Number Crunching Won't Take Call Center Far

Number Crunching Won't Take Call Center Far

Defining the proper and accurate metrics to measure performance is a challenge in itself. Call center managers have to do this thankless task on a daily basis. I call it a thankless task because there doesn't seem to be anything else that the BPO industry understands as metrics other than numbers. The number of calls an inbound call center agent has received, the hold time, the average time per call: all this data clouds the thinking process. When you are working in something as dynamic as business process outsourcing, you can ill afford to use yardsticks without actually evaluating them. Relying too much on figures will make the going tougher.

How about using the approach of a football coach? Now that the FIFA World Cup is on song, this example immediately springs to mind! The work of the coach is not just to study the way his team played in the match. His job is also to put this match behind him and prepare for the next one. Similarly, the call center manager cannot spend too much time poring over data of yesteryears. The trick is to learn quick lessons and move on. The BPO still has a project to complete. Your inbound call center agents still need guidance. If the call center services managers get bogged down by the achievements and failures of the past, they can no longer pay undivided attention to the future.

What makes you think that you can measure the performance of the answering service team through numbers? Yes, you can study the number of calls received and other time reports. But can you conclude that your inbound call center agent did a swell job because he/she fulfilled the required targets? Customer care success is measured by satisfied customers. Monitor calls and listen to those. Offer advice to your BPO agents on how they can make a better impact and turn vague leads into strong ones. There's nothing that a constructive, unbiased discussion can't achieve. Train your agents on the job. Don't grudge the weak performers a good shot at improving themselves. Remember that you cannot be a leader unless you know how it feels to lose ground.

Let me make a point clear here. I am not saying that as a BPO manager you should stop looking at numbers and figures! They are integral to the process. You need to know the available resources of the call center and how they are being utilized. Keeping a tab on the numbers has its benefits as well. Come what may, your inbound call center agents have to hit a certain target every single day. Paying attention to the targets will keep the agents on their toes. Some things remain traditional because we are culturally trained to make those a part of our systems. Call center services agents will put in greater efforts when they know that failure to meet certain benchmarks will be held against them. Manage your team well and you will definitely reach the success levels you look to hit.

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