Top 7 KPI Mistakes Contact Centers Make (And How to Avoid Them)
Contact centers play a crucial role in customer experience and satisfaction, making KPIs (Key Performance Indicators) essential for tracking success and identifying areas for improvement. However, some common mistakes hinder the effectiveness of these metrics. Here are the top seven KPI mistakes contact centers make and how to avoid them.
1. Overly Focusing on Cost Per Call
Focusing too much on cost per call leads to rushing calls and compromising the quality of service. Instead, balance this indicator with other qualitative KPIs, such as customer satisfaction. This engenders a focus on both efficiency and effectiveness.
2. Neglecting First Call Resolution
First call resolution (FCR) is the number of calls completed on the first contact, without the need for any follow-up. Neglecting FCR leads to frustrated customers and increased operating costs. Improve FCR by providing ongoing training and giving agents access to comprehensive customer histories.
3. Misjudging the Value of Abandonment Rates
Abandonment rates are another crucial KPI that reflects the percentage of customers who hang up before reaching an agent. High abandonment rates can indicate understaffing, poor routing, or frustrating IVR menus. Address this by reducing wait times and optimizing call routing.
4. Ignoring Customer Satisfaction
Customer satisfaction shouldn’t take a backseat to operational KPIs. After all, a happy customer is a returning customer. Use post-call surveys to gain insight into your customer’s perspectives and adapt strategies accordingly.
5. Overlooking Employee Satisfaction
Happy agents deliver better customer service. However, in the pursuit of efficient operations, many firms overlook employee satisfaction. To mitigate this, consider implementing KPIs that monitor staff morale, turnover, and engagement.
6. Not Considering Channel Preferences
With the high adoption rate of digital channels such as live chat and social media, focusing solely on telephonic KPIs would be a mistake. Be sure to incorporate KPIs for all the customer touchpoints.
7. Having Too Many KPIs
Maintaining focus becomes difficult with too many KPIs. Only maintaining the most important ones allows for effective tracking and benchmarking. Quality over quantity applies when it comes to KPIs.
By avoiding these KPI mistakes, contact centers can expect to enjoy improved operational performances, enriched customer satisfaction, and enhanced bottom lines.
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