Self-Serve Success Means Changing Metrics

Just read a great post over at Customer Experience Crossroads reminding us all that the boon in customer self-serve options means that a greater percentage of the calls which do get through to live agents tend to be those which are more complex.

This is a crucial thing to remember as call center managers, supervisors and QA analysts monitor and set metrics such as Average Call Time (ACT) or Average Handle Time (AHT). If you see your ACT and AHT numbers creepoing up, do a little homework before you bring Thor’s Hammer ringing down on your beleagured Customer Service Representatives (CSRs).

  • Check your self-serve channels to monitor useage and, if possible, how customers are using it. We have a client whose self-serve IVR has gone through the roof with customers accessing basic customer account information that used to mean calls of 60-90 seconds in length. Off loading these “short” calls means the average call getting through to the CSR is going to be longer.
  • Use your QA to track customer and call type, or do a quick statistical survey of calls to get good data. By tracking the reason customers are calling, you can begin to link it to average call time by call type to find out which calls drive the highest ACT/AHT. Those become the targets for improvement. (Warning: call data driven by CSR self reporting is usually worthless. CSRs are notorious for not coding calls or choosing the wrong codes. Don’t waste their time or yours.) 

  3 comments for “Self-Serve Success Means Changing Metrics

  1. March 17, 2011 at 3:47 pm

    I’ve tracked call type for the past few months here. They did self-reporting for a long time, but I volunteered to track calls after talking to several CSRs and finding out that they just pressed the same button every time, making it worthless. I include my data on my monthly report, but I’m completely unsure if it is being used.

  2. May 19, 2011 at 3:35 am

    Self-service success is more common than imagined, but far and away the exception. elf-service success is at an all-time low with an industry average. Self-service success relies on providing a portfolio of resources.

  3. r4i
    May 23, 2011 at 10:39 am

    Self-service success would be possible to achieve the customer satisfaction. self-service initiatives that launch with great expectations can often fizzle out. Self-service and digital merchandising is rapidly emerging as a vibrant new channel full of promise in both customer and employee.

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