RIGHTNOW MULTI-CHANNEL CONTACT CENTER

BENCHMARK REPORT

Improving the Customer Experience

While Reducing Operating Costs

2009 RightNow Technologies. All rights reserved. RightNow and RightNow logo are www.rightnow.com
trademarks of RightNow Technologies Inc. All other trademarks are the property of their
respective owners. 8011
EXECUTIVE S UMMARY

An important measure of the health and efficiency of your contact center is how your center
performs in comparison to other organizations. Simply measuring and tracking KPIs internally
is not enough. In order to gauge the success of your contact center you must be able to
benchmark your metrics and KPIs against others both in your industry and across all industries.

The RightNow Multi-channel Contact Center Survey consists of 42 unique data points across
multiple channels. Over 300 companies participated in this survey across a number of
industries including: Software, Finance, Education, Manufacturing, Telecom, Customer Goods,
Retail, Customer Electronics, Media Government, Travel, Entertainment and more.

Some high level findings include the following:

Over half of respondents to this survey state that their average cost per call is $6 or less.
Over half of the respondents to this survey state that their average email response time is
12 hours or less
The majority of respondents to this survey state that their chat agents handle 1 to 3 chats
at one time

Surprises in the survey:

- For a majority of respondents, less than 10% of contacts to their center represent an up-
sell/cross-sell opportunity. We believe that when customers are reaching out to
companies, it’s a great opportunity to reinforce brand and offer relevant and helpful
products.
- 44% of companies do not have a formal mechanism of collecting feedback. We believe
that this piece is critical to meeting customer expectations.
- Most companies only have 1 person working on content. The amount of self-service and
IVR deflection can increase dramatically with great content available.

Trends we’re seeing:

As RightNow works with companies around the globe, we are seeing a few trends that are not
reflected in the data of this survey:

- Email response time goals of less than 2 hours. In today’s market, where people expect
faster turnaround times, we have many retail customers who are close to meeting that
goal.
- Chat replacing email. In high-tech industries that provide support on complex or trouble
shooting problems, email is being phased out in favor of chat. Chat is immediate and the
agent can make sure the customer’s problem is resolved more quickly. Chat helps to
avoid lengthy and multiple email exchanges.
- Agents tied to customer satisfaction. When unhappy customers can blog, tweet, and
easily communicate their displeasure with a company, thought leading organizations are
tying a growing percentage of an agent’s compensation to customer satisfaction.

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TABLE OF CO NTENTS

Table of Contents

Support Options on Website ................................................................................................................ 4

Agent Information ................................................................................................................................ 5
Contact Center KPIS……………………..…………………………………………………………………………………. 8
Agent Compensation………………………………………………………………………………………………..…..… 14
Phone Channel………………………………………………………………………………………………………….……. 15
Email Channel……….…………………………………………………………………………………………………..…… 31
Web Self-Service Channel………………………………………………………………………………………………. 36
Knowledge Management………………………….……………………………………………………………………… 37
Chat Channel…………………………………..…………………………………………………………………………….. 38
Customer Feedback………………………………………………………………………………………………………... 43

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SUPPORT OPTIONS ON W EBSITE

Features Offered on Your Website

Email or Ask a Question 98%

A 1-800 Number 93%

m

Web Self- Service(FAQs) 87%

Chat 26%

Other 18%

Click to Call Back 13%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00%

Question: Which features do you currently offer on your organization’s

website?

Finding: The most common features offered on an organization’s website are

found to be an email option, their 800 number, and a web self-
service or FAQ option.

Interpretation: Only 26% of the organizations that responded to this survey stated
that they have a chat option on their website. Over the next couple
of years we expect see this number continue to grow as chat is fast
becoming a popular channel in Retail and Customer Electronics
industries.

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AGENT INFORMATION

Agent Breakdown

60.00%

52.34%

50.00%

40.00%

32.20%

30.00%
Full Time
21.96% Part-Time
20.00%

12.15% 11.52%
10.00%

0.00%

Question: Of your total number of agents how many are full-time? Part-time?

