How Good Decisions Using Contact Center KPI's Lead to Bad Outcomes

Consider two contact centers managers.

They each earn a Customer Satisfaction score of 85%, Service Level score of 80%, and NPS of 88%. Both handled the same number of customers. Which did a better job?

The correct answer is serious, because if one Manager feels they performed better, but was not recognized accordingly, then they and their staff might depart, perhaps to the competition. Or their performance can decline.

This problem exists because the means qualify performance accurately is missing. It’s missing because Contact Center measures cannot qualify how efficiently they’re achieved; they quantify outcomes. The result is using good contact center measures to qualify performance — inadvertently leading to bad outcomes like turnover and/or reduced productivity.

The reasons contact center measures are not able to qualify performance are:

What can be done to change this situation for the better?

There is one measure that qualifies performance at any level of operations — Contact Efficiency Index (CEI). CEI is the continuous measure of financial efficiency, which is the percent of contact center spending engaged with customers. It translates contact center KPI's to money, and also explains how efficiently contact center KPI’s are achieved.

Returning to the example, one Manager achieves a CEI of 80%, and the other 65%, revealing a huge gap in financial efficiency, and team productivity. The manager with 80% CEI is maximizing staff and budget. Capture their best practices and share! Of equal importance, CEI gives all Managers and their staff an equal measure they can easily understand; one that levels the playing field by making it easy prove who is working hard.

Operationally, CEI aligns Customer Satisfaction and Service goals with sound business financial practices — freeing up cash flow, improving productivity, quality, and Customer Satisfaction. Managerially it provides superior organizational alignment, lowers turnover, and improves execution.

If you want to improve Contact Center quality and productivity while freeing up cash flow, then deploy Contact Efficiency Scoring.

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