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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,

Craig Bailey
Customer Centricity, Inc.
United States

"First touch resolution. That is, the % of inquiries that the contact center resolves on the first contact. Calculation of this metric must include a confirmation that the customer did NOT have to call back again with the same issue.

The other area of measurement would be based upon a survey covering key aspects of the customers' experience. A combination of "transactional" (based on the customer's interaction with the firm) and "relational" seeking input on the broader aspects of the relationship.

The typical contact center metrics (average speed of answer, abandonment rate, etc.) are all good barometers which must be monitored, but consider these "production" metrics NOT customer-focused metrics."

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."

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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."
About Ashesi Global Services, Inc.

Ashesi Global Services, Inc. (AGS) is a privately held global outsourcing company. We operate within the Business Process Outsourcing (BPO) industry. AGS is headquartered in Phoenix, Arizona USA and h... (read more)
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)
Adrian Martinez
United States

"FCR, with a multi-part survey is a way a call center should measure its level of service. Covering areas such as the customers wait time, how they would rate their experience focusing on the agents attitude, tone, profesionalsim, and"

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
John Gourdin
Call Center Director
Global Premier Benefits
United States

"Random, graded, and incented (perhaps a discount on their next visit) exit surveys. They should be conducted at high frequency and the agents should know they are occuring. This way, customers have added reason to come back and the agents know that the customer's experience is being evaluated."

Christine Bryant
Contact Centre Manager
United Kingdom

"The measures of service should be on a mixture of hard facts i.e. Number of calls answered within x rings, abandon calls etc. and soft facts which is based around the customer experience. This can be done through customer satisfaction surveys or mystery shopping. Mystery Shopping is a great way as you can engage an independent company to mystery shop your call centre against your competitors and you then you have a independent view of not only on the service you provide against various scenarios but how you directly rank against your competitors. From this analysis put together a plan of action on how you can improve service. This is then communicated to the teams within the contact centre with specific training and coaching plans implemented. This benchmarking can then become part of an ongoing measurement and undertaken every three months for ongoing analysis and helps to promote a continuous improvement culture."
About Wunderman

Wunderman is a network of advertising, marketing and consulting companies with offices in 60 countries. Headquartered in New York City, Wunderman is part of Young & Rubicam Brands and a member of WPP... (read more)
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

"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)
Manfred Granig
Telesales Manager

"This is a tough one as it depends on the type of contact centre that you manage. I believe that customer retention is a great indicator for sustained customer service."

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)
Chee-wai Ho
Business Analyst

"Alignment between agent and customer appraisal of how a contact experience went. Often customers are asked to do a survey after a call has ended. However, I am quite sure for the sake of contact centre efficiency, the agent will shortly be taking the next call. It will be beneficial if the agent is also assigned to do a survey after the call (when the experience is still fresh). Part of contact centre performance evaluation will be whether the agent gauged the satisfaction of the customer accurately."
About SingTel

Singapore Telecommunications Limited, commonly abbreviated as SingTel, is a Singapore telecommunications company
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 - Do Your Agents Have All The Right Tools?

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

Published: Wednesday, May 19, 2010

Printer Friendly Version Printer friendly version

2020 Buyers Guide Payment Services


CallGuard, ChatGuard,
Securing payments for on-premise or remote agents for telephone, IVR, web, mobile, Chat and Chatbot.

A patented technology that is flexible way to take secure, PCI DSS compliant payments via live agents over the telephone, web, Chat, Chatbot, or IVR. No sensitive data enters the contact centre environment so, agents do not see, hear, store or record any card or personal details.

CallGuard can be deployed in various ways to fit the way your contact centre works. The solution can de-scope all, or parts, of your contact centre from the scope of PCI DSS compliance and works just as well for on-premise or home/remote working agents.

ChatGuard makes payments in Chat PCI DSS compliant and...
(read more)
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