Finding: The majority of the respondents from this survey staff between 91-
100% of their agents in full-time positions in the contact center.

Interpretation: Part-time and work-at-home agents represent a small percentage of

the overall staff of the contact centers that responded to this survey.
Part-time and work-at-home agents are primarily used to staff
during peak periods to supplement the existing full-time agent staff.

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AGENT INFORMATION

Agent Breakdown

70.00%
65.43%

60.00%

47.87%
50.00%

40.00% 91-
100%
Outsourced
30.00%
In-house
17.82%
20.00%

10.00%

0.00%
<10%

Question: Of your total number of agents, how many are in-sourced?

Outsourced?

Finding: Of the total responses to this survey, it is found that a majority of

the contact center's staff is staffed by in-house agents.

Defined: An Outsourced Agent is an agent that works for an outside

organization whose services are contracted to work for your
organization. Outsourced agents are typically located at an
outsourcer’s facility and not in the organization’s contact center.

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AGENT INFORMATION

Agent Breakdown

68.59%
70.00%

60.00%
54.52%

50.00%
44.47%

40.00%

91-
30.00% Offshore
100%
Onshore
20.00%

10.00%

0.00%

Question: Of your total part-time agents how many work onshore? Offshore?

Finding: Nearly 70%of the respondents to this survey currently do not staff
any of their agents offshore.

Defined: Onshore is defined as agents that work in the same country as the
organization headquarters. Offshore agent is defined as an agent
that works in a country other than where the organization is
headquartered. In the past couple years there has been a shift in
the outsourcing model. We are seeing a trend in organizations
moving their phone agents back onshore and out-sourcing their chat
and email agents.

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CONTACT CENTER KPIS

Occupancy Rate

30.00%

26.07%
25.05%
25.00%

20.00%

14.66% 15.07%
15.00%

10.00%

5.50%
5.00% 4.07%
2.65% 2.85% 2.44%
1.63%

0.00%

Question: What is your current agent occupancy rate?

Finding: The majority of respondents to this survey have an agent occupancy

rate greater than 70%. Having a high agent occupancy rate typically
means that a contact center is operating efficiently.

Defined: Occupancy is sometimes referred to as agent utilization or percent

utilization. Occupancy is the percentage of time that agents are
actually taking calls versus waiting for an inbound call.

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CONTACT CENTER KPIS

Adherence to Schedule

35.00%
31.98%

30.00%
27.72%

25.00%

20.00%

14.71%
15.00%

10.00%
7.04%

4.48% 4.90%
5.00%
3.20%
2.35% 2.56%
1.07%
0.00%
<10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What is your current adherence to schedule?

Finding: The majority of respondents to this survey have an agent occupancy

rate greater than 80%.

Defined: Adherence to Schedule typically refers to how well an agent follows

and adheres to their scheduled work time. This KPI is generally
measured by logged on time including time spent waiting for calls or
transactions to arrive. Adherence to Schedule is a good KPI to use to
measure how efficiently and effectively agents are using their time
while on shift.

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CONTACT CENTER KPIS

Agent Turnover Rate

50.00%
46.14%
45.00%

40.00%

35.00%

30.00%

25.00% 22.32%

20.00%
14.16%
15.00%

10.00%
4.94% 4.72%
5.00% 3.22%
0.86% 1.50% 0.86% 1.29%
0.00%
<10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What is your current Agent Turnover Rate?

Finding: Two-thirds of the respondents to this survey have an agent turnover

rate that is less than 20%. Agent Turnover is costly to an
organization. Organizations today are putting more focus and effort
on retaining their skilled agents. Offering competitive salaries is a
good start, but it is also important to begin to look at programs and
incentives that make your agents feel like part of the organization,
culture and community. Finding the right balance of work, social
interaction and recognition can go along way on the retention front.

Defined: Turnover Rate is the percentage of agents that leave the call center
whether voluntarily or involuntarily. It is typically calculated by
dividing the number of agents leaving the call center divided by total
agents during the period times twelve divided by the number of
months in this period.

