Zingtree Tags: decision trees for call centers

How Connected Are Customer Satisfaction and FCR?

customer satisfaction and FCR

Did you know that, for every 1% improvement in first call resolution rate, contact centers will see a 1% improvement in customer satisfaction rates and a 1-5% improvement in employee satisfaction?

The opinion that your customers hold of your company, its employees, and its goods and services, has a direct and profound impact on the long-term health of your business. Simply put, if your customers aren’t happy, you need to make some drastic changes before it digs your company into a hole you can’t get back out of.

Customer Satisfaction also plays a huge role in how many other customer service metrics are measured; this includes First Contact Resolution (FCR), the percentage of reported issues or support tickets that are resolved on the very first interaction with the customer. However, it’s important to have an understanding of the connection between the two metrics in order to effectively track and improve over time.

In a recent article from ICMI, the author discusses how FCR is measured, why it’s so critical, and how customer satisfaction is a key driver in promoting a better FCR. With this information under your belt and the right tools to help you tackle it all, you can more actively take the steps you need to start tracking and improving these important metrics. Here’s just a segment of the article:

For a contact center, FCR is the percentage of contacts that are resolved on the first interaction with the customer. For live calls or web chats, this means that the customer’s issue is resolved before they hang up the phone or end the chat session. Calls or chats that require a customer callback or are escalated to another source of support do not qualify for first contact resolution. For emails and web submitted tickets, which now account for a significant percentage of all customer contacts, the de facto standard emerging in the industry is that resolution within one business hour of receiving a customer email or web ticket counts as FCR.

FCR is typically measured in one of two ways:

1. The agent checks a box on the trouble ticket at the conclusion of the call or chat session to indicate if the interaction was successfully concluded on the initial contact.

2. Customers are asked in follow-up customer satisfaction surveys whether their call or chat was resolved and concluded on the initial contact with the service desk.

The first method requires periodic audits to ensure that agents are accurately reporting FCR on the tickets they handle. This is done by reviewing a representative sample of tickets each month to determine if the tickets designated FCR by an agent are, in fact, being resolved on the first contact with the customer. Neither method of measuring FCR is perfect, but it is one of the most important KPIs to track and trend.

Why It’s Important

A high FCR is almost always associated with high levels of customer satisfaction. FCR is a measure of how effectively your contact center conducts its business and is a function of many factors, including the complexity and types of transactions handled, the experience of your agents, the quality of agent training, and tools such as knowledge management and remote control. The metric is most often measured monthly because a monthly timeframe is long enough to provide statistical significance. But it can also be measured annually, weekly, daily, or even hourly.

The figure below shows the relationship between FCR and customer satisfaction for a representative cross-section of service desks worldwide. This strong cause-and-effect relationship should come as no surprise. As stated above, we all want closure on the first contact with our service providers!

customer satisfaction and FCR

Key Drivers of FCR

As shown above, FCR is a key driver—in fact, the most important driver—of customer satisfaction. But what drives FCR?  If a contact center wants to improve FCR, how would they go about doing it?  If we go back to our cause-and-effect diagram for service desk KPIs, we can see that agent training hours are the biggest driver of FCR.

customer satisfaction and FCR

 

Read more about the link between customer satisfaction and first contact resolution on the ICMI blog here >> 

Here at Zingtree, one of our primary areas of focus is to provide a platform where customers can help themselves with self-service support, helping to improve first contact resolution and, ultimately, customer satisfaction. Additionally, with standardized and perfected agent scripts in place, agents and representatives can quickly match customers to the right solution through an interactive guide, making it much more simple to improve these key metrics over time.

For more on using decision trees to improve call centers:

How to Reduce Agent Turnover in Call Centers

Is Your Customer Service Working? How to Audit & Improve Your Strategy

These 5 Simple Call Script Techniques Can Easily Win New Customers

Can Agent Scripting Improve Your Call Center KPIs?

