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9 Best Call Center KPIs For Guaranteed Campaign Success


A significant amount of data is required to manage a call center appropriately and measure its performance effectively. A manager needs, for instance, statistics of customer satisfaction, the load on the system, agent satisfaction, caller needs, cost components, and call patterns, etc.

However, acquiring data requires to track some key performance indicators. Some key performance indicators are fetched directly from system reports, but others require complex computation and much more assembly.

On the other hand, analyzing too many key performance indicators mislead at times. That’s why I have sorted out these 9  typical call center KPIs for guaranteed campaign success when integrated.

1. Call (Contact) Quality

Approach

Call quality refers to the value of an individual call. It assigns a particular value that further helps to record data and its analysis.

Data Sources

Typically, data comes from monitoring or recording calls. The ACD-based system and customer information system also provide metrics. Quality assurance specialists record and monitor data for initial data collection.

Applications

This KPI is suitable for both high-level objectives and specific objectives. High-level objectives include long-term goals like analysis of individual calls monthly. On the other hand, specific objectives refer to the agent performance call by call.

Suggestions

The quality of each call is essential to the success of a campaign. So, call quality should deal with the goals of the organization and the satisfaction of the customer. A call quality must count interpreting customer needs, collection useful information, entering data correctly, and providing correct information. Additionally, these criteria must be a part of coaching and training.

2. First Call Resolution

Approach and Formula

First call resolution is defined as an issue resolved on the first contact and the customer doesn’t have to call again for the same issue. It is measured with the formula below:

Data Sources

First call resolution is monitored either through the database system (customer information system) or by ACD call coding.

Applications

You can set it as high-level object tracking monthly. However, with the help of an efficient system, you can track it anytime. Remember, that first call resolution is not fully in agents’ control, so be careful while determining its components.

Suggestions

Organizations incur various hidden expenses to resolve customers’ issues on the first call that is hard to track. However, relative increase or decrease can help a call center to manage its processes, systems and customer needs.

3. Service Level and Response Time

Approach and Formula

Service level is termed as the number of contacts handled in a certain amount of time.

And the response time is defined as minutes/hours/days in which 100% contacts are handled.

Data Sources

Data for service level is available directly from ACD reports. Response time data comes from an email response management system (ERMS), web server, and workforce management systems (WFMS).

Applications

Service level and response time both are high-level objectives and should be measured by “reporting intervals.” Eventually, managers would be able to identify recurring problems.

Suggestions

For a successful campaign, succession service level and response time are crucial KPIs. These KPIs ensure that the organization is serving best no matter what channel is selected by customers.

4. Average Speed of Answer (ASA)

Approach and Formula

The average speed of answer refers to the total delay that was recorded while making a certain number of calls.

Data Sources

Managers can fetch data directly from the ACD system and Workforce management system (WFMS).

Applications

Service level and ASA are substitutes. So, if a call center is measuring service level then there is no need for ASA measuring. However, ASA is an important operational component as it is a component of trunk-load.

Suggestions

ASA is often misinterpreted as a “typical” experience, but the average is skewed by many callers who get answered before ASA and some who wait far longer than ASA.

5. Average Handling Time (AHT)

Approach and Formula

Average handling time means the total time that is consumed in conversation with a customer and the time used to do after call tasks.

Data Sources

The ACD reports provide data for incoming calls. Also, the email response management system (ERMS) and web server provide a considerable chunk of data. Managers can draw information from the workforce management system (WFMS) as well.

Applications

Supervisors can set it as both high-level objective and ongoing analysis. However, it is not suitable to be set as a strict agent performance measuring indicator.

Suggestions

AHT increases because organizations are looking for higher engagement and relationship building goals. However, with the help of technologies, better processes, and appropriate training, managers can reduce AHT.

6. Cost Per Call (Cost Per Contact)

Approach and Formula

This objective tells about the total expense that a call is requiring in the current situation.

Data Sources

The ACD system determines the volume of calls. Moreover, ERMS, web server, and fax services also contribute information.

Applications

This is suitable for high-level objectives. So, measure it quarterly or monthly. Also, it doesn’t have to do with agent performance. However, careful measurement and analysis is a must. Sometimes, rising costs per call can be a good sign.

Suggestions

Cost per call should be identified individually for every channel of contact.

7. Average Call Value

Approach and Formula

This index lets the manager anticipate the average revenue generated by a single call.

Data Sources

All reports that are related to revenue generated from calls provide information on income. This may include sales reports, CRM system reports, the total number of lead generations, and even bank statements. On the other hand, ACD reports, ERMS, WFMS, web server, and fax server would be the sources of total number of calls.

Applications

It’s appropriate for revenue-generating environments, such as reservation centers and catalog companies, where calls have a measurable value.

Suggestions

Though it is important yet difficult to calculate for a call center. However, managers should know this index in order to maintain profit-making procedures.

8. Customer Satisfaction

Approach

Compare the percentage of all customers who felt satisfied with the total number of customers received service and the quality of service they received.

Data Sources

Data can come from a variety of sources; e.g., customer satisfaction surveys, mystery shopping, automated IVR surveys, focus groups, etc.

Applications

It is suitable for all environments. Managers present customer satisfaction reports quarterly or monthly, broken down by channels of contact and customer segments.

Suggestions

Studies have linked customer satisfaction to customer loyalty, repeat purchases, and word-of-mouth advertising. On the other hand, if customer satisfaction reduces, both customers and agents are the main sources of the information.

9. Overall Call Center ROI

Approach

It’s related to the overall return on investment generated by a call center. It seeks the general impact of call center services on the organization’s income.

Data Sources

Data comes from a variety of sources. ACD, CRM, ERMS, WFMS, web server, fax server, sales reports, order deliver reports, bank statements, and HR accounts are the source of information.

Applications

ROI-related objectives are appropriate in all environments as high-level objectives.

Suggestions

Keep in mind that this revenue and profit related measures do not apply to nonprofit making organizations like governments. However, call center impact on product innovation and service betterment should be measured.

In summary

The most important role of a manager is to understand and correlate the reasonable KPIs with customer satisfaction and expectations. Also, ensure system processes, KPIs implementations, and technological support. A successful campaign includes dynamic endeavors. So, carry on discovering. Happy calling.

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