Explore these 3 popular call center KPI examples, their importance, and how to improve them.
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The universal truth of running a call center is that the list of KPIs you could measure is endless. The challenge becomes understanding and measuring the right call center KPI for each stakeholder group - executives, managers, team leaders and customer service agents - within your organization. Here, we review and analyze three popular KPIs that affect all key stakeholder groups, as well as your customers.
Average Handle Time (AHT) is the backbone of a contact center. AHT measures the average length of customer interaction from start to finish. As soon as a customer interaction with an agent is initiated, AHT is tracked. Once the customer service agent completes the customer interaction, including post-conversation documentation and wrap-up, AHT tracking ends. AHT is a broad metric for customer service, considering many aspects of customer journeys while translating that journey directly into profits for your organization.
Having a low Average Handle Time often equates to using resources more effectively and efficiently. As a result, the shorter the interactions, the more productive your agents are and the more revenue you generate. AHT is a helpful starting metric to measure your service level opportunities and team efficiency. It also identifies training opportunities quickly.
However, low Average Handle Time doesn't necessarily mean quality service. A rushed customer service experience can negatively impact your organization's customer satisfaction rates (CSAT). The key is to find a balance between low AHT but still maintaining a high CSAT average.
AHT is a popular call center KPI because it's easy to pinpoint how solutions can be implemented to address areas of concern. Consider the following solutions to improve your call center's Average Handle Time.
Average Speed of Answer (ASA), or Average Wait Time (AWT), measures how quickly a customer service representative answers an inbound call from a customer. The time a customer waits in a queue is factored in when calculating ASA. However, time spent in an IVR system does not count toward ASA.
When evaluating call center performance and customer satisfaction, ASA is one of the most influential metrics. Customers who wait too long for an answer are more likely to abandon the call. Long wait times never create a positive customer experience, even when customers are connected with an agent. A low Average Speed of Answer can negatively affect customer satisfaction, increase operational costs, and reflect an ineffective IVR.
The same actions that help improve Average Handle Time can also improve Average Speed of Answer. Here is a further analysis of the core areas for improving Average Speed of Answer rates.
Average transfer rate measures the number of calls transferred to another team member or department.
Transferring customers frequently between departments negatively impacts the customer experience. Operational costs also increase with high transfer rates. Your average call transfer rate is a good indicator of where interactions may get misguided within your center’s IVR system or an indicator of lack of knowledge amongst certain agents.
The right analytics and alerts can help identify regularly transferred calls from one agent or department to another. Consider the following solutions to improve Average Transfer Rate.
Measuring call center KPIs gives invaluable insight into customer service success, agent performance, and overall center operations. We’ve detailed the three popular call center KPIs, but there are many more.To name a few:
It's essential to select KPIs based on the specific characteristics of your call center or contact center.If you're a call center manager or leader looking to unlock the power of your customer interactions, Brightmetrics™ is here to help. Learn more about improving your call center customer experience with Brightmetrics here.