4 Call Center KPI Insights from a Support Operations Lead - Talkdesk - ContactCenterWorld.com Blog
Earlier this week, Talkdesk had the pleasure of hosting a live webinar with SpotHero’s resident data expert, Nate Peace. Nate chatted with Talkdesk Product Manager, Robert Sur, about the importance of leveraging call center data to develop and refine a phone support strategy. Over the course of the webinar, Nate shared some of the wisdom he has learned as SpotHero’s Support Operations Lead and offered valuable advice to listeners during a lively Q&A session.
As the moderator of this webinar, I was both thrilled about how many new things I learned during the talk. I’ve been on Talkdesk’s Product Marketing team for almost a year now, and I have always considered myself to be fairly knowledgeable about the merits of call center reporting. Listening to Nate and Robert speak about everything from gamification to social media opened up my eyes to the wealth of advantages that call center reporting can bring to a business.
There were four insights in particular that stood out to me in the webinar:
Lesson 1: Think Outside of the Box When It Comes to Call Center KPIs
Like many call centers, SpotHero measures and tracks common call center metrics such as service level, average wait time and average handle time. Where the company really stands out, however, is in its measurement of SpotHero-specific metrics such as “contact per park” (CCP). This metric is completely tailored to the company and helps to inform everything from customer service quality to staffing needs.
For managers who are unsure of what call center KPIs to set, SpotHero’s CCP serves as a reminder that it’s sometimes necessary to venture beyond the typical tried-and-true phone support metrics. Nate encouraged listeners to make an effort to understand both the space their call center occupies and the needs of their customers before selecting KPIs.
For example, SpotHero is a B2C company with callers who are typically driving or in a rush to park their car when they call in. This makes metrics such as average wait time and average handle time especially important for the company. On the flip side, a B2B hardware company whose callers often have questions that require more complicated answers may choose to disregard average handle time entirely.
Lesson 2: Visibility Into Call Center Metrics Is Key To Optimal Performance
SpotHero’s entire support team relies on Talkdesk Live to provide critical call center metrics in real-time. The SpotHero team has their Talkdesk Live dashboard on display throughout their office to ensure everyone knows exactly how the call center is performing at any given moment. This high visibility has been beneficial to SpotHero in many ways.
First and foremost, displaying live metrics for the entire team to see has helped introduce an element of gamification to agents. Since agents are able to see metrics in real-time, they’re able to take matters into their own hands and essentially compete to out-perform one another. This means that call center supervisors don’t need to “police” agents as everyone is self-motivated to succeed.
Another benefit of providing visibility into call center metrics is that it keeps the entire company informed and engaged. Those team members who aren’t on SpotHero’s support team are able to see metrics at all times, which has helped to create a sense of camaraderie throughout the whole company. This results in the support team always having people to cheer them on.
Lesson 3: Leverage Historical Reporting To Identify Your Callers’ Biggest Pain Points
When it comes to historical reporting, Nate is all about consistency and analysis. He cited the Pareto principle, which states that roughly 80% of effects come from about 20% of causes, as a driving factor for his support philosophy. In particular, Nate has noticed that around 80% of agents’ time is being spent on just 20% of the issues customers usually call in about.
With this principle in mind, Nate has dedicated his team to identifying exactly what make up the 20% of issues that take up so much of agents’ valuable time. This involves consistent measurement of call center disposition codes, metrics and more to ensure a large archive of historical reports. These reports can be leveraged for workforce management and beyond.
With some careful analysis, SpotHero has been able to identify some of the most common issues customers call in about. This has put them in a better position to address these issues early on in the customer journey and ensure agent phone time is being maximized.
Lesson 4: Your Customers Will Notice Changes in Support Quality and Will Talk About it.
Over the course of four months, SpotHero was able to improve their service level by 130%. That’s effectively doubling this key metric! One the things that struck Nate as his team’s performance improved was how customer service eventually became a part of the SpotHero image. After particularly great support experiences, happy customers would often take to social media to praise the company.
The publicity that SpotHero has received for their excellent customer service serves as both motivation for agents and as a key differentiating factor from many of their competitors. This has proved to be invaluable when it comes to engaging with investors and potential customers.
Just as customers can voice their thoughts on good customer service, they can also do the same for poor customer service. It’s a good general rule of thumb to remember that anyone and everyone can be heard in the digital age, so customer empathy is critical. As Nate says, “You have to put yourself in your customer’s shoes in order to provide the best customer support.”
Nate and Robert shared many more insights than the four I listed here. To hear them all, click below to get a second chance at listening to our webinar “Incorporating Data Into Your Call Center Strategy.”
Publish Date: April 8, 2016 5:00 AM
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