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What metrics are important to which people within a contact center?

In an article published by Call Centre Helper, 294 contact center professionals were asked what contact center metrics were most important. The survey results seemed to suggest that contact centers are changing which metrics they feel are most important.



It is important to understand that different performance metrics matter to different people within diverse departments, organizations, and industries because they serve distinct purposes and reflect the priorities of various stakeholders.


Here's an overview of how different metrics can be relevant to different groups:


Customer Service Managers/Supervisors

These individuals are responsible for managing the call center's daily operations and ensuring excellent customer service. Metrics that matter to them include:

  • Average Handle Time (AHT): Measures the average duration of each customer interaction, helping supervisors assess agent efficiency and productivity.

  • First Call Resolution (FCR): Reflects the percentage of customer issues resolved in a single call, indicating the effectiveness of agents and the quality of service.

  • Customer Satisfaction Score (CSAT): Measures customer satisfaction levels through surveys, providing insights into overall service quality and agent performance.

Agents/Representatives

Frontline agents are directly engaged with customers and aim to deliver satisfactory experiences. Metrics that matter to them include:

  • Average Handling Time (AHT): Agents strive to optimize AHT while ensuring quality service, as it affects their workload and productivity.

  • Quality Assurance (QA) Scores: Reflects how well agents adhere to prescribed call handling procedures, ensuring consistent service delivery.

  • Customer Feedback: Agents value direct feedback from customers, both positive and negative, as it helps them improve their skills and tailor interactions.

Finance/Operations Managers

These individuals focus on the call center's financial performance and operational efficiency. Metrics that matter to them include:

  • Cost per Call: Assesses the average cost incurred for each call, helping identify cost-saving opportunities and operational inefficiencies.

  • Service Level: Measures the percentage of calls answered within a specific timeframe, ensuring appropriate staffing levels to meet service targets.

  • Average Speed of Answer (ASA): Tracks the time it takes for a call to be answered, enabling managers to allocate resources effectively and reduce customer wait times.

Sales and Marketing Departments

These departments may utilize the call center for sales or marketing campaigns. Metrics that matter to them include:

  • Conversion Rate: Measures the percentage of calls that result in successful sales or desired customer actions, indicating campaign effectiveness.

  • Upsell/Cross-sell Revenue: Tracks the additional revenue generated from upselling or cross-selling during customer interactions, contributing to sales goals.

  • Lead Response Time: Evaluates the speed at which leads are contacted and engaged, enabling sales and marketing teams to optimize lead conversion rates.

Executives/Leadership

High-level stakeholders focus on the overall performance and strategic direction of the call center. Metrics that matter to them include:

  • Net Promoter Score (NPS): Measures customer loyalty and likelihood to recommend the company's products or services, indicating long-term success.

  • Customer Retention Rate: Reflects the percentage of customers retained over a specific period, providing insights into customer satisfaction and business stability.

  • Return on Investment (ROI): Assesses the financial return achieved from call center operations, guiding strategic decisions regarding resource allocation and expansion.


It's important to note that the importance of specific metrics may vary across industries and organizations, depending on their unique goals, customer expectations, and business models. Therefore, call center performance metrics should align with the specific objectives of each department, organization, and industry.



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Find out how Cinareo can guide your decision-making and provide insights into the key performance indicators that matter most to operations and finance management.



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