Measure call value over call volume
Making the shift is worth it because satisfied members are loyal, helping to build your reputation and grow your business.
Historically, the success of contact centers was measured in terms of efficiency: average handle time, calls per hour etc. But according to ContactBabel’s 2017 U.S. Contact Center Decision Makers’ Guide, customer experience is the No. 1 indicator of success. And this shift from call volume to call value makes sense. Satisfied account holders are loyal. They help build your reputation–and grow your business.
Good Customer Experience = Healthy Business
It’s easy to see why customer experience is now top priority. Not only do happy customers remain customers, a good experience creates its own word-of-mouth advertising. According to the 2014 Global Customer Service Barometer, 93 percent of customers talk about their good customer experiences at least some of the time, with nearly half (46 percent) saying they talk about their positive experience all of the time.
In contrast, nearly all customers (95 percent) who have a poor customer service experience say they talk about it all of the time. Even worse, more than half (58 percent) of people say they would never use a company again after just one negative experience. Account holders who feel they aren’t getting the service they need and desire will simply take their accounts somewhere else.
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