The “New” Service Level Metric: Customer Experience

Measuring service level is an obvious and necessary exercise for every call center manager. But service level should not be confused with the more comprehensive examination of customer experience. Once you’ve developed a strategy to track, measure and improve customer experience, you’ll have a road map to identify any systems and programs that need to be revised for optimal customer satisfaction.

The challenge comes from the reality that customer experience encompasses a wide range of touch-points within the company that a customer may encounter – email, website, store, chat, reps.While telephone engagements are just one piece of the puzzle, they are a particularly important piece. They provide an opportunity to find out about the other channels and aspects of customer experience, and to fix any problems. It’s also the time and place when most customers expect to be queried about the company, and may be more open to providing honest, direct and detailed feedback. If your call center has not yet expanded its data collection to cover customer experience, it is time to do so. The first step is to create a strategy – determine you customer experience goals, and how to analyze where you are in achieving them. Then make sure your agents have the training, the tools and the motivation to meet your call center’s customer service and customer experience initiatives.

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