Metrics In An Omnichannel Support Environment
Today's support landscape consists of multiple touch points: Your website, Facebook, Twitter, Chat, Incoming and Outgoing calls, e-mails...and more. Within a support environment, millenials will want to check Frequently Asked Questions (FAQ) before wanting to Chat with an agent. While older people still call your support team, without first checking for answers themselves. As channels and way-of-working change, also metrics and reporting changes in your company.
Standard customer service reporting looks at numbers like:
- Average handling time
- First contact resolution
- Contacts per hour
These reports are still valid, but probably you'd want to make a twist to have them comply with the new omnichannel support reality.
Why should existing metrics get updated?
Metrics like Average Handling Time and Contacts Per Hour change meaning when applying to omnichannel support. Agents that answer e-mail or handle chat conversations will most probably handle different sessions at a time.
Where calls get handled one at a time, e-mail and chat may be handled in parallel. And so calculating the AHT or Contacts Per Hour need to take into account the number of simultaneous sessions that got managed by the agent.
Metrics that matter in an Omnichannel Contact Center
While existing metrics should get updated, there are also new metrics that should get added to your dashboards. Some interesting metrics are:
- Agent productivity
- Avoidable contacts
- Customer Experience
In omnichannel support environments, an agent may participate in multiple chats and emails at the same time. This reduces the cost per contact significantly! And it raises the agent's effeciency. A multichannel agent may engage with more customers, and resolve more more issues, than an agent that speaks with one customer at a time.
A good way to measure is to take the hourly rate of an agent and divide that by the number of transactions completed in an hour. This gives the cost per contact. Comparing this with the same calculation for a voice-only agent will show significant savings.
The savings that you make by having agents handling multiple contacts at the same time, may get lost when there is a lot of "ping-pong" between your customer and the agent. If multiple e-mails are needed to resolve a question, the benefit reduces significantly or is completely lost.
In chat or voice interactions, the conversation typically ends by asking "Is there anything else that I can help you with?". With e-mail conversations it is much more difficult to get this immediate feedback.
To evaluate avoidable contacts, look at the percentage of questions where multiple e-mail interactions were needed to get the correct answer.
An omnichannel strategy also includes your website (FAQ) or a self-service portal. Or you may do some communication via SMS... Many queries can be resolved using self-service solutions. Speedy resolution, without the customer having to wait in queue for an agent, can often result in a much better customer experience.
To get the correct customer experience metrics, ALL channels that involve customer contacts must be included. But, measuring customer experiences is not easy, as you don't have control of when your customer visits your website, Facebook page or tweets about your company.
Measuring customer experience may be done in different ways: post-chat surveys, pop-up box on the website, SMS or e-mail surveys, star ratings on FAQ articles...
We assist companies creating omnichannel support strategies, as well as support them in implementing such strategy. You want to know how? Then get in touch with us!