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These Call Metrics Can Help Contact Centres Reach Their Goals

Call Metrics

These call-based metrics can help your contact centre reach their goals in the current data heavy, multi-channel environment.


5 February 2019, Danielle de La Bastide

Customer expectations are changing as we move into a primarily omnichannel way of doing business. Calls are still a vital line of communication but they are arriving from multiple ports. That’s a lot of data to collect.

Currently, callers only want to wait 15 seconds in IVR (Interactive Voice Response), 20 per cent of these calls are abandoned if kept waiting too long and a whopping 43 per cent prefer talking over chatbots.*

This means in order to succeed, B2C contact centres need to consider collecting more than a few call metrics to create accurate and actionable KPIs.

What are contact centre KPIs?

Contact centre KPIs are the key performance indicators every cloud contact centre should examine closely in order to achieve set goals within different time periods. These differ according to the company and measurements alternate based on the channel. With that in mind, we’ve gathered a few call-based metrics we think are important to pay attention to.

Call length distribution

Call length distribution determines the lengths of calls over the most common intervals. So if a centre is seeing a high number of calls lasting 30 – 60 seconds out of all their calling interactions that day, it’s likely that such a time frame is the most ideal.

Don’t listen to the chatter. Call length IS vital to determining how efficient your service is, the optimal length really depends on your business goals and the type of product being sold, an automotive shopper in the final stage of their consumer journey will want to speak longer than someone just asking about store opening hours.

However, understanding the most common call length within a specific contact centre can greatly restructure the way calls are approached and how to create an effective and rewarding experience for the caller within the perfect amount of time for them.

Call events per visitor device

In a multi-channel environment, this is a good KPI to follow. Call events per visitor device simply indicate how many calls originated from either a desktop or mobile. Knowing the type of device being used predominantly by customers can provide more visibility for marketers when it comes to accurate device targeting.

Call events

This determines answered and missed calls over a set period of time. A low missed call rate is a good KPI to reach for.

A few ways to avoid missing calls is by implementing a system of cascading or routing calls based on context. Every caller has an interaction history behind them. Using key touchpoints within their journey to create a clear picture of intent is a great way to send the call directly to the right people and avoid missed opportunities.

Want to know more about building context?

Via: *Freespee Data.

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