Does your call center need proper evaluation?
When did you last talk to a call center operator? Perhaps, it was when you ordered a product in the online store or called customer support service of your web hosting provider or ISP. We should admit that we care so much about quality of customer support service. There is nothing worse than just hearing a pleasant voice telling you “Yes, we understand your problem” but the problem is not eventually resolved. We all have heard popular records of call center conversations with mad customers. This sounds funny of course, but the problem is much deeper. Who drives most customers crazy? Why can generate sales? Who contributes to customer loyalty? You might think these are CEOs, chief executives and other representatives of top management. Well, this is partially true. However, we do not care about CEO of the company that sold you a brand new laptop you are experiencing problems with. You do not care about top managers of your web hosting company, if your site has been down for a while. When you are talking with customer support manager or a call center operator, these people represent the company.
The process of call center BSC implementation
Why did we start the articles with description of these real life situations? This is to demonstrate the importance of call centers and customer support services, and thus real necessity to evaluate performance of these business units who can greatly contribute to implementation of strategic goals. Most progressive companies are now using Balanced Scorecard system to evaluate call center performance and drive company to success and implementation of strategic goals.
Why Balanced Scorecard? This system has proved its efficiency and power in most famous world companies. It employs a very simple principle – evaluation of key performance indicators and further use of obtained information in decision making. The key goal of BSC implementation in the company is to put strategy into action, as well as optimize company performance.
How efficient call center contributes to implementation of financial goals
In terms of call center BSC, it is very important to find the right indicators in all 4 categories of Balanced Scorecard. For example, through measurement of average telecommunication costs per call it is possible to find out ways to decrease them if necessary or think of new revenue making methods to make call profitable. It is also recommended to measure customer satisfaction since it is one of the most important indicators for customer support service. Other significant indicators include revenue per call, first resolution calls rate etc.
Tags: call center bsc, call center evaluation metrics, call center KPIs
