Your Audience and Call Center Measurements

Know Your Audience When Talking Call Center Measurements

Stories abound of call center measurements being misunderstood by others in the organization causing you to do the “call center measurements dance” (looks something like crossing the Jitterbug and Tap Dancing – it’s not pretty.) Call center measurements verify the success of your operation in meeting objectives. Measurements can ensure you get that big bonus at year-end. Motherhood stuff. Nothing in the rocket science department so far.

But measurements can also bring unwanted misunderstanding, distrust and a host of other problems that have you doing that “call center dance” right through to the Christmas party of 2002! If you have ever been put in a defensive situation over your call center measurements, you know exactly what we are referring to. Spend time writing the “dear boss” or more likely “dear boss’s boss” memo of explanation is as much fun as a double root canal. No fun at all!

The question, “what measurements are relevant for which audience?” Unfortunately, there is no right answer. In our opinion, it is dependent on several factors:

How well understood is your call center’s contribution to organization success? If people in your organization don’t have a clue on where your call center is let alone what it does then you have a problem. If you have been successful at painting the big picture of the contribution of your call center, then you are going to have a far easier time of sharing your measurements and have it be a positive outcome.

How are call center operational measurements understood within your call center? If you’re own call center managers, team leaders and CSRs do not understand what you are measuring in your call center and how they relate to your organizational objectives - help them! Practice teaching on your own call center staff before you venture up the elevator to meet Mr. CallCenterCritic – every organization has one – to explain Beginners Guide to Counting in Call Centers.

Considering these factors when deciding how much is enough to share directs what measurements you share and how you do it.

For example, the concept of “service level” may have multiple interpretations that can result in it actually being viewed as a negative with consequences that have you jumping for weeks on end. If the drivers behind the “service level” measure are not understood then sharing it is akin to digging your own grave. “Here in lies call center manager 10483 who told the boss about their new “service level” measures.”

The most important aspect of sharing call center measures is to evaluate your audience carefully. Develop an approach that will ensure your call center measurements are interpreted in the right context and understood within the boundaries of your organization. Seek out others in the organizations that are great at presenting “numbers”. Get their advice. Maybe use them as a coach on how to get important call center numbers understood by many and then review which numbers to present.

1. Your Audience and Call Center Measurements

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