Top 10 Call metrics for call center

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There are a few call metrics that an SME needs to measure to gauge the health of the company as well as get insights for better decision making. As always, there are some call metrics that matter and some that don’t.

Call Metrics matter

A good process to run a metrics driven contact center is the DMAIC or Define-Measure-Analyze-Improve-Control cycle. In this the first step is to define your problem statement and arrive at the call metrics that matter.

Lets start off with some of the most pertinent questions that a SME who has a ‘Contact center’ for Sales and Customer Support would need to ask themselves.

  1. Do we pick up all our customers calls?
  2. If we miss a call, do we call back all our customer soon enough?
  3. How much revenue am I losing for every missed call?
  4. How are our we engaging with our customers? Do we spend too long on a call? Are we curt?
  5. Who are the folks calling us? Where are the calls coming from?
  6. At what times of the month/week/day are the call volumes the highest (or lowest)?
To answer these (and more) questions we would need to capture the details of every call. If you have a traditional phone system, EPABX installation or a simple mobile number to take calls, it would be tedious (if not impossible) to get details in an automated timely manner. Nevertheless, here’s what you need to note for each call…
  • Direction – (Inbound/Outbound)
  • From –  Name and Number
  • To – Name and Number
  • GroupName – Which team picked up the call? Eg: Sales, Support
  • Status of the call – (Completed, Missedcall, Voicemail, Busy etc.)
  • Call Back –  Did we call the customer back?
  • Time – Starttime of the call
  • Duration – How long did it last
  • Price  – How much did it cost us?
  • Recording – Do we have a recording for future refererence?
  • CircleInfo From which city/circle did we get the call?
Once we capture such details for every call, we can calculate the call Metrics that will answer the questions we asked ourselves earlier.
  • Missed call %
  • Missed Revenue
  • Inbound-Outbound ratio
  • Callback % – (Do we call back our cusomter missed calls)
  • Outbound no-answer rate – (% of calls that your customers don’t pick up)
  • Agent-wise Call volumes vs. Avg call duration
  • Geo based call distribution
We have created a Call Metrics Tracking Template which your business can use. Click the button below to download.

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Apart from the above metrics you will receive, here are a couple of charts that can form part of your call center dashboard.

 

Agent wise Calls

Agent wise Calls

Capturing such details for a call becomes easy if one is using a smart telephony system like Exotel . Read more about Exotel’s reporting and Analytics features here .

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Insights from call metrics

Here are some of the insights that you can draw from measuring the above mentioned metrics.

  • You can test out IVR menus of various lengths to fix on the an optimal menu. We found that IVR menus of more than 4 options becomes too long for a customer and missed called % increases.
  • Add more number of agents to pick up calls and measure missed call rate
  • For outbound calls, monitor failure/no-answer rate during various times of the day. This will help you decide when to call your customers so that they do pick up your call.
  • A simple Timeline graph of the number of incoming calls and missed calls can provide good insights on how many agents should be manning your phone at various times of the week/month.
  • Agent based insights for eg: Agent 4 spends close to 20 mins per call. Is S/he working sub optimally?
  • Agent 3 and 4 are being overworked but Agent 5 is relatively free. There is a need to intervene.

Over time you can establish steady state targets for each of you call metrics and use that as a base for your Call health dashboard!

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More on Call Analytics:

ANALYTICS & REPORTING OF CALLS & SMS

EXOTEL’S DETAILED CALL ANALYTICS – A SNAPSHOT
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AUTHOR: Karthikeyan K

Karthik was the first product manager at Exotel and also the first Karthik at Exotel (We now have 5!) Currently, he heads enterprise sales full-time and whenever he finds time, he's a #Thuglife evangelist at Exotel.

11 Comments
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 9, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 9, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 9, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 9, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 9, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 9, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 10, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 10, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 10, 2013
  • RT @Exotel: Top 10 Call Metrics to track for Call Centers & Businesses: http://t.co/C6picUN50f

    April 10, 2013

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