RECIPE 4 – Measuring is everything

Cook: Continuously
Serves All of Your Clients!

Measuring out all the ingredients in exactly the right proportions has always been critical to the success of any recipe. Get the quantities ever so slightly wrong and you are likely to end up with a culinary disaster. In the world of customer communications, it’s equally important that measurements are accurate, but organisations also need to ensure they are measuring the right things. Traditional ways of measuring success, using such metrics as average call handling time (AHT) and the number of calls each agent manages to process during the day, are increasingly outdated.

In the digital age, the recipe needs to change. With more interactions being passed through self-service channels, those engagements handled by agents are typically more complex and can also be more sensitive or often driven by emotion. Today’s measurement tools need to be able to recognise that shift as well as accurately evaluating these new kinds of interactions.

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  • Emotional empowerment
  • Training and monitoring
  • Compliance and dispute handling


  1. It is very important that businesses can accurately measure the emotional temperature of every interaction and that they use emotional intelligence in the way they manage customer engagement. Real-time Speech Analytics (RTSA) has become a key part of the mix for organisations looking to assess how customers, and the agents interacting with them, are actually feeling –  whether they are happy, or agitated, whether they want an answer quickly, whether the language used is becoming clipped and curt. The pick of these systems can evaluate calls to identify if there is cross-talking or changes in tone, while carefully weighing up the speech ratio balance, call volumes and stress levels. This data can then be sifted through to see what behaviours deliver optimum results, enabling agents to adjust their approach accordingly, and offer emotionally intelligent service to end customers.
  2. Make sure you blend in a real-time monitoring and training capability into your measurement recipe. With the right combination of quality management and real-time speech analytics, you can monitor your agents’ customer interactions; identify areas for improvement and, if necessary, intervene in the calls themselves. You can also use information collected from the interactions to coach agents in real-time or, subsequently as part of training programmes, ultimately helping to ensure customer effort is reduced – and saving time and money in the process.
  3. Compliance and dispute resolution are a vital part of the blend within any contact centre. RTSA tools can indicate – live during a call – if important or mandatory information has been missed or incorrectly said. This ensures script adherence and legal certainty – makes sure contract terms are explained correctly – and can stop agents giving advice that could be misconstrued. This all contributes to the delivery of compliance and reductions in cancellations and customer disputes.

The ability to measure not just performance but also the quality of customer engagement and the emotional element of any customer interaction is key to the success of any contact centre operation. After all, you can’t manage what you don’t measure. Businesses will struggle to deliver the high-quality service offerings their customers are looking for if they are not able to measure the results they are getting. But if they follow the instructions above, that should never become a problem.

"Invest in people - your front line pick up where technology fails, ensure that they are equipped with the skills and technologies that they need to solve customer issues."

BT Global Services

Contact Enghouse to learn more.