At the heart of every successful call center is the productivity and quality of its service. The more productive and efficient your customer service is, the more will be your profit. 86% of customers are willing to pay more for better customer service.
However, many companies measure the productivity of the contact center based on the number of calls an agent attends and their occupancy percentage. But, are you sure it is the right way to measure productivity?
Metrics to Avoid When Measuring Productivity
Many contact centers focus on the wrong metrics when determining productivity in their organization.
Here are some of those metrics:
- Occupancy Rate: It is the percentage of time your agents spend on work-related tasks. For instance, if your employees spend 55 minutes doing work-related tasks, their occupancy rate (in an hour) is 91.6% (55 / 60 X 100). However, it doesn’t make sense to ask agents to attend another call in the remaining five minutes. It is because the available time (five minutes) is not spread evenly over the hour. Besides, you need to keep some employees as a “reserve” to handle random contact arrival patterns.
- 100% Average Handling Time (AHT): Not all calls are the same. Certain issues take more time to get resolved than others. Using 100% AHT as a metric to measure productivity forces agents to rush through calls. This might affect their ability to resolve customers’ issues efficiently.
- The Number of Contacts Handled Over a Certain Period: Using it to measure your agent’s productivity sends a wrong signal. It encourages them to attend more calls in less time. As a result, they will be less concerned about providing solutions to customers’ queries.
How to Calculate Productivity the Right Way?
Now that you know what not to do when measuring call center productivity, let’s take a look at the right metrics that you should be focusing on.
- Adherence to Schedule: When agents adhere to their schedule (including break time), the service level stabilizes, and everything goes as planned. Track if your agents are adhering to their program.
- Service Level or Abandonment Rate: The percentage of incoming calls vs abandoned calls indicates how productive your agents are. A high rate means agents are not as productive as they should be.
- Service Quality: It indicates how satisfied your customers are. It is not a direct indicator of productivity but can help improve the quality of the service of agents.
- First Contact Resolution (FCR): It indicates how many customers had their issues resolved on their first call, rather than having to call multiple times. The ability to resolve issues the first time shows how effective your agents are. It also gives them more time to handle other customers’ calls.
- Average After-Call Time: It includes the time agents spend on after-call work, such as data entry, quality assurance, sending emails, etc. You should aim to reduce the after-call time while maintaining accuracy.
Key Formulas to Calculate Productivity in the Call Center
Adherence Rate = [Actual Working Hours / (Standard Work Hours – Breaks)] x 100
For instance, let’s say your agent is scheduled for an 8hrs shift with a 45 minutes break. However, they are taking calls only for 6hrs. Then, the adherence rate is 82.75%.
6/(8-0.75) X 100 = 82.75%
Service Level = (Abandoned Calls / Total Incoming Calls) x 100
For instance, your call center receives 1000 calls in a day, and your agents answer 900 calls. Then, your service level is 10%.
(100/1000) X 100 = 10%
First Contact Resolution Rate = (Total number of calls – repeat calls) / Total number of calls X 100
For instance, your agents answer 950 calls in a day, out of which 50 are repeat calls. Then your FCR rate is 94.73%.
(950-50)/950 X 100 = 94.73%
Average After-Call Time = Total After-Call Time / Total Number of Calls
For instance, your agent attends 100 calls in a day and spends 30 minutes doing after-call tasks. Then, the average after-call time is
30/100 = 0.3 minutes per call.
Being the customer-facing part of the organization, call centers need to maintain a high level of productivity and efficiency to improve customer satisfaction.
Do you measure your call center productivity the right way? What other ways do you use to measure productivity in the contact? Let us know in the comments.