Definitions of Key Call Center Metrics

Because call center operations must be uniquely suited to the needs of the businesses they represent and the customers they serve, there is no one-size-fits-all approach to performance management. When selecting which metrics to measure–and on which of those measurements they will base their strategic decisions–leaders must consider the unique and specific ramifications for their organizations.

Aware that different businesses will have needs, we have compiled a brief set of definitions for some key call center performance indicators. Customer management leaders can use this guide in determining the appropriate factors for weighing organizational performance. (See also: 18 “Make or Break” Metrics for the Contact Center)

Abandonment Rate. The number of callers that hang up before they are connected to an agent.

Active Calls. Measuring call volume in real-time.

Adherence. This call center metric is used to analyze how well an agent works within their schedule and determine how efficiently they are spending their time.

Agent Utilization Rate. Agent productivity is often measured by the percentage of time spent on tasks that add value to the business.

Average Handle Time. The average amount of time spent on each call, including administrative duties associated with the call.

Average Talk Time (ATT). Not be confused with AHT, this is the actual time spent talking to customers per call. Productivity is impacted by calls that take too long to resolve.

Average Training Time. How many hours/days a year are employees spending in training activities.

Blocked Calls. Blocked calls never even make it to a call center agent, because of insufficient network capabilities. Obviously, the only possible result becomes a frustrated customer.

Communication skills. How is the call handled in terms of ethics and etiquette? Handling calls, as well as email and web chat with proper etiquette is a must as customers should be entertained with respect, regardless of how irate they were.

Conversion rate. Conversion rate is the percentage of call transactions in which a sales opportunity was converted into an actual sale.

Cost per Contact. This call center metric measures how much each contact costs your call center, and is a key part of any cost-benefit analysis.

Customer Satisfaction. Customer’s measure of a contact center’s performance.

Employee Satisfaction (E-Sat). Those who shun E-Sat as a key metric because they see it as “soft” soon find that achieving customer loyalty and cost containment is hard. There is a direct and irrefutable correlation between how unhappy agents are and how miserable they make customers.

First-call Resolution. The ability to resolve the query or concern on the customer’s first call.

Forecast Accuracy. You’ve created forecasts for staffing and scheduling – now what? Regular reviews can determine whether those forecasts were accurate, or need to be adjusted. Even those that are on the mark may eventually need to be re-assessed based on changing company or market conditions.

Lead Conversion rate. Once a call has been marked as a potential sales or upsell opportunity, the percentage converted into sales. (As opposed to a percentage of all calls.)

Quality Scores/ Quality Monitoring. The observation of live or recorded calls by evaluators for the purpose of rating effectiveness.

Response Time. The average time taken to respond to a customer call.

Self service availability. This metric meanwhile monitors the number of calls attended by self-service tools, the kind of callers accommodated, and the time of day the services are most available.

Service Level. The percentage of calls answered within a predetermined number of seconds.

Shrinkage. Staff shrinkage is the percentage of time in which employees are not available to accommodate calls. These include idle time, breaks, leaves and unexplained out time.

System accessibility. This metric involves computer response time, system downtimes, system speed, and other accessibility issues that take place during a regular day in the call center.

Transfer Rate. Few situations are more frustrating for a customer than explaining an issue to one agent, and then being transferred to a supervisor or other agency personnel, and having to do so a second time.

Upsell and cross sell rate. Upsell rate refers to the success rate in creating revenue after the original intention of the call has been completed, or while it is still taking place.

Waiting Calls. The inverse of tracking active calls. Make sure your customers are not impatiently waiting.

Sources