Call handle time
The simplest initial metric to measure is call handle time. Data from our customers suggests call handle time can be reduced by anything up to 80% but the best benchmarked data we've seen points to around 30% faster calls given users with average / less technical ability and feature rich interfaces.
First time call resolution
While call handle time has the most immediate measurable impact, you also reduce first time call resolution (FCR). Industry statistics suggest a 20% reduction in FCR though that data takes longer to appear, analyse and separate from other factors for our customers.
Reduction in future support requests
Co-browsing is said to reduce future support requests by 10%, however this figure can be greater depending on how you implement processes around co-browsing.
If you're taking the opportunity to educate customers on the product using co-browsing, through better onboarding for example, then it has a greater impact on reducing future support requests.
Of course, this means you're spending more time initially using co-browsing but onboarding can be a separate function from support and has its own metrics separate from call handle time.
Conversion and churn
Without a doubt, visually engaging customers during onboarding, support, and training on new features will improve engagement and conversion as well as reduce churn.
NPS / CSAT
Improved call handle time, better FCR, onboarding and education on features will result in an improved NPS score as well as the more immediate CSAT scores.
We believe that, to get buy-in to a product like co-browsing, it’s best to focus on the most immediate measurable metric which is the call handle time, also referred to as average handle time (AHT). That provides proof of concept.