Best Practice Application of Customer Service KPIs
2018.08.08   |   47 pages   |   Revenue Continuity

Author:
Liam Mimnagh


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Customer service as a function is one of the key elements within overall customer experience, providing help, support and advice to customers across the customer journey touchpoints of researching, trialling, buying, installing, using, renewing or leaving. 

The majority of customers today make multi-channel journeys trying to resolve their issues through digital channels before reaching out to a human over the phone or using chat, social media or messaging.   Reaching out to a person usually means the issue is likely to be a more complex and high effort experience for the customer.  In this context, the customer experience will essentially come down to the ease with which customers have their issue resolved in manner that satisfies their requirements.

While NPS plays a central role in competitor, relationship and customer journey surveys we ask whether it makes sense to rely on it for transactional (post interaction) surveys where measuring the level of ease or effort in addition to qualitative verbatim feedback has the potential to offer more insight on where improvements need to be made.

This report provides an overview of a series of performance and quality metrics used by telecom operators to manage operational performance, and gauge the quality of customer experiences across journey touchpoints. 

Network operators can utilise the examples of others’ approach to measuring and reporting the effectiveness of their customer service function as input to their own improvement programmes.

 

Companies: Verizon, Clarabridge, MTS, EIR, Digi, T-Mobile USA, MegaFon, Celcom, Vodafone, Liberty Global, Vimla, Telenor, Giffgaff,

Countries: USA, Sweden, UK, Russia, Malaysia,

Keywords: Measuring Effort, Average Response Time, Contact Centre intelligence, Call Deflection, CSAT, Customer Support Philosophy, COntact Centre Metrics, Time to Repair, Contact Centre Metrics, Chat, Customer Effort Score, Number of Repeats, Customer Service, FCR, rNPS, Support Costs, Voice of the Customer Programme, CX Metrics, Messaging Service Channel, Net Promoter Score, Self-Service, Competitor NPS, Chatbot, Text Analysis, Average Handle Time, NPS, Contact Centre, CX Program, Transactional Survey, Abandon Rate, AHT, Verbatim Analysis, Customer Pain points, Social Media Sentiment, Meaningful connection score, Customer Satisfaction Metrics, Relationship NPS, Customer Experience Programme, Contact Centre Analytics, Artificial Intelligence, Voice to Text, Situational IVR, tNPS, TTR, Call Centre, Journet Touchpoints, CES, Biometric voice-recognition, First Call Resolution, Transaction NPS, Customer Satisfaction, Voice Verbatim, Customer Journey, TOBi Chatbot, Journey Survey, VoC Programme,

1

Overview

1

2

Introduction

2

2.1

Customer Service as part of the Customer Experience

2

2.2

Report Content

3

2.3

Currency and Conversions

4

2.4

Further Questions and Feedback

4

3

Customer Service/Contact Centre KPIs

5

3.1

The Contact Centre – An Escalation Touchpoint

5

3.2

Measuring Productivity and Quality

5

3.3

Productivity Measures

5

3.3.1

Average Response Time/Time to First Response

5

3.3.2

Average Handle Time (AHT)

6

3.3.3

First Call/Contact Resolution (FCR)

6

3.3.4

Closed Conversations Per Hour (CCPH)/Calls Per Hour (CPH)

7

3.3.5

Time to Repair (TTR) With CSAT and Effort

7

3.3.6

Employee Engagement

8

3.3.7

Support Costs

8

3.3.8

Other Productivity Measures

8

3.4

Quality and Customer Experience Measures

9

3.4.1

CSAT

9

3.4.2

NPS

9

3.4.3

Customer Effort Score (CES)

11

3.4.4

Selecting and Using Multiple Tools

11

3.4.5

NPS, and Social Media Sentiment

13

3.5

Contact Centre Intelligence and Text Analysis

14

3.5.1

Call Deflection Opportunities

16

3.5.2

Call Length Reduction

16

3.5.3

Agent Performance Monitoring

16

3.5.4

Utilising Low Cost Channels

17

4

Case Examples

18

4.1

Introduction

18

4.2

European Insurer

18

4.3

Verizon Wireless USA

18

4.3.1

Utilising Contact Centre Analytics

18

4.3.2

After Call Voice Verbatims and Identification of Pain Points

20

4.3.3

Analytics for New Product Development

20

4.3.4

Best Practice and Resolving New Product Introduction Issues

21

4.3.5

Full Presentation

22

4.4

Celcom Malaysia

22

4.4.1

Applying AI to Survey Data

22

4.4.2

Artificial Intelligence and Chatbots

25

4.4.3

Full Celcom Presentation

26

4.5

Vodafone

27

4.5.1

Transactional NPS and Customer Satisfaction Survey

27

4.5.2

Vodafone UK Customer Satisfaction Improvement Measures

30

4.6

MegaFon Russia

32

4.6.1

Customer Service Standards and Move to AI

32

4.6.2

ELENA – Voice Virtual Assistant and Situational IVR

33

4.6.3

Messaging/Chat Capabilities With Telegram Service Channel

34

4.6.4

Retail Improvement – Sharing Best Practice/Mystery Shopping

34

5

MVNOs With Innovative Service Models

35

5.1

Vimla Sweden

35

5.1.1

Customer Support Measurement

35

5.1.2

Innovative Support Team and Company Philosophy

37

5.1.3

Sports Team Mentality

39

5.2

giffgaff UK

39

6

Key Findings

42

7

Recommendations

46

 

Appendix – Feedback Questions

48

 

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