Is it easy to create a call center BSC?

July 3rd, 2011

Call center evaluation somewhat differs from assessment of other business unit. The point is that a call center is a 100% customer oriented department which means that all decisions and actions should be aimed at customer satisfaction. However, this is the trick. Customer satisfaction can be easily achieved. However, it depends on how much money the company spends to reach such a goal. Customer satisfaction would not matter if the company suffers losses. That is why an effective call center is the one that manages to keep customers satisfied and save costs at the same time.

Aims of a call center

Aims of a call center

Perhaps, Balanced Scorecard is the most effective and yet simple tool to both evaluate call center performance, align helpdesk strategy and save costs. Since BSC is a strategic management tool it is important to remember that successful implementation of BSC implies development of an effective strategy. Sad to admit, but lots of call center do not find strategic goals in their strategies which look rather like a set of short term goals.

Why focus on number of solved problems?

Why focus on number of solved problems?

A call center works in a close cooperation with other departments, for example sales dept. If sales volumes went up, a call center will have more job to do since more customers might have questions regarding purchased products and services. So, when implementing BSC in a call center only, it is necessary to remember this fact and align a call center strategy to goals and measures of other departments. Here are a few tips on creation of an effective call center BSC:

  • Assigning of roles. Call center operators should clearly understand how and why they use Balanced Scorecard. Of course, it does not mean that everyone in the call center should be a BSC expert, at the same time, though, employees should have at least a basic BSC concept.
  • Customer satisfaction is all important. The majority of indicators should evaluate employees’ performance that directly influences customer satisfaction. For example, if employee lateness or time on hold does not have any impact on customer satisfaction these KPIs should be given less weight.
  • Costs savings. There are a number of financial indicators that measure financial efficiency of a call center. Do not forget about such KPIs as cost per call, revenue per call, office maintenance costs etc. At the same time do not get carried away with costs savings since insufficient funding leads to decrease in personal and group performance in a call center.

Tags: ,
Posted in Articles | No Comments »

What are the key success factors in implementation of a call center BSC

July 3rd, 2011

Contact or a call center is a very important business unit in every company since in most cases its main responsibility is to keep customer satisfaction level very high. That is why very often sales growth rate directly depends on a call center performance. That is why optimization of helpdesk performance and improvement in quality of customer support is a number one concern for every company pursuing strategic goals. An increasing number of companies refer to Balanced Scorecard as a key strategic management and performance evaluation tool that is widely used in a variety of industries. BSC is a flexible tool that addresses main challenges any companies faces on the way.

Key stages of call center BSC implementation

A call center Balanced Scorecard, however, has its own peculiar features, since every BSC is designed for the particular business units, as per its needs and goals. Thus, keep in mind the following factors anytime designing Balanced Scorecard for a call center:

  • Top managers and business planners should bear in mind that a call center is a 100% customer oriented business unit. Thus, all measures and KPIs should relate to customer needs. At the same times, there should be clear cause and effect ties between indicators of a call center BSC and company scorecard. As a rule, call center dashboards are parts of bigger scorecards.
  • Always ask customers to share their opinions about quality of support service or a call center. In fact, this is the only way to measure customer satisfaction and locate weaknesses in the work of a call center. Even angry customers may help fix problems and improve performance.
  • Motivate personnel. Call center operators should understand why they have to use Balanced Scorecard. If BSC remains just a top management toy it will hardly yield any positive results since participation and personal interest of employees are the key to success. Motivation can be financial and non financial. For example, upon completion of certain tasks employees may be offered free training, participation in seminars etc.
  • A call center should only limit itself only with quantitative indicators, such as number of calls handled daily, time on hold, time in queue etc. Even 20 handled calls per hour will not help the call center reach strategic goals unless the majority of customers remained satisfied with how call ce3nter operators answered questions and solved problems.
  • No hurry in implementation of a call center BSC.
Benefits of a call center BSC

Benefits of a call center BSC

Tags: ,
Posted in Articles | No Comments »

Call center BSC implementation tips

July 3rd, 2011

It looks like the decision to implement BSC in a call center calls for drastic changes in managerial and performance evaluation approaches. In other words, top management of a particular call center as well as ordinary operators should be ready to perform on a higher level, as well as accept BSC as an everyday philosophy of their business unit. To successfully implement call center BSC, employees and managers responsible for this process should bear in mind the following:

