Inbound Metrics*

The adage, if you can’t measure it, you can’t manage it is mercilessly true in call centers. The following are key metrics typically used for inbound call centers. Obtain this information regularly and then thoughtfully use it each hour, day, week and month to keep your operation running at a high level of performance.

Service Level

• Service Level
  Typically expressed as x % of calls handled in y seconds. An example would be 80% of calls handled within 60 seconds. Service level is a goal, and call centers track the percentage of time that they meet service level, such as 90%, 94% etc. The time frame within which service level must be met is also defined. It is much easier to meet a service level goal weekly than daily and easier to meet it daily than hourly. However, service is better if the goal can be met hourly or at least daily.

  Service level is typically tracked using wait time reports produced by the ACD telephone system. These reports show the number and percentage of calls that were answered within specific time frames, distributing calls into columns for 10 seconds, 20 seconds, 30 seconds, 60 seconds, etc.

• Tri-level (enhanced or tiered service level) [developed by Mitchell Lieber]
  Typical service level goals account for 80% of all calls, such as 80% of calls handled within 45 seconds. Don’t the other 20% matter? Is it acceptable if a customer waits 5 minutes without their call being answered, hangs up and calls your competition? This can occur to any caller and your call center can still “look good on paper” and meet its service level goal.

  Tri-level has 3 tiers of goals, such as:

  80% of calls handled within 45 seconds;
  98% of calls handled within 90 seconds;
  100% of calls handled within 120 seconds.
  (120 seconds is the longest wait time allowed).

  Lieber & Associates has also developed a 360 Degrees Service Level that is a comprehensive set of metrics to measure all aspects of telephone customer service.

Abandoned Calls
Abandoned calls, sometimes called lost calls, are callers that hang up before answer. These are expressed as a percentage of total calls offered, such as 2% or 4%. If a call center’s abandoned call rate is high but it meets service level 100% of the time, the service level goal may need to be more rigorous to lower the abandon rate.

Productivity Indicators
The following metrics are employed to measure staff productivity in most inbound call centers. All are expressed as a percentage of sign-on time and in minutes. These are compiled by the ACD telephone system for individual reps and the entire operation. Reports are typically printed for each day, week and sometimes for the month. Hourly reports may also be available.

• Talk Time
  Time spent talking on calls.
• Available Time
  The rep is not on a call, but is available to accept one.
• Idle Time
  The rep is not on a call, and is not available to accept on. This mode is typically used for breaks.
• After-Call Work or Wrap-Up Time
  The rep has completed the call, but is reviewing computer screens, filling out forms or doing other after-call work.
• Work Time
  This is the sum of talk, after-call work and available time.
• Sign-On Time
  The duration of time the rep is signed onto the ACD phone system. This is the sum of work time and idle time.

Quality Indicators
The quality of interactions that take place on the phone are crucial. Scoring systems for call monitoring should be clear and objective, with provisions for immediate feedback and coaching.

If information is data entered during calls there should be a keying error goal, such as not greater than 3%. Data entry should be consistently monitored to track it versus the goal.

Customer satisfaction may be tracked with after-call surveys. These may be conducted by mail, or better, by a third party service at the end of a sample of all calls. Whichever medium is used, the customer satisfaction survey must be brief, 2 or 3 questions on the phone and no more than 5 via mail. Associating mail surveys with a drawing for a free gift may increase the response rate and provide a better sample, resulting in more accurate metrics.

Media ROI Indicators
The most expensive part of inbound sales and lead calls is causing the phone to ring, i.e. the advertising. Tracking advertising costs is essential. Here are standard ways to do so.

Number of Inquiries/Media Source or Insertion
Number of Sales/Media Source or Insertion
Cost/Inquiry for Each Media Source or Insertion
Cost/Sale for Each Media Source or Insertion
Revenue ($$)/Sale for Each Media Source or Insertion
Cost/$100 Sold or $1000 Sold for each Source or Insertion

Sales Indicators for Sales-Oriented Inbound Call Centers
Inbound call centers that make sales or take orders often use some or all of these metrics to manage staff performance and staffing hour-to-hour and day-to-day.

Conversion Ratio – Sales/Calls
Revenue ($$)/Sale
Revenue ($$)/Call
Revenue ($$)/Hour

Customer Service Indicators
Call centers devoted to customer-service may compile and monitor these key indicators.

Customer Complaints / Sales Ratio
Customer Issues and Counts of Calls for Each One
Resolution Percentages - Overall and Per Issue
– Customer Will Buy/Buys Again
– Customer Satisfied
– Customer Lukewarm
– Customer Unhappy