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Article : Measuring Service Levels - How Should You Do It In Your Center?

We asked contact center professionals from around the world how contact centers should measure the level of service they give to customers – after all, isn’t customer satisfaction the true goal of any customer service center?

- a survey by Joss Jalbert,

Aminudin Zainodin
Assistant General Manager
Hong Leong Bank

"Customer Satisfaction & Service Level. Customer satisfaction will determine the quality of the staffs when dealing with customers while Service Level measures the accessibility of the centre itself. Quality can sometimes rely on Service level too. For example, if you calling in and find yourself waiting for 10 - 15 minutes for the operator to answer the call, your mindset can sometimes preset to bad experience even if the operator able to solve the problem."

About Hong Leong Bank

Hong Leong Bank is a bank in Malaysia. Hong Leong Bank was founded by Lam Ji Chiew and began its operations in 1905 in Kuching, Sarawak under the name of Kwong Lee Mortgage & Remittance Company.
Arnold Ward
Management Consultant

"They should look at the number of extremely satisfied customers and compare that to the number of less than satisfied customers. They should then factor in their employee satisfaction results that fall into the same areas. The unsatisfied customers/employees get a higher weighting then the extremely satisfied customers. The reason for this is simple, unhappy customers/employees will do a company more harm than the benefits the happy customers/employees will provide. People seem to share and remember the negatives and bad points a lot longer than the positive and good points. Take a look at some of the companies who have had poor service issues raised recently and pay attention to their responses. Most if not all, while acknowledging they are not perfect, most of their clients are satisfied with the level of service they provide. Unfortunately, since the majority of the customers may be satisfied, companies become complacent and pay little or no attention to customer satisfaction that is until something major happens and then they are left scrambling. It is amazing how quickly a company can lose a positive service reputation and frightening how long it takes to regain the lost ground. It is for that reason in my opinion focusing on the extremes; especially the negative results will keep companies focused on the fundamentals of providing high quality customer service."

Steve Shefveland
Ashesi Global Services, Inc.
United States

"There are a number of tools and solutions for measuring customer satisfaction and service. However, it is very important that the measuring of customer service take place right at the time of the offering. For example, if you want to measure how an agent handled a Cable TV customer who called in to cancel their service, but actually "saved" the call and migrated the customer to a newer entertainment plan, measurement of how that call was handled in the eyes of the customer must take place immediately after the call in the form of 2-3 questions. Another popular way to measure service is via text/SMS messaging, which is very suitable to simple yes/no questions."


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Adrian Robertson
DHL, India

"There should be external and internal metrics.

External metrics should include customersurveys, loyalty indexes,etc - these should be necessarily administered by a third party.

Internal metrics should include call quality, post incident service recovery measurements, and most importantly pre and post incident trading pattern (this can be extended to "normal" customers as well who do not necessarily face service incidents)"

About DHL, India

DHL is part of Deutsche Post DHL and is the Logistics Company for the world. DHL is the global market leader in the logistics industry. DHL commits its expertise in international express, air and ocea... (read more)
Robert Wint
Senior Vice President Marketing, EMEA
United Kingdom

"There's no single measure that works well for all contact centres, however you need to ensure that any measures do actually recognise and reward good customer service rather than focus just on productivity. Measures also have to reflect broader organisational targets - they have to be consistent."

About Verint

Verint Systems is a provider of analytic software-based solutions for the security and business intelligence markets. Verint solutions transform voice, video, and text into actionable intelligence - m... (read more)
Karin Sokul
Client Service Manager

"There are different methodologies to matrix the services; most common currently are customer surveys and analyses based on customer feedback. However I believe it is important to find first what is important from the customers perspective and than adapt the services to their needs. Customer service needs to fill in the gap on un-clear subject not the capture the unfinished work. For unfinished work or early released material there are other communication means.
Then the total package of services provided need to be put against that perception of what the customer expected and we have our answer."

About Stefanini

IT Outsourcing services ranging from staffing to applications to Infrastructure support
Jaime Scott
Head of Global Quality
United Kingdom

"First Call Resolution (FCR) is arguably the most powerful & influential performance metric for contact centres. No other metric has as much impact on overall performance as FCR because, in a single metric, it allows you to focus on improving quality, reducing costs, improving customer & staff satisfaction, and increasing sales & customer loyalty - all at the same time.

