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Are you focusing on the right metrics?

November 19, 2012

What are the most important metrics in your contact center?  Which ones should you focus one to make the largest impact toward performance?

These are two questions that every contact center leader deals with.  While we would all like a standard answer listing the four or five metrics every contact center should focus on, the real answer is it depends.

The metrics you choose to focus on should first and foremost align with the organization’s highest priorities.  If the priority is customer experience then you’ll need to focus on an entirely different set of metrics than if the number one goal is to increase revenue.  It’s also important that you measure leading indicators vs. lagging indicators.  Take the goal of increasing revenue as an example.  By simply looking at the sales volume you’re focusing on lagging indicators, instead focus on the daily activities that drive sales volume.  The areas your agents should be accountable to are metrics like calls per hour, quality sales presentations, lead management, time signed on the phone.  If all those areas are inline then sales volume will take care of itself.  The same holds true if improving customer experience is your focus.  Measure areas like FCR, service level, and quality to improve customer experience.  Then check your results against C-SAT scores, again if the metrics are at goal then C-SAT score will improve.

Finally, be sure to control the amount of metrics you choose to focus on.  Just because it can be measured doesn’t mean it has to be communicated as a performance standard to your agents.  Your agents should be accountable to 3-5 metrics that will make the biggest impact, anymore than that and they’ll likely lose focus on the main objective.  It’s ok for management to monitor other areas to ensure that they maintain focus on the entire business, but the message to the front line is keep it simple.

It’s the goal of every leader and every organization to continually improve.  Key performance indicators will give you some insight into your progress.  Just be sure you’re looking ahead in your focus and not in the past.

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From → Leadership, Processes

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