers away. But fortunately, by tracking the above metrics, it’s easy enough to figure out what is working and what isn’t. Tracking these three main metrics will help you figure out how well your customer service team is doing, and how you might be able to improve your customer experience strategy going forward.

Staff Writer