Ways to improve call center performance
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
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?
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.