  • Development of an effective call center scorecard should start with definition of goals. Call center serves main departments and is an intermediary unit between customers and company top management. It is call center operators who directly contact customers and thus are aware of most common problems and questions that arise in connection with the products of services the particular company sells. Thus, understanding of own goals is all important.
  • Organize a meeting/conference at which top managers or members of BSC teams will introduce the concept of Balanced Scorecard to ordinary personnel. It is very important to take advantage of initiatives coming from the lowest levels. Such discussion will most certainly end in summarizing the most important issues and obstacles of a call center on the way to realize strategic goals. A call center operator who faces with the same customers problems does know what needs to be done to solve them.
Major call center kpis

Major call center kpis

  • It is highly recommended to retain services of BSC experts or those who have hands on experience in BSC implementation. At that, participation of call center insiders is important since external advisors lack knowledge on the call center structure, most common problems and tech potential. Combination of BSC experience and internal management yields the best results.
  • KPIs should be clear and understandable for call center operators. If you want to improve KPIs those who are responsible for the results (i.e. ordinary personnel) must be aware of how to do it. Each indicator should be related to goals of a higher level. In other words, one should see cause and effect ties between indicators on the company scorecard.
  • Everyone should understand that use of qualitative indicators is preferable. Number of handled calls is a good indicator in itself, however this number would not matter if only half of customers who have called remain satisfied (i.e. their problems have been adequately solved and all questions answered).
Why decrease time in queue

Why decrease time in queue

Tags: ,
Posted in Articles | No Comments »

Call center Balanced Scorecard Info

May 29th, 2011

There are no doubts that successful use of Balanced Scorecard in various business units of companies and even on the company level usually results in drastic changes for any organization. A call center is not an exception here. Although it is considered an auxiliary business unit that serves main departments, poor performance of helpdesk or incompliance with the company strategy may have far reaching negative consequences. Customers love post sale support, especially if they want to get answers to questions related to purchased products or services, or what can be worse, they experience problems with products that must be solved. Customers using the best products require support. People are different and may experience problems even where they should not occur. An efficient call center must resolve such problems, thus improving customer loyalty and increasing probability of repeated purchases.

What call cetner metrics should be

What call cetner metrics should be

A call center BSC is definitely helpful for companies that operate own customer support services and sales departments. Very often it is necessary to confirm orders placed via the Internet. If you think that just confirming the order is all a call center operator can do, you are mistaken. It is possible to optimize performance of a call center operator in such a way so that sales grow rate will gradually increase. Thus, measurement of sales attempts per call will offer indication of whether or not sales attempts contribute to overall sales growth. Perhaps you have been repeatedly offered to pay attention to new products or services when asking to confirm the order you have placed online.

Why measure employee and customer satisfaciton in a call center

The 4 categories of a call center Balanced Scorecard will cover all most important indicators of a call center performance (sales attempts per call is just a mere example). Thus, a top manager will have a dashboard full of indicators, i.e. the most complete information on whether or not this business unit is on the right track to reach strategic goals and whether or not these strategic goals comply with the company strategy and mission.

Very often, call centers and customer support services conduct surveys among clients. One of the most important indicators of a call center efficiency is customer satisfaction. So, client receive emails and phones calls with requests to rate efficiency of helpdesk. Sometimes, customers are asked to rate work of helpdesk right after the conversation. As a rule, these are questions like “Are you satisfied with the way you have been treated”, “Were all of your questions answered” etc.

Tags: ,
Posted in Articles | No Comments »

Case studies in call center scorecard development

May 29th, 2011

Case studies in implementation of Balanced Scorecard may be quite helpful. Of course, individual experience of every company is truly unique. However, if BSC is used in similar companies or business units they may face similar problems and undertake similar steps to overcome them. This also concerns call centers. These days, companies prefer using services of call center companies rather that developing relevant business units which are part of a company structure. It comes out cheaper in the short term. At the same time, creation of own call center, employment and education of personnel and alignment of strategies yield excellent results in the long term.

Typical staff of BSC workign group

As a rule, call centers have more or less the same goals – to sell products, answer customers’ questions, solve problems related to use of products and services and keep customers satisfied. At the same time, helpdesks and call center may have the same problems in implementing strategy and reaching goals – much time on hold, much time to solve the problem, in appropriate communication etiquette etc. Thus, analysis of somebody else’s experience may really help locate major problems, and what is more important – make the first steps in development of a call center scorecard.

