At your last team meeting, you likely invited your call center reps to share ways that they resolved various customer concerns, and you celebrated instances where a customer was given exceptional service. These opportunities to share successes are great for motivating your team, but make sure that you are also using call center metrics to get a clear picture of how customers are faring overall at your dealership.
If it’s been a few years since you’ve evaluated which call center metrics you’re using, it may be time to review and revise. Today’s dealerships are eliminating metrics like average handle time, which may be beneficial to the dealership, but leaves a customer feeling rushed and unheard in an effort to quickly resolve a problem.
Instead, you’ll see that the best call center metrics are all completely focused on the customer’s experience because customer service is the purpose of the call center:
First call resolution: This is the single most important metric you can include in your measurement of call center effectiveness. Keep in mind that you’ll need your customers, not the call center, to verify that their issues were resolved in a single phone call.
Customer satisfaction: This metric also relies on the customer’s input, whether gathered through a phone or mail-in survey or with a series of simple online questions. You can ask the customer their opinion on the agent that assisted them, their feelings about your dealership and whether they plan to do business with you again. When it comes to surveys, the sooner the customer completes it after an interaction, the better.
Response time: You need a way to ensure that you have the right number of agents staffing your phones and website at a given time, so measure the response times. It can look different for different channels of communication. For instance, a phone call should be responded to in seconds, but a social media post requires attention within the hour.
Adherence to schedule: Your agents may be scheduled to work, but be sure to measure the time they spend logged into the system, handling customer concerns. Adherence to a schedule helps you determine how many agents to schedule on a shift, but also informs your training and coaching for better customer service.
Forecasting accuracy: Simply track the number of calls coming in versus the number forecasted to see if your forecasting is accurate.
Self-service accessibility: It isn’t enough to measure how many customers are clicking through a self-service module. You need to measure how many are able to resolve their concerns without a dealership agent assisting them.
Contact quality: Supervisors record interactions with customers and then fill out an evaluation to determine the quality of the assistance offered to the customer. These evaluations are helpful in measuring quality, but you can also use them to identify the most effective solutions and opportunities for improvement.
Your dealership relies on customer satisfaction to drive repeat business, so don’t let a few anecdotes about happy customers shield you from potentially damaging trends happening in your call center. Use customer-focused call center metrics to get a true picture of your service levels and then improve upon them.