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CONTACT CENTER KPIS

Cost to Hire

40.00%
36.30%
35.00%
30.96%
30.00%

25.00%

20.00%

14.48%
15.00%

10.00%
7.57%
6.01%
4.68%
5.00%

0.00%
<$1000 $1000- $3000 $30001- $5000 $5001-$7000 $7001-$9000 >$9000

Question: What is your current cost to hire a new agent?

Finding: A majority of the respondents to this survey stated that their

average cost to hire was less than $3000.

Defined: The Cost to Hire an agent is the cost to acquire a new agent
including recruiting and training costs.

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CONTACT CENTER KPIS

Cost to Train

40.00%

33.91% 33.70%
35.00%

30.00%

25.00%

18.70%
20.00%

15.00%

10.00%
5.65% 5.43%
5.00%
2.61%

0.00%
<$1000 $1000-$3000 $3001-$5000 $5001-$7000 $7001-$9000 >$9000

Question: What is your current cost to train a new agent?

Finding: Greater than 60% of the respondents to this survey have an average
cost of $3000 or less to train an agent.

Defined: The Cost to Train an agent is the cost to train an agent to perform
their job functions. This number does not include costs associated
with recruitment. Today’s contact center agents are required to
perform a multitude of skills from cross-selling to handling
customer complaints to taking orders or even trouble shooting
technical issues. Mastering these skills requires extensive training
programs that are costly to the organization.

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CONTACT CENTER KPIS

Training Time

40.00%
35.80%
35.00%
31.07%
30.00%

25.00%

20.00%
17.28%

15.00%

10.00%
7.61%

5.00% 3.50% 3.70%

1.03%
0.00%
<10%
<30 30-60 61-90 91-120 121-150 151-181 >181

Question: On average how many days does it take to train an agent?

Finding: Approximately two-thirds of the respondents to this survey state

that their average ramp up time for an agent is 60 days or less.

Defined: Training Time is the time that it takes a new agent to fully ramp up
and perform at an average level, and includes in class training time
plus ramp up time. Many contact centers handle a variety of
complex issues and questions from their customers. A lot of
information is tribal knowledge that is not easily accessible or
available to newer agents. It is important to put in place a method to
collect and share information across all agents. Having access to this
type of tribal knowledge typically enables new hires to ramp up
more quickly.

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AGENT INFORMATION

Compensation

50.00%
46.63%
45.00% 43.97%

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%
6.75%
5.00% 2.66%

0.00%
Base Salary Average Hourly Wage Per Contact Handled Other

Question: How do you compensate your agents?

Finding: While the majority of contact centers responded that they pay their
agents based on an average hourly wage, compensation based on a
base salary was a close second.

Interpretation: Compensation is comprised of three components: base pay,

incentives or rewards and benefits.

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PHONE CHANNEL

Inbound Call Breakdown

60.00%
56.92%

50.00%

40.00% 36.73%

30.00%
26.19%
Agents
IVR
20.00%

11.22%
9.54%
10.00%

0.00%

Question: Of your total inbound call volume, what percentage are handled by
agents? By an IVR?

Finding: A majority of the respondents to this survey use full-time agents to

handle incoming calls. An area of opportunity exists for
organizations to turn on an IVR or voice self-service to direct a
percentage of incoming callers to a lower cost IVR channel.

Interpretation: Inbound Call is a call in to a contact center that is initiated by a

customer. Most inbound calls into a contact center are for customer
service, technical support or billing questions.

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PHONE CHANNEL

Inbound Call Breakdown

70.00%

59.76%
60.00%

50.00%

40.00%
91-
30.00% 100%

20.00%

11.28%
8.84%
10.00%
4.88% 4.57%
0.91% 1.52% 2.13% 1.83% 2.13% 2.13%
0.00%

Question: Of your total inbound call volume what percent are handled by full-
time agents?

Finding: Respondents from this survey have an average of 91-100% of full-

time agents staffed in their contact center today. These full-time
agents are handling between 91-100% of all inbound calls into the
contact center.

