{"id":46444,"date":"2021-02-11T15:30:00","date_gmt":"2021-02-11T23:30:00","guid":{"rendered":"\/us\/en\/blog\/?p=46444"},"modified":"2024-08-05T04:34:01","modified_gmt":"2024-08-05T11:34:01","slug":"contact-center-analytics-measure-then-act","status":"publish","type":"post","link":"\/us\/en\/blog\/contact-center-analytics-measure-then-act\/","title":{"rendered":"Contact center analytics: measure, then act"},"content":{"rendered":"<p>Gandhi once said, \u201cThe future depends on what you do today.\u201d When you\u2019re proactive and take steps to plan for the future, you\u2019re better prepared for what lies ahead; being reactive means that you\u2019re constantly putting out fires.<\/p>\n<p>The same holds true of contact centers. Supervisors can\u2019t ignore analytics, then act on them when things go wrong. In this article, we\u2019ll explore why it\u2019s important to be proactive when it comes to contact center metrics, and how to act on them so you get the results you want.<\/p>\n<h2 class=\"heading h2\">What does it mean to proactively track contact center analytics?<\/h2>\n<p>Market-leading contact center software has built-in analytics that gives you a wealth of information about your contact center\u2019s performance. You have two choices about what to do with that information: you can ignore it, or you can act on it. By acting on it (that is to say, taking steps to improve your contact center performance before major problems erupt), you\u2019re being proactive.<\/p>\n<h2 class=\"heading h2\">What are the benefits of proactively tracking contact center analytics?<\/h2>\n<p>In a 2019 <a href=\"https:\/\/www.mckinsey.com\/business-functions\/operations\/our-insights\/how-advanced-analytics-can-help-contact-centers-put-the-customer-first\">McKinsey report<\/a>, researchers illustrated the benefits of proactively tracking <a href=\"https:\/\/www.ringcentral.com\/call-center-metrics.html\">call center metrics<\/a>:<\/p>\n<ul>\n<li>Average handle time was reduced by up to 40%<\/li>\n<li>Self-service rates rose between five and 20%<\/li>\n<li>Employee costs dropped by up to $5 million<\/li>\n<li>The conversion rate on service-to-sales calls rose almost 50%<\/li>\n<\/ul>\n<p>Savvy contact center managers were able to see trends in their analytics and either addressed issues before they became much larger problems or seized opportunities to become more profitable.<\/p>\n<p>When you ignore contact center metrics, you don\u2019t see problems until it\u2019s too late. You\u2019re forced to react when obstacles arise, and your response might not be the right one.<\/p>\n<h2 class=\"heading h2\">Which contact center analytics should you track proactively?<\/h2>\n<p>Here\u2019s the thing about contact center metrics \u2013 there are quite a few of them. Depending on your contact center, some might matter more than others. However, there are a number of contact center metrics that matter to all contact centers because they\u2019re universal.<\/p>\n<ul>\n<li>Customer retention rate<\/li>\n<li>First call resolution<\/li>\n<li>Average handle time<\/li>\n<li>Adherence to schedule<\/li>\n<li>Customer satisfaction<\/li>\n<li>Skill performance<\/li>\n<li>Quality of service<\/li>\n<\/ul>\n<h3 class=\"heading h3\">Customer retention rate<\/h3>\n<p>Your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention\">customer retention rate<\/a> is the average length of time someone stays with you as a customer.<\/p>\n<p>Tracking this metric shows you how many customers you\u2019ve succeeded in keeping. It\u2019s much cheaper to keep an existing customer than to acquire a new one (studies show it can be anywhere from <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\">five times to as much as 25 times<\/a> more expensive to gain new business).<\/p>\n<h3 class=\"heading h3\">First call resolution<\/h3>\n<p><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/call-center-metrics\/#7%20critical%20call%20center%20metrics%20to%20track\">First call resolution<\/a> contact center metrics show how many customers you\u2019re able to help the first time they contact you.<\/p>\n<p>This particular metric is closely linked to your customer retention rate. The more problems you can solve the first time a customer contacts you, the more likely that person will stay a customer.<\/p>\n<p><img decoding=\"async\" class=\"fr-fil fr-dib aligncenter\" style=\"width: 930px;\" src=\"https:\/\/mediashower.com\/img\/6B9322C2-4BF2-11EB-A2EA-3E6CA8677467\/bigstock-Business-People-Wearing-Headse-399368642_930x.jpg\" alt=\"Sitting at a desk with a headset.\" width=\"930\" height=\"522\" \/><\/p>\n<h3 class=\"heading h3\">Average handle time<\/h3>\n<p><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/average-handle-time-call-center\/\">Average handle time<\/a> refers to the average amount of time an agent handles a customer interaction.<\/p>\n<p>This is one of the contact center metrics where you have to tread carefully. For the most part, long handle times are not good; they could mean that your agents aren\u2019t trained properly to solve customer problems.