Contact center performance ratings are currently based on scorecards that attempt to balance the reporting of key metrics across the spectrum of efficiency, effectiveness and customer experience. The customer experience portion—the most critical reflection of contact center performance—is typically gathered by surveying customers post-contact.
New ideas about measuring contact center performance are focused on tracking actual customer behavior—not what customers say they’re going to do, but what they really do—post-contact. The ability of a contact center to implement this tracking and use it to optimize performance will depend upon how well contact center leaders respond to the following evolving contact center trends:
Technology: Thanks to gigantic technological gains since call centers were born 40 years ago, integrated contact center software, especially in the cloud environment, can generate a holistic view of the customer journey. Insights gained are allowing contact center managers to personalize communications for a better customer experience. It won’t be long before a single set of unified software technologies emerge that will further coalesce and analyze data, improve operational efficiencies and heighten customer satisfaction.
Communication channels: Today’s communication channels—including voice, chat, email and social media—will continue to expand, challenging contact centers to keep up with user demand. Video chat, anyone? SMS, or texting, has vast potential, as a communication tool, as evidenced by millennial usage of the technology. In fact, a Gallup poll found that text messaging is the dominant form of communication for Americans under the age of 50. Fully 68 percent of 18- to 29-year-olds said they texted “a lot” on the day prior to being interviewed.
Self-service: To optimize contact center performance, decision makers will also need to expand self-service options across channels. Yet in tracking the customer journey in the days ahead, companies may find that customers are reaching out to each other in collaborative forums instead of engaging with their contact centers. If this is not an ideal scenario for your organization, you may want to put processes in place to enable your facility to deliver value and information not attainable elsewhere.
The ongoing digital transformation will enable contact center managers to learn how customer interactions impact future customer behavior, including repeat purchasing and retention. This information will enable forward-thinking leaders to adjust processes to enhance the customer experience.