Defined: A Full-time Agent is defined as someone who works a full workweek

of 40 hours.

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PHONE CHANNEL

Inbound Call Breakdown

40%
37.58%

35%
B2B
<10%
30%

25%
22%
18.93%
20%
B2B

15% B2C

9.63%
10%

5%

0%
<10%

Question: Of your total inbound call volume what percent are business to
business? Business to Customer?

Finding: The majority of respondents to the survey service their customers in

a B2C environment.

Defined: B2B is defined as a call that takes place between two organizations.
B2C is defined as a call that takes place between a customer and a
organization.

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PHONE CHANNEL

Up-sell/Cross-Sell

60.00%

50.00%
49.01% B2B
<10%

40.00%

30.00%

20.00% 17.22%
<10%

10.00% 8.94% 7.95%

4.30% 4.64%
2.32% 2.98%
0.99% 1.66%
0.00%
<10% 10-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What percentage of your total inbound call volume represents a

cross-sell/up-sell opportunity?

Finding: It was found that on average less than 10% of calls into the contact
center present an opportunity for an agent to up-sell or cross-sell.

Defined: Up-sell or Cross-Sell is a selling technique of offering additional or

more expensive products or services to a customer during an
interaction with the contact center.

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PHONE CHANNEL

Up-Sell/Cross-Sell

45.00%
40.63%
40.00%

35.00%

29.26%
30.00%

25.00% 23.30%

20.00%

15.00%

10.00%
6.82%

5.00%

0.00%
Handled by Same No Process Exists Transferred to Other
Agent Different Group

Question: What is the process of handling up-sell/cross-sell opportunities?

Finding: Nearly half of the respondents to this survey have their agents
handle both inquiries into the contact center as well as up-sell and
cross-sell opportunities, while a little over 20% of the respondents
transfer these opportunities to a dedicated group.

Defined: Up-sell or Cross-Sell is a selling technique of offering additional or

more expensive products or services to a customer during an
interaction with the contact center.

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PHONE CHANNEL

Up-Sell/Cross-Sell

80.00%

70.00% 66.80%

60.00%

50.00%

40.00%

30.00%

20.00%
13.20%
9.60%
10.00%
4.80%
3.20%
0.80% 0.00% 0.40% 1.20% 0.00%
0.00%
<10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What is your average up-sell/cross-sell rate?

Finding: Of the total number of opportunities that existing within the contact
center to up-sell or cross-sell a service, less than 10% of these offers
are accepted by the customer in a majority of the respondent's
contact centers.

Defined: The Up-sell/Cross-sell Rate or Ratio is defined as the percentage of

attempts to up-sell or cross-sell that are successfully accepted by the
customer. It is calculating by dividing the number of successful
attempts by total attempts multiplied by 100%.

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PHONE CHANNEL

Calls Handled

35.00%
31.49%

30.00%

25.00%
22.73%

20.00%

16.23% 15.91%
15.00%

10.00%
7.47%
6.17%
5.00%

0.00%
1-3 4-6 7-9 10-12 13-15 >15

Question: What is the average number of phone calls an agent handles per
hour?

Finding: Nearly 70% of the respondents to this survey state that their contact
center agents typically handle 9 or less calls per hour.

Defined: In a traditional call center, agents typically handle calls one after
another with little down time or after call work. This number
represents the average number of calls that an agent works to
completion in one hour.

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PHONE CHANNEL

Cost per Channel

30.00% 29.09%
27.27%

25.00%

20.00%

16.00%
15.00%
12.00%

10.00%
6.91%

3.64%
5.00% 3.27%
1.82%

0.00%
$1 - $3 $4 - $6 $7 - $9 $10 - $12 $13 - $15 $16 - $18 $19 - $21 > $21

Question: What is your average cost per inbound call?

Finding: Over half of respondents to this survey state that their average cost
per call is $6 or less.

Defined: Cost Per Call is calculating by taking total costs (fixed and variable)
and dividing them by total interactions.

