As a call center manager, you know that call center metrics are vital for tracking the health of your contact center. However, prioritizing metrics and understanding them can be a challenge. We want to ensure that you maximize your opportunities and convert every conversation into a sale or resolve the conversation as quickly as possible, and the best way that you can learn and improve is to have metrics. Here are some of the crucial metrics to pay attention to:
Perhaps one of the most obvious metrics that call centers – and other areas of business – like to use is the conversion rate. How many sales or appointments does your call center make in proportion to the number of potential opportunities? By measuring this, you can get an idea of just how successful your agents currently are. You could also break this down by employee, to see which people are enjoying the highest rate of conversions. Then you will then be able to study their techniques, and apply them across the company.
- Average length of call
They say that it is quality not quantity, but that does not always fit for call centers. A metric analyzing the average length of a call will establish whether or not your staff are able to engage with the people that they talk to, and whether that person wants to continue talking. After all, the longer the call, the easier to is to seed ideas into their mind, and shorter calls are almost invariably because your employee was not able to convince them to stay on the phone long enough to hear their pitch.
- Service level agreement
This will only really apply to inbound call centers which already have an agreed level of service with the company that they are offering the service to. Analyzing the way that your service level agreement is met with is a clear metric of how your call center is viewed by your business associates, and can very quickly open your eyes to various areas that could be improved. This should measure how many inbound calls are handled and the abandonment rate compared with total calls coming in. An especially good way to apply this metric is to see how your service level agreement has altered over time, or with different customers.
- Total calls made or taken
When time is against you and you and your staff are required to support sales or customers through phone calls, there is no better metric than one counting the total number of calls taken or made. Establishing that at the end of each working day will allow you to see which days were more productive than others in sheer volume, and you can then start to look at exactly why that was. This metric cannot tell you everything – sometimes your numbers will drop because you are understaffed, or rise because of a problem, not a positive – but it is nevertheless a fascinating way to measure success.
- One that you create yourself
Every call center is different, and you will operate in a way that varies from others. That is why it is always beneficial for you to construct your own metric for measuring success, tailored specifically for the call center that you are in charge of. It could be anything – monthly recurring revenue added, number of weddings booked, fewest angry customer hang-ups – you get the idea. A metric is only as good as the accuracy of the measurement. The most important lesson is to interpret that data provided in these call center metrics and make necessary changes in order to better your contact center.