Business Analyst, Global Community Operations (Essay Sample)

Creative Exercise - Business Analyst, Global Community Operations
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The difference between Single Touch Resolution and Average Touches per Ticket metrics
Percentage single touch resolution refers to the measure of the number of resolved tickets within only one interaction between the customer and the company’s customer service agent (Baldacci, 2014). It is calculated by the number of tickets counts resolved with one touch or reply as a quotient of the resolved tickets counts. If there are many cases resolved with only one or single touch, the implication is that there is high quality of service being offered by the company thus it implies more customer satisfaction. High quality service based on single touch resolution depends on the first impression expressed by the customer support team by how first its agents respond to customers’ queries and how first the agents take to resolve their problems within the only one touch of interaction or first contact. A low mean time to first feedback to customers is a vital indicator of an efficient and prompt customer care support. On the other hand, average touches per ticket refer to the number of interactions/contacts or touches a customer has to make before having his or her problem resolved (Baldacci, 2014). Average touches per ticket metric are calculated as average count of touches per resolved tickets. Average touches per ticket may take longer or shorter time depending on how fast the agents at every reply level resolve the matter from the time it was initiated too the time of its accomplishment. The average number of touches or replies per resolution is an effective business metric in understanding customer satisfaction. When a case has to take several replies to be resolved, it implies that the customer is not appropriately directed to the right contact agent or that the agents are not competently equipped with the right capacity to handle customer problems thus leading to time wastage.
How choosing one metric over the other might influence behavior
The behavior of the support team to customers or the operations team within a company depends on the outcome of the chosen business metric tracking mechanism. For instance, single touch ticketing may have a different implication on behavior of the operation team from that of average touch per ticket metric approach. The pattern of behavior adopted will however depend on the customer needs since they always want a response from the support team started within a reasonable time amount from the time of request submission. According to Zendesk Customer satisfaction Index (2012), 52% of firms in the US believe that their success is measured by how quickly they give the first response to their customers. The operation team thus can decide to always ensure that there is an automatic first response contact agent to the customers’ queries even it may not completely resolve the case so that customers may feel valued and given attention. Support team within a given company can also decode to divide duties and create several contact points through which customer queries directed for further handling. This is because the first response to the customer may not be conclusive in resolving the customers’ case but merely for creating a good moment with the client thus calling for a more expertise attention at higher level of contact. When the average number ...