CallMiner Product Innovation Series: December 2022
CallMiner's VP of Product Innovation, Bruce McMahon, shares highlights from the 2022.12 release in his latest product innovation blog.
The Team at CallMiner
May 10, 2017
Managing a call center is no easy feat, which is why it is imperative to deploy tools that can measure progress, results and performance. The first step to charting your progress is defining your objectives. The next step is deciding what key performance indicators, or KPIs, you will use to verify how effectively your call center is achieving its objectives?
While you can find excellent resource listing such as the best KPI-measuring tools, and in-depth overviews of the best call centers KPIs, this blog will focus on how to choose meaningful metrics for your company.
The best way to use the right KPIs is to start with the objectives you want to achieve. Measuring data is only valuable if you are aiming towards a clear goal, which is why your strategy map is a primordial first step before identifying your indicators.
Moreover, these objectives need to align with the larger goals and targets of the general operation. Since most corporate objectives will eventually be financial, it is important that your call center goals focus on the KPIs that support these goals, such as enhancing customer experience and satisfaction, improving agent performance and streamlining processes.
Since there is no one-size-fits-all for KPIs, they need to be focused on specific outcomes. For instance, if your only worry is to increase customer satisfaction, it makes little sense to spend time, money and resources on measuring revenue per call, a KPI that would be essential for telesales or performance marketing contact centers.
Similarly, if you are working in debt collection, a metric like “Promise to Pay” will be a much more important KPI than Average Handle Time.
This is an important point that is often overlooked: if you are trying to find meaningful KPIs for your call center, they should be easy to understand by your employees as well. KPIs should remain an integral part of their decision-making when interaction with customers, especially when you are trying to increase performance.
Keeping your workforce in the dark about which data you collect could make them suspicious of your actions and cause them to disengage. Likewise, giving them too many KPIs to focus on could confuse them, which is why it is important to ensure they are assimilated and understood seamlessly by everyone. You might also consider a phased approach, introducing one set of KPIs at a time, giving agents the opportunity to show success before introducing the next set.
One good exercise to see if you can derive meaning from your KPIs is to have a look at the compiled list of the most important call center metrics according to managers:
These are just a few of the main KPIs you might consider for your organization, and there are of course many more. As previously stated, finding the right ones for you depends on your goals and strategy.
Once you have established what you are going to measure, the next step is determining the tools you will need to effectively measure the KPIs you have set. Speech Analytics can help you monitor all interactions across channels – phone, email, chat and social, and gain a 360-degree view of customer likes and dislikes, preferences and concerns. It is one of the most effective tools for monitoring call center and agent performance and helping you to deliver a great customer experience at every touchpoint throughout the entire journey.
As the list above shows, some KPIs may overlap while others might not be essential to your organization. It is important to remember that, like with all key decisions, planning and adjusting your KPIs is just as valuable as deploying them effectively.
Finally, don’t forget that KPIs are only as useful as the meaning you can derive from them, whether it is in terms of how easily you can share them with your staff, or how much they can help you adjust course to improve performance.
What KPIs do you measure and which ones do you find to be most effective in achieving your contact center and business objectives?