How will Visual Engagement Impact Your Contact Center? The KPI Deep Dive
Visual engagement and support are maturing as a technology, and are swiftly becoming key differentiators in many customer service organizations. With clear ROI demonstrated almost immediately upon implementation, C-level decision-makers and call center management have turned to visual engagement as an important stepping stone on their journey towards providing a digital customer-centric experience. They have found that visual engagement and support have a dramatic effect on KPIs measured in every call center: NPS, FCR and Truck Rolls. Improvements in these areas have been proven to translate into lower customer churn and an improved bottom line.
The following article is the introduction to our contact center KPIs on visual support series.
The Rise of Visual
Video is becoming increasingly entrenched in daily life. With millennials growing as a consumer segment and driving a shift in consumer behavior, the demand for visual aids and communication is increasing. Businesses in all categories seek solutions for enhanced video engagement with customers.
One example is the explosion of product unboxing videos. YouTube reports an increase in product unboxing video views by 57% in one year, and an increase in uploads by more than 50%. These videos have more than a billion views annually. Google Consumer Survey underscores these statistics, with 20% of consumers (1 in 5) reporting that they’ve watched an unboxing video.
Aside from video tutorials, other visual resources are in high demand. In a recent consumer survey about support preferences for self-installing electronic devices, 71% of respondents chose visual guidance, indicating a preference for receiving visual instructions for self-installation digitally. 40% preferred to receive those instructions transmitted over their smartphone. The penchant for mobile was even more dominant with the millennials.
Maturity of Visual Engagement
The popularity and success of visual engagement has been enabled by the ubiquity of next-generation platforms, networks and devices, all working hand-in-hand to support highly reliable video feeds. These technological advances have paved the way for commercial and scalable use of visual engagement platforms.
As leaders in intelligent visual support,we’ve implemented visual support in the contact centers of some of the world’s largest companies, including Vodafone, Samsung, Orange, Liberty Global, and Achmea. Reflecting on our experiences across multiple industries — from telecom to consumer electronics, insurance and utilities, we’ve compiled a series of Best Practices based on these implementations and their results.
Best Practices in Visual Support
In the series, we focus on the three KPIs that have been dramatically affected by the introduction of visual engagement into customer service practices.
Below is a brief summary of the insights we’ve gained per KPI. If you follow the link at the end of each paragraph, you can download the complete guide for each of the KPIs, including an in-depth analysis, tips and real statistics about the impact visual engagement has on each of them.
Customer Service KPI #1 — NPS (Net Promoter Score)
Customer satisfaction is critical as it impacts churn and customer lifetime value.
Research has found that improving NPS shows a direct positive effect on a company’s bottom line. Maximizing relationships with existing customers by improving communication and service processes is a clear priority in our customer-centric era.
Implementing visual support in a call center directly affects the key elements that impact a business’ NPS:
- Reduced customer effort
- Higher agent engagement
- Enhanced agent knowledge
- Better resolution rate
It also offers the added value of delivering a competitive advantage through innovative technology, the ability to interact with customers via their preferred communication channel, and higher levels of agent satisfaction.
Click here to download best practices and valuable tips for improving NPS score and influencing the likelihood of a customer recommending your business.
Customer Service KPI #2 — FCR (First Contact Resolution)
In an age where customers demand results in exchange for their loyalty, FCR is fast replacing AHT as the yardstick for success.
In customer care organizations, FCR is used to gauge the quality of customer service as well as the overall efficiency of the call center’s operations. A low FCR call center rate has a significant impact on costs, customer churn, upsells and lifetime value, customer satisfaction and agent loyalty. Implementation of visual support in call centers delivers an enhanced customer experience, and provides a boost in profitability — resolving a customer’s issue the first time means operational savings due to fewer calls and escalations, as well as improved revenues from decreased churn and increased CLV.
Click here to download a practical approach to raising FCR with visual support, and start delivering real trackable value to the enterprise.
Customer Service KPI #3 — Truck Rolls — Technician Dispatch Rate
Elimination of costly NFF calls addresses a pain point of every service organization.
In service industries, costly truck rolls are a necessary evil. While at times technician visits are required for service or repair, each and every dispatch represents a significant expense for the company, costing as much as 100 times more than resolving the issue remotely. With so much on the line, companies must optimize the entire process around truck rolls — from the decision to dispatch through preparation and finally the visit itself. Visual support enables technical issues to be resolved remotely, significantly lowering the dispatch rate. It also allows for better preparation and for remote guidance between and expert and novice technician when necessary,resulting in a higher first call fix rate while improving efficiency metrics.
Click here to download the report on how visual impacts the field service ecosystem, from reducing NFF dispatches to improving first call fix rate.
Visual engagement is the way of the future. As video becomes an integral part of our everyday lives, customer service organizations would do well to leverage its power when circumstances demand it. In cases where visual references, proofs and communication is required to better complete a report, transaction or service request, the value of visualization is appreciated by both enterprise and consumers.
TechSee has transformed the customer support domain by providing the first intelligent visual support solution powered by artificial intelligence and augmented reality. TechSee’s platform crowdsources expertise and builds the world’s largest repository of visual technical issues. The result is an AI-based platform that over time, provides smart decision support tools for agents and visual self service solutions for consumers powered by a ‘virtual technician’ for onboarding, operational guidance or troubleshooting.
This article was initially published at the TechSee Blog