Call center Metrics Explained

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Assessment of a call center with Balanced Scorecard is extremely efficient in case all conditions are met. What are stages of balanced scorecard implementation in a call center? This article will focus on key implementation stages of a call center BSC and their peculiarities. Check additional information about call center metrics.

A call center is an inseparable part of any company that sells products or services. Besides, every company should have a customer support service to consult clients on services or products they offer. Call center is not just an office full of operators who talk to people. This department can generate revenue for the company, form its business image, retain customers and scare them off, attract new customers and offer new products. A call center cannot function independently. In other words, call center goals and measures should comply with goals of the entire company. This is where Balanced Scorecard comes into play.

Evaluation of a call center with Balanced Scorecard becomes extremely efficient if all conditions are met. What are implementation stages of Balanced Scorecard in a call center? This article will focus on key implementation stages of a call center BSC and their peculiarities.

Strategy development. There is no sense in Balanced Scorecard implementation if a call center does not have a comprehensive strategy. What are potential strategic goals for a call center? Enlargement of customer database? Well, it is quite possible. Increase of customer satisfaction by 30%? Well, this is a great strategic goal that leads to sales growth in some cases. In fact, call center strategic goals are developed based on general strategy of a company. Every decision made in a call center and every action must comply with strategic goals. In other words, a call center manager should know how his or her decision will impact implementation of a company strategy. Such compliance is a must, as if a call center pursues own goals no one will benefit.

Key performance indicators. KPIs are measures that assess call center progress on the way to implement strategic goals. These indicators are divided into four categories: financial, customer, internal business processes, learning and growth. It should the mentioned that all indicators are interrelated. For example, in order to sell more products call center should attract more customers or improve customer satisfaction, which is possible only through optimization of internal processes and personnel education. Among the most important key performance indicators for a call center are: average time per call, cost per call, first resolution calls, abandoned calls rate, average time to respond etc. Company top management decides which indicators are most important based on current problems, call center structure and strategy. Some key performance indicator should be measured daily while others require monthly just evaluation.

Analysis of evaluation results. All those numbers in a call center Balanced Scorecard mean nothing if no relevant decisions are made. Once top management receives results they should be analyzed. For example, if the indicator "number of problems solved" is constantly decreases while total calls handled KPI goes up this is a serious reason to think about changes in a call center. Customers want their problems to be solved and questions answered. That don't care how many calls an operator can handle. That is why it is important to focus on primary things and make relevant decisions.

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