Given the growth of the digital market, as well as the parallel direct-to-consumer and retail marketing, here are some newer contact center metrics to consider according to Steven Edelstein, CEO of brand management/marketing consultancy The Logical Step.
- Customer Attrition and Retention Monitoring – It is critical to monitor and adjust all customer care and contact center content to engage the customer in more “consultative” manner while capitalizing on the relationship that is being developed. It is quite apparent that consumers are more savvy and more in tune with both traditional buying through retail and online shopping. It is important to ensure that agents are well scripted (not reading, but well versed in product knowledge, offer(s), value, etc.), know how to engage the customer, and consistently drive opportunities for increased revenue with each customer interaction.
- Customer Acquisition Cost (CAC) – Most prevalent in lead generation campaigns, the CAC or Customer Acquisition Cost is a vital metric to evaluate for it measures the total cost of obtaining a customer while balancing all short term revenue, expenses, as well as lifetime value or revenue that is achieved as a result of that initial customer connection.
- Media Efficiency Ration (MER) relative to Call Center activity – In traditional direct-to-consumer marketing and media – the MER or Media Efficiency Ratio (every dollar spent on media compared to the total revenue generated as a result of the media that is “aired” or “run”) has a direct relationship to the effect and proficiency of all contact center activity. The activity that is generated as a result of the media will have an impact on the total calls received in conjunction with the total sales converted. It is wise to keep track of this ancillary metric as a “driver” to all call center activity, staffing allocation(s), as well as cost accounting of all call center expense.
- Hot and Warm Transfers to Retail – In some cases where the online environment is driving traffic directly to retail distribution, the contact center has the ultimate challenge of ensuring that the customer flow of information is seamless and provides the level of satisfaction that is expected by the customer. The “Hot” or “Warm” transfer application has the ability to quickly and seamlessly transfer the customer from the contact center environment directly to the end retailer, therefore offering an opportunity for converted sales, but higher levels of customer care.