Developments in technology and shifts in customer behaviour mean the customer experience is constantly evolving.
And that means Key Performance Indicators (KPIs) are changing too.
Long gone are the days of focusing solely on call wait times. Customer service is now omnichannel and often powered by AI, with unique metrics tailored to each communication type. Customer satisfaction is shifting too, with a need for personalisation and instant information dominating how support is delivered.
Here are our insights on the top KPIs to reconsider this year.
First response time
Around 90% of customers believe an integral component of excellent customer service is an “immediate” response – with 60% of people defining “immediate” as within 10 minutes.
That need for instant information means many people are turning to online channels such as live chat or self-service to access the support they need, avoiding lengthy call queues with longer wait times.
This makes it important for contact centres to provide digital channels that can facilitate instant responses within that crucial 10-minute window. And that’s where AI can make a significant difference, automating messages and generating relevant responses to decrease the response time further.
KPIs should therefore be channel-specific, focusing on response times appropriate for each channel, utilising the power of AI to ensure rapid resolutions.
Call abandonment rate
Despite this dramatic shift towards online channels, phone calls are often still the preferred method of contact for many people. Even 71% of Gen Z are happy to reach out for support via the phone.
And while call wait times are still an important KPI to focus on, it’s the call abandonment rate that can be particularly insightful. Notice any trends concerning when customers typically drop out of queues or hang up during calls? These are moments where the customer journey can be enhanced.
Offer guaranteed call backs for people stuck in lengthy queues – and provide relevant support via an alternate channel in the meantime, such as an email with a link to relevant self-service information.
The abandonment rate can also be improved by using AI. Calls can begin with a series of automated questions that gather information on the customer’s personal details and the nature of their enquiry, equipping the eventual call advisor with everything they need to know.
Net Promoter Score (NPS)
Exceptional customer service is competitive. People want support that is more efficient, accurate and personal than they would receive elsewhere. And that’s what makes the NPS particularly insightful.
Word-of-mouth recommendations are a great way to generate new customers – and to earn a higher NPS, think about what matters most to the people you support.
Maybe customers want quick, accurate resolutions to queries. Or maybe they’re looking for more meaningful, personalised interactions. Identify ways to facilitate these needs, perhaps through alternate communication channels or utilising human-centric AI.
The aim is to create a positive experience tailored to your customers’ needs. This results in a service they are more likely to recommend.
Employee Net Promoter Score (eNPS)
The most important KPIs aren’t just those that focus on customers. Ensuring employees feel supported in the workplace is integral to delivering excellent customer service – and that’s where the eNPS can help.
There are a range of ways to improve your eNPS, such as providing training and progression opportunities. And you can also empower your employees by using AI to enhance their capabilities.
AI can automate repetitive tasks, such as generating call summaries and transcribing notes. It can also enrich employee-customer interactions by providing in-call prompts and resources to ensure customers get the information they need.
All of this helps to reduce the burden on your employees, creating a more engaged, resilient workforce.
Escalation rate
Another useful KPI is the escalation rate, which identifies the number of customers who are transferred to a higher support tier. This could be moving someone to a more senior colleague or transferring them from automated messages to a human advisor.
It’s important to ensure first points of contact are fully equipped with accurate, relevant information. Tailor your self-service options to the most commonly asked enquiries and provide relevant training and resources for your call handlers.
And with around 85% of customer interactions now expected to be handled without a human advisor, AI-generated responses need to be informed too. That’s where human-centric AI can make a difference, drawing upon previous human interactions to learn how to respond to more complex queries – and provide responses that sound more friendly and empathetic.
Need support with your CX KPIs?
With a range of communication channels and AI integrations available to enhance the customer experience, it can be difficult deciding which KPIs to focus on – and which changes to implement.
That’s where we can help. As customer experience consultancy specialists, we can support your business with bespoke technology, custom CRM solutions and a range of outsourced contact centre support.
Get in touch with our award-winning teams today – and discover the KPIs that truly matter to the people you serve.
