Is call center capable of generating profits?
Efficient work of a sales call center is a precondition for success in the market. In order to find out whether or not a call center operates efficiently it is necessary to set the goals and measures. In other words, it is necessary to answer a question “What performance and results would be deemed perfect” and “How are we going to measure performance?” These two questions require very definite answers. The best way to find such answers is to use Balanced Scorecard. This is one of the most popular performance evaluation and strategic management tools. One of its advantages is consideration of non financial indicators that are sometimes even more important than financial measures.
Important call center KPIs
The traditional way of measuring a call center is to evaluate expenses related to its maintenance and generated profits. Also, such indicators as number of handled calls and customer satisfaction are thought as the most important. However, there are a handful of other KPIs (mostly leading) that indicate progress of a call center on the way to implement strategy.
Why make more sales attempts?
Thus, for example, sales attempts per call may signal about revenue and sales growth. The point is that when customers place an order with a web site or call the sales departments, call center operators should not only handle their calls and requests but also inform on new positions and products, discount products, special prices and bargains, new sections of web sites etc. Experience shows that even if 1 of 10 customers pays attention to these notifications, sales rates goes up. Thus, measurement of sales attempts per call is beneficial in terms of call center measurement.
At the same time, call center personnel should also focus on “number indicators.” A call center should work fast. Thus, it is important to answer customers’ calls within the shortest possible period of time. Sometimes, when a call center operator is busy or cannot answer a question, he or she asks a customer to hold on while the call is being redirected. Perhaps, you have already faced the situations when you had to listen to that weird music for 5 or more minutes while your call is being redirected. Sometimes, customers with little patience hang up. This is not good since they will immediately form a negative judgment about the company, even if it produces great products.
A call center BSC should definitely represent both call center goals and company strategy and mission. At the same time, one should not put an excessive emphasis on numerical indicators, like time to handle a call, number of customers served etc.
