5 Potential Call Center Metrics Often Ignored By Ecommerce Business Owner

E commerce call center

In 2020, the market size of the Telemarketing and Call Centers in the US was $24.2 billion, as reported by Ibisworld.  Out of which approximately 1/5 th of the revenue is collected from the retail segment, with the major percentage from ecommerce. Ecommerce call centers in the United States have long been the pillars of success for online retail businesses. They support customers who enquire about order tracking, shipment details and delivery. They need help with return and replacement issues, want to know about refund policies and always prefer consulting with the customer care before purchasing anything from a new website. Hence, it can be stated that BPO Services in US, UK and Canada are mostly seen in the areas of ecommerce rather than customer support requirements in physical stores.

Ecommerce sales often fail to grow in spite of hiring outsourcing call center services. It is because most ecommerce business owners fail to measure how their call center partner is performing. Understanding call center metrics is even more important if you have opted for call center out sourcing in Jamaica and Philippines or any other offshore locations.

Top call center experts pointed out five call center metrics that are essential for ecommerce businesses success when they outsource and should not be overlooked in any way.

1. Customer acquisition cost (CAC)

As the name suggests, it gives the closest approximation of the cost behind acquiring a new customer. It is the average sales and marketing investments you make to acquire one customer or buyer. Like other action-oriented metrics, it also consists of smaller metrics that can be worked upon and optimized for improving your business. If your call center gives a generalist approximation of the customer acquisition cost, you should ask for more specific figures as cost of acquisition keeps fluctuating based on transaction, action and on the size of the tickets raised.

Ecommerce companies should consider lifetime customer transaction value, i.e. the value one customer provides all throughout his or her life by repeat purchases. Most trustworthy BPO services in US, UK and Canada give the most accurate CAC to their clients on a regular basis.

2. First call resolution Rate (FCR)

It is one of the most used but often overlooked metrics that measures the number of customer queries being resolved successfully the first time. This metric is for measuring the quality of customer service provided to your ecommerce business. It is dependent on the skills of a call center agent to handle complex queries, provide customers with relevant and accurate information to help proceed with the purchase.

Customer service communication can greatly shape customer’s perception about a brand, irrespective of the quality and collection of products. Thus, top E commerce call centers in United States hire experienced hands and train the newly recruited with necessary techniques that improve FCR.     

3. Customer Satisfaction Score (CSAT)

It is a basic measurement metric that calculates how satisfied a customer is with a product or service. Here customer satisfaction implies the number of customers or total percentage of customers who have over-passed the targeted satisfaction level set by the company. However, measuring customer satisfaction is not easy with numerous factors to consider and difficult scales to quantify opinions, behaviors and reviews.  Thus, it is good for an ecommerce company to rely on IVR-based post-purchase surveys or systematize the reviews. Top BPO companies in Cebu and Manila offer IVR-based after-sales surveys and support for easy and accurate calculation of CSAT.  

4. Service Level

It is the call percentage answered within a particular time frame, usually calculated in seconds. Several E commerce call centers in United States send service level reports daily to their clients because it is important to customer experience. The average value of these metrics is eighty percent of calls answered in 20 seconds.

5. Net Promoter Score (NPS)

Net promoter score measures customer experience and forecast business growth. It is a key metric for any ecommerce firm as it directly impacts customer behavior prediction and loyal customer earning. This score tells the number of customers who will most likely recommend a website or product to others. High NPS is directly proportional to Customer Satisfaction Index.  

Like the US and Canada, call center outsourcing in Philippines and Jamaica for the ecommerce industry has also increased drastically over the years. While the number of companies outsourcing ecommerce call center services is increasing, you should make sure that you acquire sound knowledge about the essential metrics maximum benefits can be fetched from the partnership.

 

Location: 15 Old Hope Rd, Kingston, Jamaica

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