<\/p>\n<p>On the other hand, you can\u2019t look at this metric in a vacuum. You might have a complex product or service that will require agents to spend more time on problems. Look at this metric in light of things like your customer retention rate, customer satisfaction, and skill performance.<\/p>\n<h3 class=\"heading h3\">Adherence to schedule<\/h3>\n<p>Adherence to schedule focuses on the amount of time an agent is available to work. It can replace average handle time as a metric.<\/p>\n<p>This metric looks at every aspect of what employees do on the clock:<\/p>\n<ul>\n<li>The time they spend answering customer queries through any channel<\/li>\n<li>The time they spend on tasks post-customer interaction<\/li>\n<li>The time they spend waiting to deal with incoming interactions<\/li>\n<\/ul>\n<p>You should consider tracking adherence to schedule if you\u2019re concerned that your team isn\u2019t reaching peak productivity. Moreover, these contact center analytics help you identify when busy periods take place so you can <a href=\"https:\/\/www.ringcentral.com\/contact-center\/products\/wfo.html#ring-cc-off\">optimize your scheduling<\/a>.<\/p>\n<h3 class=\"heading h3\">Customer satisfaction<\/h3>\n<p>Customer satisfaction measures how happy your customers are with your product or service. It has a direct impact on your customer retention rate.<\/p>\n<p>If you\u2019re not looking at your customer satisfaction rate, you don\u2019t know whether customers are pleased to do business with you, or they\u2019re about to leave you for your competitor.<\/p>\n<h3 class=\"heading h3\">Skill performance<\/h3>\n<p>Skill performance examines how well agents handle questions in a specific skill set (such as returns, billing, product malfunctions, or other issues related to your business).<\/p>\n<p>This metric matters because today\u2019s contact center technology allows you to <a href=\"https:\/\/www.ringcentral.com\/contact-center\/skills-based-routing.html\">route interactions<\/a> to agents based on their skills, experience, and expertise. Let\u2019s say Linda knows all about the process for returning items that were damaged during shipment; it wouldn\u2019t be efficient for her to take calls about billing. Skill performance is directly linked to first call resolution and customer satisfaction.<\/p>\n<p>In addition, skill performance helps you identify gaps. Perhaps you don\u2019t need Linda\u2019s skills as much as you need someone who\u2019s an expert at answering questions about how to purchase additional features or services.<\/p>\n<h3 class=\"heading h3\">Quality of service<\/h3>\n<p>The last of the contact center metrics has less to do with your agents and more to do with the technology you use. <a href=\"https:\/\/www.ringcentral.com\/technology\/qos.html\">Quality of service<\/a> looks at how reliable your contact center software is.<\/p>\n<p>Your contact center can\u2019t afford dropped calls or calls with terrible audio quality. Measuring your quality of service enables you to fix problems before they have a serious, negative impact on your business.<\/p>\n<h2 class=\"heading h2\">RingCentral: helping you proactively track contact center analytics<\/h2>\n<p>With RingCentral\u2019s contact center technology, it\u2019s easy to proactively track contact center analytics. You can spot problems before they start and seize new opportunities. To learn more about our built-in analytics, <a href=\"https:\/\/www.ringcentral.com\/view_demo.html\">view a demo<\/a>.<\/p>\n<p><!-- Media Shower Impressions --><\/p>\n<div class=\"ms_article_id\" style=\"display: none;\" data-ms-article-id=\"86068\"><\/div>\n<p><!-- \/Media Shower Impressions --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gandhi once said, \u201cThe future depends on what you do today.\u201d When you\u2019re proactive and take steps to plan for the future, you\u2019re better prepared for what lies ahead; being reactive means that you\u2019re constantly putting out fires. The same holds true of contact centers. Supervisors can\u2019t ignore analytics, then act on them when things &#8230;<\/p>\n","protected":false},"author":29,"featured_media":46445,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-46444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Contact center analytics: measure, then act | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Proactively tracking your contact center analytics allows you to spot problems before they start and seize new opportunities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">RingCentral Team<\/span><\/a>","rc_author_full_name":"RingCentral Team","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2022\/02\/ringcentral-logo-new.png","rc_author_link":"\/us\/en\/blog\/author\/ringcentral-team\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/trending\/customer-experience\/amp\">Customer &amp; employee experience<\/a>","amp_link":"\/us\/en\/blog\/contact-center-analytics-measure-then-act\/amp","excerpt_title":"Contact center analytics: measure, then 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