What are customer experience metrics in a contact centre?
Customer Experience metrics measure the sentiment a customer feels towards and organisation. NPS, CSAT, CLTV, Customer Churn and Customer Effort are some examples. Explored in more detail below.
Net Promoter Score
Net Promoter Score (NPS) is a customer loyalty and satisfaction metric that measures the likelihood of customers recommending a company’s products or services to others. It is typically determined by asking customers a single question: “On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?”
To measure Customer Satisfaction (CSAT) in a contact centre, you typically administer surveys to customers after their interactions. These surveys often contain a question asking customers to rate their satisfaction on a scale, commonly from 1 to 5 or 1 to 7, with higher scores indicating greater satisfaction. The average or aggregate score from these surveys is then used as the CSAT metric, providing insight into overall customer satisfaction with the contact centre’s service.
Customer Effort (CES)
Customer effort, often measured as Customer Effort Score (CES), assesses the ease or difficulty customers encounter when seeking assistance or resolving issues with a company. It is typically determined through post-interaction surveys where customers are asked to rate how effortless it was to accomplish their task or get their questions answered, often on a scale from “very easy” to “very difficult.”
First contact resolution (FCR) as well as average speed to answer (ASA) and others can greatly influence customer experience metrics.
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