Learn the 16 top-level metrics for texting in the contact center.
Top-Level Metrics for Texting
SMS messaging is a great way to gain real-time visibility in front of your customers and grow more opportunities to get in front of them instantly. Before implementing texting, establishing a baseline of the top-level metrics that matter most is critical. Below are the main metrics we recommend starting with.
1. Texts per Conversation
This measures how many messages it takes to resolve the customer’s issue.
2. Text Cases per Agent per Day.
Because texting is asynchronous, each agent will be able to handle far more cases per day than one dedicated to voice or webchat. This is a great measure of the efficiency of the channel.
3. Deflections from Other Channels.
This measures how much volume is being moved into this more efficient and cost-effective channel.
4. Dedicated Agent Time (DAT).
DAT measures the amount of time (in minutes) an agent spends on an individual conversation. It’s important to keep in mind that an agent can handle multiple messaging conversations at once, but they aren’t necessarily active on every single one at all times. This number takes into account the time a window is active, the average read time, and how long it takes to type and send a response.
5. Dedicated Customer Time (DCT).
DCT assesses the amount of time (in minutes) a customer is strictly looking at their screen and not engaging in another activity. Traditional customer service channels like voice and webchat require a dedicated connection, while mobile messaging allows for multitasking on other activities. For that reason, DCT looks at how much time a customer spent on the conversation itself, and can also factor in time spent typing.
6. Dedicated Time (Dedicated Customer Time + Dedicated Agent Time).
Depending on your business processes and measurement methodologies, DT can involve a range of factors, including time on tickets, time to resolution for DAT, and word count/length and pause time for DCT. We have found a direct correlation between reduced DT and increases in NPS. While the instant attributes of texting can speed up the customer service process, a conversation may still go on for 15 minutes or more before an agent can resolve the issue. However, the actual time spent by both the agent and the customer still clocks in far below that of other channels. Plus, in this time, the customer has not been locked down to a screen or tied to a phone connection – they are free to carry on with their day.
7. Time to First Response from Agent.
This metric lets management know how long agents are taking to send an initial response to the customer’s message.
8. Time to First Response from Customer.
While your agents can’t control how long a customer takes to respond to a text message, it is worthwhile to measure the efficiency of the channel overall for an average response rate window. Typically text messages have much higher and faster response rates than voice or email at 98%.
9. Customer Effort Score (CES).
The Customer Effort Score (CES) measures customer satisfaction by asking the customer to rank their interaction with your company on a scale from 1 (difficult) to 7 (very easy). Through this metric, you can see the correlation between a positive interaction and increased brand loyalty, and vise versa.
10.First Contact Resolution (FCR).
FCR measures your contact center’s ability to resolve customer problems, answer questions and meet their needs the first time they call, with no follow-up required.
Compare the CSAT/NPS scores of customers who are helped via the text and mobile messaging channel vs. other channels.
12. Click-through rate.
CTR measures the percentage of recipients who have taken an action on any materials you’ve linked in the text such as payment portals. This metric provides direct insight into SMS engagement.
13. Opt-out rate.
No digital messaging campaign is without opt-outs. Keeping track of the number of opt-outs helps you make inferences about what types of campaigns SMS is appropriate for and spot trends. For instance, you might see a correlation between opt-outs base don the volume of messages sent.
14. Conversion rate.
This measures the percentage of recipients who follow through on the call to action included in your message. This could be how many people confirmed their appointment, how many people opted into your campaign, or how many people followed the link you shared.
15. Growth rate.
This metric will take time, but keeping track of the number of customers who opt to engage on the SMS channel is a great indicator of ROI and can help you calculate and compare your cost per message compared to other channels.
16. Cost-per message.
Before you deem your SMS campaign a success, you need to know the exact cost of each message and determine whether it’s profitable. Tracking how much you spend for each converted message will help you know your ROI per campaign. To work it out, divide the cost of each delivered SMS message by the conversion rate. Simple.
Expect for it to take around six months for the SMS messaging channel to cause a shift in current metrics.
LiveVox is a next-generation contact center platform that powers more than 14 Billion interactions a year. We seamlessly integrate omnichannel communications, CRM, and WFO capabilities to deliver an exceptional agent and customer experience, while reducing compliance risk. Our reliable, easy-to-use technology enables effective engagement strategies on communication channels of choice to drive performance in your contact center. Our battle-tested risk mitigation and security tools help clients maximize their potential in an ever-changing business environment. With 20 years of pure cloud expertise LiveVox is at the forefront of cloud contact center innovation. Our more than 450 global employees are headquartered in San Francisco; with offices in Atlanta, Denver, New York City, St. Louis, Medellin, Colombia, and Bangalore, India.