Unlock Your Call Centre's Potential with the Right Benchmarking Metrics

Call Centre metrics are an essential tool for measuring the performance and effectiveness of a call Centre. By collecting and analyzing data on key performance indicators (KPIs), call Centres can identify areas for improvement, set performance targets, and track progress towards meeting those targets. In this blog post, we'll explore the role of call Centre metrics in successful benchmarking and discuss some of the key metrics that call Centres should track in order to achieve their goals.                                       

What is Call Centre Benchmarking?

Call Centre benchmarking is the process of comparing the performance of a call Centre to industry standards or to the performance of another call centre. By comparing their performance to that of their peers, call Centres can identify areas for improvement and set performance targets that will help them achieve their goals. Benchmarking can be a valuable tool for call Centres of all sizes, as it can help identify best practices and provide a roadmap for improvement.

There are a number of different approaches to call Centre benchmarking, ranging from simple comparisons of basic metrics such as call volume and average handle time to more complex analyses that take into account factors such as customer satisfaction and agent productivity. Regardless of the approach taken, the goal of call Centre benchmarking is to identify areas of strength and weakness and to develop strategies to improve overall performance.

Key Call Centre Metrics for Successful Benchmarking

There is a wide range of metrics that call Centres can track in order to benchmark their performance. Some of the most important metrics for successful benchmarking include:

Call Volume

This metric measures the total number of calls that are handled by a call Centre over a given period of time. Call volume can be an important indicator of the overall demand for a call Centre's services and can help identify trends and patterns in customer behaviour.

How to improve this call Centre metric?

There are a number of strategies that call Centres can use to improve their call volume metric:

1. Increase marketing efforts: By increasing marketing efforts, call Centres can drive more traffic to their business, which can result in an increase in call volume. This can include activities such as advertising, social media marketing, and content marketing.

2. Improve the customer experience: By improving the customer experience, call Centres can encourage customers to call more frequently. This can include strategies such as providing high-quality customer service, making it easy for customers to find information on the call Centre's website, and offering convenient self-service options.

3. Expand service offerings: By expanding the range of services that a call Centre offers, they can attract new customers and increase call volume. This can include adding new products or services or expanding into new markets.

4. Optimize call routing and distribution: By optimizing call routing and distribution, call Centres can ensure that calls are handled efficiently and effectively, which can help reduce wait times and improve the overall customer experience. This can include strategies such as routing calls to the most appropriate agents and using automated systems to handle routine inquiries.

5. Increase staffing levels: In some cases, increasing staffing levels may be necessary to handle an increase in call volume. By adding additional agents, call Centres can ensure that there are enough staff available to handle the increased volume of calls.

It's important to note that the specific strategies that will be most effective for improving call volume will depend on the unique needs and goals of the call Centre.

1. Average handle time: Average handle time (AHT) is the average amount of time that it takes for an agent to handle a call from start to finish. AHT can be an important indicator of efficiency and productivity, as shorter AHTs can help reduce costs and improve customer satisfaction.

How to Improve this Call Centre Metric?

There are a number of strategies that call Centres can use to improve their average handle time metric:

1. Streamline call handling processes: By streamlining call handling processes, call Centres can reduce the amount of time that agents spend on each call. This can include identifying and eliminating bottlenecks in the call process, implementing new technologies to automate repetitive tasks, or redesigning workflows to be more efficient.

2. Provide training and support: By providing training and support to agents, call Centres can help them improve their problem-solving skills and customer service techniques, which can lead to more efficient call handling. This can include training programs, one-on-one coaching, and the use of tools such as call monitoring to identify areas for improvement.

3. Optimize call routing and distribution: By routing calls to the most appropriate agents and using automated systems to handle routine inquiries, call Centres can reduce handle times and improve the overall customer experience.

4. Increase staffing levels: In some cases, increasing staffing levels may be necessary to reduce average handle times. By adding additional agents, call Centres can ensure that there are enough staff available to handle the volume of calls in a timely manner.

5. Provide agents with the right tools and resources: By providing agents with the right tools and resources, such as access to customer information and knowledge bases, call Centres can help them resolve customer issues more efficiently.

Abandonment Rate

The abandonment rate is the percentage of calls that are terminated by customers before they are answered by an agent. High abandonment rates can be an indicator of poor service quality or a lack of sufficient staff to handle calls in a timely manner.

How to Improve this Call Centre Metric?

There are a number of strategies that call Centres can use to improve their abandonment rate metric:

1. Increase staffing levels: By increasing staffing levels, call Centres can ensure that there are enough agents available to handle incoming calls in a timely manner. This can help reduce abandoned calls, as customers are less likely to hang up if they do not have to wait on hold for long periods of time.

2. Optimize call routing and distribution: By optimizing call routing and distribution, call Centres can ensure that calls are routed to the most appropriate agents and that there is an appropriate balance of calls between agents. This can help reduce abandoned calls, as customers are more likely to stay on the line if they feel that their call is being handled by the right person.