Experience shows that one of the most common problems in development of a call center scorecard is the wrong accents when creating and evaluating key performance indicators. Managers are eager to achieve positive quantitative results. For example, call center operators try to handle as many calls as possible, reduce time on hold and in queue. These are excellent indicators, however even the best quantitative results will not substitute qualitative achievements. Yes, customers do not like to wait for long until their calls are handled. However, they even more hate when all they can head from a call center operator is “I am sorry, this is the only thing I can do for you” or “We understand your problem and will get back to your with solution soon.” Customers want their problems to be immediately solved.

Helpdesk measures review

Helpdesk measures review

For this reason, analysis of various call center BSC case studies will help avoid common mistakes and locate the most important KPIs for a call center Balanced Scorecard. At the same time, top managers should always bear in mind that it is dangerous to copy someone else’s strategy, measures and ways to reach goals. Do remember that fact that call centers may pursue different goals and serve different companies.

Tags: ,
Posted in Articles | No Comments »

Ways to improve call center performance

May 15th, 2011

Even some 10 years ago, call centers were considered a mere instrument in sales, meaning that they only assist in using the key sales tools. However, in course of time, a call center has grown into a powerful business unit that can generate sales by itself. Previously, call centers were considered auxiliary business units (they do not earn money, but simply serve customers). Now they are departments in the company or even individual companies that can quickly increase sales growth rate. Of course, in order to improve call center performance it is necessary to measure current situation and set goals. Moreover, such goals should be clear and transparent to the majority of personnel in the company/business unit. Perhaps, the best way to measure call center performance and make sure that all call center goals are in line with company strategy is to use Balanced Scorecard system that was developed by Norton and Kaplan in early 1990s.

Call center types and tasks

Call center types and tasks

BSC perfectly suits needs of a call center evaluation since this business unit is customer oriented. Thus, customers pay attention to lots of things, which are not directly related to finances. For example, some 20 years ago customer satisfaction or organization climate were not the most important measures. In BSC every indicator matters since if a KPI was introduced to Balanced Scorecard is should be related to relevant KPI in another category.

So, how can a call center BSC help in improving call center performance and making this business unit profitable? Let’s consider a few KPIs and suggestions.

What makes an effective call center?

What makes an effective call center?

Call center operators may use a few tricks to boost sales. These techniques should be also adequately evaluated in BSC to see whether or not they are efficient. For example, when handling an order a call center operator should always offer additional products or accessories. Thus, if a customer purchases a printer why not offer him/her office paper or ink cartridges? Customers looking for laptops might be interested in wireless mice or napkins to take care of LCD or LED screen. Even if the majority of customers refuse these offers, the company will still make additional profits.

Call center operators should also inform existing and new customers on brand new products or special prices. Again, even if the majority of customers are not interested in such offers, at least a few of them would buy or at least make themselves familiar with such offers. Thus, a company would have additional revenue.

Tags: ,
Posted in Articles | No Comments »

Is call center capable of generating profits?

May 15th, 2011

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

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?

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.

Tags: ,
Posted in Articles | No Comments »

Measurement of email support efficiency

May 3rd, 2011

A call center has an exceptional importance for a company that sells products and services. Post sale support plays a primary role in formation of a positive company image and customer loyalty. Indeed, if we buy products or services and have questions and problems in their relation we really appreciate the opportunity to contact producer or service provider support specialists. If the problem was promptly sold and all of your questions were adequately answered you think positively of such a producer or service provider and thus are more likely to buy the same brand again. At that, your choice will be based on your contacts with customer support rather than product quality and characteristics. This example vividly demonstrates importance of having an efficient call center or customer support service. Efficiency of every business unit should be properly measured with a reliable and easy to use tool, which balanced scorecard certainly is. In this post we will give a brief overview of the most widely used call center key performance indicators as well as shared tips on developing the most effective call center Balanced Scorecard.

What makes an effective helpdesk?

What makes an effective helpdesk?

Let’s begin with e-mail and cheat support. Many companies provide e-mail and text chat support only as this helps maintain high quality of support service. Thus, it would be reasonable to measure average time to solve the problem and answer customers’ questions. Thus for example if all the emails are answered within two or 3 hours, such support service can boast of high performance. Of course, these figures are individually set for every support service team. Sometimes, for example, in cases with web hosting your Internet Service providers, prompt answers are very important as downtime of web sites means loss of money for web site owners.

