I’m sitting here on hold with my health insurance provider (again). Same issue, fourth time on this same call. First, let me say, I do realize that healthcare providers just can’t, as policy, approve every authorization for them to outlay money. However, this entire experience (as I sit on what seems to be an indefinite hold) makes me evaluate what’s truly important in the contact center industry.
More often than not, contact centers still judge themselves on traditional contact center metrics. Is that really going to accomplish the end goal? For instance, if you’re using Average Handle Time and your customer is immediately dissatisfied and hangs up because their experience is horrible or if your agent rushes your customer off a call to keep time down, are you really providing quality customer care?
As we move forward (for the reasons I gave in my most recent blog on servicing Millennials : https://www.blueworx.com/the-generation-of-now-are-you-prepared-to-serve/), the only real metrics that are relevant from a customers perspective are Net Promoter Score(NPS) and first contact resolution (FCR). Furthermore, I would argue that FCR should take the next evolutionary step and now be coined FCNTR (First Contact No Transfer Resolution). This means that when your customer contacts you, they would remain in the selected channel and get resolution to their problem. I know that this may be something that is a few years out, but having a contact center that allows your customer to choose their channel and that channel, no matter what it is, can resolve 80% of the customer issues will be the next real evolution of the contact center.
What will FCNTR require? It will require that your contact center be armed with cognitive ability. Being able to predict not only the problem, but a satisfactory resolution will be a necessity. Consider my scenario. Had my insurance provider’s contact center acknowledged that I had a pending issue, knew what the next step was and what was required to get that resolved when I called, I would be a great deal more likely to recommend them because:
- I would have felt that the company understood my issue and was interested in resolving it.
- I would have spent less time getting to the same outcome
The natural flow of FCNTR inevitably leads to gains in NPS. In today’s world, this means positive on-line reviews, and from there comes increased customer loyalty and wallet share.
If you’d like to learn more on how to take the next steps to evolve your contact center, please contact Blueworx today.