Call Center Metrics: Best Practices in Performance Measurement and Management to Maximize Quitline Efficiency and Qualit

2. Call Center Metrics: Best Practices in Performance Measurement and Management to Maximize Quitline Efficiency and Quality by Penny Reynolds The Call Center School

3. Quality Improvement Initiative Issue Paper Purpose and Scope • Define the most critical operational, service performance and efficiency-related call center metrics for establishing and maintaining Quitline quality. • Create a shared language among Quitline stakeholders • Make recommendations on: • important metrics to measure (including why they are important for funders, service providers and callers); • how to measure and report these metrics; and • how reports may be used by both the service providers and funders to improve quality • Limit to those metrics measured during the first call.

4. Quitline as Call Center • Content may be different but critical components are the same! • Functions of a call center • Recognition that “contacts” are more than just telephone

5. PERFORMANCE MEASUREMENT • Develop a strategy that links with mission and vision of organization: • Customer perspectives • Frontline staff perspectives • Senior management

6. Key Performance Indicators • Service Measures • Accessibility • Blockage; hours of operation; abandons; self-service availability • Speed of Service • Service level; average speed of answer; longest delay in queue

7. Key Performance Indicators • Quality Measures • Resolution Metrics • First call resolution rate; transfer rate • Call Handling Metrics • Etiquette; knowledge and competency; error and rework rate; adherence to procedures

8. Key Performance Indicators • Efficiency Measures • Resource Utilization • Agent occupancy; shrinkage; schedule efficiency and adherence; availability • Contact Handling • Average handle time; after call work time; on-hold time

9. Key Performance Indicators • Profitability Measures • Sales • Conversion rate • Use of financial resources • Cost per call

10. PERFORMANCE MANAGEMENT PROCESS Steps of Performance Measurement • Define the ideal • Measure current performance • Diagnose problem • Apply “treatment” • Monitor progress • Preventative maintenance

11. PERFORMANCE MANAGEMENT PROCESS • Defining Performance Standards • Quantitative standards • Qualitative standards

12. QUALITY MEASUREMENT PROCESS • Call Monitoring Policy • Various approaches • A formal policy is important • Outline process • Describe tools and instruments to be used • Define how scores will be communicated • Quality Forms and Standards

13. QUALITY MEASUREMENT PROCESS • Call Calibration = process of standardizing call evaluation and scoring process • Scoring and Evaluation

14. PERFORMANCE REPORTING • Reporting Methodologies • Build a framework that CLEARLY defines: • Purpose of each report • Recipients • Sources of data • Metric to be used • Must be relevant, accurate, and timely

15. PERFORMANCE REPORTING • Communications channels for each report should be considered • Communications strategies • Agents • Teams • Management • Funders

16. Feedback from Members • What are the major strengths of the paper? • Is anything missing? • How can the paper be strengthened? • Is the paper useful and relevant? If not, why not? • Does the paper meet the intended purpose?