Guest Blog: Reimagining digital channels in the modern contact center

Digital channels are now central to customer interactions. As contact centers undergo customer experience (CX) transformations, it’s important to recognize that digital communication channels need different management and measurement approaches compared to traditional voice channels. The asynchronous nature of emails, social media messages, and chat platforms introduces unique challenges—and opportunities—that require a shift in how we handle data and reporting.

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emite

L'évolution des canaux numériques au cœur des centres de contact

The asynchronous nature of digital communications

Unlike voice calls, which happen in real time (synchronous), digital interactions often unfold over extended periods, where the Agent and Customer can be in different time zones and communicating at different times (asynchronous) more like social media than traditional live chat. Emails may take days to resolve, and social media messages add another layer of unpredictability. This makes traditional metrics like average handle time (AHT) less relevant for digital interactions.

Instead, organizations should focus on metrics that capture the nuances of these interactions, such as:

First response time (FRT): how quickly agents respond to the initial inquiry.

Subsequent response times: efficiency in following up.

Resolution time: time taken from first contact to final resolution.

Accounting for periods when the customer hasn’t responded (customer latency) is crucial for a complete picture of performance.

Rethinking performance metrics

Applying the same metrics across all channels leads to inefficiencies. Tailored metrics that reflect the dynamics of each channel are essential. Consider these:

Engagement metrics: focus on the quality of interactions, not just the quantity.

Sentiment analysis: use AI to gauge customer sentiment throughout the interaction.

Channel-specific KPIs: recognize that metrics relevant to email might not apply to social media.

As voice interactions decrease and digital engagements grow, developing strong metrics for digital channels is essential.

The need for flexible platforms

To manage and report on digital channels effectively, businesses need platforms that customize metrics and reporting structures. Standard Contact Center-as-a-Service (CCaaS) platform metrics may not fit your specific processes or customer needs. A flexible platform can help:

customize reporting dashboards to focus on what matters

integrate multiple channels for a comprehensive view of customer interactions

modify metrics and reporting structures as your business evolves.

This flexibility is necessary for capturing the true value your contact center delivers.

Impact on employee satisfaction and performance management

Metrics are more than just numbers; they directly impact employee satisfaction, performance management, and even remuneration. Agents need to feel that the metrics used to evaluate them are fair and accurately reflect their efforts.

Clear expectations: when metrics align with the nature of digital interactions, agents understand what’s expected of them.

Fair evaluation: accurate metrics confirm that agents are assessed based on factors within their control.

Motivation and engagement: when agents see the direct impact of their work on customer satisfaction, it boosts morale and performance.

Aligning metrics with digital channels creates a more motivated and effective workforce.

Focusing on value metrics

Traditional contact center metrics often emphasize operations (e.g., call volume, handle time), which can overshadow the value that contact centers provide through data collection and customer insights.

Customer insights: every interaction is a treasure trove of data that can inform product development, marketing strategies, and more.

Experience enhancement: understanding customer pain points leads to continuous improvement of the customer journey.

Competitive advantage: leveraging contact center data can differentiate your business in a crowded market.

Shifting to value metrics highlights the true impact of your contact center internally and externally.

Competitive advantage through customer experience

Seamless personalization and efficient interactions across all channels make customer experience a critical differentiator in competitive markets. By effectively managing and measuring digital channels, businesses can:

Enhance customer satisfaction: quick, effective responses lead to happier customers.

Build brand loyalty: positive experiences encourage repeat business and referrals.

Stay competitive: businesses that excel in customer experience set themselves apart.

Investing in the right metrics and platforms is not just about operational efficiency; it’s about securing your place in the market.

The digital transformation of contact centers is happening now. Businesses must rethink how they manage and measure digital channels. By adopting flexible platforms, redefining performance metrics, and focusing on the value delivered, contact centers can exceed customer expectations and drive growth.

Now is time to get our house in order. Let’s take on the complexities of digital channels and turn them into opportunities for growth, innovation, and outstanding customer experiences.

Talk to an emite expert to learn how we can help you transform your contact center for the digital age.