Actionable Optimisation

Actionable Optimisation #8 – Improve Customer Satisfaction with First Contact Resolution

 June 23, 2020

By  Will

Improve Customer Satisfaction by focusing on First Contact Resolution as a Customer Service KPI

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A lot of customer service teams focus on speed, and tickets completed. Which let’s be honest, are basically vanity metrics. 

‘Yay we answered all tickets this month within 4 hours!’

Wow, so what? You answered the tickets, does that mean you resolved the tickets?

First Contact Resolution (FCR) is making sure that you completely resolve the customer issue, while also anticipating other issues they might face. Some customers might have quite complex and unusual problems, in which case the FCR might just involve completely fixing that problem in one go, whether that involves a fairly long phone call or live chat. 

But for customers who face quite simple problems…’I can’t find this product’ or ‘what is your shipping and return policy?’ don’t just send them the link to what they’re looking for. Explain it, and anticipate a follow up.

If you run an ecommerce site and someone can’t find a product, give them the link to it, explain how to use search (even mention that search starts auto-suggesting as soon as you start typing), explain how the category pages and filters work. Give them everything they need so that once they find the one product they’ve enquired about, they don’t contact you for the next one.

Someone asking about shipping? Don’t just give them the link to the page, explain the different options, what they need to do to get free shipping, and answer all potential returns questions they might have - can products be returned to a store, who pays for returns, what 3rd parties can be used for returns.

Research shows a direct correlation between FCR and customer satisfaction, and unsurprisingly there’s also a direct correlation between new agent training hours (300+), annual training hours (45+), and FCR rate.

Make sure your CS agents are the experts of your site, and regularly run through it themselves and you’ll see higher customer satisfaction rates, and conversion rates.

And remember, happy customers are loyal customers, and loyal customers are valuable customers.

First Contact Resolution


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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