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Call Center Scorecards April 2010

Call Center Scorecards, Balanced Scorecard or simply scorecard exist to enable call

center managers to review overall call center performance. The scorecards also

assist top management in their quest to understand the value and performance of

the call center. Too often top management views the call center as a cost center

and does not understand the value that the call center brings to the organization.

In addition, when a call center manager has to explain how well the call center is

performing numerous statistics, charts, graphs and reports are provided which end

up confusing top managers.

A balanced scorecard provides a single easy to read and understand Excel file that

focuses on a few key performance indicators rather than 100s of statistics.

Furthermore these KPIs are weighted and compared against either the company

goals or industry benchmarks.

The Balanced Scorecard

PerformanceMetric

MetricWeightin

g Goal

ActualPerformanc

eMetricScore

Balanced Score

Cost /Call 25%$2.5

3 $3.57 29.13% 7.28%CustomerSatisfaction 30% 75% 45% 60% 18.00%

FCR 20% 60% 30% 50% 10.00%

Agent Utilization 10% 80% 70% 88% 8.75%

Agent Turnover 5% 4% 5% 20% 1.00%

ASA 5% 340 450 24% 1.22%Call AbandonmentRate 5% 4% 6.30% 63.49% 3.17%

100% N/A N/A N/A 49.43%

Each industry has its own set of KPIs that should be used to create a scorecard.

However, just using the industry standards may not be enough for your business.
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Each call center needs to review their needs and adjust the scorecard so that it is

most effective for the business. Below is a list of KPIs that call centers have used to

create a scorecard.

Daily revenue

Cost per contactAbandon Rate (consider using a total abandon rate including IVR, Email,Chat)

ASAFCRCSATAgent UtilizationService Level

Ticket close ratioCall QualityAdherenceAverage Handle Time

Agent TurnoverAgent TrainingIVR Completion RateAgent punctualityAbsenteeism

Industry Scorecard KPIs will differ by industry. What one industry would focus on is

not the same as what another industry might focus on. Here are some examples of

KPIs by Industry. Your contact center may want to focus on some different KPIs,

but this can be used as a start.

Utilities Government Insurance FinancialCustomerSatisfaction Cost /Call Agent Turnover

CustomerSatisfaction

First CallResolution

CustomerSatisfaction

CustomerSatisfaction ASA

Service Level Abandon RateFirst CallResolution


Abandon Rate Service Level Agent Training Abandon Rate

Agent Training ASA ASA Agent Training

Agent Utilization Call Quality Abandon Rate Agent Utilization

Cost / Call Agent TurnoverAgent Utilization



Healthcare Retail Help Desk

Agent Training Sales RevenueTicket CloseRatio

CustomerSatisfaction AHT


Service Level ASACustomerSatisfaction

Abandon Rate Abandon Rate Abandon Rate

Agent UtilizationFirst CallResolution AHT

ASACustomerSatisfaction Call Quality

Call Back Time Cost / Call Cost / Call

Agent Training

Agent Turnover

Within each call center these scorecard KPIs could change. For example, an

insurance based call center that has a group that takes calls for policy cancellation

calls and another group that handles new policies may not have the same goals on

abandon rate and ASA. The KPI goal and benchmark may differ for each group and

it would be inappropriate to use the same for each group. The Call Center Manager

needs to review what is important to each business unit and what will affect

performance when deciding on which KPIs to score.

Using 3 to 8 KPIs is ideal for the balanced scorecard. Fewer than 3 KPIs and any

change to a single KPI changes the overall scorecard value quickly. A significant

change to a KPI is not seen in the total score when there are more than 8 KPIs are

evaluated. The weighted value of each KPI needs to be considered as well. Too

much weight on a single KPI will affect the outcome of the scorecard quickly.

Determining the weight to put on each KPI is up to the call center and its purpose.

There are industry standards for each KPI but each call center is unique and these

standards may not apply. In most cases Customer Satisfaction, First Call Resolution

and Cost / Call are more heavily weighed than Service Level, ASA and Agent

Training.

There are many types of scorecards for a contact center to consider and use.

Agent Scorecard: A select group of metrics showing how an agent is

performing



Team Scorecard: A scorecard for the skill group. Because skill groups

have different goals it is not beneficial to use the same goals for eachskill group.

Summary Scorecard: An accumulation of team scorecards or agent

scorecards.

Weekly, Monthly, Yearly Summary report: This is a summary scorecard

for each type of scorecard. For example a weekly scorecard report forthe Contact Center Scorecard.

Contact Center Scorecard: A select group of metrics showing how theentire contact center is performing.

Should the scorecard use company goals or industry benchmarks to determine the

performance? Both are valid methods for determining performance. A company

new to scorecarding may want to look at its own company goals first to become

acquainted with using the scorecard. This trial period will also help determine if

the KPIs that are being used in the scorecard are appropriate. Once the companyis comfortable with the scorecard looking to industry benchmarks can provide

insight into where the company is in relation to the industry average.

A properly built scorecard is a very effective tool for the call center manager. With

a single report the manager is able to determine how well the contact center has

functioned that day. By trending these reports a manager is able to show how

performance is improving within the call center. The scorecard will also assist the

manager in finding the areas where performance is weakest and needs the mostimprovement.

For more information about Call Center Scorecards contact Spectrum or visit ourwebsite.

Dan BoehmSpectrumwww.specorp.com+1 713 986 8839
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