CX and Ops Teams Need Full Funnel Metrics Fin Analytics
Fin Analytics

CX and Ops Teams Need Full Funnel Metrics


While there is much hype around the opportunity for automation of queue based knowledge work (RPA, self help chat bots, automated triage and routing, etc), the reality is that there is an increasing need for high quality, more efficient ops and customer support staff.


Example funnels for recruiting, sales, and consumer web signups. Most ops / cx workflows lack these kinds of metrics.

The shift from local to online ‘front of house’ work is still happening

While there is much hype around the opportunity for automation of queue based knowledge work (RPA, self help chat bots, automated triage and routing, etc), the reality is that there is an increasing need for high quality, more efficient ops and customer support staff.

This stems from the fact that more and more retail and service business continues to move (and will continue to move) from physical world stores to online and mobile experiences.

Look back ten to fifteen years, and consider the number of services which you might have engaged in online or phone-based customer support: your bank, your cable / internet provider, maybe some travel services occasionally.

Today, consumers look to tech-enabled services as cheaper solutions to many of the things they would have gone to a local shop for in the past.

A huge percentage of shopping (groceries and staple goods, clothes, electronics) has moved online.

There’s a proliferation of local transportation services (ride sharing, bike shares, scooter shares, etc).

There are online marketplaces for finding rental homes, service providers, dentists, doctors, massage therapists, accountants – you name it..

Before these businesses moved their main storefronts online, there were a huge number of local front desk jobs across a number of industries.

Now, the ‘front desk’ is a CRM like Zendesk, Salesforce Service Cloud, Intercom, or one of any of a number of other services (the sheer number of options should give you a sense of the demand for this type of labor).

And, to quote Jeff Bezos, customers have “ever-rising expectations” for the quality of online customer experiences (across all channels – email, chat, mobile, etc).

There’s a surprising lack of deep analytics for this type of work

Online businesses use tools like Google Analytics and Mixpanel to instrument the sh*t out of their customer interactions and they have deep insight about every step of the customer journey. They always understand the next step of the funnel where they have the biggest opportunity for removing friction and increasing overall conversion rates.

But, the principal metrics that even the biggest and best operations and customer success orgs measure are just results metrics and high level KPIs: CSAT, NPS, Handle Time, Close Rate, and a handful of others.

This is the equivalent of the e-commerce era when all you measured was conversions and had no funnel metrics. In this kind of world, the ops leader can at best provide a depth of coaching comparable to asking the team to “score more touchdowns” next week.

We built Fin Analytics to close this gap

When we were scaling the ops team behind the Fin executive assistance service across San Francisco, Phoenix, and the Philippines, we were running a relatively expensive service for customers with incredibly high demands for quality, so we had lots of pressure to constantly improve both the efficiency and quality of our cx team and support operations.

We developed the typical scorecards that defined success, but for a long time felt there was a gap in our coaching.

Eventually, we developed a full stack measurement tool, which recorded screen video and system / mic audio for every working hour, every URL and resource visited, and all of the active and idle time for each team member.

Mapping data from Fin Analytics to outcomes data (problem cases, agents with low CSAT or high handle time) allowed us to understand the full agent behavioral funnel and helped us prioritize the highest leverage changes to our process, coaching, and tools.

We were able to understand which resources were useful, and which were useless.

We were able to understand the workflows that made our best people the most productive and least prone to error.

We were able to have specific conversations with agents about examples of mistakes, instead of rehashing the same abstract scorecard in weekly one on ones.

We were able to develop a video catalog of best practices and ‘plays of the week’ for each workflow.

In summary, all of this extra data vastly improved the picture of the work happening on the ground for our ops leaders, process managers, and QA team, and it vastly improved the conversation between these stakeholders and the agents on the front lines.

Try it out

If you’re an ops leader and this story rings true, please reach out – we’d love to chat.


GET STARTED WITH FIN ANALYTICS

Fin Analytics gives your team ‘full funnel’ insights into your team’s work. Continuous live video and action logging you get the insights you need to provide better coaching and training, and the analytics you need to know where to focus process and engineering resources

We are happy to share with you industry specific case studies, and give you a custom walkthrough of the tool, or you can review our