I recently engaged in a conversation with the team that manages support operations for Asana. Here's what I learned:
They are using the "Contacts per Resolution" as a barometer for their support department's operational efficacy.
This metric calculates the average number of interactions—like phone calls, emails, chat messages, or social media engagements—needed to resolve a customer issue or ticket.
It's found by dividing the total number of contacts across all tickets by the total number of tickets resolved within a specific timeframe.
They also segment this metric by product, customer base, and ticket type.
They found out that this metric is crucial for gauging the efficiency of the support process.
Typically, a high number of contacts could signify complex procedures, insufficient training, or product issues.
Upon reviewing every customer satisfaction (Csat) review, they discovered that customers often express frustration with frequent interactions, especially if they feel their time is being wasted.
The team also uses the Contacts per Resolution metric for resource allocation, which aids in optimizing staffing and training.
The primary factors influencing this metric are the complexity of the issues, agent experience, and effective tooling.
However, their most significant finding was that Customer Preparedness is the crucial factor.
In other words, the more information a customer provides initially, the fewer contacts may be necessary.
This is when they decided to explore Birdie.
