Call center metrics are the source of so very many questions we hear at ICMI. What should be measured, how should you measure, what standards or benchmarks exist for each measure, how do you interpret and act on measured results — all of these and more are issues that trouble many call center professionals at one time or another.
So it should not be surprising that the March 2008 issue of ICMI’s Customer Management Insight (CMI), includes two articles that address call center metrics. Cliff Hurst, of Career Impact, Inc., offers his thoughts in “Identifying the KPI’s that Matter Most” and Fred Van Bennekom, of Great Brook Consulting, provides his own explanations in “Measuring Service Effectiveness.” I know both of them, as well, since they have been speakers at ICMI’s conferences and I respect the experience and judgment that each brings to the table.
It’s interesting, though, that Fred is in his “sweet spot,” since his area of expertise truly is in measurement, particularly statistical measurement, while Cliff is probably best known for his work on quality monitoring. I think this difference shows in the two articles and the approaches each writer takes.
You’ll see in Fred’s a precise organization, where every metric or method gets defined and then has its advantages and then its shortcomings explained in order. He knows in depth what he’s talking about and so can get to the point concisely. I like the graphic he included, too, which again shows the orderly way he has addressed his subject:
The Portfolio of Customer Feedback Research Techniques
What I like about Cliff’s approach, however, is that this material does not come across as routine when he writes about it. Read the rest of this entry »
