16 Top-Level Metrics for Texting

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Learn the 16 top-level metrics for texting in the contact center.

Operationalizing SMS:

Top-Level Metrics for Texting

SMS messaging is a great way to gain real-time visibility in front of your customers and grow more opportunities to get in front of them instantly. Before implementing texting, establishing a baseline of the top-level metrics that matter most is critical. Below are the main metrics we recommend starting with. 

1. Texts per Conversation

This measures how many messages it takes to resolve the customer’s issue.

2. Text Cases per Agent per Day. 

Because texting is asynchronous, each agent will be able to handle far more cases per day than one dedicated to voice or webchat. This is a great measure of the efficiency of the channel.

3. Deflections from Other Channels.

This measures how much volume is being moved into this more efficient and cost-effective channel.

4. Dedicated Agent Time (DAT).

 DAT measures the amount of time (in minutes) an agent spends on an individual conversation. It’s important to keep in mind that an agent can handle multiple messaging conversations at once, but they aren’t necessarily active on every single one at all times. This number takes into account the time a window is active, the average read time, and how long it takes to type and send a response.

5. Dedicated Customer Time (DCT). 

DCT assesses the amount of time (in minutes) a customer is strictly looking at their screen and not engaging in another activity. Traditional customer service channels like voice and webchat require a dedicated connection, while mobile messaging allows for multitasking on other activities. For that reason, DCT looks at how much time a customer spent on the conversation itself, and can also factor in time spent typing.

6. Dedicated Time (Dedicated Customer Time + Dedicated Agent Time). 

Depending on your business processes and measurement methodologies, DT can involve a range of factors, including time on tickets, time to resolution for DAT, and word count/length and pause time for DCT. We have found a direct correlation between reduced DT and increases in NPS. While the instant attributes of texting can speed up the customer service process, a conversation may still go on for 15 minutes or more before an agent can resolve the issue. However, the actual time spent by both the agent and the customer still clocks in far below that of other channels. Plus, in this time, the customer has not been locked down to a screen or tied to a phone connection – they are free to carry on with their day.

7. Time to First Response from Agent. 

This metric lets management know how long agents are taking to send an initial response to the customer’s message.

8. Time to First Response from Customer. 

While your agents can’t control how long a customer takes to respond to a text message, it is worthwhile to measure the efficiency of the channel overall for an average response rate window. Typically text messages have much higher and faster response rates than voice or email at 98%. 

9. Customer Effort Score (CES). 

The Customer Effort Score (CES) measures customer satisfaction by asking the customer to rank their interaction with your company on a scale from 1 (difficult) to 7 (very easy). Through this metric, you can see the correlation between a positive interaction and increased brand loyalty, and vise versa.

10. First Contact Resolution (FCR). 

FCR measures your contact center’s ability to resolve customer problems, answer questions and meet their needs the first time they call, with no follow-up required.

11. Satisfaction (CSAT/NPS). 

Compare the CSAT/NPS scores of customers who are helped via the text and mobile messaging channel vs. other channels.

12. Click-through rate. 

CTR measures the percentage of recipients who have taken an action on any materials you’ve linked in the text such as payment portals. This metric provides direct insight into SMS engagement.

13. Opt-out rate. 

No digital messaging campaign is without opt-outs. Keeping track of the number of opt-outs helps you make inferences about what types of campaigns SMS is appropriate for and spot trends. For instance, you might see a correlation between opt-outs base don the volume of messages sent.  

14. Conversion rate. 

This measures the percentage of recipients who follow through on the call to action included in your message. This could be how many people confirmed their appointment, how many people opted into your campaign, or how many people followed the link you shared.

15. Growth rate. 

This metric will take time, but keeping track of the number of customers who opt to engage on the SMS channel is a great indicator of ROI and can help you calculate and compare your cost per message compared to other channels. 

16. Cost-per message. 

Before you deem your SMS campaign a success, you need to know the exact cost of each message and determine whether it’s profitable. Tracking how much you spend for each converted message will help you know your ROI per campaign. To work it out, divide the cost of each delivered SMS message by the conversion rate. Simple.

Expect for it to take around six months for the SMS messaging channel to cause a shift in current metrics. 

FAQs

How to measure customer messaging engagement?

