How to measure Customer Experience in Contact Centers?

3 min.

27.01.2025

Claudia-valente

Written by:

Claudia Valente

Customer experience (CX) is one of the key competitive differentiators in any industry.

In a world where customers have access to a multitude of options, providing excellent service is the key to winning and retaining consumers. In contact centers, where the most critical customer touchpoints are often concentrated, measuring CX is essential to identify opportunities for improvement and optimize performance. 

But how to measure something that, at first glance, seems so subjective? In this article, we will explore metrics, tools, and strategies that can help evaluate the customer experience in Contact Centers. 

1. Why measure Customer Experience?

Did you know that 64% of consumers consider customer experience more important than price? Assessing CX in your Contact Center will allow you to: 

  • Identify and correct points of friction in service 
  • Optimize processes for greater operational efficiency 
  • Increase customer loyalty and retention 
  • Drive revenue through satisfied customers and brand promoters 

Practical example: Imagine that waiting times in your Contact Center are high. By measuring customer satisfaction through a survey, you discover that many customers abandon calls before they are answered. Based on that feedback, you may decide to implement a call-back system  to reduce frustration and improve the experience. 

2. Essential metrics to measure CX in Contact Centers

There are several metrics to evaluate the customer experience. Here are some of the most used: 

2.1. Net Promoter Score (NPS)

NPS measures how likely a customer is to recommend your business to others, based on a scale of 0 to 10. Customers are classified as: 

  • Promoters (9-10): Highly satisfied and loyal. 
  • Passives (7-8): Satisfied, but not enthusiastic. 
  • Detractors (0-6): Dissatisfied, potential disseminators of negative feedback. 

How to measure? After each interaction with the Contact Center, send a simple NPS survey with the question “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or family member?”. 

Practical example: Imagine that in your research you discover that detractors often mention long waiting times as the main factor of dissatisfaction. You can deploy chatbots to resolve basic issues faster and reduce agent workload. 

2.2. Customer Satisfaction Score (CSAT)

CSAT measures customer satisfaction in relation to a specific interaction. Customers rate their experience on a scale of 1 to 5 (or 1 to 10). 

How to measure? Present a CSAT survey after an issue has been resolved or a call has been completed. 

Practical example: Use CSAT to evaluate the impact of a new chatbot tool. Notice if customers who have used this feature are more satisfied, compared to those who have chosen to speak directly to an agent. 

2.3. First Call Resolution (FCR)

FCR evaluates the Contact Center’s ability to solve customer problems in the first interaction, without the need for follow-up. 

How to measure? Monitor calls and interactions to determine if issues were resolved on the first try. 

Practical example: Use VCF as a key performance indicator, investing in agent training to increase the resolution rate on the first contact. 

2.4. Customer Effort Score (CES)

CES measures the effort that the customer has to make to solve their problem. 

How to measure? Send a simple question after each interaction: “How easy was it to solve your problem today?” on a scale of 1 to 5, where 1 means “very difficult” and 5 means “very easy.” 

Practical example: If the ESC indicates that customers consider a certain process to be too complicated, it can simplify the steps and reduce the number of requirements required. 

2.5. Customer Lifetime Value (CLV)

CLV calculates the total value that a customer brings to the company over the course of their relationship. 

How to measure? Combine average revenue per customer, retention rate, and average relationship time data to get this metric. 

Practical example: Use CLV to identify high-value customers and offer them personalized services or loyalty programs that increase their loyalty. 

3. Tools to measure CX in Contact Centers

3.1. CRM Platforms with CX Integration

Tools such as Salesforce, when integrated with Contact Center  solutions such as GoContact, enhance the monitoring of the customer journey. This integration centralizes data that enables a 360º view of the customer and relevant analytics in real time, allowing you to continuously analyze and improve CX. 

3.2. Feedback Software

Choose a platform that combines omnichannel analytics, real-time analytics tools, and personalization intelligence, enabling your business to deeply understand the customer experience by identifying nuances such as preference for chat over phone. In this follow-up, you will be able to make strategic decisions based on concrete data in an agile, automated and highly personalized way, adapting the service to the real expectations of customers. 

3.4 Real-time dashboards

 Real-time dashboards revolutionize the Customer Experience, as they offer an instant view of the main performance indicators of the Contact Center. Through intuitive interfaces, you can monitor crucial metrics across multiple channels, enabling quick decisions, efficient resource allocation, and immediate identification of opportunities for improvement, turning raw data into strategic insights that help optimize CX. 

3.4 Artificial Intelligence

The Artificial intelligence us Contact centers play a key role in measuring CX. Not only does it offer tools that empower agents, but it also has features that allow you to analyze and measure CX more efficiently. Through sentiment analysis, predictive analytics, and natural language processing and understanding, AI helps capture qualitative and quantitative customer feedback in real time, allowing you to measure CSAT and CES after each interaction. Whether via email, chat, social media or after voice interactions with customers, collecting feedback becomes faster and more efficient.

3.5 Cloud-Based Platform

A Cloud-Based solution  not only provides flexibility and scalability, but is also an ally in CX measurement. Through remote access and automatic updates, cloud  platforms allow you to monitor customer interactions in real time, offering relevant data for essential metrics such as CSAT, CES, and NPS.  

In addition, a cloud-based platform  that combines omnichannel analytics, real-time analytics tools,  and personalization intelligence enhances feedback collection and deep understanding of the customer experience by identifying nuances such as preference for chat over phone. In this regard, you will be able to carry out a continuous and accurate analysis of the Customer Experience, allowing quick and informed adjustments in service operations, to favor its quality and customer experience. 

4. Strategies to improve measurement and CX

Companies that offer unique and personalized experiences turn customers into brand ambassadors. Discover 4 fundamental strategies that will help you in this transformation:  

  • Personalization: Use customer data to deliver highly and truly personalized service. 
  • Omnichannel: Ensure a consistent and fluid experience across all service channels. 
  • Agent empowerment: Invest in continuous training and tools that allow agents to make autonomous decisions. 

5. The importance of continuous feedback

Measuring Customer Experience is an ongoing process. Collecting and acting on customer feedback is essential to staying ahead of the competition. Implement a continuous improvement cycle, where the insights gained from metrics are used to constantly improve processes and agent training. 

Implement these strategies with GoContact!

Measuring Customer Experience in Contact Centers is not just a good practice – it is a competitive necessity. With the right metrics, the right tools, and customer-driven strategies, you can turn customer experience into a powerful growth engine for your organization.  

Remember: success is not only in solving problems, but in creating moments that delight and retain your customers. 

By implementing these strategies and using GoContact’s tools, contact centers can not only improve customer satisfaction but also increase operational efficiency and drive business growth. Get started now! 

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