§ Reduce operating cost – Based on our research and experience, if your call centre is operating at an average 65% FCR, then 38% of your contacts are avoidable repeats.
§ Improve customer satisfaction – FCR is the highest correlated measure to customer-service satisfaction.
§ Improve staff satisfaction – With higher FCR, agents take fewer repeat contacts from customers whose previous queries weren’t handled appropriately. Repeat contacts have a dramatic impact on the morale and motivation of excellent customer-facing staff. In fact, amongst high performers, this is one of their main reasons for leaving your business.
§ Sell more – Satisfied customers whose query is resolved in a timely manner are 20% more likely to accept a sales offering.
§ Increase customer loyalty – Industry research shows that if a customer’s query is not resolved on the first contact, there is a 34% probability that the customer will consider moving to a competitor. This goes down to 2% for customers whose query is resolved first time."

About Capita

Outsourcing - delivering measurable benefits to our clients What we bring our customers: Inspired productive people Streamlined administration processes Effective ICT Innovation Improved c... (read more)
Rosemary Turley
NICE Systems
United States

"By customer retention, by cross sales and increasing share of wallet. People only stay with a company, long term, if it delivers the right level of service."

About NICE Systems

NICE (NASDAQ: NICE), is a worldwide provider of intent-based solutions that capture and analyze interactions and transactions, realize intent, and extract and leverage insights to deliver impact in re... (read more)
Nina Kawalek
RCCSP Professional Education Alliance
United States

"Contact centers should measure the level of service they provide from three perspectives:

(1) From the customer's perspective based upon a scientifically-based understanding of what constitutes "quality" from the customer's view, and through measurement of the front line reps’ compliance with these quality factors;

(2) Based on the measurable effectiveness of their center's Call Resolution Process - call resolution throughput, and the level of efficiency at which it was achieved; and

(3) Based on a qualitative analysis and comparison of investments made in the call center, utilization of those investments in the resolution of calls, and the value of those resolutions; in other words, accounting for a financial return on investment in the contact center."

About RCCSP Professional Education Alliance

RCCSP, celebrating a quarter century of service to the contact center industry, provides access to a portfolio of professional contact center industry certifications and accredited certification train... (read more)
Jonathan Grant
United Kingdom

"Contact centres should measure their level of service using two main criteria: the speed of response and percentage of calls resolved first time. On top of this they should be constantly striving to improve their service by regularly running customer satisfaction surveys which can highlight any areas that may need attention."

About Vonage

Vonage (NYSE: VG) is a provider of communications services connecting individuals through broadband devices worldwide. Our technology serves approximately 2.4 million subscribers. We provide communica... (read more)
Khilona Radia
iGrowth International Business Consultants
South Africa

"By the repeat business their clients receive. Or better still, a well constructed Call Resolution rate - not the ones that say - I've passed it on to the client centre so it is now resolved from my side! It has to be one that follows the client through all the hoops until the issue is completely resolved. The primary frustration with consumers today is having to deal with a call centre that has limited power to resolve issues to fruition or to client satisfaction."

Niels Kjellerup
Resource International

"3 Key value indicators stand out:
1) Net Promoter Score
2) % of call ansered by a PERSON in 20 seconds
3) % of call completed to the customers satisfaction by the service rep who took the call. First Call Resolution"

Dave Thomson
European Marketing Manager
United Kingdom

"Call centers need to start looking at customer outcomes, as well as the end to end process. For instance, did the customer actually get the answer they wanted. However the call center should not be thinking of itself in isolation. This is just one part of the customer experience. I may have ordered the product in the call center, or arranged a visit, but did the product or plumber actually turn up when expected and could they fix the problem. Without taking this end-to-end view of customer service, call centers are forever going to be providing a sub-optimal experience."

About Cisco

Cisco provides Unified Customer Contact solutions that extend customer care beyond simple phone transactions and the traditional contact centre to unique content-rich customer centric experiences. The... (read more)

About ContactCenterWorld:
Company LogoContactCenterWorld is The Global Association for Contact Center & Customer Engagement Best Practices. Today we have over 205,000 corporate 'individual' members have joined the association's website ''. We were established in 1999.
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Today's Tip of the Day - Be Prepared!

Read today's tip or listen to it on podcast.

Published: Wednesday, May 19, 2010

Printer Friendly Version Printer friendly version

2021 Buyers Guide Training


Charlotte Purvis
Charlotte Purvis is a speaker and communication consultant who has influenced an average of one million customer interactions each year for over 20 years. She consults, trains, and speaks on customer service, business communication, and leadership development for global companies, universities, and community organizations. She practices what she teaches as evidenced by nearly 100% of her engagements coming from repeat or referral business.