Results of fast email support

Results of fast email support

A sales call center has but one goal – to sell as many products and services as possible. At that they should not only process pending orders but also to inform existing and potential customers on special offers, discounts and reduced prices. Thus, it would be reasonable to measure sales attempts were call center operator and correlate this indicator with overall sales growth. As a rule, the tricks works, and customers tend to buy more than they actually wanted.

Implementation of Balanced Scorecard in a call center and development of effective key performance indicators in the four categories of BSC as a direct way to improve in call center performance and thus improving indicators in the other scorecards.

Tags: ,
Posted in Articles | No Comments »

Top reasons of measuring helpdesk performance

May 3rd, 2011

Performance of the company call center is directly related to profitability of business, especially if the company sells products or services. The point is that most customers evaluate efficiency of company performance and form their judgment about the company based on their experience and conversation with call center operators. Thus, evaluation of help desk and call center performance as one of the primary tasks for companies that want to gain and maintain competitive advantage in the market. One of the most common problems is implementation of effective performance evaluation system. Evaluation of a call center performance is not a problem in itself. What really matters is alignment of call center goals and measures with the company strategy. Call center operators may show top performance according to their own evaluation system, however, these goals will do nothing for implementation of a general company strategy. For this reason it is imperative to use the right performance evaluation tool, like Balanced Scorecard, as well as use this tool and the most effective way.

Links between call center efficiency and revenue growth

Links between call center efficiency and revenue growth

Although call center operators do not seem as the most important persons in the company, their performance can improve or just to the contrary spoil business image of a company. When you’re calling companies support service you expect to have your problems solved. At the same time you expected here polite language, you do not want to wait too long for someone who will talk to you etc.

Call center BSC perspectives and major KPIs

Call center BSC perspectives and major KPIs

Development of a call center balanced scorecard depends on goals of a particular call center, as well as needs of company customers. Thus, for example if the company sells software education and professional level of call center operators should be above the average, while operators and sales call centers should know only basic information about the product, its features and price.

Choice of the right call center metrics is already half of success in the process of implementing balanced scorecard. As already said above, indicators are individually chosen for every particular call center. Thus, for example, tech specialists that consult customers on software and services (hosting, ISP etc) should be knowledgeable on tech aspects. Thus, more weight is to be given to education and growth perspective. By the way, this perspective of BSC is directly related to customer satisfaction since efficient call center and tech support specialist can adequately answer questions and solve most typical customers problems.

Tags: , ,
Posted in Articles | No Comments »

How to measure customer satisfaction in BSC?

April 10th, 2011

It has been always important to measure customer satisfaction. However, for some businesses this indicator is particularly important. In this post we will talk about ways of measuring customers of call centers and customer support services.

Positive and negative call center KPIs

Positive and negative call center KPIs

Perhaps, all of us have had experience of talking to operators of various call centers. As a rule call centers are common in service providers, for example hosting companies of ISPs. It should be noted that such experience was not always positive. Sometimes, call center operators are not competent enough to answer questions or solve problems in relation to products and services. Sometimes, we are offered to rate conversation with a call center operator. This is performed in several ways, using phone, email and chat programs.

Effective call center

Effective call center

Chat support is very popular since it is very convenient for a customer just to push a button and run a chat window. After the conversation you might be offered to rate your conversation according to various criteria. Some of the questions may include “Are you satisfied with communication etiquette?”, “Was a tech support specialist polite?”, “Did tech support specialist solve your problem?”, “Did you get answers to all of your questions?” and some others. Then call center managers collect and summarize information that is then to be used in setting weights for call center KPIs. For instance, if a call center experiences problems with solving problem of customers then it might be reasonable to conduct trainings and coaching for employees.

It is also helpful to measure customer satisfaction by asking customers to rate conversation when it is over. This is a very effective approach since a customer remembers all details and can adequately rate level of service.

It is very important to use such information in Balanced Scorecard. Some call centers gather information and then do not know what to do with this info. Balanced Scorecard will be a waste of money and time unless obtained info on customer satisfaction is actually used in decision making and improvement of a call center metrics.

You may not be aware of it, but customer satisfaction directly influences sales growth and increase of revenue. Existing customers really appreciate high level of customer support while potential customers evaluate this factor when making a decision to buy. For this reason implementation and maintenance of a call center BSC can bring excellent results for call center operators and top managers.

Tags: , ,
Posted in Articles | No Comments »

« Older Entries
Newer Entries »