Setting Contact Center Response Goals: Balancing Service and Strategy
Contact center response targets, such as SL% and ASA, should align with brand vision and customer expectations, balancing exceptional service with cost efficiency based on the company’s strategy.
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The response time objective in a contact center is usually measured by the Service Level percentage (SL%) -the number of calls answered within a certain timeframe- or Average Speed of Answer (ASA) goals. COPC Inc.'s standard suggests setting targets based on customer expectations and service type.
Companies focused on exceptional customer service, such as premium brands, aim for quick response times to reflect their dedication. For instance, American Express may set a goal for 95% of calls answered within five seconds every day. Similarly, in urgent services like emergency lines, a high percent of calls answered in a short time every hour of the day is crucial.
However, budget services may not prioritize immediate human interaction, putting cost ahead of an improved customer experience. These often have varying wait times and may have higher abandonment rates considered acceptable.
Abandonment rate, or the rate of callers hanging up before reaching an agent, should also factor in establishing SL% or ASA goals, as this metric truly reflects customer satisfaction and tolerance with wait times.
Exceptional service as a differentiator requires more resources and investment, while more basic services strive to minimize costs. Set a service target that represents the brand vision and the company service strategy.