Being able to respond in a timely fashion to customers requirements in a timely fashion is a key to many telecommunications CRM implementations and by association telecom call centers. However, a recent study shows that many call centers are using qualitative metrics rather than quantitative metrics to measure call center performance.
While I believe that no organization should use only one or the other, one of the best ways to determine in ‘real-time’ ( near real-time for those of us who actually have to implement this stuff…. ) the performance of your call center is to use quantitative, operational metrics to determine operational performance. Qualitative metrics, like customer surveys and feedback, take too long to determine if there is an issue that can be corrected.
It should be noted that quantitative metrics NEED to be backed up with quantitative metrics. The quantitative metrics are only good to tell you how fast you are going. Qualitative tell you where you going. Remember the immortal words of Yogi Berra:
It would be unfortunate to run a call center only based on “making good time”.
Posted December 31, 2008 8:00 AM
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