Call Centers – Metrics to Measure the ‘Heart’ of the Credit Union

For many credit unions, the call center plays an extremely important role in the organization. With a unit as important as the call center, selecting the right metrics to monitor is vital.

 
 

Credit union executives were asked to describe the role of their call center in a recent survey from Callahan & Associates and Powerhouse Consulting. Comments from executives included:

"Our call center does it all…from loans to Internet banking resolution!"

"At our call center we are focused on solutions. Our call center employees are active listeners who fulfill members' wants and needs."

"Our call center is the heart of the organization"

For many credit unions, the call center plays an extremely important role in the organization. With a unit as important as the call center, selecting the right metrics to monitor is vital.

Beyond Abandon Rate
Call centers at many credit unions are relatively new. More than half of call centers in credit unions were started in the last decade, according to the call center survey. Based on the survey data, many newer call centers measure success primarily through abandon rate. As the call center function matures, the credit union employs more complete metrics. These credit unions will analyze performance at both the call center level and employee level. They also take a balanced approach to metrics by analyzing service performance, call quality and sales production. Some of the most common metrics used at credit union call centers based on the survey are:

 


Call Center Level Metrics

Agent Level Metrics

Service level - % of calls answered in X seconds

Adherence to Schedule - The most popular agent level metric according to the call center survey

Average Handle Time -- This is a measure of talk time and after call work. Many credit unions look at this measure, but do not set a goal to it.

Call Quality - Through mystery shopping or call recording

Abandon rate - Abandon is a response to a condition, not a condition in and of itself. To fix abandon, one must look at service level, staffing, scheduling, etc

Quality Assurance in member interaction. This is usually run through training or audit department.

Expense or Revenue per call -- Does the call center drive member relationships?

Sales Production - Credit unions are setting goals based on the products that call center agents can actually have an impact on.




Take Industry Survey Now
Please help provide insight on credit union call center metrics by providing data about your call center metrics in the 2009 Credit Union Call Center Survey. All credit unions with call centers, including outsourced or partially outsourced are encouraged to complete the survey. Please complete the survey by Tuesday, August 4th. In recognition of your participation, you will receive an executive summary of the data on call center metrics to benchmark your own program.

 

 

 

July 29, 2009


More On:

Feature Article

Comments

 
 
 
  • Great articles...I would like more regarding call centers
    Linda S Rodriguez