Module 2 - Determining how to make measurements in your call center

The Call Center Learning Center is proud to present a tutorial series focused on performance measurement systems. This three-part tutorial series will pull from Centerserve's research-based eToolkits and best practices reports. Module 1 addressed how to determine what to measure in your center.  This module will discuss how to make these measurements.  Module 3 will focus on benchmarking your center's performance.
 

Key questions for your performance measurement program

Module 1 covered how to establish appropriate measures for your call center environment.  This module will discuss how you will go about making the measurements.

How will you make your measurements?

Once you have defined your metrics, you will need to decide how to measure them.  As we have found with our research at the Call Center Learning Center, there are many different ways to measure call center performance.  You should be as specific as possible about what each of your measurements entail and how it is being made.  There are three important guidelines to consider:

1. Special considerations for certain measurements
   For example, cost metrics can be calculated by including a variety of different "overhead" costs.  Measurements related to answer time can be difficult, since there are many points to choose from (for example, when do you start to record call time?).  Figure 1 outlines some of the special considerations you should consider for common measurements in your center.
   
    

   Measurement	Special Considerations
   Abandon rate	At what point during the call process do you begin to measure abandons? Do technology options (VRU, e-mail, Web chat) cause customers to abandon before reaching an agent?  How does this positively affect abandon rate?
   Availability and agent utilization	Does your system differentiate time spent on separate work tasks?
   Average speed of answer	What is the exact point in the call process when a call should be considered "answered?" How will you balance this measurement so as not to encourage quick disconnects?
   Contact volume	Where in the call process should the measurement be made (this will influence abandon rate, service level, cost per contact, and average speed of answer)?
   Cost metrics	What specific costs are included in your calculations?
   Customer satisfaction	What technology options are available to help collect customer service data (Web surveys, automate VRU surveys)?
   Handle time	Will you use a short timeframe or long timeframe for this measurement? Should agents be evaluated on an individual or group basis, or incorporate both?
   First contact resolution rate	How will you incorporate this measurement across all customer contact options?
   Service level	Can you separate this measurement by media channel?
   Span of control	What situations will cause you to measure this metric?
   Turnover rate	For what timeframe will you measure turnover?  Weekly?  Monthly?  Quarterly?  Yearly?

                                            Figure 1 - Special considerations for call center measurements
    

   A valuable resource to guide you through the specific "how" and special considerations for each call center performance metric is the Call Center Measurement eToolkit.  It provides a complete, alphabetized guide to performance measurement that is easy to understand and easy to implement.  Each measurement area includes complete definitions, common mis-uses of terms, how to compute each measurement area of your call center, goal-setting tips and recommendations for improving performance in each area.
   
    

2. Impact of multi-media
   Multi-media contacts have created many issues around the "how" of call center measurement.  One of the prime examples currently is e-mail.  Many centers are finding it difficult to get accurate measurements for metrics like cost per e-mail and first contact resolution.  In other cases, such as abandon rate, multi-media contacts make the measurement less important.  In defining the "how," be sure to develop strategies and systems for handling the growing multi-media contacts your center will receive.
   
    
3. Consistency for benchmarking
   Consistency in measurement is very important.  Ensure that everyone is working the same way to secure common call handling procedures for internal benchmarking comparisons between different agents, shifts and timeframes.
   
   Although every call center is different, with unique goals and challenges, it is useful to be aware of what other call centers are doing.  If you choose to measure differently than other call centers, your benchmarking process will not be productive since you will not be comparing "apples to apples."  Remember to strive for consistency in all procedures and processes to create measurements that are useful to your center.
   
   More on the benchmarking component of the call center performance measurement system will be covered in Module 3.  To obtain call center best practices and benchmarking information right away, take a look at the Call Center Best Practices - Operations Edition.

The key to successful measurement processes is to define your measurement methods to serve your center's unique characteristics and needs.  The three steps listed in this tutorial provide guidance for defining the "how" of performance measurement in your call center, but ultimately, your call center leadership will have to determine the specifics of how to collect each measurement.  The Call Center Measurement eToolkit provides in-depth information and data for 13 popular call center measurements, including specific details on how to conduct each measurement and methods to improve your performance.

Stay tuned for Module 3 of this series to learn more about benchmarking your call center performance internally and externally.