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How do you handle conflicting customer service metrics?

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Customer service metrics are essential for measuring and improving the quality and satisfaction of your interactions with your customers. However, sometimes these metrics can be conflicting, meaning that improving one might negatively affect another. For example, you might want to reduce the average handle time (AHT) of your calls, but also increase the first call resolution (FCR) rate. How do you handle these situations without compromising your performance or your customers' expectations? In this article, we will explore some tips and strategies to help you balance conflicting customer service metrics and achieve your goals.

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1 Identify the root causes of the conflict

The first step to handle conflicting customer service metrics is to understand why they are conflicting in the first place. Sometimes, the conflict might be due to external factors, such as customer demand, product issues, or market changes. Other times, the conflict might be due to internal factors, such as unclear policies, inconsistent processes, or inadequate training. By identifying the root causes of the conflict, you can address them more effectively and reduce the tension between the metrics.

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Denise Melo

CX Manager at Hotwire Communications | Voice of the Customer, Operational Excellence, Storytelling
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I'm of the opinion that customers want their issues resolved as quickly as possible, and they want to be kept apprised of the resolution's progress. The metrics are internal measurements for the company's and teams' efficiency, and what I would do would be to review the SLAs in place. Usually, the queries that need a higher handling time depend on a back-office team's input. By sharing the KPI with another team can force all parts involved to try to get to a resolution as fast as possible.

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2 Prioritize the most important metrics

The next step to handle conflicting customer service metrics is to prioritize the most important ones for your business and your customers. Not all metrics are equally relevant or valuable, and some might have a greater impact on your bottom line, your reputation, or your customer loyalty than others. For example, you might decide that customer satisfaction (CSAT) and customer effort score (CES) are more important than AHT and FCR, because they reflect how happy and loyal your customers are. By prioritizing the most important metrics, you can focus your efforts and resources on the ones that matter most.

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Denise Melo

CX Manager at Hotwire Communications | Voice of the Customer, Operational Excellence, Storytelling
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Investing time to define the best metrics and KPIs for your teams and business is key for further analysis. Triangulation is also a great way to assess the correlation between these KPIs: for example, do you have a trend in which most customers which queries were handled faster show a higher CSAT? Identifying trends by analyzing your data is another smart way to figure out the best metrics for your company and team.

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3 Set realistic and achievable targets

The third step to handle conflicting customer service metrics is to set realistic and achievable targets for each metric. Setting targets that are too high or too low can create unrealistic expectations, demotivate your team, and lead to poor results. Instead, you should set targets that are SMART: specific, measurable, attainable, relevant, and time-bound. For example, you might set a target to reduce your AHT by 10% in the next quarter, while maintaining or improving your FCR and CSAT. By setting realistic and achievable targets, you can monitor your progress and adjust your actions accordingly.

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Denise Melo

CX Manager at Hotwire Communications | Voice of the Customer, Operational Excellence, Storytelling
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On top of this, your targets must be aligned to the company's strategy: AI implementation, UX functionalities, etc. I've experienced ticket reductions by a DMAIC implementation, shifting level 1 queries to the customer portal, for example. It's a matter of analyzing the data you have, identifying patterns, and creating your strategy based on those.

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4 Communicate and collaborate with your team

The fourth step to handle conflicting customer service metrics is to communicate and collaborate with your team. Your team is the key to delivering excellent customer service, and they need to understand the metrics, the targets, and the reasons behind them. You should communicate clearly and regularly with your team, explain the benefits and challenges of each metric, and solicit their feedback and suggestions. You should also collaborate with your team, provide them with the necessary tools and training, and recognize and reward their achievements. By communicating and collaborating with your team, you can foster a positive and supportive culture that values customer service.

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Nicole Bouwkamp, SHRM-CP

Fresh Merchandising and Operations Lead | Meijer
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Communication and collaboration around understanding customer service metrics and what impacts them is vital. Our teams often experience the factors that directly impact the metrics that leaders. There must be a two-way channel of communication to understand this and collaboration on how to best impact it. In my role, I often must balance the achievement of service metrics with the realities of what factors impact the work my team does. In judging the net promotor scores or on-shelf availability KPIs that we are rated on as leaders, I must first seek to understand how my team impacts those metrics, what factors make their job easier or harder to directly impact them, and then advocate for a collaborative way forward for everyone.

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Denise Melo

CX Manager at Hotwire Communications | Voice of the Customer, Operational Excellence, Storytelling
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Communication is key. The goals should be aligned; your team's and the company's, and there must be no doubt that by having a successful team, the company will also be successful. Metrics must be created and implemented in a way that enables the team to grow, the company to succeed, and the customer to be content. There must be transparency and re-assessments of the metrics from time to time, because businesses evolve, employees grow, and customers' needs change, so we must adapt to it.

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5 Review and revise your metrics regularly

The fifth step to handle conflicting customer service metrics is to review and revise your metrics regularly. Customer service metrics are not static, and they can change over time due to various factors. You should review your metrics periodically, analyze your performance, and identify any gaps or opportunities for improvement. You should also revise your metrics if they become outdated, irrelevant, or counterproductive. For example, you might find that AHT is no longer a useful metric for your business, and you might replace it with another metric that measures quality or value. By reviewing and revising your metrics regularly, you can ensure that they align with your goals and your customers' needs.

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Denise Melo

CX Manager at Hotwire Communications | Voice of the Customer, Operational Excellence, Storytelling
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Exactly what I mentioned in the previous paragraph: it is important to regularly reassess the metrics and their impact on the team, company, and customers.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you handle conflicting customer service metrics?

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1 Identify the root causes of the conflict

2 Prioritize the most important metrics

3 Set realistic and achievable targets

4 Communicate and collaborate with your team

5 Review and revise your metrics regularly

6 Here’s what else to consider

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