As known, balanced scorecard works in four perspectives: financial, customer, internal processes, learning and growth. Each perspective covers particular issues related to functioning of company, its internal or external environment. It is very difficult to say which perspective is the most important one. In fact, they are all interrelated and goals and measures in these perspectives are identified one by one. Usually, the company sets financial goals and identifies relevant measures. Objectives and measures in the three other perspectives are subordinated to financial goals.
Call center functions
However, much depends on strategic goals of the company, its vision, values and mission. It matters a lot which department a business unit uses balanced scorecard. In case of a call center customer perspective plays the most important role. Why is it so?
Well, a call center is a forefront of the company. When a customer or a potential customer calls a company is first talking with a call center or tech support operator. Very often his judgment about the company is formed based on his purchasing or communicating experience. Relations with customers are all important. To regular customers provide any business with regular income. Making money is what any company aims at.
Customer relations management
Customer satisfaction is something that improves loyalty of existing customers and win favor of potential ones. A real customer, i.e. the one who buys from the company from time to time can become a regular custom. But in order to achieve that company management should make sure they stay in touch with such a customer and keep him informed on new products, services, offers, special rates and prices etc.
If we’re talking about customer support service or tech support, customer satisfaction is a must in this case. If the customer calls tech support he certainly questions or problems which she wants to resolve. If the call center operator manages to solve this problem right away it means that the customer will not have to make the repeated call. Number of such “one and done calls” is a great indicator of how efficient a call center works.
In addition, even if customers are not asking for some new offers call center operators are to inform customers on new products and services. Number of sales per 100 calls is another great indicator to be measured. Stats shows that the more often call center operators attempt to sell products the more purchases customers make.