What is Customer Frustration?
Customer frustration is just what it sounds like - a feeling of frustration a customer experiences as a result of a negative interaction with a company. Customer frustration can be triggered by poor products, retail experiences, customer service interactions, and more. People usually feel frustration when they believe the resolution of an issue they're experiencing is beyond their control. Additionally, inefficient processes, incompetent staff, and making people wait can contribute to customer frustration. It’s important to keep frustration levels low because it can lead to churn.
5 metrics contact centers should manage to reduce customer frustration
Contact centers are typically in the epicenter of customer frustration. Customers who reach out to contact centers are typically already frustrated or on the edge of frustration. The quality of the service they receive can either dispel frustration or add to it. By focusing on the following five metrics, contact centers can reduce customer frustration.
- Average speed of answer (ASA): Making callers wait in long queues is sure to increase customer frustration. Targeting low ASAs indicate a respect for customers' time.
- Transfer rates: No one likes being bounced around the call center, especially if they have to explain their issue multiple times. High transfer rates may be a sign that the ACD or IVR needs some tweaking in order to reduce customer frustration.
- First contact resolution (FCR): To many consumers, first contact resolution is the top thing they value in a customer service interaction. Making people initiate contact multiple times for problem resolution only increases frustration.
- Self-service completion rates: If a self-service channel exists, for example within an IVR, then customers will devote time and effort into using it. Tracking self-service completion rates can ensure that self-service options aren't contributing to customer frustration.
- Agent quality: Agents play a very important role in delivering satisfying customer experiences. When agent quality declines, it's likely that customer frustration will increase.
