Shocking Number Failing to Measure ROI in the Contact Centre Related Articles How to Calculate the Number of Agents Required in a Contact Centre Which Technologies Give the Best Return on Investment (ROI)? What is a Customer Satisfaction Score (and How to Calculate CSAT) Workforce Management Guide Filed under - Contact Centre Research, Metrics, Polls We asked our LinkedIn Community of industry professionals ‘how do you calculate ROI in your contact centre?’. Method to Calculate ROI Response % Using a Trusted Equation 49% I Try – with Mixed Results 22% I Don’t 26% Other 3% Of the 237 responses, almost half confirmed they were ‘Using a Trusted Equation’. Yet the remaining half of respondents revealed a somewhat concerning picture as 48% stated that they either only ‘Try – with Mixed Results’ (22%) or ‘Don’t’ (26%) calculate it. This suggests that many are missing out on a valuable opportunity to showcase the value of their contact centre operation, as well as review opportunities for improvement in key areas around customer experience and retention. ★★★★★ Several respondents also expanded upon their answer in the comments, providing additional insights that we wanted to share with you: Return on Information I believe that contact centre ROI needs to be redefined as RETURN ON INFORMATION – information that improves CX, information that improves processes, the user interface, digital access – the list is almost endless. Instead contact centres continue to want to report on metrics, which makes any ROI difficult to calculate. Contact centres today are problem-solving units that have a massive amount of exposure to what is going wrong in the enterprise, in this information lies the RETURN ON INFORMATION which fuels the more “familiar” ROI… I have said for decades “Information is currency in the digital age and contact centres are a pure source of it. Use this currency wisely. Thanks to Kathleen You Have to Map Not Survey I use interaction analytics to define the cost of every step of action (to time and resource costs) so I can see performance. Interaction analytics can nail it to the P&L. The thing where people normally struggle is indirect cost and benefit. You have to map – not survey. Thanks to Morris ROI Is Misunderstood as a Calculation Mostly, ROI is misunderstood as a calculation, and too often I see ROI as an excuse where faulty data is corrupting the calculation. Thanks to Dr M. Dave Salisbury Call Centres Should Not Be Cost Centres Customer retention must be a good measure with overall operational costs; however, in my experience call centres should not be cost centres. Thanks to Jim Author: Robyn Coppell Published On: 4th May 2023 Read more about - Contact Centre Research, Metrics, Polls Recommended Articles How to Calculate the Number of Agents Required in a Contact Centre Which Technologies Give the Best Return on Investment (ROI)? What is a Customer Satisfaction Score (and How to Calculate CSAT) Workforce Management Guide Related Reports eBook: Measure What Matters - Contact Centre Efficiency Contact Centre Reports, Surveys and White Papers Get the latest exciting call centre reports, specialist whitepapers and interesting case-studies. Choose the content that you want to receive. Contact Centre Reports, Surveys and White Papers Invites to exclusive Webinars & Events Weekly Newsletter