Why Network Experience Issues Can Destroy Your FCR
Published On: Wednesday 23rd August 2017
Which KPIs are your key priorities for your contact centre operations? Whether you're looking at Cost Per Call, Agent Occupancy, Call Transfer Rate or Average Handling Time, there's one KPI which is increasingly emerging as a crucial connection to all of them...and that's FCR. It's not just about making your customers happy, it's about taking an approach to experience management which serves to reduce escalations and improve a range of associated contact centre metrics at the same time. "SQM’s research shows that, for the average contact centre, a 1% improvement in FCR performance equals $286,000 in annual operational savings from the call volume reduction due to improving FCR." "FCR is More Than a Metric, it's an Operating Philosophy." Service Quality Measuring Group.
Focussing on improving FCR can help to improve a range of associated KPIs including Agent Occupancy, Average Handling Time, Call Transfer Rate and Cost Per Call...
While we primarily see FCR in the context of an initial phone call to the operator (hence 'First Call') the growing number of communication channels between business and customer makes it far more prevalent to consider it as First 'Contact' Resolution instead.
Let's consider the primary channels for contact in the event of network experience issues. While the traditional phone route remains integral, digital is fast establishing itself as the preferential route for subscribers. To maximise FCR efficiency for these network queries, you need to ensure that the information delivered is fast, accurate and geared towards what the subscriber is looking for...LIVE network status where they are. Unfortunately, many operator's websites simply aren't set up for efficient care via a digital channel. They are focussed on sales, not support.
You can evidence this for yourself by searching for "4G Availability" or "4G Problem." Chances are you'll be directed towards an operator's coverage checker or pitched the latest handset. This is where a negative customer experience really starts to grow. They can't connect to 4G yet they're being told to expect superfast download speeds. From here, it's only a small trip for the customer to head to social media to vent their frustrations. This current 'problem journey' not only increases traffic to the call centre as well as overall subscriber dissatisfaction, but is also going to negatively affect your FCR with the subscriber needing more than one contact to resolve their query.
"The standard for excellence is for a support centre to solve roughly between 55% and 75% of its total call volume on the first contact with the customer."
Business Service Management Review: First Contact Resolution: "The Performance Driver" - Peter J. McGarahan.
Our approach is to ensure both customer and care agent are seeing the same results through a keen focus on the centralisation and correlation of network information. By integrating fault, maintenance and any other operational data that may help to diagnose a localised issue, the subscriber can be informed about network issues faster regardless of which contact channel they arrive on - whether through a live service checker, or being advised on the phone by a CSA who can also use this centralised source of intelligence to more rapidly address network queries.
By adopting an approach with a fully integrated live service checker at its core, not only can subscribers get fast and accurate answers to their service queries without the contact centre, the operator's care teams can use the origination and volume of these service checks to identify any new areas suffering from low subscriber experience. Improving FCR for your network queries is all about efficiently delivering the right information to the right audience via a convenient, subscriber-friendly route to maximise the chance of leaving happy customers who are more likely to speak positively about your brand.
We have a new case study available which discusses how this approach helped our customers to make a demonstrable progress towards FCR improvements, enjoy an overall reduction in call centre traffic and create a whole new set of experience data for network optimisation.