Measure video call KPIs
To understand whether video calls are fulfilling the purpose for which they were introduced into your business, and whether they are effectively driving business growth, you need to know what KPIs to measure.
Modern business VoIP telephony systems and video service providers, such as SnapCall, make it easy to collect and analyze data on calls made in real-time. By combining and comparing different metrics, you can easily identify the video call performance, where the problem lies, and take quick action to improve the situation.
In this article, we'll look at the top 8 metrics for evaluating the efficiency of video calls.
8 key performance indicators you need to know to measure success
1. Total number of completed video calls
First, you need to determine how often video calls are used by your agents and clients compared to other interaction channels.
For this purpose, quantify the number of video calls made monthly, weekly, and daily, and see how many video calls are made by different teams and consultants. That way you can see which teams and employees are the most and least active users of video calls.
But along with this metric, you should check not only the number of video calls but also the intent of the calls. If video calls have been implemented into your business to improve sales, but in fact, they are used for internal communication between employees, then your goal is at odds with your implementation strategy.
SnapCall allows you to see the total number of calls made in a given period and compare its growth or decline compared to the previous one. In addition, you can get this data both for the whole team and for individual agents.
2. Average Handle Time Score (AHT)
Average Handling Time (AHT) is the average time customer calls take from start to finish. It includes the time a customer spends routing the call, response time, waiting time, and the average speed to complete tasks after a video call.
You know how important it is in customer service to optimize request processing time, so that both your employees feel comfortable and the quality of customer service remains high.
The average call time is often used to evaluate the agent's performance in customer service. If the customer received all the information they needed during the first call and no further interaction is required, then video calls justify their efficiency.
This metric also helps service providers predict the amount of traffic their agents will encounter.
But while reducing average call time in the contact center is certainly important, it is not always that easy.
Important: Reducing AHT is not your ultimate goal. Your objective should be to reduce time while achieving high-quality customer service.
Average Handle Time is just a guide for agents to help optimize workflows. The value of this metric is especially important when comparing the effectiveness of different support methods for similar customer service.
Video calls take less time than physical meetings and traditional phone calls, while maintaining the same level of customer service quality, NPS, and conversion rate. And by reducing the response time, SnapCall has reduced the average call processing time.
3. Agent Satisfaction
The agent experience is closely tied to a positive customer experience.
Video calling technologies should ease agents' duties and increase their productivity by reducing unnecessary operational activities.
By providing agents with easy-to-use tools to work with, you'll reduce unproductive employee time and increase speed.
This, in turn, will lead to increased customer loyalty, higher customer retention rates, and increased revenue.
Similarly, a negative agent experience will be disruptive to the business, employees will become less motivated, resulting in a turnover, lower quality customer service, and subsequent dissatisfaction.
Using the SnapCall video service facilitates the agent's duties, as it eliminates the need to switch from one app to another, create accounts and install applications, or use third-party services to analyze the video calls made.
All interaction with the client takes place without leaving the chat, and call data remain inside the platform. In addition, agents do not need to explain to users how to use the service, which simplifies agent-customer communication.
4. Waiting time
The main advantage of video calls is their accessibility, since it is faster to get a video consultation than to physically go to the office. That is why it is important to monitor this KPI.
Waiting time shows the average amount of time between the assignment of a video call and its completion.
If it's faster for a customer to contact you by other communication channels or even come to a physical meeting than to make a video call with a business representative, it's evident that video calls are not being used effectively.
The advantage of SnapCall is that it takes only one click from the start to the end of a video call.
The customer doesn't have to wait for the call time to be set, waste time installing apps, navigate to different pages and click on different links. This means that when calling using SnapCall, the response time is minimal, and your waiting time is measured in seconds.
5. Customer Effort Score (CES)
Customer Effort Score measures how much effort a customer has to put into the experience of a certain interaction, such as solving a problem, completing a request, purchasing/returning a product, or in our case, contacting a business representative via video.
In general, video requires less effort from the customer through the use of real-time collaboration tools. The video call option allows you to perform all tasks simultaneously in front of the customer, including identification, receipt of documents, photos, and live demonstrations.
Accordingly, interaction efforts are reduced, and CES increases regardless of the business sector.
Despite the fact that video calls make it easier to interact with businesses, access to them is still problematic - customers need to find a way to book a video call on a website or go directly to an agent to do so, book time, install software, or create accounts in various services. If you want to make video calls one of the benefits of your company, then access to this type of communication should be as easy as possible. Otherwise, it becomes only a nominal benefit that no one uses.
