The #1 Call Center Metric Jimmy Asija Says You’re Ignoring (But Shouldn’t!)

Often, call centres rely on metrics such as first-call resolution -FCR, customer satisfaction (CSAT), and average handling time (AHT). While these metrics are significant, Jimmy Asija, an industry specialist, contends that the most often ignored and most vital measure is Customer Effort Score (CES). Here's how to monitor CES—why it matters and how it might improve the operation of your call centre.

What is CES?

CES assesses how simple or challenging it is for a consumer to address their problem during a call. A consumer will stay loyal the more simple the procedure. Customers are polled after every encounter: "On a scale of 1-7, how simple was it to solve your problem today?" While a high CES suggests annoyance and a greater probability of churn, a low CES shows consumers had less effort, which helps retention and loyalty.

Why CES Matters More Than You Think

Customer loyalty is not necessarily predicted by conventional measures such as AHT and CSAT. CES tracks the effort consumers make to solve problems; studies indicate that the simpler the procedure, the more likely consumers will remain. A consumer could be pleased (CSAT) or ready to suggest (NPS), but if their encounter was challenging, they might still choose to leave. Long-term loyalty is better predicted by CES.

How to Track CES

1. Ask the Right Questions: At the end of every conversation, tell customers, "On a scale of 1-7, how simple was it for you to resolve your problem?"

2. Follow Up for Feedback: Let consumers explain their score for more insights.

3. Examine Trends: Search CES data for trends to find areas where consumers are putting great effort and then adapt accordingly.

4. Monitor by Agent or Issue Type: Track which agents or kinds of problems cause more CES to enhance performance and procedures.

Steps to Improve CES

1. Streamline Procedures: Eliminate unnecessary procedures, including extensive IVR menus and numerous transfers.

2. Empower Agents: Give agents the tools and ability to handle problems on the first call.centers 

3. Use Self-Service Options: For more basic problems, use knowledge bases and chatbots.

4. Provide Ongoing Training: Regularly educate agents to manage concerns effectively and enable them to fast address problems.

5. Simplify Communication: To establish reasonable expectations and prevent misunderstanding, make sure your communication with clients is unambiguous.

Expected Results in 30 Days

Emphasising CES may enhance contact centre effectiveness in just 30 days. Reduced wait times, quicker answers, and empowered staff will help consumers have less effort and a smoother procedure, thereby increasing their loyalty and happiness.

Conclusion

Although conventional measures such as CSAT and AHT are useful, the Customer Effort Score (CES) is the main predictor of consumer loyalty and happiness. Reducing customer effort helps you to increase performance, strengthen retention, and provide more general experiences. Track CES starting now; after just thirty days, you will see quantifiable changes