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PHONE CHANNEL

Cost per Channel

35.00%
30.96%
30.00%

25.00%
21.76%

20.00%

14.64%
15.00%
12.97%

9.62%
10.00%

3.35% 3.35%
5.00%
1.67% 1.67%

0.00%
<$1 $1-$3 $4-$6 $7-$9 $10-$12 $13-$15 $16-$18 $19-$21 >$21

Question: What is your average cost per outbound call?

Finding: Nearly half of the respondents to the survey state that their average
cost per outbound call is less than $6.

Defined: Cost Per Call is calculating by taking total costs (fixed and variable)
and dividing them by total interactions.

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PHO NE CHANNEL

Average Handle Time

40.00% 38.97%

35.00%

30.00%

23.56%
25.00%

20.00%

14.80%
15.00%
12.08%

10.00%

4.23%
5.00%
2.42% 2.72%
1.21%
0.00%
0.00%
<1 1-3 4-6 7-9 10-12 13-15 16-18 19-21 >21
minute minutes minutes minutes minutes minutes minutes minutes minutes
ca

Question: What is your average handle time for calls?

Finding: Nearly 60% of the respondents to this survey have an average

handle time between 4 and 9 minutes per call.

Defined: Average Handle Time is defined as the sum of average talk time
plus average after-call work time. Today AHT is increasing in some
call centers as more of the routine calls are being handled by
customer self-service options requiring agents to work more
complex issues more often.

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PHONE CHANNEL

Average Talk Time

44.69%
45.00%

40.00%

35.00%

30.00%

25.00%
22.83%

20.00%
17.68%

15.00%

10.00%
6.11%
2.89%
5.00%
2.57% 1.29% 0.96%
0.96%
0.00%
<1 1-3 4-6 7-9 10-12 13-15 16-18 19-21 >21
minute minutes minutes minutes minutes minutes minutes minutes minutes

Question: What is your average talk time for inbound calls?

Finding: Two-thirds of the respondents to this survey report an average talk

time of less than 6 minutes per call.

Defined: Talk Time is defined as the total time that an agent is on the phone
with a customer. Talk time begins when the agent picks up the
phone and ends when the call is terminated.

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PHONE CHANNEL

First Contact Resolution

45.00%
41.50%
40.00%

35.00%

30.00%

25.00%
21.43%
20.00% 18.03%

15.00%
10.20%
10.00% 8.84%

5.00%

0.00%
<30% 31-50% 51-70% 71-90% 91-100%

Question: What is your First Contact Resolution (FCR) rate for inbound calls?

Finding: Nearly 60% of all respondents to this survey state that they have an
average First Contact Resolution rate of 71% or greater.

Defined: First Contact Resolution is defined as the percentage of calls whose

reason for calling was addressed and solved on the first contact into
the contact center. FCR can be used by management to improve
operational efficiency and find methods to drive down costs. In the
past, FCR was defined by what organizations perceive to be an
adequate resolution. Today, organizations are beginning to define
FCR based on whether or not the customer feels their issue has been
resolved.

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PHONE CHANNEL

Average Speed of Answer

40.00%
36.81%

35.00%

30.00%

25.00% 23.78%
91-100%

20.00%

13.03% <20 seconds

15.00%
11.07%
10.00%

4.23% 3.26%
5.00%
1.95% 1.63% 2.93%
1.30%
0.00%
<20 21-40 41-60 61-80 81-100 101-120 121-140 141-160 161-180 >181
seconds seconds seconds seconds seconds seconds seconds seconds seconds seconds

Question: What is your Average Speed of Answer (ASA) for inbound calls?

Finding: The majority of respondents to the survey state that they have an
Average Speed of Answer of 40 seconds or less.

Defined: The Average Speed of Answers is defined as the total time that all
calls have waited in the queue divided by the total number of
answered calls.

