3 Contact Center KPIs That You Need to Track (And Why)

By: Shorit Ghosh

July 1, 2020

Tags:
Clarabridge Analytics
Contact Center
Customer Effort
Customer Emotion
Sentiment Analysis

As digital customer service becomes an increasingly important element of contact center operations, it is critical for organizations to rethink the metrics they use to successfully support new channels. In the next few years, advisors will spend most of their time resolving the most complicated, challenging and emotionally charged queries. The KPIs companies use to measure the effectiveness of their programs should reflect this changing landscape and include three key metrics: 

  1. Customer Effort: Identify processes, policies and interactions that create a high effort experience for your customers. Organizations should analyze feedback and interaction data from both solicited (surveys) and unsolicited (calls, chat, email, social networks, reviews) sources to gain a more accurate and comprehensive picture of customer effort. Then, they can quantify effort by analyzing the language and intent expressed in these interactions.
  2. Customer Sentiment: Analyze customer sentiment to understand what customers like and dislike about your brand. This KPI can inform product improvements, sales or customer care agent training, or new marketing campaigns.
  3. Emotion and Emotional Intensity: Emotion represents a key aspect of a customer’s experience with a brand. By identifying the emotion(s) expressed in each interaction and the strength of the emotional statement, brands can design emotionally appropriate engagement in their marketing campaigns and in their advisor training. Natural Language Processing engines allow companies to evaluate unstructured text at scale along each one of these metrics. These KPIs offer value not only individually but also in context to one another. By combining these discrete measures into a composite score, organizations can obtain a complete picture of every customer interaction. This composite score can serve as a key metric for quality measures, proactive service recovery program and overall customer experience measures and provide greater insight into the impact of a program.

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About the Author:
Shorit Ghosh is the Vice President of North America Services at Clarabridge. Shorit manages a team of consulting managers, business consultants and technical architects to help his customers improve their own customer experience, increase revenue, and reduce cost and churn.