Most organisations measure cost per call, but what about interactions occurring through other channels?
In 2020, over 90% of contact centre leaders agreed that integrated omnichannel is a top priority, requiring immediate transformation. Therefore, it becomes crucial to erasure, monitor, and improve the efficiency of interactions happening via channels other than call. That’s why cost per interaction is such an important metric, reflecting which channels are most ROI friendly and what is the optimal channel mix for your organisation.
What is Cost Per Interaction in a Contact Centre?
Cost per interaction can be defined as the average resources (operational costs and capital expenses) needed to power a single interaction. For telephone-only contact centres, cost per call and cost per interaction will be identical, but this is not the case if you are omnichannel.
For omnichannel contact centres, cost per interaction can be measured for each channel specifically, as well as for the entire channel mix as a whole. For instance, if your cost per inbound call is $7, for email $4, and for web-based live chat is $4, your average cost per interaction across the contact centre will be $5.
Each of these three numbers – $7, $4, and $4, once again are calculated by dividing the average resources costs spent on that channel in a given period by the number of interactions processed during that specific time.
Reasons Why Cost Per Interaction Matters More Than Ever By calculating cost per interaction, you can: