Having a clear understanding of the customer journey when engaging with a contact center agent can be a solid indicator of how effective your contact center is. Actually getting to the point of communicating with the contact center agent is not a given - customers have to address questions, be redirected, and may even have wait times in a queue. It’s important to break down this process so you can pinpoint problems along the chain and address any underlying lag to get your customers connected as fast as possible.
If you’re interested in learning more about the importance of WebRTC in the call center, check out our white paper: Cloud-based Contact Centers: the WebRTC Story.
What are Connection Time, Selection Time, and Wait Time?
Connection time, selection time, and wait time measure a chain of events your customer must experience before reaching an agent.
Connection time is the time it takes to establish the call, from when the customer presses the dial button to when it rings on the agent side.
Selection time comes next: the time it takes for the customer to navigate through voice commands and be placed in the appropriate queue. Contact centers typically use Interactive Voice Response (IVR), a telephony menu system, to give the customer the opportunity to identify themselves and the reason they are calling. This saves the customer and agent’s time, as the IVR automatically directs the call to agent’s with the appropriate skills.
Last but not least comes wait time. Wait time is the time from when the customer enters a particular queue until they are connected to the agent. If the customer is added to the wrong queue, they will need to be forwarded to the appropriate queue. This can significantly extend the customer wait time.
Why Are Connection Time, Selection Time, and Wait Time Important WebRTC Metrics for Contact Centers?
By analyzing each segment of the customer journey, you can target trouble areas and more easily identify potential customer delay. The initial part of the customer journey is critical. Having a positive experience from the start improves customer moods and makes them feel appreciated and heard faster. If agents report customers are frustrated by the time they reach them,.you’ll want to monitor these metrics and identify the reasons why.
If you have extended connection time, you may need to look at other metrics.
If you have high selection time, you may need to take a look at optimizing your IVR so that it asks more targeted, effective questions and chooses an agent queue more efficiently.
If you have high wait times, you may need to hire more agents to reduce times to something more sustainable. Alternatively, if some agents are swamped with work while others have none, you may need to make optimizations to your IVR. For example, if your IVR is sending individuals to the wrong queues, you should look into ways to improve it. Lastly, if some agents are still getting limited customers, it may be time to redirect additional agents to other, more popular sectors.
If customers are frustrated by the time they reach your agents, it’s a sign that something is going wrong early. Start monitoring connection time, selection time, and wait time today.
Read our white paper on A Case of High Latency: Hairpinning or Distance?