How should TELUS measure the success of a self-service or digital assistant initiative?

• A. Only system uptime.
• B. Only number of chats started.
• C. Only cost savings.
• D. Usage metrics, containment rate, resolution accuracy, user satisfaction, and impact on contact center volume.

Answer: (D)

Measuring the success of a self-service or digital assistant should capture how it’s used, how well it helps, how users feel about it, and what impact it has on the business. The strongest choice includes a mix of metrics that cover adoption, effectiveness, experience, and operational outcomes: usage metrics to show how often and where the assistant is used; containment rate to measure how often the bot resolves issues without involving a human agent; resolution accuracy to ensure the bot provides correct and relevant answers; user satisfaction to reflect the quality of the user experience; and the overall impact on contact center volume to demonstrate real business value, such as deflection and potential cost savings.

Relying on uptime alone tells you the service is available but not whether users get value from it. Measuring only the number of chats started shows adoption, not success or impact. Focusing solely on cost savings ignores user experience and the bot’s accuracy and doesn’t reveal whether issues are actually being resolved without escalation. By combining these metrics, you get a holistic view of whether the digital assistant is effective, user-friendly, and beneficial to the contact center and the business.