Call Center Measurements To Consider:

Questions To Ask:

  1. How quickly can the customer reach the right person?
  2. How many holds or transfers did it take to get there? (Hopefully only one at most.)
  3. How knowledgeable was the agent about the customer request?
  4. How long did it take the agent to access the information needed to satisfy the customer’s request?
  5. How knowledgeable was the agent of the customer’s preferences and interests?
  6. How many times did the customer call back to resolve the same issue?
  7. What percentage of total requests require escalation to be resolved? Is there a dollar figure or policy that limits the ability of the agent to resolve the problem?
  8. What is the level of professionalism with your agents’ telephone etiquette?
  9. Was the customer satisfied with the resolution?

Value to customer if expectations are met:

  1. Customer’s time is respected, feels ease of doing business with company,
  2. Customer did not get the ‘run around,’ ease of doing business,
  3. Customer feels valued if the request is understood and resolved,
  4. Customer’s time is respected, ease of doing business,
  5. Customer feels valued, can be successfully cross-sold on items of relevance,
  6. Customer’s time is respected, Feels that vendor stands behind their commitments,
  7. Customer feels valued as agent can approve most requests,
  8. Customer feels valued, in control of the outcome and respected,
  9. Customer feels valued, treated fairly, got more than they deserved.

If customer expectations are not met it points to a need for/problem with:

  1. Intelligent call routing (ICR, skills-based routing (SBR))
  2. ICR, SBR, staffing model
  3. Call history, database tools, agent training
  4. Agent training, system response issues
  5. Call history, database tools
  6. Fulfillment, inconsistent agent responses (training)
  7. Process, policies, old culture
  8. Training, skill profile
  9. Training, policies

Conclusion
It is well-known that the cost of acquiring new customers is much greater than customer retention -losing high life-time value customers greatly increases cost to the company.

When determining metrics to measure the quality of service your organization provides, as well as the nature of the customer’s experience, consider the following questions:

  • Is ASA reflecting the customer’s experience in a quick connection to the right agent?
  • Do your customers see your organization as easy to do business with? I’m not suggesting that the customer always get what they want, particularly if the request is unreasonable. The point does address such issues as: how many phone numbers is your customer burdened with remembering to reach someone who can help; do they need to memorize several account numbers to gain access to their information; and do they have to retell their story every time they call?
  • Is your agent not only a single point of contact, but an effective point of contact as well?
  • Do your customers specifically ask for one of your agents? Do you know why?
  • Have you polled your customers immediately after the completion of a service call to get their response to what they just experienced? What have they said? Is there a trend or pattern?
  • Does the customer’s perception and the agent’s (i.e., management’s or the company’s) perception of service quality agree? If not, then why not and specifically where?