Measure the Impact of OpenQuestion in Your Contact Center

OpenQuestion is a solution aimed at transforming your contact center by reducing misrouted calls, providing information to agents and automating answers and tasks. As you roll it out, you will eventually reach the phase in which you need to assess the impact this technology has on the telephone experience you’re providing to your customers, consequently raising the question of what KPIs to measure.

To start with, every Contact Center Manager already has their own set of indicators used to assess their contact center experience such as Average Handling Time, First Contact Resolution and Abandonment Rate. By shedding light on the “inside of an IVR”, OpenQuestion brings on a new set of metrics that should be measured in combination to your existing ones.

In this article, we’ll take a close look at the OpenQuestion-specific KPIs metrics that should be considered when measuring the effect a conversational IVR solution has on your end-to-end contact center experience.

What KPIs Should You Focus On to Measure OpenQuestion’s Impact?

Even though you can measure OpenQuestion’s effect across your whole company, its impact can be seen mostly in two areas: Savings and Customer Experience. In this section we will dive deeper into each of these.

Impact on Savings

To begin with, OpenQuestion generates savings by reducing the time spent by agents transferring calls and by avoiding calls to be routed to the contact center. A good KPI to measure right from the start is Correctly Routed Calls i.e, the percentage of calls that were correctly routed to a queue. This can be achieved by asking agents to label calls when wrapping up. You could also look at the call transfer rate from your call center statistics to check how the volume of call transfer diminishes.

OpenQuestion can also be configured to automate tasks without the need of speaking to an agent. This can range from answering FAQs to more complex transactional tasks that connect to your back-end systems like checking your balance or resetting your password. You can count the number of calls that have been automatically solved and not handed over to the call center and create an Automation Rate (% of calls being resolved without the need of human involvement) to track savings.

Impact on Customer Experience

By removing the Dialpad, automating tasks and allowing customers to express themselves naturally, OpenQuestion brings along an enhancement of the overall Customer Experience (CX) of callers. But how can you assess it?

Evidently, measuring Customer Satisfaction is the first step to understand what customers think of your implementation. OpenQuestion gives the possibility to trigger surveys at certain points in the conversation to gather user feedback before being handed over to an agent. These results can then be aggregated or analyzed along other satisfaction-related KPIs to get a holistic idea of the overall customer content.

Additionally, by measuring Knowledge Coverage (% of inputs correctly understood) you can assess how well you are recognizing inputs, which is the first step towards properly routing a call. The OpenQuestion Dashboard also tracks this and allows you to review which inputs were not correctly understood.

Another KPI to assess the customer experience is Session Duration, which measures the amount of time that customers spend interacting with the conversational IVR. This impacts the time customers need to reach an agent, hence contributing to a better caller experience.

All these KPIs (and more) can be visualized in a pre-built Power BI dashboard with views designed to give visibility on everything that happens inside the IVR from the moment the user states their question until the call is transferred to an agent. This is a great source of insights for assessing both your customer’s adoption and pain points with this technology, both clear customer experience indicators. In the dashboard, this can be analyzed by looking at the Percentage of times users ask to speak directly with an agent or the Percentage of calls that require users to clarify their input.

Consider Current Contact Center KPIs

As mentioned before, OpenQuestion will impact your contact center experience. Consequently, you should also see an effect on the Contact Center specific KPIs you are already measuring. Keeping an eye on the “before and after implementation” values as well as analyzing combinations of KPIs is a great practice for a holistic impact review.
For example, an increase on the Number of Callbacks registered could decrease the Waiting Time in Queue , or an increase in FAQs answered by OpenQuestion can cause the overall Call Arrival Rate to diminish.

Since OpenQuestion also provides features to give agents more context on the phone call, Agent experience and productivity related metrics such as Agent Effort Score or Agent Utilization Rate should also be monitored to see how this new tool impacts them.

How to Measure these KPIs?

As mentioned before, OpenQuestion comes with a Template Power BI Dashboard that can be used out of the box as a starting point for analysis and can be later customized with any KPI you deem relevant.

Additionally, you can leverage Teneo Query Language to query the conversation logs and focus your analysis on your key strategic points, diving as deep as you want in your conversational data. Some KPIs can be measured directly with reports coming from your Contact Center. Keep in mind that you might need to combine more than one data source to calculate certain metrics.

Final Remarks

In this article we have explored the new set of KPIs that OpenQuestion brings, how they can be measured in the dashboard and we’ve highlighted the importance of analyzing them in combination with your Contact Center KPIs.

Since there are countless KPIs that could be defined, you should focus on those KPIs which align the most with your company strategy and fight the urge of overmeasuring. The outcome of this will most likely provide a robust set of KPIs which will help you provide solid data to show the positive impact that this technology has on your contact center experience and eventually confirm your business case.

What about you? Which are the most common KPIs you are measuring in your contact center? Let us know in the comments!

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