Performance Metrics Gone Wild!

November 5, 2018 | Blog

I recently had a conversation with a utility executive who informed me of an unbelievable occurrence.  He had discovered that customers calling the contact center questioning a high bill were being recommended to have an in-house energy audit rather than receiving an answer to their question; the appropriate answer was the summer temperature had increased from the previous month and there were more days in the billing cycle.  The reason for this occurrence was that the contact center representatives were being measured on the typical and well-known metrics such as first call resolution, average handle time and number of calls answered.  The easiest path to meeting these metrics was to pass the customer along to another department.  When speaking with another utility executive I heard the same story and then another executive conveyed the same message.

Referring a customer to a field audit does have some positive benefits such as increased customer engagement, and if the auditor does discover a defect in the home, it will improve customer satisfaction.  However, the down-side to the contact center representatives’ actions most likely outweigh the potential benefits.  First, from a customer’s point of view, the question was not answered; the inquiry was merely deferred.  Second are the financial ramifications; the cost of a call is typically between $7.50 and $12.50- the cost of a field audit is typically between $250 and $300.  Using the 6x to 8x expense to revenue multiple from my previous article, the cost of the frivolous field audit erased the entire annual revenue generated by the customer. Third, from an operational efficiency standpoint, it is much more efficient to recommend that a customer use an on-line self-service tool rather than calling the contact center or requesting a field audit; digitally engaged customer are 20% more satisfied than non-digitally engaged consumers.

The Apogee suite of solutions are designed to specifically answer these customer inquiries either directly by the customer via a utility website or by a CSR.

Jim Malcom, Chief Operating Officer, Apogee Interactive

About The Author
Jim Malcom, CPA, CGMA, and MBA, provides oversight business and financial operations of the company. His senior management experience in the telecommunications and management consulting industries is providing strategic direction for Apogee’s continued growth and success.

About Apogee Interactive
A marketing partner of Hometown Connections, Apogee Interactive is the nation’s leading full-service provider of proactive customer engagement software services for utilities. Serving the utility industry since 1993, Apogee’s digital engagement platform is used by hundreds of North American utilities from coast to coast, including some of the largest and most progressive, such as Southern Company, Consolidated Edison, Lakeland Electric, and Jackson EMC. For more information visit  or on LinkedIn.

Contact: Karen Morris, 678-684-6801 or

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