Measuring Only One KPI Is A Mistake: 4 You Should Be Measuring And Why
It’s an old cliché: “What gets measured gets done.” And, to that end, the KPI (key performance indicator) is a great measurement tool for customer support teams. Unfortunately, many organizations make the mistake of relying upon only one KPI.
The problem? There isn’t a single KPI that exists that will tell the entire story of your customer support team’s performance, productivity, and customer satisfaction. Plus, any KPI you use to measure success is going to affect your agents’ behavior. So if you only measure tickets solved or handle time, then agents will likely strive to solve tickets as quickly as possible, and quality may suffer. If you only measure customer satisfaction (CSAT), they may go past the point of diminishing returns in the amount of time they spend on each ticket. Choose a set of KPIs that balance competing behaviors so that you can get the balance between customer and agent experience that you aim for.
To ensure we can see the whole story, there are 4 key types of KPIs you should measure:
- Occupancy: A measure of the percentage of an agent’s day that is spent working on the things your organization expects them to.
- Productivity: While this will vary by organization, examples include tickets solved per hour, public comments per hour, and tickets attended per hour. The KPI you select is dependent upon how your organization measures productive work.
- Handle time: This refers to the average time it takes for an agent to solve a ticket.
- Customer experience: This KPI will help drive decisions your team makes. KPIs that help measure customer experience include: customer satisfaction surveys, fIrst response time, and one touch resolutions.
BONUS! Negative Metrics: Reopened Tickets: This one isn’t a KPI, per se, but it’s a great metric to include in your executive reporting. Keep in mind that this one depends on your workflow and may not be an indicator of poor performance.
So, why is it bad to measure only one of the above KPIs? To illustrate why measuring the above KPIs is important, let’s take a look at an example of what happens when we only measure one KPI.
Why measuring only Occupancy is bad:
Occupancy indicates how much of an agent’s time they are paid for is spent working on the things your organization wants them to work on. It’s a critical KPI because it answers the first question: “Is time being spent where it should be spent?” But, what it doesn’t tell us is if that time is being used productively.
Why measuring only Productivity is bad:
Productivity is a critical component because it tells us how much work an agent is doing. What it does not tell us is the quality of the work performed (Satisfaction) nor does it tell us if productivity is being maximized by filling all available time (Occupancy).
Each KPI mentioned in this article is critical, but to truly understand the bigger picture consider all of them.
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