In contact centers, gauging the effectiveness of customer messaging engagement is pivotal for refining strategies and fostering meaningful interactions. Wondering how to measure customer messaging engagement? Let’s delve into some key metrics that illuminate the path.

One effective way to measure customer messaging engagement is by analyzing response rates. Track how many customers actively respond to your messages. Higher response rates signify a more engaged audience, indicating that your content resonates and compels action.

Another valuable metric in understanding how to measure customer messaging engagement is click-through rates. How many customers clicked on links or calls to action within your messages? This metric offers insights into the relevance and appeal of your content, shedding light on what prompts recipients to take the next step.

Open rates are a classic yet crucial metric in the realm of customer messaging engagement measurement. This metric unveils the percentage of customers who actually open and view your messages. Consistently high open rates indicate that your messaging content is attention-grabbing and resonates with your audience.

Furthermore, customer messaging engagement can be measured through interaction depth. How many customers engage in extended conversations beyond the initial message? A higher interaction depth showcases that your messaging strategy promotes ongoing dialogue and deeper connections.

Remember that these metrics are pieces of a larger puzzle. Combine them to craft a comprehensive view of your messaging effectiveness. Regularly analyze these metrics, identify patterns, and adapt your strategies to amplify engagement. Your journey to fostering impactful customer connections is illuminated by the insights garnered from measuring messaging engagement.

What metrics are important for measuring the success of SMS campaigns in contact centers?

In the vibrant realm of contact centers, measuring the success of SMS campaigns is paramount for crafting strategies that resonate with audiences. But what SMS campaign metrics truly matter? Let’s delve into the key indicators that illuminate the path to success.

One of the pivotal SMS campaign metrics is the delivery rate. This metric unveils the percentage of messages successfully delivered to recipients’ phones. A high delivery rate indicates the efficiency of your SMS distribution, ensuring that your messages reach the intended audience.-

Engagement rates stand tall among the crucial SMS campaign metrics. These rates encompass metrics like open rates and click-through rates. Open rates reveal how many recipients actually opened your SMS. Click-through rates indicate how many engaged recipients took a further step by clicking on links within the SMS. Elevated engagement rates signify that your SMS content captures attention and prompts action.

Conversion rates are a true litmus test for SMS campaign success. These SMS campaign metrics unveil how many recipients not only engage with your SMS but also convert—whether it’s making a purchase, signing up, or taking another desired action. Conversion rates provide insights into the actual impact of your SMS campaigns on your goals.

Opt-out rates, while often overlooked, are equally critical SMS campaign metrics. These rates indicate how many recipients opted out of receiving further SMS from your campaigns. Monitoring opt-out rates helps gauge whether your messaging frequency, content, and timing align with recipient preferences.

Regularly analyze these metrics, discern patterns, and adapt your SMS strategies accordingly. Remember, SMS campaigns are more than just messages—they’re conduits of engagement, conversions, and impactful connections.

What key metrics should be monitored for evaluating SMS interactions in contact centers?

In contact centers, SMS interactions are a potent avenue for engaging customers. To truly gauge the effectiveness of these interactions, monitoring specific SMS metrics is essential. Let’s explore the key metrics that serve as beacons in evaluating SMS interactions within contact centers.

One of the pivotal SMS metrics to monitor is response time. This metric quantifies the time it takes for agents to respond to incoming SMS messages. Swift response times showcase a commitment to real-time customer engagement, enhancing the overall customer experience.

Engagement rates, encompassing open rates and click-through rates, are among the foundational SMS metrics. Open rates unveil the percentage of recipients who actually open your SMS messages. Click-through rates reveal how many recipients clicked on links within the messages. Elevated engagement rates signify that your SMS content resonates and drives recipients to take action.

Resolution rates are a true testament to the effectiveness of SMS interactions within contact centers. These SMS metrics indicate the percentage of issues or inquiries that are successfully resolved through SMS. A high resolution rate showcases the efficacy of SMS as a channel for resolving customer concerns.

Opt-out rates, although often overlooked, are pivotal SMS metrics to monitor. These rates indicate how many customers choose to opt out of receiving further SMS communications. Monitoring opt-out rates provides insights into the appropriateness of your messaging frequency and content, helping to maintain a healthy SMS engagement ecosystem.

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