Call centers often have a number of metrics or key performance indicators. Chief among them is normally one regarding handle time. At times this becomes not only the primary metric, but one that dominates the others.

In my experience, focus on that metric in absence of others is a grave mistake. The most important metric should be “getting it right the first time”.  Often called “First Time Right” (FTR), or "Single Call Resolution" (SCR), solving the customer’s issue the first time they call, whenever possible, should be of primary concern.

When a customer calls in for customer service, or technical support, they are typically inconvenienced by simply calling in. The vast majority of customers simply want their product or service to meet their expectations with no outside intervention. Calling into a call center or seeking assistance through other channels is an inconvenience to a customer. One that if not handled properly affects the customer’s opinion of the company and its products.

Every contact prior to resolution of the issue or conflict only multiplies the customer’s level of dissatisfaction.  When a customer contacts your company to solve a problem that they have, as a company, you are already at a disadvantage with regards to the customers opinion of your product or service.

The old adage rings true, “you only have one shot, to make a first impression”.  Some would argue, “they are already a customer, why is it a first impression?” The key lies with the fact that this IS the first impression the customer will have of you addressing an issue that is fundamental to how they will feel about your brand going forward.

The first contact a customer makes should be considered the best opportunity you have to reinforce the value of the customer to you.  It’s critical that the customers issue be heard completely, that there is a firm understanding of the expectations of the customer, and providing those expectations are realistic, that the customer be given a proper timeline on resolution.

If an issue can’t be solved in the first contact, then the onus on follow-up should be with the company. Once a customer has to contact the company again for follow-up or resolution the opportunity to improve the relationship with the customer is harmed.

This is where the handle time issue comes in to play. Often companies are focused on “optimizing” call center costs. This can easily be done by taking the number of inbound contacts, multiplying that by the time spent on the call, and factoring in down time for employees equals your cost per contact. (That oversimplifies the math, but it’s the basic formula).

When looking for efficiency, it’s easier to say something along the lines of “Just cut the handle time by 10%”. Although that may look like a solution on the face of it, if customers have to call back, not only is the savings out the window, now you have a customer service problem that has become systemic.

Customer service is a holistic approach; it’s about making your customers “Feel” appreciated. If you try to boil it down to a science too much, you will lose the essence that makes a customer feel content about doing business with you.