CPH vs. CSat
Find out how the balance between quality and productivity unlocks great customer service.
December 23rd, 2019
Deciding on the best way to measure your CS performance can be tricky. You need to understand what your customers care most about. Is it a speedy and efficient answer, or a high-quality response with a personal feel? Quality and speed are often seen as opposing forces – it can be tricky to prioritise just one; that’s why finding a balance between the two is important.
What is CPH?
By focusing on contacts per hour (CPH), a business can see how quickly operators are answering customer queries and focus their efforts on improving the number of customers answered in a shorter period of time.
CPH measures how many contacts a business - or a specific operator - can deal with in an hour (we know, we’re stating the obvious).
In this case, a contact is a measurement based on the service you provide. If you offer webchat facilities, it’s based on the number of completed chats. For social media channels like Facebook, it's the number of responses you send - and so on.
Customer expectations are becoming increasingly challenging; customers no longer need a fast response, they demand one. In 2019, Statista found that 31% of customers expect a response to social media queries within 24 hours and 18% of customers expect a response from a company’s social media within 1 hour. By concentrating on CPH advisors answer queries faster and, as a result, response times will often be quicker. More queries worked in less time leads to happy customers. Not only is this great for the customer, it could also reduce the number of operators a team needs to effectively handle contact volume.
What is CSat?
In addition to a speedy reply, customers expect a high-quality answer. This is where customer satisfaction (CSat) comes into play. CSat is a method of measuring quality that involves asking customers to rate the service they received on a company-specific, pre-defined scale. The results of this feedback are then collated, and a quality score given as a percentage. This can be logged against a range of factors such as the operator who served the customer, channel used to contact the business, or even reason for contact.
So, how does this help a business? Well for one, CSat can be used as a key performance indicator for your operators.
You can track anyone who is performing well (and reward them) or performing poorly (and help them improve). This allows you to be as close as possible to your operation and monitor the quality of responses sent to your customers.
You can also publish your CSat on your website and have it as pride of place within your branding. In July 2019, Debenhams rose an impressive 59 places to reach the top spot for the best CS offering in the retail industry in the UK with a CSat of 86.7%. This is 9.6% higher than the national average of 77.1%. Now, isn’t that something to shout from the rooftops?
Giving customers high quality responses will ultimately improve the overall reputation of the business in the public eye. If you focus on quality too much, you might as well spend your day pushing square blocks through round holes. The trick here is balance.
It’s not one or the other
When you look at CSat and CPH, you need to look at them both equally. At FM, we set targets for operators across the board so we can achieve harmony between the two. We looked at last month’s figures for one of our clients and found CSat to be 86.6% and CPH to be 15.73 - which would place it as one of the highest-ranking companies in the retail sector.
Finding a balance between a high CPH and great CSat means that your customer service always packs a punch. We’re helping some of the UK’s biggest brands balance quality and quantity. Interested? Contact us to find out more. When the CS figures are released for 2020, where will your company stand?