Contact Center

Contact Center is a single dedicated measurement that allows the client to capture the Voice Of Customer across the multi-channel contact center environment and multiple customer touchpoints, based on their specific measurement needs.

Contact Center Measurement is available in these Sales and Service Channels:

• Phone (Live Agent or IVR experiences)
• Email
• Live Chat

Why Use It?

A client’s contact center is often multi-channel, serves multiple purposes, and crosses multiple touchpoints (e.g., Phone, Email, Live Chat). Advancements in technology have empowered the customer — creating multiple points of entry and a multichannel management challenge. As such, it is more crucial than ever for companies to leverage contact center interactions to meet the needs of both the customers and the business.

ForeSee’s best in class, proven measurement system provides perspective and depth missing from traditional contact center measurements within both sales and service organizations, across multiple contact center touchpoints. Our customer experience analytics go beyond basic efficiency metrics by helping you understand how well a contact center handles interactions with customers and what to improve upon for future business success.

By helping clients prioritize improvement opportunities based on how much they impact future behaviors, you focus on the actions that can best increase their return on investment.

Target Audience

Customer Experience Managers/Directors

Customer experience managers are concerned with the bottom line and maximizing the customer experience across touchpoints (e.g., live agent, chat, email, IVR) by providing a high level of service. They are interested in growing the profit of the contact center by increasing transactions and upsells.

Directors of Contact Centers/Contact Center Managers

Contact center directors and managers are concerned with increasing the efficiency of the contact center, uncover training and coaching opportunities, empower agents to solve problems, increase transactions and upsells, as well as first contact resolution.

Actionable Insights

Multichannel retailer determined customer satisfaction increased when customers were allowed to suggest items, boosting average order values and increased agent confidence when upselling.

Big box retailer guided analysis to strategic decision about whether to close overseas call center location and effectively manage call center costs.

Telecoms Utilities client changed the site navigation to their website, which left users confused and unable to complete tasks. The contact center, unaware of the changes made to the website, saw an influx of calls which lead to 7x more abandoned calls than the month prior. ForeSee identified key focus areas, such as improving communication between the web and contact center teams and providing consistent messages and information between channels.

Common Models

SERVICE Model
SALES Model
HYBRID Model**

• Email and IVR deployed surveys use the same Elements and Future Behaviors.
  • IVR only allows for one MQ per Element.
  • Every respondent is asked the same one MQ for that specific survey.

Common CQs & CPPs

Common CQs

• How would you describe the length of time you spent with the representative?
• Were you transferred to another representative at any point during your call?
• Was your issue or question resolved by the representative?

Common CPPs

• Representative ID
• Problem Resolved?
• Number of calls for this order/issue
• Call Type
• Call Time
• Wait Time

For more info on CPPs as well as a list of our default CPPs, please click here.

Deployment Options

Standard/Best Practice

• Email Invite to Web-Based Survey.
  • Foresee sends emails, or
  • Client sends emails
• Telephony Switch Invite to IVR Survey.
  • PREFERRED: Automatic transfer to IVR, or
  • OPTIONAL: Agent transfer to IVR

Deployment Intricacies

• Client's own their sample management process.
• If a client wants both Email and IVR invitation, this is counted as two separate surveys and data remains separate within the portal.
  If the client doesn’t have access to email addresses for all callers they could present the IVR survey to the rest of the callers.
• Client owns responsibility for which version to send to which caller.

How It Works: Email Diagram

How It Works: IVR Diagram

Complementary TouchPoints

The following touchpoints, when paired with a Contact Center measure, have been shown to enhance the breadth, width, and scope of the solution ForeSee offers (not a comprehensive list):

• Fulfillment - Just measuring a Contact Center sales experience is only looking at ½ the equation. What happens after the call ends also plays a role in the likelihood of customers engaging in the future behaviors.
• Digital Contribution - Just like with digital channels, customer experience measurement should not stop once the initial experience/contact is over. A Post-Call measure can provide insights into whether the Contact Center experience is creating an expectation gap relative to other channels, if it’s driving customers to other channels, and if clients are losing high value customers to competitors.
• Employee Experience - ESat drives CSat, so in the Contact Center channel, where costs are higher and the probability of being the final customer touchpoint is increased, it is imperative to understand the motivations that increase employee engagement.
• Web/Mobile - Content, Purchase - The cost of Contact Center interactions are significantly more than digital interactions. Having a Content or Purchase measure can help determine areas of need in the digital channel that might be driving customers to the Contact Center channel.

Survey Statistics

The metrics provided below should be used as a guide - actual response and acceptance rates can vary significantly depending on the type of audience and their propensity to participate in surveys.

• IVR Acceptance rates - 20-60% (Vary significantly based on audience being targeted and length/type of call).
• IVR Completion rates - 85-95%
• Email Acceptance rates - 5-15% (depends on the type of audience, quality of email address, and how soon email is sent after the interaction).
• Email Completion Rates - 75-95%

Available Measure Types

Interaction Types - We can measure (each type is a separate model/measurement):

• Live Agent
• IVR/IVA System
• Online Chat
• Email Based Customer Service
• Text Messaging Based Customer Service
• Social Media Based Customer Service

Contact Reasons/Experiences - We can measure (each type is a separate model/measurement WITHIN the Interaction Types):

• In-Bound Sales Experience
• In-Bound Service Experience

For info specific to Contact Center IVR deployments, visit our IVR/IVA Deployment topic.

For info specific to Contact Center email deployments, visit our Email Deployment topic.

Survey Deployment Options Across The Interaction Types

	Email Invitation	IVR/IVA Deployment	Static URL Link
Live Agent Sales/Service	x	x
IVR/IVA Sales/Service	x	x
Online Chat Sales/Service	x		x
Email Service	x		x
Text Messaging Service	x		x
Social Media Service	x		x
Key Requirement To Accommodate	Requires client to provide emails of those interacting through this channel.	Requires ability to transfer call to IVR survey application at conclusion of call.	Requires ability to insert link at appropriate place within the interaction.

Internal Contact Center Measure Work Flow