Measuring Agent Effectiveness

June, 2014

To deliver the best value for the organisation and the highest satisfaction for customers, agents must be effective. But how do you gauge how effective they really are?

To deliver the best value for the organisation and the highest satisfaction for customers, agents must be effective. But how do you gauge how effective they really are? This goes beyond measuring how long they spend on the phone or on break. Effectiveness boils down to providing a polite, accurate and satisfying response as quickly as possible.

So how can you measure agent effectiveness? Here are some suggestions:

  1. Grade agent work
    Take a random sample of what agents are saying and grade them according to, for example, politeness, sticking to the script, accuracy of information provided, responsiveness to customer needs and desires, etc. In order to grade, supervisors must either monitor activity as it happens or review after the fact.
    • Monitor in real-time
      Facilities exist for both listening in to voice conversations and reading text as it is typed. Voice monitoring has the added benefit of being able to boost effectiveness by coaching the agent as needed. With text, coaching is not so easy. Instant messages could be sent, but the effect is not as instant as with voice.
    • Review after the fact
      Similar to real-time monitoring, but without the possibility of coaching. Text has the added benefit of being able to search for particular words or phrases that indicate good or bad behaviours.

But ultimately, monitoring and review can gauge performance only according to management criteria. The best judges of agent effectiveness are the people they have been speaking to, so shouldn’t we ask them?

  1. Ask the consumer
    Two common ways of getting consumer feedback are the agent sign-off and the post-interaction survey, but both have their drawbacks.
    • Agent sign-off
      “Is there anything else I can help you with?” If the answer is ‘No’, it doesn’t always mean customer satisfaction, or effective agent behaviour. A consumer who has been frustrated in getting an issue resolved may well say ‘No’, just to end the conversation.
    • Post interaction survey
      This may give a fuller picture of satisfaction, but it is hard to design well and is usually only completed by those who feel strongly one way or the other. An unhappy customer would most likely just disappear off the radar.

So, if asking the consumer does not always help, what else could we do?

  1. Monitor what happens next
    Monitoring what a customer does next gives a wider view of customer engagement and a strong indication of agent effectiveness. The customer may buy (positive response), contact again, or complain (negative response). But the monitoring of all possible outcomes needs some joined up thinking with other departments – sales, fulfilment, etc – and must be tracked across all contact points – phone, email, chat, white mail, social media, etc.
    • Buy
      A continuing business relationship is one of the best indicators of effective interaction.
    • Contact again
      Does the customer contact you again in a short space of time? – maybe hours or days, depending on the nature of your business. If an interaction marked as ‘resolved’ results in further contact, then the previous contact was not as effective as first thought. This becomes a further way of monitoring first contact resolution.
    • Complain
      Does the customer post any response to social media? As with the post-interaction survey, this is only likely if the interaction was particularly good or bad.

Agent effectiveness is elusive to measure, but crucial to achieving the goal of customer satisfaction and retention. And tracking it is probably one of the most important things you could do in your business!

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC), offering multimedia, multichannel, fully blended cloud contact center solutions, for quick and easy deployment by partners offering CCaaS or enterprise users. All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

Flexible Contact Center Platform

Flexible Contact Center Platform

Softdial Contact Center™ - tightly integrated modules, designed to deliver at scale

Contact Center as a Service (CCaaS)

Contact Center as a Service (CCaaS)

Partners can run a functionally rich and flexible contact center stack in the cloud

Blended Media Desktop

Blended Media Desktop

Fully customisable, multi-channel, multi-session workspace

Work Anywhere

Work Anywhere

Browser-based tools, no software installation required

Cloud Or On-Premise, Multi-Tenant

Cloud Or On-Premise, Multi-Tenant

Scalable, resilient, secure, proven

Customise, Localise, White Label

Customise, Localise, White Label

Design all user interfaces to individual requirements

Integration Via APIs

Integration Via APIs

'Swap out' components and integrate with 3rd party apps

World Class Development

World Class Development

Continuous evolution pushing technical boundaries

Capabilities

Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

All Media Types

All Media Types

Voice, chat, email, social, etc - fully integrated and blended

Agent Multi-Tasking

Agent Multi-Tasking

Work with multiple live contact sessions of any media type

Dynamic Workforce Management

Dynamic Workforce Management

Automated, ‘best available’ decisions to manage agents and balance work load, across all media types

Predictive Dialing

Predictive Dialing

Best-of-breed performance under compliance

Optimised Inbound Routing

Optimised Inbound Routing

Smart rules and 'best-available' decisions to drive great customer service

Agent Scripts

Agent Scripts

Help agents achieve and maintain excellence

Voice and Screen Recording

Voice and Screen Recording

See and hear exactly how agents are interacting

Analytics and Data Feeds

Analytics and Data Feeds

Measure and evaluate performance at every level

IVR, Bots & Conversational AI

IVR, Bots & Conversational AI

Design effective automated flows or integrate with 3rd party providers

Customer Journey Tracking

Customer Journey Tracking

Stored customer contact history, to aid routing and add context to conversations

Modules

A complete suite of tools, with unique flexibility to extend and swap out modules to deliver a tailored contact center solution for any environment.

Softdial One™

Softdial One™

Highly flexible unified web UI for agents, supervisors and administrators

Softdial Scripter™

Softdial Scripter™

Create complex process flow scripts for agents, IVR, chatbots and other applications

Sytel AI Dialer™

Sytel AI Dialer™

Best-of-breed predictive dialing under any compliance rules

Softdial Pathfinder™

Softdial Pathfinder™

Precise routing rules for 'best available' connection

Softdial Media Server™

Softdial Media Server™

Core telephony functions to manage all inbound/ outbound SIP calls

Softdial Reporter™ 5

Softdial Reporter™ 5

Fully customisable performance stats, charts and reports, across all channels

Softdial Publisher™

Softdial Publisher™

Comprehensive data output to build your own reports

Softdial Recording Monitor™

Softdial Recording Monitor™

Audio and screen recording of agent activity to ensure the highest standards

Softdial Campaign Manager™

Softdial Campaign Manager™

Comprehensive configuration and control for outbound campaigns

Softdial Repository™

Softdial Repository™

Central storage and configuration of common resources

Sytel Global Compliance™

Sytel Global Compliance™

Flexible 'no contact' rules to protect contact center and consumer

Markets

Performance and efficiency for a wide range of business applications

Customer Service

Customer Service

Connect quickly to well equipped agents

Sales & Telemarketing

Sales & Telemarketing

Maximise agent productivity with best-of-breed predictive dialing

Healthcare

Healthcare

Secure, highly-configurable multichannel communications for excellence in patient care

Market Research

Market Research

Best-of-breed predictive dialing with CATI integration

Collections

Collections

Automated inbound/ outbound blending integrated with any debt management app