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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."

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)

"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."

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
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

"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 Logo# ContactCenterWorld ContactCenterWorld is The Global Association for Contact Center & Customer Engagement Best Practices. Today we have over 215,000 corporate 'individual' members have joined the association's website ''. We were established in 1999.
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Today's Tip of the Day - Don’t Allow Scapegoats

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

Published: Wednesday, May 19, 2010

Printer Friendly Version Printer friendly version

2024 Buyers Guide Speech Technology

Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


Daisee builds technology that empowers people to solve problems by making interactions simple and smart so they can have a more significant impact, be more productive and be better at what they do. We believe incremental improvements carry huge potency and provide exponentially greater change for the better.

Genesys customers can now automate risk and quality management using Daisee’s speech and sentiment analytics and remediation workflow software. Daisee helps improve customer experience, ensure regulatory compliance, identify missed commercial opportunities & training requirements as well as provide valuable insights back to the business directly from the frontline – the true voice-of-...
(read more)


Advanced speech recognition and natural language expertise that routes callers by simply asking ‘how can I help you?’. It allows customers to use their own words to ask for what they want and steers them to the right place.

Menus are eliminated altogether and contact centres can use a single inbound telephone number.




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