SnapCall video calls are made in one click - right from the chat with an agent. The employee sends a business card to the client, and the client joins the conversation with the click of a button.
Neither the agent nor the client needs to install anything or create other accounts. Video and voice calls, as well as screen sharing, are built right into your chat.
6. First Video Call Resolution Rate
One of the most significant negative aspects of customer service is the inability to solve problems in a single interaction.
The First Video Call Resolution Rate is an important indicator for measuring companies seeking exceptional customer service.
First Call Resolution measures the ability of customer service to solve customer problems during the first video call, without the need for a callback or follow-up.
In addition, it measures the ability of video calls to resolve customer inquiries when first contacted in relation to other communication methods (phone calls, chat, email, website forms).
The higher this First Call Resolution Rate, the better the work of your support service.
Evidently, the First Video Call Resolution Rate for a video call is higher than for other customer service contact methods due to the ability to have real-time interaction and engaging tools available.
Phone calls, emails, and chats can't compare to resolving a single call with an enhanced video feed; the experience is closer to face-to-face interaction, allowing most questions or situations to be resolved remotely in a single interaction.
7. Net Promoter Score (NPS)
Net Promoter Score (NPS) is an index ranging from -100 to 100 that measures customers' willingness to recommend a company's products or services to others.
It is used as a proxy for overall customer satisfaction with a company's products or services and customer brand loyalty.
The customer experiences a much greater satisfaction effect when provided with personalized service using collaborative tools, so video adds value to your customer interactions and increases NPS.
Customers are more likely to recommend a company that provides a video call in the customer service cycle than companies where the primary communication channel remains a standard phone call and email, which is no different for many other brands.
In addition, most phone calls require reconnecting and sending additional information on paper or getting upfront help to meet all customer requirements. Video calls are designed to allow all needs to be met directly in a single interaction. Customers always feel much better when they can talk and get help face-to-face. This ensures maximum customer satisfaction.
According to SnapCall customers statistics, embedding video in a chat with a customer increases their NPS by 20%.
8. Video Chat to Conversion Rate
The video chat conversion rate refers to the total number of conversions to customers out of the total number of visitors who interacted with an agent via video chat.
You only need to analyze this ratio if your goal in using video calls is to increase sales. Tracking this metric can be a good indicator of the effectiveness of agents' efforts.
By providing real-time support for customer inquiries, video helps convert leads, maximizing return on investment (ROI) and bringing your online sales conversion rate closer to your in-person sales.
Using video in your sales is possible for a variety of use cases: conducting immersive Product Demos, presenting services, providing consultations and live product showcase in retail.
SnapCall customers claim that, on average, the introduction of video leads to sales conversions of up to 40%, and in retail it can reach 100%.
Make video calls that make an impact
Overall, the 8 KPIs listed above provide the metrics you need to measure the success of your online customer experience change strategy through video calls.
Remember, the impact of video calls on your business should be measured holistically, using multiple metrics, not just one. This is what will give you more information and help you assess the big picture.
First of all, you need to determine the purpose for which you are introducing video calls into your business and then select the appropriate KPIs. Video calls made for the purpose of increasing sales obviously don't need to be analyzed in terms of First Video Call Resolution.
Also, the effort doesn't end once you've implemented video calls into your business. Constantly review your analytics to see how to further engage your audience and strengthen your business.
SnapCall lets you view your video call data with built-in analytics. In addition, you are provided with an audio recording of the video calls you make, so that you can evaluate them not only quantitatively, but also qualitatively.
Hence, with SnapCall, your company can not only incorporate video into your customer interactions, but also analyze the video call experience of your agents and customers.
With us, you can confidently use video to drive online sales growth, improve customer satisfaction and increase NPS.
Book a live demo to learn how to improve your online customer experience.
Launched in 2016, SnapCall is revolutionizing the customer experience by helping brands maximize the value of customer interactions. We combine live video, voice, and screen sharing to deliver seamless customer-business interactions. Our clients are global companies looking to create a winning omni-channel customer experience online. The SnapCall team is represented by entrepreneurial minds from all over the world. We value diversity as it’s what broadens perspectives and makes the spirit of fresh ideas ever-present in our team, which gives us tremendous power to deliver the digital transformation we bring to the world.