When it comes to improving contact center performance metrics, even the smallest of increments can make a significant impact at scale. Process automation has focussed on improvements in quantitative efficiency, driving down average handle times (AHT) and automating simple transactional exchanges to eliminate the need for agent contact. However, for complex interactions, a different approach is required.
Co-browsing has experienced an increase in adoption across industries as varied as financial services, insurance, healthcare, telecommunications and online retail. Average handle time (AHT) is a commonly used metric for performance measurement within contact center environments. However, the nature of an involved, collaborative exchange between agent and customer is such that AHT alone doesn’t work as a metric for success. Using co-browsing to support a customer engagement may not always reduce the initial call duration but it reduces the likelihood of a repeat call, so the total “time to solve” is less. So what metrics does co-browsing impact and how can you calculate a return on your investment in co-browsing technology?
Pre- and post-sales support environments can vary significantly from sector to sector, and by size of organisations. However, some qualitative and quantitative metrics are universal indicators of success; all of which can be improved by co-browsing:
- Average handle time (AHT)
- First call resolution (FCR)
- Customer satisfaction (CSAT)
- Agent satisfaction (ASAT)
- Net promoter score (NPS)
- Average order value (AOV)
- Cart abandonment rate (CAR)
Let’s look at each of these in more detail, starting with some essential support metrics.
AHT is a core metric in customer service operations and measures the average duration of a single engagement. Co-browsing allows agents and customers to see the issue first-hand, allowing for rapid diagnostics and clearer communication, eliminating the back-and-forth that can occur on support calls and driving down the average time to resolution.
FCR is a leading indicator of how effectively your agents deal with customer enquiries. The real-time visibility provided by co-browsing eliminates traditional barriers to communication, delivering better call outcomes. At the same time, call transfer rates are reduced and repeat tickets are prevented.
CSAT is arguably the most important performance metric for contact center operators. High CSAT scores indicate a good customer experience and impact key metrics such as agent satisfaction and net promoter score. Happy customers are more likely to make repeat purchases and have a higher lifetime value to the business.
ASAT is also a critical component of contact center success. An empowered and motivated agent will deliver greater call quality and can transform a potentially challenging interaction into a rewarding one for customers and agents alike. Poor levels of ASAT can impact everything from operational efficiency to bottom-line profitability, as a high agent turnover rate impacts both costs and quality of service.
NPS is a measure of customer loyalty and can be influenced throughout the buying cycle. A product of other contact center metrics, NPS can be significantly improved with co-browsing by raising FCR, CSAT and ASAT.