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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
First 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
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Healthcare Retail Help Desk
Agent Training Sales RevenueTicket CloseRatio
CustomerSatisfaction AHT
First CallResolution
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
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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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