How a call center operator can loose customers
What usually happens when a dissatisfied customer call the company that sold him/her a particular product or service? There can be two options: either a call center operator manages to calm such a customer down, or the customer hangs up having made a decision never to purchase from this producer in future. In first case, a call center operator does a great job and saves a customer for a company, while the second option shows low professional level of a customer support service specialist. This example is called to demonstrate importance of customer support service quality. Thus, in order to maintain high quality call center services, one needs to measure them. They say that something that can be measured can be improved.
This is how a call center operator can benefit the company
This also refers call center departments in big companies, especially those that produce goods or render services. Existing customers always have questions and problems related to purchased products and services, while potential customers may want to learn more information on products that want to buy. Thus, call center operators should do everything possible to satisfy callers. In such a way, they improve loyalty of existing customers and persuade potential customer make a purchase.
The process of call center evaluation
A call center is a customer oriented business unit. For this reason use of Balanced Scorecard is highly recommended since this strategic management and performance evaluation tool consists of both financial and non-financial indicators. As known, non financial KPIs can tell much of what might happen to a call center/customer support service.
Now let’s analyze a couple of key performance indicators applicable to call center BSC.
Cost per call. Every call center spends certain amount of money to handle one customer call. Of course, it is better to minimize these costs. However, one should be reasonable and avoid saving for sake of quality. These are ways to optimize costs, for example use of advanced telecom equipment etc.
First resolution calls rate. This is definitely one of the most important indicators in a call center BSC. One and done calls rate (this is how it is often called) shows professional level and competence of call center operators. High level of one and done calls means that a customer does not need to call for the second of third time to have his questions answered and problems solved.
Time on hold. Most customers do not like waiting for response for several minutes. Thus, call center top- management should think of the ways to decrease this waiting time through employment of a greater number of call center operators.
Tags: call center evaluation metrics, Call Center Metrics, call center pros
