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Is the customer happy? Measuring call center success


How can you tell if your customer is happy with a call center interaction?

How can you tell if your customer is happy with a call center interaction?

Call center customer service managers have the difficult task of measuring happiness. A Forrester survey found customers use certain service channels for different kinds of care. People turn to a company’s website for a fast answer, they use social media when they want to ask an easy question and they call a business when they need an emotional connection.

How can companies analyze the emotional success of a customer care solution? There are a few metrics customer contact centers can use to measure the friendliness and empathy of phone conversations.

Wait time
One way to achieve emotional contentment is to avoid the usual causes of frustration. Call centers should time how long customers are put on hold compared to what percentage of time employees spend directly interacting with consumers.

Employees who spend the vast majority of the their time on the job helping consumers indicates a good allocation of resources but could lead to frustrated customers. Shorter interaction times might mean happier customers, but it could also indicate overstaffing. You have to find a balance.

First call resolution frequency
Another thing that irritates customers is a need to talk to more than one person. Customer care agents want to answer all of the consumers’ needs in the first contact, without transferring the call or requiring the customer to call back.

Customer relationship management technology should track how often a number makes contact, if it was transferred and how many employees it connected to. Call Centre Helper, a UK customer support magazine, suggested customers could call back with new issues even after receiving optimal care, so employees should update the software with all relevant details to get a complete picture.

“Call center language should reflect personal service and a company’s brand.”

Language used
When managers or third-party customer management providers coach phone interactions, it may be difficult to provide advice like “be friendlier” or “empathize more” and expect direct results. Supervisors, however, can suggest certain words to use and count how often they are employed.

Call center language should reflect personal service and a company’s brand. The software tools utilized by employees should provide examples of optimal words and phrases to stay on message.

Data gathered
Questions are a great method for seeing things from the customer’s point of view. To create empathy, managers should encourage employees to ask questions during customer engagements and record answers in the call log.

Supervisors can measure how involved the care agent was by how much information was gleaned through the interaction. Data can demonstrate whether an agent really wanted insight into a problem or was just performing a quick patch.

Customer service survey results
An easy way to tell if a customer is happy is to ask them. Many companies use post-call IVR-surveys or email performance questionnaires to customers after call center interactions. These might be a little too formal to get personal answers. Social media follow_up might be a more casual way to get honest opinions.

Third party opinions
If companies do not have the resources needed to conduct call center performance audits, or if they feel like they don’t have a firm grasp on what metrics they should use to gauge premium service, they can work with a third-party customer management provider.

Partners that specialize in call center analytics have the experience necessary to measure consumer responses to company care.


What quality metrics should be measured to support a positive customer experience?

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