 

Want to hear more about how interactive decision trees and call scripts help improve FCR and customer satisfaction every day? Get in touch with our team, and check out our example decision trees for call centers and support teams

5 Massive Time-Saving Benefits of Interactive Decision Trees

Decision trees can be great time-saving tools when implemented well. In any industry use case, fleshing out a complex process into a simplified and easy-to-understand version of itself is, by far, one of the best ways to save valuable resources. Because there’s no coding necessary to get up-and-running, decision trees save even more time for businesses, retailers, and call centers looking to streamline everyday processes. When put into practice, decision trees help to cut down on time spent navigating:

  • call center conversations
  • customer support efforts
  • internal processes
  • finding products on eCommerce sites
  • and more

While the scenarios vary, the results are similarly incredible. We created Zingtree decision trees ourselves in order to reduce the time spent on our own internal processes and support efforts. After implementing decision trees for customer support, we saw way fewer support tickets (about 25% less), spent about 15 hours less every week answering support tickets, and customer satisfaction markedly improved as well. Over time, this has lead to a savings of around $30,000/year.

We’re not here to focus on the savings in terms of money this time, however important it may be. Where the real savings truly lies is within TIME; and as we all know, saving time is saving money. Here are a few of some of the major ways that our online decision trees save organizations incredible amounts of time.

1. Providing self-help.

Consumers young and experienced alike have spoken: self-help solutions are the preferred solutions. While your standard phone and email communications are still incredibly important to offer, providing platforms to customers that allow them to self-solve problems and answer their own questions goes a long way where time-savings is concerned. Not only do the end-users or customers save time by being able to quickly route themselves where they need to go without waiting in a digital line, this interactive format saves businesses time that would have otherwise been spent helping that customer out. Interactive decision trees make self-help incredibly simple. You can create custom knowledge base materials, troubleshooters, interactive FAQ pages, tutorials, and more to embed directly on-site so customers can get the answers they need quickly.

2. Reducing back and forth.

Where emailing back-and-forth or playing phone tag with a customer for hours (or days!) used to be the norm, customers and businesses alike have started to value their own time more. Decision trees are an amazing tool for reducing – even eliminating – the back-and-forth typically found in service-based or consumer-facing industries. Because you can create an entire guided experience with active tracking and data collection, decision trees allow you to always be caught up without any manual effort. For example, if a customer can’t self-solve a support question using an FAQ decision tree, the information is automatically passed into a complete transcript for a support agent or team member to address. You can even share this transcripted customer info with any CRM tool that your company uses (Salesforce, Zendesk, etc.) to save time importing and sharing.

3. Finding answers faster.

Did we mention that saving time also relates to finding the information you need quickly? For customers in any industry, easy access is key. Interactive decision trees allow you to surface what customers need at a particular time, effectively cutting back on time otherwise spent searching around for the right answer. Introducing guided trees directly into an online site or eCommerce store is a proven way to enhance the customer’s journey from product/service discovery to final purchase. Allowing end-users online to quickly navigate to what they need improves the customer experience and helps to promote even more sales.

4. Collecting data securely.

Being able to collect customer information and other critical data in a secure way online is everything these days. With so many new rules and regulations surrounding data privacy, interactive decision trees remain a perfectly streamlined and secure way to collect and analyze data. Decision trees provide an easier, faster way to get information directly from customers, using data entry forms, feedback, and other methods of tracking. With integrations that make it possible to collect information and validate it all at once (for email, phone, and USPS address), our decision trees are a safe and simple option for gathering pertinent customer stats.

5. Generating powerful reports.

We’re firm believers in following the numbers; when a process is actually simplified and optimized, you can take notice using performance data. A full Analytics & Reports section in our decision tree toolkit makes it possible to generate actionable, value-driven reports on critical areas. In these various reports, you’ll be able to see the effectiveness of your decision trees and quickly locate common issues, making products and services even better over time.

With accurate analytics on-hand, you can see exactly how decision trees are being used and where areas of improvement may lie, so you can continuously optimize to save even more time. Other important reports include:

  • Results — measure how effective your decision trees are
  • Session List — see how long end-users are actively using your decision trees
  • Traffic Map (shown above) — view a breakdown of traffic to each part of your decision tree
  • Node Popularity — see the most frequently visited and clicked on nodes of each tree
  • Data Totals — access a full summary of data collected from a decision tree

 

When you implement internal and customer-facing processes that are easy-to-use, understand, and improve upon over time, the time-saving benefits come naturally. Hundreds of companies around the world are already using Zingtree decision trees to save time, money, and other valuable resources while providing a user-friendly platform – even us! Check out our gallery of decision tree examples to see more real-life use cases on how decision trees are the perfect time-saving solution for businesses.