Call Center Metrics: Best Practices

in Performance Measurement and

Management to Maximize Quitline
Efficiency and Quality

by Penny Reynolds
The Call Center School

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 Quality Improvement Initiative Issue
Paper Purpose and Scope
• Define the most critical operational, service
performance and efficiency-related call center
metrics for establishing and maintaining Quitline
quality.
• Create a shared language among Quitline
stakeholders
• Make recommendations on:
– important metrics to measure (including why they are
important for funders, service providers and callers);
– how to measure and report these metrics; and
– how reports may be used by both the service providers
and funders to improve quality
• Limit to those metrics measured during the first
call.

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 Quitline as Call Center

• Content may be different but critical

components are the same!

• Functions of a call center

• Recognition that “contacts” are more

than just telephone

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 PERFORMANCE MEASUREMENT

• Develop a strategy that links with

mission and vision of organization:

• Customer perspectives
• Frontline staff perspectives
• Senior management

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 Key Performance Indicators

• Service Measures
– Accessibility
• Blockage; hours of operation; abandons;
self-service availability

– Speed of Service
• Service level; average speed of answer;
longest delay in queue

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 Key Performance Indicators

• Quality Measures
– Resolution Metrics
• First call resolution rate; transfer rate

– Call Handling Metrics

• Etiquette; knowledge and competency; error
and rework rate; adherence to procedures

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 Key Performance Indicators

• Efficiency Measures
– Resource Utilization
• Agent occupancy; shrinkage; schedule
efficiency and adherence; availability

– Contact Handling
• Average handle time; after call work time;
on-hold time

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 Key Performance Indicators

• Profitability Measures
– Sales
• Conversion rate

– Use of financial resources

• Cost per call

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 PERFORMANCE MANAGEMENT
PROCESS

Steps of Performance Measurement

1. Define the ideal
2. Measure current performance
3. Diagnose problem
4. Apply “treatment”
5. Monitor progress
6. Preventative maintenance

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 PERFORMANCE MANAGEMENT
PROCESS

• Defining Performance Standards

– Quantitative standards
– Qualitative standards

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 QUALITY MEASUREMENT PROCESS

• Call Monitoring Policy

– Various approaches
– A formal policy is important
• Outline process
• Describe tools and instruments to be used
• Define how scores will be communicated

• Quality Forms and Standards

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 QUALITY MEASUREMENT PROCESS

• Call Calibration = process of

standardizing call evaluation and
scoring process

• Scoring and Evaluation

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 PERFORMANCE REPORTING

• Reporting Methodologies
– Build a framework that CLEARLY defines:
• Purpose of each report
• Recipients
• Sources of data
• Metric to be used

– Must be relevant, accurate, and timely

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 PERFORMANCE REPORTING

• Communications channels for each

report should be considered
• Communications strategies
– Agents
– Teams
– Management
– Funders

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 Feedback from Members

• What are the major strengths of the

paper?
• Is anything missing?
• How can the paper be strengthened?
• Is the paper useful and relevant? If
not, why not?
• Does the paper meet the intended
purpose?
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