Call Centers
Contact Centers
Admin Training
Supervisor Training

Davis-Mayo Associates

"Service Excellence" Customer Service Training
Live onsite training for your teams. Experienced by more than 450,000 people in 48 US states and 18 countries. No-nonsense approach by our experts with field-test content customized to your situation and using your scenarios.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics. As a result, Happitu slashes training time, delivers higher resolution rates, and reduces handle times.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the...
(read more)

Lieber & Associates

Training Executives, Managers, Supervisors, and Reps
Lieber & Associates provides training for all levels of the contact center team. The firm customizes its off-the-shelf trainings to meet your specific company needs,

Executive and manager sessions address topics such as customer experience, metrics, technology, AI, and video calls. Supervisor sessions train your leaders to better coach and motivate reps. Phone staff modules include sessions on customer service, order-taking, cross-selling, handling difficult calls, phone "soft skills," and more.

Manitoba Customer Contact Association

Making Training and Development Part of Your Corporate Landscape

Organizations are always on the look out to save money and make more profit. Usually when it comes to crunch time some leaders will scrap training in order to tighten the belt. The downside of this is the cycle it creates.

Because some employers see training as a flexible benefit, employee development is often taken off the table. When employees don’t feel valued it becomes easy to see a revolving door. The constant need to hire goes up which ultimately means costs go up; we know that hiring costs more than retaining the right people.

Start the conversation: Explore our Training Page
(read more)

Marketing Tactics Pty Ltd

7 Pillars For Creating Amazing Team Leaders
I help Call Center Owners, C Suite executives and Call Center Managers develop a proven, practical training program they can customize to their specific needs that creates amazing Team Leaders who turn under achievers into top performers that consistently hit (or even exceed) their targets and KPIs.


CSAT.AI Scores Better Customer Service with Gamified Guidance!

CSAT.AI lets agents know when they’re on the right track by predicting CSAT scores in real time (when they’re fixable!) - because most customers don’t leave feedback, they just leave.

Agents have the immediate positive feedback that reinforces good behaviors for self training.

OMNI HR Consulting (Pty) Ltd

Human Capital & Organisational Development
Omni HR Consulting provides business and people development solutions through Training and Consulting services.

We work across a number of sectors to provide solutions from both a Skills Development / Business perspective.

Skills Development: accredited & non-accredited learning solutions including Learnerships, RPL solutions and Skills Programmes, including a curriculum for developing future skills.

Business Solutions: are designed to be customisable, relevant and industry-related to support businesses to achieve their strategic objectives and needs.

Orion Learning Services Inc.

Learning & Development
Learning & Development for Agents, Supervisors, Managers and Administration/Support Staff

Orion Learning is a global leader in providing accredited learning and development solutions for organizations globally. We offer call/contact center certification programs for Agents, Supervisors and Managers, business certifications and examinations for wide range of topics including project management, change management and service management, leadership soft skills and a full suite of assessment tools which can be used for recruitment, talent management, succession planning and coaching/mentoring. We deliver our solutions to global community and all of our solutions are delivered digitally.


VADS Training Center
PT VADS Indonesia as a Learning Center provides trainers, modules, development programs for individuals and teams. VADS Indonesia owns a vast curriculum for training provided by local trainers with flexible training locations that can be arranged at the client's place or PT VADS Learning Center. VADS Provide knowledge process, transformation consultancy, customer service training, leadership training, interpersonal development, and training for trainers.

Benefit :
- Customizable training by experienced trainers
- Increase motivation and engagement
- Improves customer service skills and knowledge

Service Quality Institute

Customer Service Training Programs
We have over 20 customer service training programs you can use on-site. With our technology, we eliminate 95% of all travel expenses for participants and trainers. The design of our programs reduces the training time by 80% which is the most expensive part of training and we eliminate the need for professional trainers and facilitators.

The Forum

Get connected to raise standards. Established in 2000, we are celebrating 20 years of best practice, our community of professionals is recognised as the ‘go-to place’ for innovation in customer operations, from contact centre and digital to field, back office, branch & retail services, working across all industry sectors.

We offer an independent and trusted space for learning and sharing, proud to welcome members are into a thriving and active community to network with other like-minded professionals. Benchmark against the best in class and learn from innovators and pioneers. Our team of independent experts can also offer bespoke advice, consultancy and training. We have helped many organisations develop the capability of their vital support functions.

About us - in 60 seconds!

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