“We really started to confuse reducing contact with improving experience,” says Natalie Beckerman, Chief Business Officer at iQor.

In an interview with CX Today, associate editor Rhys Fisher discusses with Natalie why contact center efficiency metrics such as containment and average handle time can miss whether customers actually receive resolution. Natalie argues that businesses should look beyond reduced contact volume and measure customer effort, repeat contacts, sentiment, retention, and resolution quality.

Watch the full video interview in CX Today.