Call Center Quantitative Metrics - Part One in a Series
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Transcript of Call Center Quantitative Metrics - Part One in a Series
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C A L L C E N T E R Q U A N T I T A T I V E M E T R I C S
Part One in a Series
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What every manager needs in order to have a productive team...
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Why Call Center Metrics?
To quantify performance and
results
To evaluate the quality of service your customers
deserve and demand
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Call Center Metrics: Positive Outcome
Customer Loyalty
Customer Retention
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Also know as Productivity Metrics Quantitative Metrics set benchmarks for performance, and pay attention to the quality of service your team is offering.
Quantitative Metrics
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How effective are your call center agents?
To measure productivity, call centers use an automated call distributor (ACD), software programs, or the phone system.
There are a number of call center metrics to track. Here are a few of the more common ones:
Average Call Duration
CSAT EscalationRate
First Call Resolution
Time-To-Resolution
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Which Metrics Should You Track?
Not all metrics are right for every call. Each has its own advantage.
So first ask yourself:
“Which metrics are most important to my customer?”
Then ask:
“Which metrics will help our company be successful?”
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Average Call Duration (ACD)
Increases with the level of support personnel engaged
Tracks length of time the customer is on the phone with an agent / company
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Average Call Duration (ACD)
Questioning
As the level of support or complexity of the call increases, place more emphasis on the following:
Testing Confirming customer satisfaction
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When Should You Measure ACD?
ACD is commonly used to measure the effectiveness of changes in procedures, training, and coaching. Take a baseline measurement before training or a procedural change, and take a secondary measurement afterwards.
Compare the numbers. If a reduction in ACD was both expected and observed, you’ve made progress. If not, you may need to revise your training or implement a procedural change.
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Customer Satisfaction Score (CSAT)
In its simplest form, CSAT is expressed as a percentage between 0 and 100, with 100% representing complete customer satisfaction.
0 100
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CSAT is often determined by a single question in follow up surveys along the lines of “How would you rate your overall satisfaction with the service you received?”
The responses are typically graded on a scale of one to five, with a score of one representing “very dissatisfied” and five representing “very satisfied.”
How is CSAT Measured?
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Keep in Mind When Using the CSAT Metric
The CSAT metric fails to differentiate the following factors:
GOOD VALUES
Product
Service
The customer feels valued
Hi I’m Customer Experience…Have we met?
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The customer realizes that the representative doesn’t have the authority knowledge required to resolve the problem
The customer has become angry, and speaking to someone of higher authority will be a prerequisite to calming this customer down
or
Escalation Rate
“Can I speak to your supervisor?”
Whether an escalation is requested by a customer or initiated by a representative, the reasons for the escalation are often that:
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Escalation Rate
Train employees
Monitor their performances
Coach & reinforce their training
Prevent escalations!
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First Call Resolution (FCR)
Fast resolution Lower support costs
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When should you track FCR?
Measure current FCR as baseline
Implement updated
procedures
Measure subsequent
FCR
Improvement?
NO YES
Procedure re-write
Progress
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Time-to-Resolution (TTR)
(TTR) helps organizations track the average amount of time spent resolving customer issues.
Technical support companies often use this metric. For customers, this means returning to “operational status” as quickly as possible; for employers this means controlling support costs while maintaining customer satisfaction.
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How do you measure TTR?
How many days
How many hours
How complex is the system?
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What factors contribute to TTR?
Communication skills
Technical expertise
Access to resources
Troubleshooting skills
Follow-up
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