Knowing about the best practices to be adopted in call centers is important, because customer contact centers have become strategic to organizations. Today, they are truly the face of the organization. So it’s imperative that they deliver the best possible customer experience. At the same time, enterprises must deliver quality customer service efficiently and cost-effectively.
Wipro conducted a survey across contact center process owners in diverse industries, asking them to share which practices they followed and how they scored on six identified KPIs—customer satisfaction, first call resolution, utilization, cost per contact, call abandonment rate and call quality score. We then mapped these six leading practices to individual KPIs to quantify the impact.
We discovered that contact centers that follow certain leading practices show a marked difference in their performance when measured relative to a particular contact center KPI. The difference in performance between leaders (who follow all or majority of these mapped practices for each KPI) and the laggards (who follow none or just a fewer practices) on the different KPIs is summarized in the table below:
Some of our key findings include:
- Using a balanced scorecard for customer satisfaction ranks high.
- Having easy access to high-level support at the touch of a button and implementing fool proof ways to transfer and escalate calls (documented call transfer rules) are also important to both high customer satisfaction scores and first call resolution.
- Having a centralized automatic call distribution system that routes calls to the correct available agent is important for first call resolution.
- Having call transfer rules designed and handy wherever a customer query requires access to multiple specialists helps resolving the call the first time.
- Having a better utilization ensures lower cost of operations and keeps the workforce motivated.
The analysis results underline the importance of implementing these practices as a way of life in daily operations not only to reduce operational costs but also to improve customer experience. In addition, these results go a long way in building a solid case for getting organizational buy-in for implementing relevant leading practices.
That said, I must point out that some of these best practices may not be applicable to all contact centers. Since each contact center is unique with distinct competitive advantages, do an initial assessment to identify which practices are most applicable or relevant in the particular scenario.
My advice: Evaluate these practices keeping in mind your unique set of conditions. Then, adapt them according to the strategic direction you want to take.