Calls received, calls answered, calls abandoned – those old skool metrics are like food and drink.
They talk to the volume and scale of organisations’ customer communications and, yes, the effectiveness of the frontline agents tasked with fielding it all.
For contact center supervisors and the c-suite, the stats are their daily, sometimes hourly, go-to reference point in the relentless pursuit of optimum performance. The internal SLA, if you will.
But what if those analytics contained a new, far more potent metric? Part of the same reporting interface; right there alongside all the other important numbers, but an additional, richer representation of the truth?
Enter the Net Promoter Score. The B2B equivalent of Trust Pilot; the customer’s feedback on an organisation’s communication effectiveness. Freely volunteered, honest, transparent: surely adding significant value to all of that more traditional performance analysis.
And, importantly for communication service providers, new functionality that surely differentiates their wider offer.
“If an organisation’s service level based on traditional call analysis is 93%, that’s fantastic, but if its customers’ actual experience is a five out of 10, that organisation has a problem,” says Steve Tutt, Commercial Director at leading enterprise communication application provider Kakapo, whose white-label Vision360 analytics and reporting solution for Cisco BroadSoft users has just launched a ‘Net Promoter Score’ integration.
“If you're managing a call centre, of course you need to know how many calls you've had, how many have been answered, and when they're abandoning. But we are seeing a trend of organisations moving away from that kind of brand-side analytics.
“Customer-side analytics provide a much more relevant picture of the customer’s communication experience. On a scale of zero to 10, how likely are they to recommend you? Marry the traditional call metrics with a Net Promoter Score and you really do have 360 degree visibility of your performance and, most importantly, quality data upon which to base workflow change or support agent improvement.”
The Kakapo solution produces an over-arching net promoter score that is an aggregation of scores relating to all of the individual components of an organisation’s communication stack: voice calling, email, messaging, webchat, social media etc. Although a powerful single metric in and of itself, the solution also allows for a granular analysis of quality based on, for example, particular channels of communication, particular times of day, or particular agents.
