What Are Your Contact Center Metrics Really Telling You? - Peggy Carlaw - ContactCenterWorld.com Blog
Five Key Metrics to Assess Contact Center AgentsFollowing is an examination of what might be lurking behind five of the key metrics used to assess contact center agents. 1. Average Handle Time (AHT): Sometimes known as "Average Call Duration (ACD)" is one of the most commonly used metrics and a favorite with contact center management. And that makes perfect sense: If calls can be handled quickly and efficiently, everyone wins, right? The problem is that quick does not always mean efficient. When agents are told (and in some cases incentivized) to keep AHT low, they tend to focus primarily on call length and will take all reasonable shortcuts to keep it short. There are a number of possible pitfalls:
- The agent may be missing (or skipping) opportunities to cross-sell, up-sell, or provide the customer with valuable education/information.
- The agent may do away with small but crucial courtesies — thanking a caller for holding, executing a warm transfer, building rapport-that factor into customer satisfaction.
- The call flow might omit the step of updating a customer’s account data or otherwise capturing valuable information that can only be obtained during a live contact.
- These calls aren’t callbacks from customers who ideally would have had their needs met the first time.
- Customers are not calling in with needs that you prefer be handled through a different channel (e-mail, self-serve FAQ, etc.).
Publish Date: November 15, 2010 8:13 PM