Masergy’s New Whitepaper Explores Contact Centre Trends
How do modern contact centres measure agent performance?
Today, customer experience (CX) is perhaps the most important focus for any business.
55% of customers say that they’d happily pay more if they knew they were going to get excellent service as a result. For many companies, the primary source of that service delivery is the contact centre – an environment where brands can bridge the gap between their teams, and their target audience.
Over the years, contact centre technology has evolved at a rapid pace. We’re no longer restricted to simply calling a business when we have a problem with something; the omnichannel world has transformed the contact experience to one that can take place almost anywhere, at any time, from email and social media to SMS and instant chat.
The question is, how do organisations continue to track the performance of their agents in this ever-more complex contact environment? BroadSoft and Contact Centre Pipeline partnered for a Masergy research study, designed to reveal the way today’s contact centres manage and measure agent performance.
Performance in the Modern Contact Centre
The new whitepaper indicates that the majority of contact centres do actively measure agent metrics to determine where additional training is needed, and how specific calls can be routed to individual agents to improve success rates. Additionally, the paper also showed that the KPIs today’s companies track aren’t always in line with business objectives.
For instance, participants throughout the majority of contact centres said that call quality was a critical component in agent performance. 95% of respondents said that call quality was at least moderately competent at tracking agent performance, while 81% found first-call resolution to be significant, and 91% relied on customer satisfaction surveys.
Unfortunately, no matter what they were tracking, most companies discovered that they just weren’t achieving the customer satisfaction rates they had been hoping for. In a world where outstanding service is no longer simply “nice to have,” it’s safe to say that something needs to give in the contact centre environment.
Solving the Disconnect in Agent Performance
Today’s consumers are more empowered than ever. Not only do they demand a better quality of experience from the contact centres they interact with, but they’re not shy about voicing their opinions if they feel that they’re not treated well enough. The growth of social media means that everyone has a voice, and that combined noise can make or break your business.
Perhaps one of the most significant problems facing today’s contact centres, according to the Masergy report, is the disconnect between the various systems that companies use to track agent performance. Less than a third of the respondents said that they had a way of unifying the data they collected about key performance indicators, and many had to waste valuable business time moving content into Excel spreadsheets instead. Perhaps unsurprisingly, only around 27% of participants said that their process for collecting data was effective, and less than a quarter had any ability to get a view of the real-time performance in their business.
Unfortunately, such a fragmented and ineffective strategy for data analysis doesn’t provide the best results when it comes to implementing significant changes in a company. While it’s true that the right performance data can lead to phenomenal changes, you need the correct information, aligned through the right program to get started.
Time to Align the Contact Centre
According to the Masergy report, the contact centres that were able to tap into unified performance data to track and assess their agents were able to see the best results. Thanks to a KPI tracking system that aligned with the goals of their customers, and business targets, these contact centres found that they could not only find the best agent for each call through intelligent routing, but they could also determine what kind of training each agent needed.
Ultimately, knowledge is power in the modern contact centre. If agents want any chance of satisfying their customers, then they need to be able to access contextual data and direct each call to the right person, at the right time. Unfortunately, only around 15% of survey participants said that they had the right insight into the schedules of team members throughout the business. By moving into a unified cloud-based environment, companies may finally be able to get the information they need to serve the needs of an ever more demanding customer base.