Using Call Center Analytics to Build Better Businesses


Thanks to the robust virtual call center software and solutions available today, it's easier than ever to capture performance data. And it's a good thing, too.

More and more call centers add new channels of communication, like email, chat, social media, and even text messaging. All of these customer interactions need to be monitored, measured, and optimized.

But, many call center managers fall prey to call center analytics overload. With so many reports and dashboards available at your fingertips, it's easy to give in to the temptation to track every minute of every call. This scattered approach makes it difficult to measure and optimize any single key performance indicator or metric.

If you do not monitor the right performance data, it can be hard to identify which areas of your call center need improvement. And if you do not know how to create actionable goals from the call center analytics you gather on a daily, weekly, or monthly basis, you won't be able to drive call center success.

The most successful call centers are able to wade through the sea of performance data and pinpoint the key performance indicators (KPIs) that really matter. In order to do this, you must first identify the needs and goals of your call center, and then pinpoint the persistent problems that are holding your call center back.

What type of call center are you running?

In order to identify the KPIs that are best suited to the needs and goals of your call center, you need to determine what type of call center you're running.

At the simplest level, there are two types of call centers: inbound and outbound. An inbound call center deals with incoming calls, usually focused on customer service, while an outbound call center often focuses on sales initiatives, like cold calling campaigns. Call centers that handle both inbound and outbound calls are blended call centers.

Beyond this simple distinction, there are also in-house and outsourced call centers. Depending on which type of call center you're running, you will want to track different call center analytics.

Identify key performance indicators

Inbound and outbound call centers face different challenges; as such, they need to track different key performance indicators. The table below illustrates some of the most common KPIs for both inbound, outbound, and blended call centers.

Key Performance Indicator Inbound Call Centers Outbound Call Centers
Average Talk Time X X
Average Call Work X X
Average Talk Time X X
Cost Per Contact X X
Percentage of Calls Transferred X
First Call Resolution X
Average Age of Query X
Conversion Rate X
Agent Turnover X X
Average Wait Time X
Average Speed of Answer X
Customer Call Frequency X

Review performance data

After you have identified the most importance key performance indicators for your call center, you can use your virtual call center software solution to pull related performance data.

Most virtual contact center platforms offer detailed reporting modules that can be viewed online, or exported for further analysis. As you review these call center analytics, look for trends (positive or negative) that can be used to optimize and enhance your business.

For example: let's say that your call center is having trouble handling the volume of incoming calls. As a result, your call center's average hold time and average speed of answer are extremely high.

Before you make the decision to add more agents, you may want to review the average availability of your existing agents. (In other words, are your agents online and ready to accept calls 100% of the time that they are scheduled?)

Call Center Analytics - Agent Session Duration

Call Center Analytics: The Key to Building Better Businesses

Today's virtual call center platforms can provide great insight into your business - but only if you know where to look. By identifying what type of call center you're running and choosing key performance indicators to measure and optimize, you can overcome call center analytics overload and pinpoint areas for improvement.