As the economy continues to lag (along with consumer confidence), many companies are finding it more important than ever before to retain the customers they have. In a commoditized world, smart companies understand that the best way to differentiate themselves from competitors is by offering top-notch multichannel customer service.

But how do you know if you’re offering the best possible customer service? Studies have shown that most companies overestimate – sometimes to a ridiculous degree – the quality of customer service they are providing. There is a strong disconnect between a company’s perception of quality and the customer’s perception. Essentially, many contact centers simply aren’t providing the service they think are.

To try and see a realistic picture of the quality of customer service, many contact centers measure key performance indicators (KPIs). However, most of these companies measure quantitative service level metrics only, which means they are missing the boat on qualitative metrics. The qualitative component relates to the voice of the customer (VOC) and helps to answer key questions such as: How do our customers feel about the experience they’re having with our company and with our agents? How much do our agents know? Do they require more training? In bringing these components together, you are able to successfully manage and continually improve all customer experiences.

Some methods forward-thinking companies are using those components to measure qualitative metrics including the use of customized analytics solutions and voice of the customer (VOC) solutions that promote front line accountability and increase efficiencies. These technologies are today’s next-generation key performance indicators that will help contact centers sharpen their focus on customers, improving customer relationships and gaining process efficiencies that will help them save money.

On Wednesday, June 5 at 2:00 p.m. EST (11:00 a.m. PT), hosted call center solutions provider Telax, together with TMCnet, will present a free Web event that will help contact centers better understand how to track KPIs more relevant to today’s operations. Topics to be discussed include the seven uses of call center analytics, the development of voice of the customer programs, ways to further enhance the customer experience, and how to drive actionable business intelligence from call center operations.

For more information or to register, visit TMCnet.