The article concludes that call center managers must focus on measuring customer satisfaction and value-added interactions rather than just efficiency metrics. The article notes that first call resolution (FCR) is critical to customer satisfaction. It also highlights the need to use customer feedback to measure satisfaction and mentions that IVRs are an excellent tool to gather customer feedback. Finally, the article suggests that call centers should measure the effectiveness of the interaction rather than just the efficiency of the representative.
This document discusses the importance of measuring customer satisfaction in call centers, rather than relying solely on quantitative metrics such as call duration or average time to answer. First call resolution (FCR) is suggested as a better metric for customer satisfaction, and the use of IVR surveys is recommended. The document also suggests that the performance metrics for different management levels should be tailored to their specific roles and responsibilities. Finally, the document recommends that call centers measure strategic consequences such as repeat sales and customer retention, in addition to efficiency metrics.