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PHONE CHANNEL

After Call Work Time

35.00%

28.65%
30.00%

25.00%

20.00%

15.00%
31-40 12.47%
10.61% 10.88% seconds
9.81%
10.00%
7.43%

3.98% 4.77% 5.04% 4.77%

5.00%
1.59%

0.00%
<10 sec 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 >101
sec sec sec sec sec sec sec sec sec sec

Question: What is your average after call work time for inbound calls?

Finding: The majority of respondents to this survey have an average after call
work time of 40 seconds or less.

Defined: After Call Work is any work that must be completed following the
close of a call prior to another call being taken.

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PHONE CHANNEL

Average Call Abandon Rate

35.00%
33.33%

30.00%
28.21%

25.00%

20.00%

15.00%
13.14%
10.58%
10.00%
7.05%

5.00% 4.17%

1.28% 1.28% 0.96%

0.00%
<1% 1-3% 4-6% 7-9% 10-12% 13-15% 16-18% 22-25% >25%

Question: What is your average call abandon rate?

Finding: The majority of respondents to this survey have an average abandon

rate less than 6%.

Defined: Call Abandon Rate is defined as the number of calls that do not
reach an agent. The caller either hangs up or the call is lost or
disconnected. It is calculated by taking to total number of calls
abandoned and dividing them by the total number of calls
abandoned plus the total number of calls answered.

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Transfer Rate

70.00%

60.00% 57.24%

50.00%

40.00% 91-100%

30.00%
23.23%

20.00%

11.11%
10.00%
3.03% 2.69%
0.34% 0.34% 1.35% 0.67%
0.00%
0.00%
<10% 10-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What is your current transfer rate?

Finding: Average transfer rate is found to be less than 10%. Having a high
transfer rate can result in low agent efficiency and high customer
wait times.

Defined: Transfer Rate is the percentage of calls that must be transferred to a

new agent or group to be resolved. It is defined as the total number
of calls transferred divided by the total number of calls.

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EMAIL CHANNEL

Cost per Channel

60.00%

52.05%
50.00%

40.00%

30.00%

19.18%
20.00%

8.22% 8.90%
10.00%
6.16%

1.37% 2.05% 1.37%

0.68%
0.00%
<$1 $1-3 $4-6 $7-9 $10-12 $13-15 $16-18 $19-21 >$21
Question: What is your average cost per email?

Question: What is your average cost per email?

Finding: Over half of the respondents to this survey have an average cost per
call between $1-3.

Defined: Cost Per Email is calculating by taking total costs (fixed and
variable) and dividing them by total interactions.

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EMAIL CHANNEL

Emails Handled

30.00%
28.17%
26.76%

25.00%

20.00%
17.61%

15.00% 14.44%

10.00%

4.58% 4.23%
5.00%
3.52%

0.70%
0.00%
1-3 4-6 7-9 10-12 13-15 16-18 19-21 >21

Question: What is the average number of emails and agent handles per hour?

Finding: Over half of all respondents to this survey state that their agents
typically handle 6 or less emails per hour.

Defined: Emails Handled represents the average number of emails that an

agent works to completion in one hour. More complex questions
that require research or data to be pulled from multiple systems
greatly decreases this number. Integrating disparate systems into a
single agent desktop can help to increase this number.

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EMAIL CHANNEL

Average Response Time

45.00%
40.65%
40.00%

35.00%

30.00%

25.00% 91-100%

20.00% 19.06%
16.19%
1-6 hours
15.00%

10.00%
7.19%
4.68% 4.32% 5.04%
5.00%
2.16%
0.72%
0.00%
1-6 hours 7-12 13-18 19-24 25-30 31-36 37-42 43-48 >48
hours hours hours hours hours hours hours hours

Question: What is the average response time for email interactions?

Finding: Over 80% of respondents to this survey state that their average
response time is less than 24 hours.

Interpretation: Average Response Time is defined as the average time it takes for a
customer to receive a response from your contact center via the
email channel. More and more customers are beginning to expect
response time to emails to be similar to what they would receive in
the phone channel. Customers expect their emails to be answered
quickly. If your response time is too long you risk deflecting the
customer to higher cost channel such as phone.

