In today’s competitive business world, providing superior customer service has become a priority for every business. Unfortunately, things that may lead to infuriated customers include inapt call routing, prolonged waiting time, missed customer calls, incomplete customer information, etc. To prevent all these situations, several organizations are implementing an advanced call management system in call center software.
So, how can call centers measure their performance and improve customer service? Well, the answer is with the help of call center metrics. Various metrics can help organizations to measure their performance in real-time. It further helps organizations implement the best practices for efficient management of their entire workflow while offering the best customer service.
Before knowing about all the metrics in detail, let’s discuss call center software or solution and how it works. A call center solution is an advanced tool used by organizations to automate incoming and outgoing calls. Therefore, it helps to enhance the engagement between businesses and customers.
Features of Call Center Software
Some of the key features of call center software that helps to improve agent’s productivity as well as customer satisfaction level include:
- Auto Dialer
- Interactive Voice Response (IVR) System
- Smart (Skill-Based) Call Routing
- Automatic call distribution (ACD)
- Call Recording
- Call Tracking and Monitoring
- Live Call Transfer
- Computer Telephony Integration (CTI) Integration
- CRM Integration
- Real-Time Reporting & Analytics
Now let’s talk about the working system of call center software. First and foremost, it is important to note that a call center solution can be an inbound or outbound solution. Based on the requirements and use cases, businesses can use inbound, outbound, or a blended call center software solution.
In the case of an inbound call center system, when an inbound query comes in from the customer’s side, the software routes the call to the most appropriate agent or department using smart routing algorithms through an ACD (Automatic call distribution) routing. In contrast, the outbound call center system automates the outbound dialing system with the help of various advanced dialers such as the predictive dialer, preview dialer, progressive dialer, etc.
Top Call Center Metrics for Performance Measurement
Here is the list of some of the most important metrics and Key Performance Indicators (KPIs) that an organization must track in real-time to ensure optimum performance and improved customer service. Have a look:
- First Call Resolution (FCR): When the agents are equipped with the right tools and information to resolve a customer issue when the customer calls for the first time, the chances of receiving the first call resolution increase. This way, FCR provides a direct measurement of customer satisfaction level. This metric can be measured easily with the help of CRM integration that keeps track of customer’s interactions with the business. The KPI can be tracked by using the number of customer issues resolved in a single call divided by the total number of incoming calls of customers that have had their issues resolved.
- Cost Per Contact (CPC): Cost per Contact (CPC) is a key call center metric that helps to measure an organization’s team’s efficiency. It is usually measured in the total annual/monthly operating expenses of a call center by the number of calls made in the same period. The KPI can be tracked using the number of calls per month/year divided by the operating costs plus the average agent salary.
- Level of Service: Measuring the level of service is one of the most important call center metrics. For call centers, the service level can be the number of calls answered in a specified amount of time. Measuring this metric provides organizations actionable insights into how they are performing. Based on the results, required actions can be implemented immediately to improve the performance. The KPI can be tracked by using the total number of calls answered within the predetermined period divided by the total number of calls answered plus the total number of abandoned calls multiplied by 100.
- Average Speed of Answer (ASA): The speed at which an agent answers the waiting calls can be termed the average speed of answer. Making customers wait for too long increases the chances of customers hanging up the call. This further leads to poor customer experience. Measuring this call center metric helps organizations determine the need to improve agents’ efficiency and follow-up time. The KPI can be tracked by using the total wait time for answered calls divided by the total number of answered calls.
- Customer Satisfaction (CSAT) Level: Measuring customer satisfaction level is the best way to evaluate the effectiveness of call center scripts. The metric can also be used to determine the customer’s satisfaction level for products and services offered by the organization. The best way to measure this metric can be the customer satisfaction surveys. The KPI can be tracked using the total number of surveys taken multiplied by the total numeric satisfaction score. After that, divide that number by the total number of surveys performed.
- Customer Churn Rate (CCR): The customer churn rate is the number of customers that decide not to continue their engagement with a business. There are various parameters based on which an organization determines a customer to be a lost customer. Moreover, it is not possible to make the churn rate zero. However, keeping this rate lower by providing the best possible customer experience can help organizations to perform better. The KPI can be tracked by using the number of customers lost during a particular time divided by the number of customers the business had at the starting of that time period. After that, multiply that number by 100.
- Customer Retention Rate: Customer Retention Rate (CRR) can be used to measure the percentage of existing customers that are still using the organization’s services within a certain period of time. The higher the CRR rate, the higher the chances of revenue generation. The KPI can be tracked by subtracting the number of new customers over a particular period from the total number of customers at the end of that same period. After that, divide that number by the number of customers at the start of that period. Then, multiply that number by 100.
So, these are some of the most important call center metrics that can help organizations get a clear picture of their service level and productivity. In addition, measuring these metrics can greatly impact the performance of an agent and overall business progress.