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How can I benchmark my contact center's performance?
I've been reading a lot about benchmark reports and how some companies have benchmarked their contact center to see how they perform against the competition. How can someone benchmark their contact center's performance? Are there special agencies one has to work through?
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4 Answers
Hi Annie
Any technology-based innovation that helps drive performance wants to incorporate an Overall Performance Index (OPI). Your OPI is a composite metric comprised of key performance drivers that are within the control of the agent.
As an example, OPI might be calculated as follows:
OPI = 3,600 x conversion rate / call length x (1-30 day cancellations)
x quality score
OPI must balance a variety of efficiency, service, and revenue measures to determine how an agent is performing overall. Performance on OPI must be updated daily and available to all staff on-line.
These are six possible drivers in a campaign’s OPI, (yours may vary)
• Customer Service Time
• First Call Resolution
• Call Tracking Rate
• Accuracy Rate
• Conversion on Contacts
• Revenue per Contact (IB) or Revenue per Hour (OB)
These are all drivers that impact our business measures (efficiency, customer satisfaction, and revenue generation) that the individual rep can control. All key drivers are not necessarily applicable to all campaigns, like inbound vs outbound.
Using OPI, you, the agent and supervisor can see how he or she is doing as compared to the rest of the team. At the end of your measurement period, those employees achieving more than one standard deviation above the mean on OPI should be well rewarded.
Those employees achieving between the mean and one standard deviation above the mean are also rewarded
Those employees who fall below the mean do not get the benefit. This system can be very effective at tying agent rewards to compensation.
Hope that helps,
Daniel
This may not be exactly what you were thinking about, but I'd definitely encourage you to map contact center touch points back to specific reps and customer success, satisfaction and lifetime value measures. There's no question your contact center will make a big difference in how well your company, product and/or service is perceived, and how likely the customer is to 1) continue with you, and 2) refer you to their friends, peers and colleagues.
You want to know which reps are associated with your most satisfied and productive customers, then use that data to ensure what they're doing is replicated across the contact center.
My suggestion is that you benchmark against yourself. Take your metrics at a certain time and day and then do it again the same way 3 months or 2 months from now and compare yourself to yourself. You can always get benchmarking stats in your particular industry to see where you land with others (at a site such as BenchmarkPortal.com), but first it's important to take your own pulse and benchmark against yourself. See where the gaps are, and put in corrections as needed. For more information you can email me at rosanne@human-technologies.com or visit our site at www.human-technologies.com
The company that I work for utilizes an IBS system known as COGNOS 8. COGNOS provides various reports for call centers that are broad (how the center is performing) as well as specialized (the ability and functionality exists to drill down to individual agents metrics). This is an excellent tool for benchmarking.
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