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EMAIL CHANNEL

First Contact Resolution

35.00% 33.08%

30.00%

25.00%

20.00% 19.01%
17.49% 18.25%

15.00%
12.17%

10.00%

5.00%

0.00%
<30% 31-50% 51-70% 71-90% 91-100%

Question: What is the First Contact Resolution (FCR) rate for your email
channel?

Finding: First Contact Resolution rates vary greatly among respondents to

the survey. The majority of respondents to this survey have an FCR
greater than 71%.

Defined: First Contact Resolution is defined as the percentage of calls whose

reason for calling was addressed and solved on the first contact into
the contact center.

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EMAIL CHANNEL

Email Deflection Rate

50.00% 47.26%

45.00%

40.00%

35.00%
91-100%
30.00%

25.00%
<10%
20.00%
16.03%
15.00% 13.50%

10.00% 7.17%
71-90% 4.22% 3.80%
5.00% 2.11% 2.53% 2.11%
1.27%
0.00%
<10% 10-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What percent of callers are deflected to your email channel?

Finding: 60% of the respondents to this survey state that they have an email
deflection rate of 20% or less.

Defined: Email Deflection Rate is defined as the total number of customers

who chose to contact you via the email channel instead of placing a
phone call. Organizations with high email response times will
typically find that they have a lower than average Email Deflection
rate.

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WEB SELF-SERVICE CHANNEL

Web Self-Service Deflection Rate

45.00%

38.51%
40.00%

35.00%

30.00%

25.00%

20.00%
17.57%
13.51%
15.00%

10.00%
7.43%
5.41% 6.08%
5.00% 4.05%
2.70% 2.03% 2.70%

0.00%
<10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: What percent of callers are deflected to your web self-service

channel?

Finding: The majority of respondents to this survey deflect less than 20% of
all calls to their web self-service channel.

Defined Web Self-Service Deflection Rate is defined as the total number of

customers who chose to answer their question on their own using
your web-self service solution instead of placing a phone call. Web
self-service is typically one of the lowest cot channels in the contact
center. By deflecting calls from a higher cost phone channel to a less
expensive WSS channel, organizations can see a sizable return on
investment

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K N O W L E D GE M A N A G E M E N T

Knowledge Contributors

45.00%

40.00% 38.10%

35.00%

29.25%
30.00%

25.00%

20.00% 1-2 people

15.00%
12.24%
8.16%
10.00%
5.44% 3.40%
3.40%
5.00%

0.00%
One Two Three Four Five Six Seven

Question: How many people contribute knowledge to your knowledgebase?

Finding: The majority of organizations that responded to this survey have

between 1-2 employees contributing knowledge to their
knowledgebase.

Defined: A knowledge contributor is someone who is responsible for creating

knowledge that can be used consistently across the organization. .

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CHAT CHANNEL

Chat Volume Breakdown

60.00%
54.10%

50.00%
44.12%

40.00% 38.24%

30.00% B2B
24.59%
B2C
20.00%

10.00%

0.00%
<10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: Of your total chat volume what percent are B2B? B2C?

Finding: The majority of respondents to this survey interact via the chat
channel in a B2C environment.

Interpretation: B2B is defined as a call that takes place between two organizations.
B2C is defined as a call that takes place between a customer and a
organization.

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CHAT CHANNEL

Chat Volume Breakdown

80.00%

70.00%

60.00%

50.00%

40.00% Full-time
Part-time
30.00%

20.00%

10.00%

0.00%
<10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%

Question: Of your total chat volume what percent are handled by full time
agents?

Finding: The majority of respondents to this survey staff their contact centers
with full-time agents. As a result of this, the majority of all chat
interactions into the contact center are handled by full-time agents.

Defined: A full-time agent is defined as an agent that works a full workweek

of 40 hours.

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CHAT CHANNEL

Number Chats Handled

45.00%

38.71%
40.00%

35.00%

30.00%

24.19%
25.00%
20.97%
20.00%

15.00%

10.00% 8.06%

5.00% 3.23% 3.23%

1.61%
0.00%
1 2 3 4 5 10 Unknown

Question: What is the average number of chats an agent handles at one time?

