Effectiveness or efficiency?

I see many different measures being used in contact centers, from the useful but hard to measure first call resolution, through to the easy to measure but generally useless average handle time. 

These stats tell you about the performance of the contact centre, but they also give you an insight into the thinking or culture of the company using them.  AHT is all about the efficiency of the company, it deals with cost and throughput – the customer doesn’t appear anywhere in the calculations, and hence their experience isn’t front of mind for anyone from agents up to managers. 

FCR is about effectiveness, it is about how good an experience the company offers (or what the customer experience ces).  The customer is a key part of this measure, so they are front of mind for everyone.

Which approach would you prefer companes that you interact with use?

About Richard Kenny

Richard is Head of Global Contact Centre Marketing and is responsible for defining the strategy, and planning and directing worldwide sales, marketing, and business development activity for contact centre customers.