3. Provide agents with the right tools and resources: By providing agents with the right tools and resources, such as access to customer information and knowledge bases, call Centres can help them resolve customer issues more efficiently. This can help reduce abandoned calls, as customers are less likely to hang up if their issues are being addressed quickly.

4. Offer self-service options: By offering self-service options, such as an interactive voice response (IVR) system or a website with frequently asked questions (FAQs), call Centres can allow customers to resolve their issues without having to speak to an agent. This can help reduce abandoned calls, as customers may be more likely to opt for self-service if they can find the information they need quickly and easily.

5. Provide timely and relevant information: By providing timely and relevant information to customers, such as wait times and estimated hold times, call Centres can help improve the overall customer experience. This can help reduce abandoned calls, as customers are more likely to stay on the line if they feel informed and in control.

First, call Resolution Rate

The first call resolution rate is the percentage of calls that are resolved during the initial call. A high first-call resolution rate can be an indicator of effective problem-solving skills on the part of agents and can improve customer satisfaction.

How to Improve this Call Centre Metric?

There are a number of strategies that call Centres can use to improve their first call resolution rate metric:

1. Provide training and support: By providing training and support to agents, call Centres can help them improve their problem-solving skills and customer service techniques, which can lead to more efficient call handling and higher first-call resolution rates. This can include training programs, one-on-one coaching, and the use of tools such as call monitoring to identify areas for improvement.

2. Optimize call routing and distribution: By routing calls to the most appropriate agents and using automated systems to handle routine inquiries, call Centres can improve first-call resolution rates by ensuring that customers are speaking with agents who are best equipped to handle their specific needs.

3. Provide agents with the right tools and resources: By providing agents with the right tools and resources, such as access to customer information and knowledge bases, call Centres can help them resolve customer issues more efficiently. This can improve first-call resolution rates, as customers are more likely to have their issues resolved on the first call if agents have the resources they need.

4. Implement process improvements: By implementing process improvements that streamline call handling and reduce waste, call Centres can improve first-call resolution rates by making it easier for agents to resolve customer issues. This can include identifying and eliminating bottlenecks in the call process, implementing new technologies to automate repetitive tasks, or redesigning workflows to be more efficient.

5. Seek regular feedback from customers: By seeking regular feedback from customers, call Centres can identify areas for improvement and make changes to their processes and practices to better meet the needs of their customers. This can help improve first-call resolution rates, as customers are more likely to have their issues resolved on the first call if they feel that their feedback is being taken into account.

Customer Satisfaction: 

Customer satisfaction is a measure of how happy customers are with the service they receive from a call Centre. This can be assessed through a variety of methods, such as customer surveys or net promoter scores (NPS).

How to Improve this Call Centre Metric?

There are a number of strategies that call Centres can use to improve their customer satisfaction metric:

1. Provide high-quality customer service: By providing high-quality customer service, call Centres can improve customer satisfaction by meeting the needs and expectations of their customers. This can include offering helpful and friendly service, resolving customer issues promptly, and being responsive to customer feedback.

2. Make it easy for customers to find information: By making it easy for customers to find the information they need, call Centres can improve customer satisfaction by reducing the amount of time that customers have to spend trying to get answers to their questions. This can include providing clear and accurate information on the call Centre's website and offering self-service options such as an interactive voice response (IVR) system or a frequently asked questions (FAQ) section.

3. Offer convenient self-service options: By offering convenient self-service options, such as an IVR system or a website with FAQs, call Centres can improve customer satisfaction by making it easy for customers to resolve their issues without having to speak to an agent.

Agent Satisfaction: 

Agent satisfaction is a measure of how happy and engaged agents are with their work in a call Centre. High levels of agent satisfaction can be correlated with better performance and lower turnover rates.

How to Improve this Call Centre Metric?

There are a number of strategies that call Centres can use to improve their agent satisfaction metric:

1. Provide ongoing training and support: By providing ongoing training and support to agents, call Centres can help them improve their skills and knowledge, which can lead to higher levels of job satisfaction. This can include training programs, one-on-one coaching, and the use of tools such as call monitoring to identify areas for improvement.

2. Offer competitive compensation and benefits: By offering competitive compensation and benefits, call Centres can improve agent satisfaction by demonstrating their commitment to the well-being and financial security of their employees. This can include offering competitive salaries, bonuses, and benefits such as health insurance and retirement plans.

3. Create a positive and supportive work environment: By creating a positive and supportive work environment, call Centres can improve agent satisfaction by fostering a sense of belonging and community among employees. This can include offering amenities such as break rooms and relaxation areas and promoting work-life balance through policies such as flexible scheduling.

4. Encourage open communication and feedback: By encouraging open communication and seeking regular feedback from agents, call Centres can improve agent satisfaction by making employees feel heard and valued. This can include offering opportunities for agents to provide feedback on their work environment and experiences, and actively listening and responding to their concerns.

