Call Center Metrics Your Business Needs To Understand!
There are so many metrics out there that its become a next to impossible task to understand and remember each of them. For some, its probably got to the point where it's easier on the brain to just ignore them all!
It takes me back to trying to cram in all those maths' formula's the night before my GCSE's - impossible!
That's why we complied this call center metrics guide for you - a one-stop, quick, guide that you can always refer to.
Why do you even need all these formulas?
Well, when done correctly, measuring an area of your agents' performance can help with their progress, as well as the businesses. Call Center metrics provide management with the crucial information they need to give agents feedback and targeted coaching for their continuous development. Not only this, but extra data is always handy when you want to make a business related decision.
Be warned, though! If you do misuse them, or become obsessed with the results, they can dampen staff morale, and the company's efforts to trying to improve things can fall on deaf ears.
So, How Can it be Done Right?
When seeking to improve their quality of service, call center management should consider two things:
What they should look to measure.
What they should do with the results.
To help, here are nine of the most effective call center metrics, how to use them as key performance indicators, and the most common downfalls you should be aware of.
1: CSAT Score
The Customer Satisfaction Score (CSAT Score for short) shows how happy customers are with the service they are provided by a company. Out of all the metrics we're going to talk about, this is one of the most used and known.
How to Calculate Your CSAT Score
To measure customer satisfaction, organisations can use a follow-up e-mail survey. This will ask them how they found the experience, and gives a number scale to rate them.
The data collected from these are used in a formula that divides the number of satisfied customers by the number of survey responses, to get the average percentage of customer satisfaction.
Having a clear indication of what your clients think about the service you are providing is helpful for being able to develop improvement strategies.
If used by itself, CSAT scores can be misleading. The customer might have already had a negative opinion of the business, or be complaining about something other than the actual service an agent gave.
When agents are penalised for low CSAT scores, they're more likely to start avoiding the problematic callers and pass them on to other agents.
Your best and most experienced agents should be dealing with unhappy callers; these are also the ones who are also most likely to leave a low CSAT score. It is for this reason that CSAT should only be used as an indicator, not as an identifier that an agent could be doing something wrong.
2: Average Handle Time
Average Handle Time (or AHT) is a measurement that is best described as 'the time an agent spends on a call and is unavailable to serve the next caller.'
Contact centres want to have the lowest possible average handle time, so their agents can help more clients on the phone. The less time you spend on the phone (in theory), the more calls you can get through.
How to Measure Your AHT
While trying to reduce the AHT, contact centres risk falling behind in other areas.
Using the formula as mentioned earlier can put a large amount of pressure on the agent to finish a call faster. The problem comes from focusing on finishing the call, not resolving the reason for the call.
This would lower the average handle time, but it would also reduce the call handling quality and negatively affect client satisfaction (CSAT) rates.
Don't sacrifice quality for a quicker call; for yours and your agents sake!
3: First Contact Resolution
First Contact Resolution (FCR) is a metric that measures an employee's ability to solve customer's queries, problems or needs during the first call.
Resolving queries within a single call is a reliable indicator of excellent customer service, and this helps strengthen a companies' reputation.
Having customer queries resolved in the first call demands a well-thought-out strategy.
Once this strategy is outlined and the data is captured, managers would then know how to coach their employees properly to increase their FCR results.
Using an automation software like Cxceed makes this process easier by helping you send out benchmark surveys as well as feedback requests to customers?
How Do You Calculate FCR?
While customers appreciate their problem being resolved in the first call, having the issue resolved in a subsequent call is not a problem if initiated by the call center.If you try to promote a culture that works around FCR, you risk agents taking shortcuts to put in a short-term fix. This will come back to bite you in the future.FCR can be a good indicator, but only when other factors are also considered.
4: Net Promoter Score ®
The Net Promoter Score (NPS) is the willingness of the customer to recommend your service to other people. It uses a scale of 1 -10 (usually) that categorises customers as Detractors, Passives, or Promoters.
How to Calculate Your NPS
- Detractors (People who scored between 0 to 6)
- Passives (People who scored between 7 and 8)
- Promoters (People who scored between 9 and 10)
The ratings are subjective. A customer may consider a 6 as being poor, but this won't reflect on the NPS. Another may consider 8 as very good, but they'll be shown as a Passive on the scoring system.Due to this, the ratings shouldn't always be taken at face value and solely depended on to understand the level of customer satisfaction.
5. Average Call Abandonment Rate
How to Measure
- Ensure that phone ring before going to IVR. Callers tend to wait longer when they hear the classical 'ringing tone' at the beginning, as opposed to when they are connected to the IVR straight away.You could put on a training workshop to improve your agents, or simply increase the headcount during peak hours.
6. Service Level
How to Measure
7. Percentage of Calls Blocked
- There are not enough agents to attend all the inbound calls.
- The call cue system is full, or this system doesn't exist at all so that the callers will listen to the busy tone.
- The call center software doesn't work appropriately and can't manage to handle a large number of incoming calls.