We have a tendency to treat the contact centre like a big factory of telephone calls and emails.
This becomes most apparent when we look at contact centre metrics. Numbers of calls, average handling time, service level and cost per call are all measures of efficiency. But they are not good measures of effectiveness.
It is better to start using metrics that look at outcomes.
We need to develop a culture where we do the right things for our customers and the stats don’t get in the way.