This document discusses measuring the effectiveness of a call center through key performance indicators. It identifies important measures in several categories: financial (actual vs. budget costs), service (service level agreements, call abandonment rates), productivity (calls handled per agent), people (absenteeism, staff churn), and customer satisfaction (customer recommendations, satisfaction surveys). Comparing performance over time and to benchmarks is important for continuous improvement. The focus should be on delivering world-class service by understanding customer needs and expectations.

1. MEASURING CALL CENTRE
PERFORMANCE
Examining and Measuring the
Effectiveness of your Call Centre

2. WHAT IS CALL CENTRE
EFFECTIVENESS?
Cost saving
Efficiency
Acquisition
Loyalty/Retention Reach
2

3. WHAT IS EFFECTIVE?
• Deliver world class service!
World Class
Getting all the basics right,
all the time!
• Provide a quality service!
Quality
Identifying and meeting the
customer’s expectations,
using the minimum of
resources required.
3

4. MEASURES - FINANCIAL
• Actual to budget.
• Capex & Opex as proportion of Actual.
• Staff Cost as a proportion of Opex.
• Telecoms cost as a proportion of Opex.
• Telecoms cost per call in & out.
• Mean Opex cost per agent.
• Mean Opex cost per support staff.
• Opex cost per call.
• Opex cost per customer.
4

5. MEASURES - SERVICE
• Tracking total customer base.
• Tracking number of customer contacts.
• ASA.
• SL & proportion of time SL achieved.
• % Abandoned calls & Av. time to
abandon.
• % First call resolution.
• Average call duration in&out. (Contact
Hrs)
• Average resolution time (turnaround).
• % Complaints and/or escalations.
5

6. MEASURES-PRODUCTIVITY
• Ratio calls to subscribers.
• Ratio calls to agents.
• Average number calls handled / agent.
• Average number calls offered / agent.
• Labour days paid.
• % Absenteeism (leave, sick, other).
• Ratio scheduled time to schedule
adherence.
• % Shrinkage (Prop. shrinkage analysis).
6

7. MEASURES - PEOPLE
• Shrinkage analysis.
• Hrs coaching intervention.
• Hrs training intervention.
• Average salary cost per agent.
• Number disciplinaries.
• Number resignations - % churn.
• Number new staff added.
• Analysis ratios temp to perm.
• Ratio labour hrs paid to worked to
available.
7

8. COMPARISONS?
• Own history - trend analysis.
• Variations - Seasonal, Monthly,
Weekly, Product etc.
• Other call centres/departments.
• Benchmarking.
• Local & International.
• Formal & Informal.
• Plans/projections/forecasts &
targets.
• Service recovery initiatives.
8

9. WHO REALLY DECIDES?
9

10. CUSTOMER SATISFACTION
MEASUREMENT
Will he recommend you?
Will she buy again?
Overall - is the
customer satisfied?
10

11. CUSTOMER VOLUNTARY
PERFORMANCE
100%
82%
Acceptance Zone
50%
Preference
Rejection Zone
Zone!
0%
1 2 3 4 5
11

12. CUSTOMER SURVEY
DESIGN
Customer
Value
Proposition(s)
Cross
Segment STRATEGIC
Problems
SYSTEMIC Moments
of
Truth
SITUATIONAL
12

13. MAKING CUSTOMERS
COLLEAGUES.
• Identify customer expectations.
• Identify moments of truth.
• Identify top unfulfilled needs.
• Identify retention needs.
• Identify customer value proposition.
• Align service delivery mechanisms
behind CVP.
• Use continuous improvement model to
action failures.
13

14. REMEMBER!
• Bring the customer’s voice into the
business.
• Let customer needs direct ops
initiatives.
• Identify & measure every customer
touch-point.
• Create cross-functional continuous
improvement teams.
• Above all RESPOND!!!!!!
14

15. QUESTIONS & DISCUSSION
Margie Middleton
083-409-8833
margiemiddleton@telkomsa.net
15