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Why it ’ s time for a new approach

Contact center leaders typically measure the performance of each channel independently .

Traditionally , the owners of service channels , such as voice , chat and IVR , work independently . They leverage channel-specific systems to measure and optimize touchpoints to hit their metrics .

But while measuring your channels independently can tell you how a single touchpoint is performing , it can ’ t explain how an interaction in one channel impacts another channel or your customer ’ s overall experience with your contact center .

For example , let ’ s say average handle time ( AHT ) in the voice channel is increasing . It ’ s easy to assume agent training needs improvement .

But the problem might lie in the IVR , chat or another channel entirely beyond the contact center . Perhaps abandonment is increasing for chat and self-service rates are slipping overall . This indicates your customers ’ needs aren ’ t being met in other service channels . Your time is better spent optimizing chat and IVR rather than agent training .

Hiring more analysts is a temporary fix

Some leaders solve their measurement woes by hiring more analysts to look at data across systems and try to understand why :

• Customers exit self-service channels

• Customers contact you

• Problems aren ’ t resolved efficiently

But often , the analysts can ’ t keep up with the continuously increasing demand for answers . The required data must be identified , extracted and transformed , so it takes a lot of time to address each request . x

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