Continuously monitoring the performance of call centers is essential to ensure that the call center is headed in the right direction. There are several key performance indicators in call centers that help managers to assess performance in different areas. The trick is to choose these indicators in such a way that they give an idea about the overall performance as well.
Key Performance Indicators In A Call Center
Some of the key performance indicators in call centers are discussed here which can together give a holistic synopsis of performance of a call center.
- Average call value: This parameter is one that has huge priority in estimating sales and reservations. Average call value is the ratio of total generated revenue to the number of calls.
- Customer satisfaction: The ultimate aim of call centers is to ensure customer satisfaction. Call centers focus on measuring this parameter by undertaking surveys. The surveys may be done by outbound calls or email. Some call centers may conduct the surveys themselves while others may get the help of outside firms to take the survey.
- Service Level: This parameter which measures how fast the callers can reach the agents. It is measured in terms of x percentage of calls answered in y seconds. An optimum service level value is usually set by call centers, and if the value becomes less or more than this set value, it affects performance.
- Percent abandoned: Abandonment of calls by customers is a major issue in call centers. It is difficult to accurately measure this indicator. Most often, the calls are abandoned when the customers have to be in queue.
- Cost per call: Cost per call is usually measured by dividing the total costs by the total number of calls in a given period of time. The significance of this parameter is that it helps to identify the elements that drive up or down this parameter.
- Errors and rework: Errors and rework reduce quality significantly. Measuring this parameter and then taking adequate measures to minimize it can help the call center agents to perform better. The parameter can be measured in many ways, one of them being using the database to find out unresolved issues, repeat calls and data entry errors.
- Forecast call-load vs. actual call-load: Forecasting the call-load accurately is important. If the actual call-load is too much, it can leave the call centers unprepared, and if it is too less, it can lead to wastage. If the forecast is off track, the reasons for the variations have to be accounted and then considered for further forecasts.
- Scheduled staff vs. actual staff: This tells how much the staff adheres to the service level targets assigned to them.
- Adherence to schedule: Adherence factor measures the various times that the call center agent spends on the call, including talk time, time delay in answering calls, wrap-up time, etc. Improving the adherence factor improves call center performance.
These key parameters are all high-level measurements. Focusing on these parameters will not help performance. Rather, the elements that will improve these parameters have to be nurtured well to improve the indicators.
The indicators have to be measured with completeness, maximum accuracy with no bias. Having the key performance indicators in place will have meaning only when all the results are combined together to obtain a high-level view of performance in call centers.
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