We set the stage in Part 1 of this series by posing four commonly asked questions relating to Callback. In Part 2, we discussed the core competencies required to do Callback. This post will tackle how Callback impacts your center’s KPIs and introduces a couple new Callback KPIs.
Your center runs on statistics. Managers are measured by statistics like Service Level, ASA and Abandons while agents are measured against Occupancy and Handle times. Tracking and reporting on important KPIs are the lifeblood of the contact center and are often at the core to making important decisions throughout the day or week.
Understanding how Callback will impact your KPIs is crucial to gaining insight into how these metrics will change, how you can interpret these changes and more importantly, how your day-to-day management decisions may have to change.
Service Level. There is a direct correlation between the amount of time a customer waits on hold and their overall satisfaction levels. Service level measures the correlation between hold time and customer satisfaction, and Callback removes the hold time experience for customers.
As a result, measuring the “non-hold” time for customers is an unfair representation of how well your center is performing. Your call back software should take this into account and ensure that your service level calculations are positively impacted.
Agent Handle Time. This is also a direct correlation between hold time and the amount of time an agent takes to “handle” the call. Handle time typically represents the total time it takes an agent to manage an interaction.
Long hold time’s increase talk times as well as the duration of time an agent spends doing after-call work. A properly implemented Callback solution will reduce agent handle times as callers who receive a punctual Callback will behave as if there was zero wait time for them to speak with a representative.
While service level may be the single most important measurement of customer satisfaction when waiting on hold, after you provide the option to exit the queue and receive a callback new expectations have been set with the customer that require more insight.
Below are three new KPIs that are critical to measure after you have deployed Callback.
Reconnect Rate. The percentage of Callbacks successfully reconnected with the customer; measured by each attempt as well as a percentage of the total callback attempts.
Callback Hold Time. The amount of time a caller is on hold after the callback has been made and the caller is transferred to the queue – this assumes a predictive callback mode.
Callback Punctuality. This measures how closely the callback was made to the caller within an acceptable range of the quoted estimated wait time (EWT).
When blended with your existing KPIs, these statistics allow you to make operational decisions that take into consideration every aspect of your customer’s experience. We encourage you to get familiar with these statistics and how you will operationalize them.
After all, when it comes to the customer experience, experience matters.
Want to learn more? Read more of the Callback Series and understand how Callback can be strategic for your contact center.