5. Provide opportunities for growth and development: By providing opportunities for growth and development, call Centres can improve agent satisfaction by offering employees the chance to learn new skills and advance their careers. This can include offering training programs, leadership development opportunities, and opportunities to take on new roles and responsibilities.

Cost per Call

The cost per call is the total cost of operating a call Centre, divided by the number of calls handled. This metric can be useful for identifying cost-saving opportunities and for comparing the efficiency of different call Centres.

How to Improve this Call Centre Metric?

There are a number of strategies that call Centres can use to improve their cost-per-call metric:

1. Streamline call handling processes: By streamlining call handling processes, call Centres can reduce the amount of time that agents spend on each call, which can lead to lower costs per call. This can include identifying and eliminating bottlenecks in the call process, implementing new technologies to automate repetitive tasks, or redesigning workflows to be more efficient.

2. Implement process improvements: By implementing process improvements that streamline operations and reduce waste, call Centres can lower their costs per call by making it more efficient to handle calls. This can include identifying and eliminating bottlenecks in the call process, implementing new technologies to automate repetitive tasks, or redesigning workflows to be more efficient.

3. Leverage technology: The use of technology can also help drive down costs per call. This can include the use of tools such as call routing and distribution software, customer relationship management (CRM) systems, and analytics platforms to optimize operations and gain insights.

4. Outsource non-core activities: By outsourcing non-core activities, such as IT support or HR, call Centres can reduce their costs per call by focusing on their core competencies and outsourcing non-critical functions.

5. Optimize staffing levels: By optimizing staffing levels, call Centres can reduce their costs per call by ensuring that they have the right number of agents to handle the volume of calls efficiently. This can include adjusting staffing levels based on call volume trends or implementing strategies such as flexible scheduling to better match staffing levels with demand.

Occupancy Rate

The occupancy rate is the percentage of time that agents are actively handling calls. A high occupancy rate can be an indicator of good resource utilization and can help maximize the productivity of a call Centre.

Read More: Technology & Trends in Call Centres That Every Business Leader Should Know

How to improve this call Centre metric?

There are a number of strategies that call Centres can use to improve their occupancy rate metric:

1. Optimize call routing and distribution: By optimizing call routing and distribution, call Centres can ensure that calls are handled efficiently and effectively, which can help improve occupancy rates. This can include routing calls to the most appropriate agents and using automated systems to handle routine inquiries.

2. Implement process improvements: By implementing process improvements that streamline call handling and reduce waste, call Centres can improve occupancy rates by making it easier for agents to handle calls. This can include identifying and eliminating bottlenecks in the call process, implementing new technologies to automate repetitive tasks, or redesigning workflows to be more efficient.

3. Provide agents with the right tools and resources: By providing agents with the right tools and resources, such as access to customer information and knowledge bases, call Centres can help them resolve customer issues more efficiently. This can improve occupancy rates, as agents will be able to handle more calls in a given time period if they have the resources they need to resolve customer issues quickly.

4. Offer self-service options: By offering self-service options, such as an interactive voice response (IVR) system or a website with frequently asked questions (FAQs), call Centres can allow customers to resolve their issues without having to speak to an agent. This can help improve occupancy rates, as agents will be able to handle more calls if some of the volumes are handled through self-service channels.

Using Call Centre Metrics to Drive Improvement

Once call Centres have identified their key performance indicators and established benchmark targets, the next step is to implement strategies to drive improvement. This can involve a variety of approaches, such as training programs for agents, process improvements, and the deployment of new technologies. Some specific strategies that call Centres may use to drive improvement using metrics include:

1. Identifying trends and patterns: By analyzing metrics such as call volume, average handle time, and customer satisfaction over time, call Centres can identify trends and patterns that can help identify areas for improvement. For example, a call Centre may notice that handle times tend to be longer during certain times of day, which could indicate a need to increase staffing levels or implement process improvements to improve efficiency.

2. Setting performance targets: Once call Centres have identified key performance indicators and established benchmark targets, they can set specific performance targets for their agents and teams. These targets can help drive improvement by providing a clear goal for agents to strive for and by providing a way to measure progress towards meeting those goals.

3. Providing feedback and coaching: By regularly reviewing metrics with agents and providing feedback and coaching on areas for improvement, call Centres can help agents develop the skills and knowledge they need to be more effective in their roles. This can include training programs, one-on-one coaching, and the use of tools such as call monitoring to identify areas for improvement.

4. Call Centre technology: The use of technology can also help drive improvement in call Centres. This can include the use of tools such as call routing and distribution software, customer relationship management (CRM) systems, and analytics platforms to gain insights and optimize operations.

5. Continuous improvement: Finally, effective call Centres are those that are always looking for ways to improve. This can involve regularly reviewing and updating metrics and targets, implementing new processes and technologies, and seeking feedback from customers and agents to identify areas for improvement.