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Call Center Scorecards April 2010
Call Center Scorecards, Balanced Scorecard or simply scorecard exist to enable call center managers to
review overall call center performance. The scorecards also assist top management in their quest to
understand the value and performance of the call center. Too often top management views the call
center as a cost center and does not understand the value that the call center brings to the organization.
In addition, when a call center manager has to explain how well the call center is performing numerous
statistics, charts, graphs and reports are provided which end up confusing top managers.
A balanced scorecard provides a single easy to read and understand Excel file that focuses on a few key
performance indicators rather than 100’s of statistics. Furthermore these KPI’s are weighted and
compared against either the company goals or industry benchmarks.
The Balanced Scorecard
Metric Actual Balanced
Performance Metric Weighting Goal Performance Metric Score Score
Cost /Call 25% $2.53 $3.57 29.13% 7.28%
Customer Satisfaction 30% 75% 45% 60% 18.00%
FCR 20% 60% 30% 50% 10.00%
Agent Utilization 10% 80% 70% 88% 8.75%
Agent Turnover 5% 4% 5% 20% 1.00%
ASA 5% 340 450 24% 1.22%
Rate 5% 4% 6.30% 63.49% 3.17%
100% N/A N/A N/A 49.43%
Each industry has its own set of KPI’s that should be used to create a scorecard. However, just using the
industry standards may not be enough for your business. Each call center needs to review their needs
and adjust the scorecard so that it is most effective for the business. Below is a list of KPI’s that call
centers have used to create a scorecard.
Cost per contact
Abandon Rate (consider using a total abandon rate including IVR, Email, Chat)
Ticket close ratio
Average Handle Time
IVR Completion Rate
Industry Scorecard KPI’s will differ by industry. What one industry would focus on is not the same as
what another industry might focus on. Here are some examples of KPI’s by Industry. Your contact center
may want to focus on some different KPI’s, but this can be used as a start.
Utilities Government Insurance Financial
Satisfaction Cost /Call Agent Turnover Customer Satisfaction
First Call Resolution Satisfaction Satisfaction ASA
Service Level Abandon Rate First Call Resolution First Call Resolution
Abandon Rate Service Level Agent Training Abandon Rate
Agent Training ASA ASA Agent Training
Agent Utilization Call Quality Abandon Rate Agent Utilization
Cost / Call Agent Turnover
Healthcare Retail Help Desk
Agent Training Sales Revenue Ticket Close Ratio
Satisfaction AHT First Call Resolution
Service Level ASA Customer Satisfaction
Abandon Rate Abandon Rate Abandon Rate
Agent Utilization First Call Resolution AHT
ASA Satisfaction Call Quality
Call Back Time Cost / Call Cost / Call
Within each call center these scorecard KPI’s could change. For example, an insurance based call center
that has a group that takes calls for policy cancellation calls and another group that handles new policies
may not have the same goals on abandon rate and ASA. The KPI goal and benchmark may differ for
each group and it would be inappropriate to use the same for each group. The Call Center Manager
needs to review what is important to each business unit and what will affect performance when
deciding on which KPI’s to score.
Using 3 to 8 KPI’s is ideal for the balanced scorecard. Fewer than 3 KPI’s and any change to a single KPI
changes the overall scorecard value quickly. A significant change to a KPI is not seen in the total score
when there are more than 8 KPI’s are evaluated. The weighted value of each KPI needs to be considered
as well. Too much weight on a single KPI will affect the outcome of the scorecard quickly. Determining
the weight to put on each KPI is up to the call center and its purpose. There are industry standards for
each KPI but each call center is unique and these standards may not apply. In most cases Customer
Satisfaction, First Call Resolution and Cost / Call are more heavily weighed than Service Level, ASA and
There are many types of scorecards for a contact center to consider and use.
• Agent Scorecard: A select group of metrics showing how an agent is performing
• Team Scorecard: A scorecard for the skill group. Because skill groups have different
goals it is not beneficial to use the same goals for each skill group.
• Summary Scorecard: An accumulation of team scorecards or agent scorecards.
• Weekly, Monthly, Yearly Summary report: This is a summary scorecard for each type of
scorecard. For example a weekly scorecard report for the Contact Center Scorecard.
• Contact Center Scorecard: A select group of metrics showing how the entire contact
center is performing.
Should the scorecard use company goals or industry benchmarks to determine the performance? Both
are valid methods for determining performance. A company new to scorecarding may want to look at
its own company goals first to become acquainted with using the scorecard. This “trial” period will also
help determine if the KPI’s that are being used in the scorecard are appropriate. Once the company is
comfortable with the scorecard looking to industry benchmarks can provide insight into where the
company is in relation to the industry average.
A properly built scorecard is a very effective tool for the call center manager. With a single report the
manager is able to determine how well the contact center has functioned that day. By trending these
reports a manager is able to show how performance is improving within the call center. The scorecard
will also assist the manager in finding the areas where performance is weakest and needs the most
For more information about Call Center Scorecards contact Spectrum or visit our website.
+1 713 986 8839