Contact Centre Metrics

What are Contact Centre Metrics?

Contact centre metrics are indicators companies use to assess customer support performance, effectiveness, and operational efficiency, as well as many key areas crucial to ensure outstanding experiences for consumers, like buyer satisfaction, retention, or churn.

The most common groups of contact centre metrics include:

  • Customer satisfaction metrics: They help measure customer satisfaction level, the effort buyers require to resolve their queries, or the likelihood of consumers recommending a brand to others. Within this category are metrics such as Customer Satisfaction (CSAT), Customer Effort Score (CES), and Net Promoter Score (NPS).
  • Operational metrics: They focus on measuring the efficiency and effectiveness of the contact centre operations. This includes metrics such as Abandonment Rate (AR), First Response Time (FRT), Average Handling Time (AHT), First Call Resolution (FCR), Turnaround Time (TAT), or Average Speed of Answer (ASA).
  • Employee experience metrics: They help assess the performance and engagement level of the contact centre agents and encompass, for instance, Experience Level Agreement (XLA), Employee Net Promoter Score (ENPS), and agent productivity metrics. Customer loyalty and retention metrics: They help track the number of repeat customers, their preferences, attrition rate, or the long-term value consumers bring to the brand throughout their lifetime relationships. These include Loyalty, Churn Rate, and Customer Lifetime Value (CLV).

Contact centre metrics provide valuable insights that enable organisations to identify fields for improvement, make data-backed decisions, and continuously enhance their customer service strategies. The range and profile of the metrics depend on the company’s objectives, priorities, industry, and specific needs.