Metrics your contact centre must measure

Growth and improvement are essential for any telemarketing business to thrive successfully.

There are a number of metrics and data available to your business to help you develop your processes, however, it can be challenging to know what numbers and data really matter to increase the productivity and success of your campaigns.

Team Telemarketing are sharing some of the most important and key measures that when improved can drive success in your contact centre, understanding the improved metrics that apply to your business will be highly valuable.

Customer Experience

Customer experience has become more and more increasingly important over the last few years and is the differentiator between businesses that thrive and businesses that suffer in their respective industries.

Consumers are signalling that they are willing to pay more for products and services if those companies also offer the right customer experience, with that being said, there are some easy ways that you can measure these metrics to improve.

• First call resolution: You must ask yourself if you’re resolving customer issues and concerns in the very immediate instances to ensure satisfaction is rapidly provided and recognising where you can solve problems without the need to follow-up.
• The average waiting time: How long does it take for customers to get through to your agents? Is there a way to improve this?

Service Quality

Service quality is closely linked to customer experience, however, it is a combination of both customer satisfaction and call service level attainment.

• How efficient are your agents at solving customer concerns and issues? This can be measured with customer feedback and customer satisfaction surveys giving them the opportunity after their interaction to deliver a review of the service they have been provided with.
• What percentage of calls are answered in a predetermined amount of time?

Measuring both of these metrics will enable you to improve and develop your services to ensure you are providing the very best for your customers.

Finances

One of the biggest benefits of outsourcing your telemarketing needs is by measuring the finances involved with the savings of investment vs building an in-house operation for your business.

You can measure this in many ways:

• How much is each call costing your business? By measuring per call you can quickly determine if the investment is worthwhile.
• One of the biggest investments for businesses who are using telemarketing methods is employing agents, this is important to track.
• Employee absence: Measuring this closely will help you to indicate the improvements needed from your employees and how you can increase the amount of time agents are working their hours.