A recent survey by market research firm, Ovum in unison with cloud-based services provider, LogMeIn has identified shifting trends in telecommunications operators’ attitudes in regards to measuring success in contact centres.
The survey revealed that the ‘customer satisfaction’ metric has become the primary focus, exceeding the importance of independent cost savings and efficiency metrics, such as average handle time (AHT) and first call resolution (FCR).
Key survey findings identified 90 per cent of respondents are measuring the success of their service and support organisation based on this metric, with 62 per cent listing it as their top priority.
“From the Ovum perspective, ‘customer satisfaction’ refers to the overall experience, including the service agent’s attitude and helpfulness, and whether customers attained the information they needed,” said Ovum customer interaction technologies analyst, Aphrodite Brinsmead.
LogMeIn APAC regional director, Andy Farquharson, said that the customer satisfaction metric is contextually exclusive and carries varying definitions on a company to company basis.
“The ‘were you happy with your service?’ questions are growing in relevance, moving away from empirical measurements such as FCR (first call resolution) and AHT (average handle time)” he said.
Additionally, 69 per cent of respondents stated that online customer engagement channels, such as social networks, are key contributors to improving customer satisfaction.
“We also found that 29 per cent responded that online channels have a neutral effect,” said Brinsmead.
According to Farquharson, “The ability to measure the success of such interactions has only really grown in the last year or so.”
Other findings reveal that 69 per cent of organisations quantify, or are in the process of quantifying direct financial benefits of improved customer satisfaction, and 30 per cent have adopted Net Promoter Score (NPS) as a philosophy, where NPS refers to the likelihood of customers recommending a company, product, or service.
The survey, which was conducted by telephone, questioned over 100 customer service managers from Australian, US, UK, and Canadian companies. Australian participants accounted for 17 per cent of the spread.
It covered telecommunication companies, technology companies, and government and education organisations.
Ovum could not reveal any of the participating companies due to confidentiality policies.