KPI’s and Metrics for the Call Center Agent May 2012Three years ago I wrote an article titled “KPI’s and Metrics for Agents, Team Leaders, Managersand Senior Management” That article has been well received and continues to be the mostrequested article for reprint. Earlier this year I wrote about new and experienced agents and theKPI’s and Metrics they should be receiving. This month I am combining and updating thisinformation for more details about agent metrics.The question that is on every Spectrum customers mind is what KPI’s and Metrics should myagents see? Unfortunately there is no single right answer for every call center. Each center hasunique properties and therefore what works for one will not work for another. However, thereare ways of narrowing down the KPI and metric options. Here are some qualifiers that need to bereviewed. Please note I use call center and contact center interchangeably. 1. Is you call center in house or outsourced (BPO)? 2. Is your call center classified as a Utility? 3. Is your call center government run or mandated? 4. Are you a Customer Service (Help Desk) call center? Do you charge for support? Internal corporate support or external support? Outsourced? 5. Are you a revenue producing call center?There are many more types of call centers and in some cases your call center maybe two or threeof the types listed above.Out sourced call centers, utilities and some government mandated call centers have SLA’sthat they must achieve and maintain throughout the day. If the SLA’s are not met fines, charge
backs and lost revenue will occur. Keeping these SLA’s top of mind with the agents isparamount. Some of the KPI’s that are mandated for these call centers include: • Service level (for calls and trouble tickets) • Abandon Rate • Transfer Rate • Oldest Call Waiting (Wait Duration) • Adherence • Calls Handled • AHTA real time reporting solution should display these KPI’s on the agents desktop so the agent isaware of these metrics and can respond accordingly. The fines levied on the call center by thegovernment or client of the BPO will be much more significant than the investment of a real timereporting solution for the agents.Newer agents need as few distractions as possible and should see minimum metrics. Whateverthe top two or three SLA metrics the company is measured by should be displayed to the agent.As the agent becomes more experienced additional content including those listed above shouldbe displayed.Revenue producing call centers have a to balance providing quality service to the customer,service levels and handle times. This is never easy to manage and adding in the component ofnew versus an experienced agent the metrics can vary by agent. Below are two columns ofmetrics: Requested and Suggested. The requested column is what our customers ask for and thesuggested column is what Spectrum suggest the agents see. Requested Suggested Calls Waiting Calls Waiting Oldest Call Waiting (Wait Duration) Oldest Call Waiting Abandon Calls Abandon Rate AHT Service Level Adherence Occupancy Calls Handled RevenueExplanations: • The difference between the Abandon Calls and Abandon Rate is subtle. Seeing the number of calls abandoned may give the agent a false sense of success. 1 call abandoned does not look so bad but 10% abandon rate is different. Focus on the rate of abandoned calls not the number. • AHT can be a poor indicator of success or failure. If the AHT is high but the revenue and CSat scores are outstanding then the agent is performing well and should not be reviewed poorly. Service level is a better indicator of an agent reacting to work load. • Adherence to schedule and Occupancy are difficult to agree on. Some want the agents to adhere to the stated schedule so calls are handled without long wait times. Others look at Occupancy (how long the agent has worked) as more important. And of course if the agent adheres to their schedule the occupancy rate will be fine. The problem that we see here is agents taking breaks at inappropriate times. If the phones are busy with incoming revenue producing calls should an agent take a break?
According to the schedule they should. But if that agent ignored the schedule and continued to take calls and later on took a break wouldn’t that be better? • Calls handled can be a good indication of revenue the agent is going to produce. The bean counting approach says more calls equals more revenue - churn and burn. However the sales and marketing side of me says, to a certain degree I do not care how many calls the agent has handled as long as the revenue produced is on target. Many call centers, do not allow the agents access to revenue numbers.New agents are easily distracted and cannot multi-task like the experienced agent. The new agentshould see two or three metrics including Calls Waiting and Wait Duration. More than thisdistracts the agent for the main goal of taking the order and increasing the revenue on the order.And newer agents should focus on adherence whereas the experienced agent should focus onoccupancy goals. If available and allowed showing an experienced agent their sales for the dayis a motivating tool many contact centers use.Customer Service (Help Desk) call centers need to focus on support tickets and events.However, the type of customer service center you are will determine the metrics the agentsshould see. There are too many variables to address in this article so I will focus on the mainitems.Many contact centers do not track FCR (First Call Resolution) and if your call center is one ofthem you should determine a way to put FCR tracking in place. In addition, CSat ratings areimportant to track. Agent metrics for the Customer Service Center call center:Free Support / Internal Corporate Chargeable / Outsourced SupportCalls Waiting Calls WaitingCalls Handled Oldest Call Waiting (Wait Duration)Tickets Offered Tickets OfferedTickets Closed Tickets ClosedService Level Service LevelFCR FCRAdherence Average Handle TimeCSat CSatExplanations: • Calls Handled is an indication of the work load for the agent. The need to balance the number of calls taken per day is important or risk agent burnout. • Oldest Wait Time is important for the chargeable / outsourced Customer service center because paying customers will not remain customers if they wait as long as a free support call. • If FCR and CSat ratings are available they should be displayed to the agent. This shows the agents level of knowledge and how well they are able to understand the problem and resolve it quickly and professionally. However be careful not to read too much into the CSat scores. High scores are given to problems resolved first time
and lower scores to repeat callers. A quality score could help understand lower CSat scores. • Adherence in a free support center is important. This prevents burn out. In an outsourced center the focus should be on AHT.Newer agents should have a minimum of metrics on their desktop. They should be reminded ofnew tickets, tickets open and calls waiting. With experience they can advance and see more ofthe KPI’s listed above. Many Spectrum help desk customers use Excel as their ticketing system.Capturing raw data from a spreadsheet(s) is possible and is helpful to the agents.Conclusion: The list of metrics and KPI’s that customers request is as varied as the number ofcalls centers in the world today. Managers continue to ask for more and more content to displayon the agents desktop without knowing that sometimes less is better. The key is to focus on whatis right for the type of call center and type of agent. As the agents become more experienced theKPI’s that are displayed should be updated and advanced.Agent KPI’s should start with the basics that are either required due to SLA tracking or help thecontact center reach their goals and objectives. Then considering the type of agent new versusexperienced increase the number and type of KPI’s and metrics. The most experienced agent canalso have multiple screens of metrics which will help their performance..Spectrum is a leading provider of Unified Contact Center Reporting. Contact Spectrum today todiscover how we can help you determine the most appropriate metrics for your agents.Follow Spectrum Corporation: • SlideShare • LinkedIn • BlogDan BoehmVP Sales and MarketingSpectrumdan@specorp.com+1 713 986 8839