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Improving Call Center Performance Through Call Center Metrics

Dec 13, 2007
The global call center industry has been among the wonders of the modern times. That is because in the past decades, businesses were mostly involving manufacturing and corporate operations. But with the emergence of new technology, improved communications strategies and tools and different business synergies, call center operations managed to become one of the most important businesses of the current times.

Operating and managing a call center business is challenging. But if you would have an idea of the key performance indicators adopted and used in the industry, you would never go astray. Getting acquainted with call center metrics would be ideal. However, because call center is an entirely different industry, you should get an idea that call center metrics would entirely be different when compared to other business metrics. Call center metrics include many factors and areas that are exclusive to the industry.

Quality of calls. Call centers basically focus on the quality of calls that run through them. That is why as much as possible highly qualified and language proficient personnel should be hired. To ensure quality of incoming and outgoing calls generated in the operations, call center agents must also be smart and highly knowledgeable about the products and services sold or marketed. If calls are about customer and technical support, further knowledge must be ensured all the more.

Cost per call. Call centers should look at actual costs of calls made through their operations. Outbound calls are generally more expensive because usually, long distance telephone rates apply. Nowadays, call centers usually outsource manpower from English proficient countries where labor costs are significantly lower. However, costs on long-distance telephony are setbacks. But there are now network and communications solutions that offset this problem.

Customer and employee satisfaction. You must ensure that your employees are satisfied with the working environment, the operating procedures and the pay slips. Otherwise, their performance would logically deteriorate and affect the overall customer satisfaction.

Revenues. Revenue is an important factor of call center metrics. That is because this is the factor that would govern all other business components. Revenues make or break the business. If it is weak, you must assess your overall call center operations. If it is strong, strive to sustain and make it last longer.

Schedule. When assessing a call center business, you must look at the schedule of operations. Because call centers are usually outsourced, it follows that schedules of operations are different from usual work hours. For example, a call center operating in India would require employees to report to work on graveyard shifts especially if incoming and outbound calls are from and to the United States and Canada.

Other key performance indicators that are included in usual call center metrics are:

- Response duration

- Rate of speed of answer

- Blocked and abandoned calls

- Cal load, both projected and actual

- Average handling time per call

- Average call value

- Occupancy and productivity

- Actual sales and subscriptions from call center operations

Call center metrics are important guides and tools that would help managers and owners make their call center businesses count. When setting up such metrics, it is important to consider and include all significant factors. That way, success of the business could be ensured.
About the Author
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