How do you benchmark against external call centers?

1 Choose relevant metrics

Before you can benchmark, you need to decide what metrics you want to compare. There are many possible metrics to measure call center performance, such as service level, average handle time, first call resolution, customer satisfaction, and agent turnover. However, not all metrics are equally important or relevant for your call center. You need to choose the metrics that align with your business objectives, customer expectations, and industry standards. For example, if you are a technical support center, you might prioritize first call resolution over average handle time, while if you are a sales center, you might focus on conversion rate and revenue per call.

2 Find reliable sources

Once you have selected your metrics, you need to find reliable sources of data from external call centers. There are different ways to obtain this data, such as industry reports, benchmarking surveys, online platforms, and professional networks. However, you need to be careful about the quality and accuracy of the data, as well as the comparability and relevance of the call centers. For example, you should avoid comparing your call center with call centers that have different sizes, scopes, markets, or technologies. You should also look for sources that provide recent and updated data, as well as detailed and transparent information about the methodology and criteria used.

3 Analyze the gaps

After you have collected the data, you need to analyze the gaps between your call center and the external call centers. You can use different methods to do this, such as descriptive statistics, graphical displays, or ratio analysis. The goal is to identify where you are performing well and where you need to improve, as well as the reasons and factors behind the gaps. For example, you might find out that your service level is lower than the industry average because of high call volume, low staffing, or inefficient routing. You should also consider the impact and significance of the gaps, as well as the trade-offs and interrelationships among the metrics.

4 Implement improvements

The final step is to implement improvements based on the benchmarking results. You should use the data to set realistic and achievable goals for your call center, as well as to design and execute action plans to reach those goals. You should also monitor and evaluate the progress and outcomes of your improvements, as well as the feedback and satisfaction of your customers and agents. For example, you might implement a new training program, a new incentive scheme, or a new technology to improve your first call resolution rate, and then measure the effect on your customer loyalty and retention.

5 Repeat the process

Benchmarking is not a one-time activity, but a continuous process of learning and improvement. You should repeat the benchmarking process regularly, at least once a year, to keep track of your performance and the changes in the external environment. You should also update your metrics, sources, and methods as needed, to reflect your evolving goals and challenges. By benchmarking against external call centers, you can gain valuable insights and best practices, as well as stay competitive and customer-centric in the call center industry.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?