17 Oct What Are the QA Metrics and Terms in a Call Center?
Quality is key. No one wants a subpar product or experience. QA metrics are important for gauging and maintaining quality and thereby customers. Contact center analytics can track and parse multiple metrics including:
Average Speed of Answering (ASA)
Also referred to as Average Wait Time (AWT) This is how long a customer waits in queue or how long before they explode. Just kidding on that last one, but the length of time a customer waits has an impact on many other metrics like AHT, CES and CSAT (see those terms below).
Average Talk time (ATT)
Length of a call interaction from answer to disconnection.
After Call Work (ACW)
Work an agent must do after ending a customer interaction to complete their work on the issue. It’s not over until it’s over, or at least until all the boxes are checked. For example, a customer calls about getting a replacement for a faulty item. The agent may have to log their actions made during the call and complete any additional actions pertaining to requesting/sending a replacement that was not completed during the call.
Average Handle Time (AHT)
How long it takes to complete an interaction from beginning to end. This includes talk time (ATT) and post interaction work (ACW) for the agent and hold time (ASA) for the customer. Therefore, ASA+ATT+ACW ÷ total calls = AHT
First Call Resolution (FCR)
When an initial contact solves the problem. It may not cause balloons to fall from the ceiling but when this happens everyone wins.
Customer Satisfaction Score (CSAT)
How pleased the customer is with the interaction, or not. This QA metric has impact on retention, future sales and brand loyalty/sentiment (see NPS below).
Net Promoter Score (NPS)
Customer’s impression of a company – How likely are they to remain a customer, upgrade and/or recommend the brand or wear a hat with the company logo on it or create a mocking meme that goes viral.
Customer Effort Score (CES)
These QA metrics are about what the customer has to go through to achieve satisfaction. If a customer feels they have had to walk across a desert to acquire their answer they are less likely to stay with a brand or recommend it. They may even complain about it using the megaphone of social media.
Average cost per call can be calculated per agent, per day, per hour and so on. An agent’s cost per call for example: an agent that is paid $15/hour and does an 8 hour shift, with a 30 minute paid lunch has 7.5 hours of work time, earns a gross of $120 and handles 35 calls.
The average calls per hour for that agent is number of calls divided by number of working hours – 35/7.5 which in this example equals 4.67 calls/hour. The basic cost per call for that agent on that shift is hourly pay rate divided by calls per hour. In our example that would be 15/4.67 = $3.21/call.
NOTE: Software, building, equipment, insurance, administrative and service costs in addition to taxes must be factored for a more accurate cost per call. This would be total center costs for a given time period divided by the total calls handled for that time period.
Calls and inquiries do not come in on a regular, predictable basis. Timing is random. This is why analytics are necessary. Tracking the number of interactions per day and their AHT gives an indication of how many agents need to be scheduled to balance cost effectiveness and CSAT.
Mondays might be the busiest day for some businesses and Thursdays for another, or specific times of the month may show spikes. A center will always need more agents than average number of calls per hour in order to handle surges in volume.
These are some basic QA metrics and terms for contact centers. In part two we’ll take a look at QA goals for saving money in a contact center.