Finding: Agents typically handle up to three chats at one time.

Defined: Number of Chats Handled is the number of chats that an agent can
handle simultaneously at one time.

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CHAT CHANNEL

Chat Abandon Rate

35.00%
32.79%

B2B
30.00%
27.87% <10%

25.00%

20.00%
18.03%
16.39%

15.00%

10.00%

5.00% 3.28%
1.64%

0.00%
<1% 1-3% 4-6% 7-9% 10-12% >25

Question: What is your average chat abandon rate?

Finding: The majority of respondents to this survey state a chat abandon rate
of less than 3%.

Defined: Chat Abandon Rate is defined as the number of chats that are
abandoned, lost, or disconnected before reaching an agent. It is
calculated by taking the total number of abandoned chats and
dividing by the total number of abandoned chats plus the total
number of answered chats times 100%.

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CHAT CHANNEL

Chat Deflection Rate

70.00%

59.18%
60.00%

50.00%

40.00%

30.00%

20.41%
20.00%

10.00%
6.12%
4.08% 4.08%
2.04% 2.04% 2.04%
0.00%
<10% 11-20% 21-30% 31-40% 41-50% 61-70% 71-80% 81-90%

Question: What percent of callers are deflected to your chat channel?

Finding: On average, less than 10% of contacts into the contact center are
deflected to the chat channel.

Defined: Chat Deflection Rate is defined as the total number of customers

who chose to contact you via the chat channel instead of placing a
phone call.

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FEEDBACK

Collect Feedback

Yes
55.62%

Yes
No
44.38% No

Question: Does your call center currently have a mechanism to collect

feedback?

Finding: A little over 50% of the respondents to this survey currently have
mechanism to gather feedback and insight from their customers.

Defined: Collecting feedback helps organizations understand the voice of

their customer to improve customer experience and increase
customer loyalty.

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FEEDBACK

Collect Feedback

40.00%
35.51%
35.00%

30.00%

25.00%

20.00%
20.00%
16.73%
14.69%
15.00%
10.61%
10.00%

5.00%
2.45%

0.00%
Follow-up Mailed Survey Other Outbound IVR Survey Text/SMS
Email Agent Call

Question: What mechanism do your currently use to collect customer

feedback?

Finding: Of the organizations that currently have a mechanism for collecting

feedback approximately 35% of these organizations collect feedback
through a follow up survey.

Defined: Enabling multi-channel feedback is as important to the customer

experience as enabling multi-channel choice for customer contact.
Customers want choice in the way they communicate with an
organization and they want the same choice in the way they provide
feedback to your organization. Twitter and other social media sites
are fast becoming popular venues for customers to provide feedback
to organizations.

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FEEDBACK

Net Promoter Score

20.00%

Yes
10.00% No, but on Roadmap
Not at this time

70.00%

Question: Do you currently use Net Promoter Score?

Finding: Only 30%of organizations use Net Promoter Score today to measure
customer satisfaction.

Defined: Net Promoter Score is calculated by taking your total number of

promoters minus your total number of detractors times 100%.
Promoters are typically customers who give you a score of 9 to 10,
Passives 7 to 8 and detractors typically give you a score of 6 or less.
The single question asked is How likely are you to recommend to a
colleague or friend?

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ABOUT R IGHTNOW TECHNOLOGIES

RightNow (NASDAQ: RNOW) delivers the high-impact technology solutions and services
organizations need to cost-efficiently deliver a consistently superior customer experience across
their frontline service, sales and marketing touch-points. Approximately 1,800 corporations and
government agencies worldwide depend on RightNow to achieve their strategic objectives and
better meet the needs of those they serve.

RightNow is headquartered in Bozeman, Montana. For more information, please visit

www.rightnow.com. RightNow is a registered trademark of RightNow Technologies, Inc.
NASDAQ is a registered trademark of the NASDAQ Stock Market.

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