7 Call Metrics That Matter Most When Measuring Performance

Call Center Agent

Call center metrics and KPIs (Key Performance Indicators) are used to analyze and measure the performance and success of contact centers programs. More than simply aggregate data, inbound and outbound call center metrics track and quantify singular processes which are then compiled to establish the KPIs used to track a center’s key business goals. Call center metrics and KPIs provide valuable information for directors and managers. Such data allows a call center to track the progress of their agents, teams, and the call center itself. By organizing and analyzing the data, it helps managers understand current performance and operations, and allows them to identify any areas that may need improvement. 

At Telecom, Inc., contact center metrics used to establish KPIs are results oriented. Our goal is excellence in what we do, from our CEO to each representative. Though there are many metrics to consider in measuring KPIs, for business owners considering a partnership with us, here are 7 essential metrics that matter most when measuring performance:

1. Average Handle Time (AHT)

The AHT measures the average time an agent spends on each call or interaction, including any after call work (ACW). Ideally, the shorter an interaction is the quicker a customer’s questions are answered or issue is resolved. However, though low AHT averages are favorable and can be interpreted as a positive KPI, the higher priority should be customer satisfaction, quality over quantity. Calls should never be cut short to maintain a low AHT. Establishing a mean or mode between the minimum and maximum amount of time would be a good start for setting an AHT goal. 

2. Average Speed of Answer (ASA)

The ASA metric measures how quickly agents reply to a customer’s question or need. In other words, ASA is the time customers wait in queue until an agent greets them. ASA is an important measure of efficiency for call centers, as it measures both overall performance (faster ASA is usually indicative of better performance) and accessibility for customers. One key aspect of ASA is that it is closely related to customer satisfaction metrics and can identify larger challenges than long waiting times. 

3. After Call Work (ACW)

ACW measures the time it takes for an agent to process the information from customer interactions after the conversation ends. Once the interaction has closed, agents still must update customer files, make sure issues are documented, make note of the call, and so forth. How long it takes agents to process information after interactions is referred to as the ACW. Agents should take as much time as they need to ensure the customer’s information is updated correctly, with a focus on quality and accuracy. In many instances, a longer ACW allows customers to hang up rather than hanging tight listening to agents work silently. Also, by letting the customer go, there’s no pressure on agents to rush through an ACW, and less chance of a transcription error or other mistake being made. Essentially, having the customer’s call documented correctly and resolved on the first call is of more value than taking slightly fewer calls.

4. Conversion Rate

Conversion rates are used to measure how many interactions an agent makes before a sale or other successful outcome is made. They are commonly associated with call centers outbound calling programs. As the name suggests then, this metric quantifies the total number of interactions made versus the number of conversions made. Thus, a conversion rate of 10% would mean that for every 100 calls made, 10 resulted in successful conversions. Though a conversion is often associated with sales or a source of revenue, it can also refer to establishing a contact, booking a demo or an appointment. As a KPI, conversion rates can be used to address training issues with agents. 

5. Average Talk Time (ATT)

Talk time is a call center metric that measures the total amount of time an agent spends interacting with a customer on a call or other contact channel. As with AHT, it shows the average time spent interacting with customers but provides a more holistic measure of an agent’s performance and efficiency. Tracking talk time averages help call centers meet service level goals, achieve high CSATs, and ensure the efficiency of agents.

6. First Call Resolution

First call resolution (FCR), as the name suggests, is the percentage of times an agent resolves a customer problem, issue, or inquiry during the first interaction. Considered one of the most important metrics and KPIs, FCR not only quantifies the ability of agents to resolve an initial call or other interaction between the customer and the contact center but demonstrates the value a call center provides to an organization. Because FCR measures efficiency and effectiveness on the part of agents to resolve a customer problem quickly, the first call resolution rate informs clients and managers exactly how well agents are performing. The correlation between FCR and customer satisfaction rates are the key to providing quality customer service. 

7. Customer Satisfaction

Call center customer satisfaction (CSAT) is a measure of how well your customers feel about their experience or interaction with a company. CSAT percentages are a strong indication of whether customer service is effective or not. As a metric, it is commonly used to measure a customer’s satisfaction with the agent providing the service and, by extension, the call center. CSAT rates are drawn from a 4-point satisfaction scale ranging from the highest point, “very satisfied,” to the lowest point, “very dissatisfied.” The value of utilizing the CSAT metric is that any score less than “very satisfied” presents an opportunity for improvement.

Telecom has been monitoring KPIs as part of our strategy for building successful programs for our client partners for nearly 30 years. To learn more about our available customer support service solutions, please contact us or schedule a meeting today!

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