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The call center channel is still highly used for handling low- to high-complexity inquiries and problems. In fact, SQM's customer experience research shows that the call center channel has the highest contact volume of all contact channels for resolving an inquiry or problem. Interestingly, the call center channel makes up 40% of total contact channel volume. Call center first call resolution (FCR) is 70% and one contact resolution (OCR) is 59%, which means an alarming 41% of customers had to contact the organization more than once to resolve the same inquiry or problem. For those customers who used the call center channel 20% of customers used two or more contact channels to resolve their inquiry or problem. OCR is a tougher metric to achieve than FCR because the calculation of OCR factors in whether or not other channels were used trying to resolve an inquiry or problem and FCR only factors in the call center channel being used to resolve the inquiry or problem. Organizations should strive for a 75% OCR performance level in their call center to reduce repeat contacts and to improve customer satisfaction (Csat). When the customer experiences OCR using the call center, Csat is 33% higher than non-OCR calls. Clearly, when a customer experiences OCR it is the leading indicator for Csat.
If you liked this article, you can learn more about the author Mike Desmarais, and SQM Group.