Generally, e-commerce is referred to as “online business”. It covers all sales and purchasing of goods or services, moreover the transfer of funds and data, online. E-commerce business environment depends on web services, email, file transfer protocol (FTP), shopping cart systems, and other related applications.
E-commerce has experienced quick growth, over the past many years. Therefore, competition among e-commerce websites turns into very demanding. To enlarge their accessibility, offer strong customer support and accordingly increase sales, growing e-commerce businesses must integrate their online presence with a call center solution.
Nowadays, the wide use of mobile phone and social media, customers expect multi-channel options for interacting with companies. Additionally, several people still prefer human contact to online communication and value the one-on-one attention provided by agents of call centers. Also, the advantages of call centers to e-commerce businesses comprise the chance to measure and analyze significant call center metrics for further customer insight.
Call Center Metrics
E-commerce businesses must track and analyze call center metrics to offer more focus on customer requirements. Analysis of metric can offer insights that cause both more gainful methods and better customer experience. Businesses have to think about the following call center metrics:
FCR (First Call Resolution)
FCR refers to first call resolution that provides the entire information essential to convert prospects into paying customers throughout their first call. It is probable to get first call resolutions by integrating the e-commerce platform with specific call center software.
FCR depends on technological solutions and on agents’ interpersonal and emotional skills. In addition, this metric permits for strategic planning of agent training and call center improvements.
Average Handle Time:
This metric comprises both the average talk time and average after-call work time for each call. Call centers rely on CRM integration to decrease handle times. This software integration permits agents immediate access to related customer information.
CRM allows call center agents to get better customer satisfaction by having correct data available so as to punctually answer questions, therefore improving the customer experience and shortening handle time.
Customer Satisfaction Score:
Customer Satisfaction Score provides a dimension of how fine call centers meets or exceed customer expectation. Customer satisfaction might be illustrated as the percentage of total customers who report their experience with a company, its products, and its services as being satisfactory or exceeding expectations.
Customer feedback is far more important in driving sales and revenue than investing in online marketing. The call center is an ideal place to gather feedback from customers in order to get more insight into customer requirements.
Net Promoter Score:
This is a metric usually associated with high customer satisfaction scores. It reflects the number of customers willing to recommend an e-commerce business or product to others. With all the digital channels available, word-of-mouth marketing has become vital to e-commerce.
Generally, the Net Promoter Score helps e-commerce businesses earn loyal customers and predict customer behavior.
In conclusion, online businesses face fierce competition and managing it is not easy. So as to succeed, e-commerce platforms must be well-integrated with call center metrics.
