Contact Center Technology: How To Use It and Best Metrics

Byon May 14#business-tips
Contact Center Technology: How To Use It and Best Metrics

Delivering exceptional contact center experiences is vital for brand success. Customers demand immediate, personalized support across various platforms. These interactions heavily influence customer loyalty and can even drive revenue. 

Agents are pivotal in maintaining high service standards, impacting customer loyalty and lifetime value. Let's delve into the key elements and empowering technologies of the contact center experience.

What is a contact center?

A contact center serves as the central hub within a business where customer inquiries are managed across various channels—phone calls, emails, chat, and social media. Agents, also known as customer service representatives (CSRs), handle a variety of tasks, from support and sales to technical assistance, ensuring customers receive the help they need.

Contact center experience: the customer service element of CX

The contact center experience is how customers perceive their interactions with a brand's contact center. Negative experiences can lead customers away, while positive ones enhance retention, loyalty, future purchases, and referrals. Brands should regularly assess the experience by monitoring key metrics like customer sentiment, net promoter score (NPS®), customer satisfaction (CSAT), and customer effort score (CES).

Top contact centers excel at providing exceptional experiences even with high inquiry volumes or challenging interactions. The right tools and training can improve both the contact center experience and the overall customer experience.

Must-have technologies for your contact center

1. Agent engagement and coaching

An agent engagement and coaching platform based on real-time feedback and tailored metrics like CSAT empowers agents to improve their skills and customer interactions. This enhances the overall customer experience in the contact center.

2. Text and speech analytics

AI-powered text and speech analytics automatically transcribes and analyzes customer conversations across channels. This helps brands identify emerging issues, contact center sentiment analysis, and areas for improvement.

3. Quality management

Modern quality management platforms analyze 100% of interactions, allowing for real-time QA reviews and meaningful coaching for agents. This provides agents with immediate feedback, enabling them to enhance future interactions.

4. Conversation intelligence

Conversation intelligence tools mine customer conversations for insights, scoring interactions, and identifying areas for improvement. Managers can use these insights to provide on-the-spot coaching and track how conversations impact contact center metrics like CSAT.

5. Customer communications management

Managing customer communications across channels can be complex. A unified platform with multichannel support helps ensure no customer inquiry is overlooked, creating unified customer records and facilitating team collaboration on support messages.

6. Live chat and chatbots

Live chat software enables real-time communication between customers and support teams via websites, apps, and messaging platforms like Facebook Messenger and WhatsApp. Chatbot features automate the intake process and answer basic FAQs.

7. Smart callback

Smart callback technology allows customers to schedule a callback instead of waiting on hold. This reduces customer frustration and improves the overall customer experience optimization.

8. Knowledge base

A self-service knowledge base with FAQs and tutorials can alleviate the contact center's workload and improve customer service. Customers can access these resources directly on your website, app, or digital experience.

9. Employee experience management

By linking customer experience (CX) and employee experience (EX), organizations can identify opportunities to improve agent training, processes, products, and services to boost contact center outcomes.

10. Digital behavior analytics

Digital behavior analytics tools, such as heat maps and session replay technology, help track customer interactions with websites and apps. These insights can reduce the burden on contact center teams and improve efficiency.

11. Experience orchestration

Experience orchestration captures insights from every customer interaction across touchpoints to create unified customer profiles. This helps organizations dynamically update customer information and tailor interactions based on their preferences and history.

Contact center metrics 

Contact centers are typically assessed using key performance indicators (KPIs) to gauge their efficiency and performance. Here are the essential metrics for evaluating contact centers:


Customer satisfaction: Measures the overall experience of customers, often quantified using tools like NPS® to track satisfaction levels.


First-call resolution: Represents the proportion of issues resolved during the first contact. A high rate suggests effective problem-solving and enhances customer retention.


Service level: Reflects the percentage of calls answered within a specified timeframe, highlighting whether the center has adequate resources to meet customer demands.


Call availability: Tracks how often representatives are available to take calls and the duration it takes to resolve them.


Contact quality: Assessed through randomly recording calls, this metric evaluates the courtesy, professionalism, and effectiveness of representatives in capturing customer data.


Abandon rate: Tracks the percentage of calls terminated by the customer, highlighting wait times and call experience issues.


Average Handling Rate (AHR): Measures the amount of time customers spend on calls, aiming to reduce rates for greater efficiency.


An efficiently structured contact center enhances customer loyalty, increases revenue, and strengthens brand reputation. AI-driven tools such as text and speech analytics, live chat, and chatbots help improve customer interactions. 

Key factors for success include skilled agents, real-time feedback, and a smooth omnichannel communication strategy. Aligning customer experience (CX) with employee experience (EX) promotes excellent service.

Prioritizing excellent customer service across all touchpoints can distinguish your brand and lead to long-term success. These strategies satisfy customers and contribute to a profitable business.

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