Stop Chasing Metrics: 4 Ways to Build Better CX

We talk a lot about contact center metrics but are we losing sight of the humans behind the numbers? At a recent ICMI Thought Leaders meetup, several industry experts reminded us that the most meaningful customer experiences aren’t built on dashboards. Want to better understand problems, simplify processes and foster trust? Here are four tips:

#1: Don’t Just Look for Quick Fixes

Peter McGarahan emphasized that organizations often devote too much energy to quick fixes. “Teams focus too much on managing call volume, so you're addressing the issues not the symptoms,” he said. “We really need to dig into the cause and problems of customers, not just focusing on our internal metrics.”

While metrics like First Contact Resolution or Cost Per Contact have their place, they only scratch the surface. True customer experience improvement comes from digging deeper — identifying root causes, understanding recurring issues, and solving the problems that really matter to customers. By focusing on the “why” behind each interaction, teams can prevent future pain points and create experiences that leave a lasting impact.

#2: Keep it Simple

CX doesn’t have to be complicated. Sean L’Italien reminded attendees that keeping processes simple allows leaders and agents to make better human decisions. Overcomplicated scripts, endless dashboards, and rigid procedures can actually get in the way of meaningful interactions. When you simplify, you free your team to respond with empathy, creativity, and judgment. These are all qualities that often get lost in traditional contact center metrics.

“CX isn't complicated; keeping it simple allows us to focus on the basics. The basics provide space to make better human decisions.”

#3: Iterate to Improve

Natalie Perez shared a simple but powerful principle: “Iterate. With tech, with the agents, etc… just keep improving. We measure so much but don’t leverage it enough to positively impact the experience.” Constant improvement means looking at the data you already collect and finding ways to make it actionable. Small, consistent refinements — whether in processes, technology, or agent coaching — compound over time, resulting in better outcomes for both customers and teams. Give up on the idea of perfection and strive for progress instead.

#4: Give Agents Their Voice

Finally, Bianca Price highlighted the importance of giving agents freedom to show up authentically.

"Scripted apologies don't serve the customers well,” she said. “Give the agents autonomy so it doesn't sound like they are reading from a script. It's ok to give them suggested scripting but let them have their own voice and words.”

Rigid responses might check a compliance box, but they often feel impersonal to the customer. Allowing agents to speak conversationally strengthens human connection and leads to more genuine, memorable experiences.

Bringing It All Together: Putting People Back at the Center of CX

Metrics are important, yes; but they’re only part of the story. When we refocus on understanding customers, simplifying processes, iterating for improvement, and empowering our teams, we create experiences that resonate far beyond any dashboard. The numbers will follow naturally, but the relationships we build with our customers are what truly last.