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Digital: KPIs & resourcing for messaging and social media

Published on 27 April 2019

Digital: KPIs & resourcing for messaging and social media

KPIs underpin our goals, from a customer, strategy and performance perspective, so we can track how effective we are in achieving our objectives. Moreover, KPIs help us define our resource requirements and may be very different for digital channels from telephony.

Resolution vs deflection is a key metric for any new channel. Is it just another door into the service centre or are we resolving issues at the first point of contact? Other metrics will reflect our service goals for that channel. With web chat, if you manage the flow of messages according to available agents, then you have a fixed resource budget and want to make the best use of it. Measure exposure to the chat button (eg on 95% of website visits). Others will focus on how responsive we are when web chat is offered. Set service levels (eg 80% in 20 secs or 20 secs avg response) like with the phone; you can then resource using Erlang C. Either way concurrency is a key metric. Can agents handle 2 or 3 chats at the same time? Don’t target agents on this, let them choose if they can handle another chat, but it’s key for planning. Slow responsiveness kills this channel from a customer experience perspective, so correlate customer feedback with concurrency and availability if you want to test this empirically. Read the full article.

First Published in the 2019 Best Practice Guide

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Author: Leanne McNamee

Categories: Library, Planning & Resourcing


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