11 Key Contact Center Performance Metrics for Businesses

Key Contact Center Metrics for Businesses to Analyze Performance
Key Contact Center Metrics for Businesses to Analyze Performance

The metrics that a business’ contact center uses to measure its performance play a crucial role in defining customer experience. However, it should be noted that not all metrics have to be customer-centric. An ideal mix of metrics should also produce valuable insights on the effectiveness of business operations and productivity.
In the contemporary business world, contact center metrics should not be just about effective running of a cost center; rather, it should also be about enhancing customer experience and building customer loyalty.

Below are some key metrics that a professional contact center would use, that can be of advantage for other businesses that operate an in-house customer service division.

Key Contact Center Performance Metrics for Small, Medium and Large Businesses

  1. First Call Resolution (FCR):

    This metric helps a contact center to determine how many times a customer was required to call before an issue was resolved by the center. This is also known as ‘best contact resolution’ and is extremely helpful in providing the perspective from the customer’s view point. However, it should be noted that this metric is a bit complex to calculate as one needs to carefully understand the factors behind a ‘repeat call’. Therefore, in many cases it also tends to be a bit subjective in nature. Some of the ways to measure the metric of first call resolution are as follows:

      • How many times has an agent been able to provide satisfactory replies to a customer’s query, so as to ensure that the caller did not have to call again?
      • What is the number of repeat callers? (This would include only those callers who would call within seven days.)
      • What is the quality of responses as determined by the customer?
      • How many times did a customer call within a stipulated time frame?
      • What was the response of the post-call IVR survey?

      First call resolution also helps a business to enjoy:

      • Lower Operating Costs:

        Since a single agent would be able to answer more calls in a particular time frame, the business would require fewer agents at its customer service center.

      • Higher Customer Satisfaction:

        Since the waiting time for customers would get reduced, customers would benefit from a positive experience with the contact center. This would enhance customer satisfaction and loyalty, thus leading to amplification of the brand value of the business.

      • Reduced Risk:

        Research shows that if customer queries are handled properly through FCR, then only 3% of customers are likely to defect to the competitors as opposed to 38% in other cases.

  1. Quality Score:

    Though subjective in nature, quality score helps the contact center understand the overall customer experience and gauge the way calls are handled by the agents. Scores can be filters based on the business need of the hour. For instance, it can be high level data showing how the center is performing or low level agent data. Quality score is measured between 5 and 10 per agent per month. Some common criteria for measuring quality are:

      • Use of appropriate greetings
      • Courtesy while handling calls
      • Capturing key data
      • Providing the customer with relevant information
      • First contact resolution
      • Accuracy in data entry
      • How well language is used in communication
  1. Customer Satisfaction:

    Most businesses send out post-call surveys to capture data on customer satisfaction. However, there are many other ways to understand how happy and satisfied customers were after their conversation with the agent, such as through post-call IVR. The information on customer satisfaction can be easily obtained, and it provides invaluable data for your business’ customer service contact center on how to optimize its performance further.

  1. Average Handling Time:

    This is an age old method of calculating efficiency of the agents. It looks into the total time taken to handle a particular call, and includes data such as on-hold time, wrap-up time, and talk time. However, this metric has also been criticized for looking at only the efficiency of the agents and not the overall quality of the call. It has been observed that in an effort to reduce the average handling time, agents often rush to wrap-up a conversation, rather than focusing on solving the issue.

    Read more about Average Handling Time here

  1. Service Level / Response Time:

    Service level is defined as ‘X percent of contacts answered in Y seconds’; for example, 80% of calls answered in 20 seconds. Response time is defined as ‘100% of contacts handled within N days/hours/minutes’. These classic metrics are needed for effective management of a contact center and for enhancing customer experience. These metrics tell the business how approachable his or her customer service is for the customers and how many resources are needed to achieve a certain level of customer experience. However, these metrics are not about how well one manages the contact center; rather, it measures the contact center’s consistency in achieving results.

  1. Right Party Connects (RPC):

    This is an outbound metric that is highly popular amongst dialer managers. RPC gives data about how to reach the right contact. However, this metric often gets difficult to obtain when messages are required to be left over answering machines.

  2. Forecast Accuracy:

    This metric helps in analyzing the percent variance between the expected inbound customer interactions and the actual number.  This metric will enable the business in workforce planning and preventing customer dissatisfaction.

  3. Revenue:

    It is also called Revenue per call. This metric basically helps the sales department but is also relevant for the contact center, especially one that concentrates on telesales and telemarketing. This metric also provides useful insights with regards to up-selling and cross-selling.

  4. Utilization:

    This metric helps to determine how well an agent is utilized. It includes data like ready time, wrap-up time, and talk time. Typically it is measured in terms of a percentage; however, it can also be measured in number of hours.

  1. Adherence to Schedule:

    This metric helps to measure the time an agent remains logged into the system or is available to handle calls. An optimal number for this metric is around 85% to 90%. This accounts for the time spent on interacting with the customer, and other work post-calls (such as paper work, documentation at the back-end). However, breaks and recesses are not counted while calculating this data.

  1. Self-Service Accessibility:

    This metric has assumed a big role in today’s technology-centered business world. It helps a business to understand how successful the customer was, when he or she was encouraged to opt for self-service kiosks, IVR and web. In essence, it tells the business how many people completed the self-service process without going back to the live chat agents, emails or calls, and how many abandoned their shopping cart or journey, due to lack of satisfactory customer experience.

Apart from the above-listed metrics, there are a few more that have helped businesses to provide better service to customers and amplify the image of the brand. Some such metrics are: calls per hour, abandon rates, speed for answer, conversion rates, employee engagement, customer effort score, and non value-add calls.

In essence, contact center performance metrics have two components: contact center analysis and contact center process optimization. Both of these are vital to the business’ reputation. However, amidst all data and insights, a business’ contact center should always stay focused on achieving the overall business goals of increased revenue, improved customer satisfaction and lowered cost of operation.

For more information on how Invensis Technologies will effectively manage your Customer Service requirement through Multi-Channel Contact Center Outsourcing Services, please contact our team on US +1-302-261-9036; UK +44-203-411-0183; AUS +61-3-8820-5183; IND +91-80-4115-5233; or write to us at sales {at} invensis {dot} net

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