Measuring success in the multichannel contact centre.
Chris Keelan _ April 2015
The multichannel contact centre is here, and it’s here to stay. Our recent benchmark report finds nine in ten contact centres are offering more than three channels and just under half offer over six. But how many have adopted a joined-up approach to these channels? The answer, based on our research, is just a tiny minority.
One of the key components creating the chasm between the few truly multichannel contact centres, and those that offer a disparate and fragmented experience is measurement.
Everyone values choice, and the same applies when it comes to how they interact with a business, so multichannel is surely a good thing. However, the old adage still rings true, if you can’t measure it, then not only is it impossible to manage it, but you also have no idea what is driving the contact.
Unfortunately, more often than not, more channels results in more problems. This new challenge means contact centres simply have to put the right metrics in place to track productivity, efficiency, and most of all quality across each and every channel on offer. It goes without saying that this is no mean feat.
Our report on multichannel contact centres finds that there is scope for even the most established channels to be measured much more effectively. Over four out of five organisations are tracking performance metrics on the telephone, and three quarters are tracking customer feedback. This still leaves just over a quarter of contact centres unable to capture customer feedback on the phone – something that should be second nature at this stage.
So what about newer channels? You guessed it; they fare even worse when it comes to measurement. Although SMS is offered by almost half of the organisations we spoke to, only 8% of those organisations are tracking customer feedback on it and only 14% are tracking performance metrics. We also found that amongst newer digital channels, only 27% of organisations are tracking performance metrics on social media and 18% on chat.
Given that digital channels are generating an increase in volume contacts, with high visibility and immediacy, brands face a higher risk to their reputation and operational costs if they fail to meet the needs of customers and in turn cause frustrations to spill out onto social media – brand reputation and customer service fiascos often happen at what we call ‘twitter speed’.
The lesson to learn here is that in a multichannel environment if you cannot measure it, then you have no idea how it is impacting customer experience, when it comes to refining your contact centre strategy - it simply doesn’t exist.