2. Call Center Metrics: Best Practices in Performance Measurement and Management to Maximize Quitline Efficiency and Quality
by Penny Reynolds
The Call Center School
Good Afternoon and thank you for the opportunity to talk about quitlines.

3. Quality Improvement Initiative Issue Paper Purpose and Scope
Define the most critical operational, service performance and efficiency-related call center metrics for establishing and maintaining Quitline quality.
Create a shared language among Quitline stakeholders
Make recommendations on:
important metrics to measure (including why they are important for funders, service providers and callers);
how to measure and report these metrics; and
how reports may be used by both the service providers and funders to improve quality
Limit to those metrics measured during the first call.

4. Quitline as Call Center
Content may be different but critical components are the same!
Functions of a call center
Recognition that “contacts” are more than just telephone

5. PERFORMANCE MEASUREMENT
Develop a strategy that links with mission and vision of organization:
Customer perspectives
Frontline staff perspectives
Senior management

6. Key Performance Indicators
Service Measures
Accessibility
Blockage; hours of operation; abandons; self-service availability
Speed of Service
Service level; average speed of answer; longest delay in queue

7. Key Performance Indicators
Quality Measures
Resolution Metrics
First call resolution rate; transfer rate
Call Handling Metrics
Etiquette; knowledge and competency; error and rework rate; adherence to procedures

8. Key Performance Indicators
Efficiency Measures
Resource Utilization
Agent occupancy; shrinkage; schedule efficiency and adherence; availability
Contact Handling
Average handle time; after call work time; on-hold time

9. Key Performance Indicators
Profitability Measures
Sales
Conversion rate
Use of financial resources
Cost per call

10. PERFORMANCE MANAGEMENT PROCESS
Steps of Performance Measurement
Define the ideal
Measure current performance
Diagnose problem
Apply “treatment”
Monitor progress
Preventative maintenance

11. PERFORMANCE MANAGEMENT PROCESS
Defining Performance Standards
Quantitative standards
Qualitative standards

12. QUALITY MEASUREMENT PROCESS
Call Monitoring Policy
Various approaches
A formal policy is important
Outline process
Describe tools and instruments to be used
Define how scores will be communicated
Quality Forms and Standards

13. QUALITY MEASUREMENT PROCESS
Call Calibration = process of standardizing call evaluation and scoring process
Scoring and Evaluation

14. PERFORMANCE REPORTING
Reporting Methodologies
Build a framework that CLEARLY defines:
Purpose of each report
Recipients
Sources of data
Metric to be used
Must be relevant, accurate, and timely

15. PERFORMANCE REPORTING
Communications channels for each report should be considered
Communications strategies
Agents
Teams
Management
Funders

16. Feedback from Members What are the major strengths of the paper?
Is anything missing?
How can the paper be strengthened?
Is the paper useful and relevant? If not, why not?
Does the paper meet the intended purpose?