Are your customers happy with your service?
Are your call center agents doing their jobs and meeting business goals?
Is your call center as efficient, productive, and performing as well as it could be?
To answer all of those questions and more, you need call center reports that you can review, analyze, and leverage for improving your operations.
What is Call Center Reporting and why is it Important?
Call center reports are the heart of any call center. That’s because they are responsible for gathering and assessing data about the effectiveness of your call center, your agents, and more. Without data, you cannot figure out if you are meeting your goals, following correct processes, remaining compliant, and getting the outcomes you want.
Call center reports are invaluable tools for not just evaluating the quality of the customer experience, but for providing feedback on everything that happens within your contact center. When set up and used correctly, call center management reports can be used to:
- Train and motivate agents;
- Identify trends within the contact center;
- Reveal the proficiency or deficiency of agent skills, areas, and processes;
- Promote higher customer satisfaction;
- And enhance transparency of all actions taken within the contact center.
The key is measuring the right call center quality metrics so you can tell exactly how you’re performing.
Call Center Reporting KPIs
We’ve talked about call center KPIs many times on the Scorebuddy blog. There are many available KPIs to help you measure everything from sales to productivity, customer satisfaction, and quality.
In general, your call center reports should break down your metrics into three sections:
- Business Critical Metrics: Business critical metrics deal with the development of a documented approach to QA and the customer experience. The goal is to ensure higher performance and continuous improvement.
- Customer Critical Metrics: Customer critical metrics focus on the customer experience and how well the agent understood the customer’s problem and provided a solution.
- Process Critical Metrics: After every customer interaction, the agent must review what happened and complete detailed notes in the CRM; these are called process critical metrics.
Business Critical KPIs
Business critical KPIs are concerned with your company’s procedures and how well you’re meeting your goals. These metrics should focus on employee engagement, customer satisfaction, and employee productivity.
- Agent Absenteeism: Call center productivity can be impacted by agents not being at their desks. The goal should be to identify root causes and promote positive behavior.
- Agent Turnover Rate: This critical metric helps you identify agent challenges and gaps in training that can be better managed.
- Schedule Adherence: Measures how well your agents adhere to their schedule as a metric of productivity and how well your agents are performing.
- CSAT: Customer satisfaction is a KPI used to track how satisfied your customers are with your organization and your service. This metric can be gathered via surveys and other analytics tools.
- Net Promotor Score (NPS): NPS measures customer loyalty and the strength of your relationships with your customers, one way it does this is by tracking how likely a customer is to refer [promote] you to a colleague or to a friend.
For example, Scorebuddy, provides a call center report for all agents to see how well each individual is meeting specific business goals. In the example below, those goals are ownership of the interaction, written communication skills, data protection procedures, and soft skills demonstration.
Customer Critical KPIs
Below is a shortlist of some of the most common customer critical KPIs used in call centers worldwide.
- Average Time in Queue: This provides an accurate indication of how well agents are serving your customers and can be used for more than just calls.
- Average Abandonment Rate: This represents a detriment to the call center and tells you how often a caller or live chatter gives up on connecting with your team.
- Average Handle Time: This directly relates to customer satisfaction and will indicate who well your agents resolve issues.
- First Contact Resolution: This represents a significant element of customer satisfaction. How many calls, chats, emails, or social media messages did it take to solve the customer’s concern?
- Average Speed of Answering (ASA): ASA (also called average delay of calls) measures how quickly the call center took to answer a call
However, what’s missing from this list are metrics that examine the impact of customer emotions on your bottom line. You need to know how your customers feel after interacting with your agent.
To measure these less easily quantifiable metrics, you’ll need some type of call center quality monitoring report that allows your agents to review the level of their empathy and whether or not they went above and beyond for the customer.
- Was the agent interested in what the customer had to say?
- Did they actively listen to the customer without interrupting them?
- Was the agent flexible in meeting the customer’s needs?
- Did they address the customer’s needs—even if the customer did not state them?
- Did they provide a wow experience to the customer?
- Did the customer respond to their attempts to go above and beyond?
In Scorebuddy, you can track customer critical KPIs for each phone call to see if agents met or did not meet their requirements for the opening of the interaction, the main body, grammar/spelling/tone, empathy (use of goodwill), and the closing of the phone call.
Process Critical KPIs
Last but not least, process critical KPIs are concerned with agent performance and whether or not your agent met the goals outlined for them. You want to answer how well the agent does their job professionally and with the necessary expertise. A common KPI for this is a contact quality management score.
- Contact Quality Management Score: This measures how well your agents help customers based on their skills. It measures product knowledge, technical knowledge, communication skills, and problem-solving skills.
You might also measure how well your agents met the customer’s needs by having your agents check off boxes that answer critical questions, such as:
- Did the agent offer upgrades to the customer during the interaction?
- Were the upgrades appropriate based on the customer's verbalizations during the interaction?
- Was the agent listening to what the customer wants and needs?
- Did the agent try to sell something that would enhance the customer’s experience?
- Was the product offered a better version of something than the customer wanted?
Here’s an example of what it looks like to track process critical KPIs for a financial and insurance phone call in Scorebuddy. You can see the pass/fail rate for each process adherence question.
5 Call Center Report Samples from Scorebuddy
As for the metrics that should be on your call center reporting dashboard? That entirely depends on your needs and what’s important to you.
In general, you’ll want a dashboard that displays both quantitative and non-quantitative performance factors so you can work with your agents on improving behaviors that directly impact customer service. The goal of your reporting dashboard should be to help you improve quality control by telling you:
- Exactly what is happening during agent and customer interactions.
- How agent behaviors contribute to customer service.
- Trends and problem areas in need of improvement and beneficial change.
- Key drivers of satisfaction, dissatisfaction, recommendation, or repurchase.
It’s up to you to determine which analytics on your reporting dashboard are best suited to provide you with insight into your customer experience and quality of service. The key is to empower your agents with data to encourage customer-oriented behaviors. And that’s why there are a multitude of powerful call center reports you can take advantage of.
Multi-channel contact centers need reports that are completely customizable to their needs. There are a variety of approaches you can take, so for now, we’re just going to highlight five examples of call center reports that will have a significant impact on your call center.
1. Process Adherence Call Center Report Sample
It’s critical that you are able to track how well your agents have adhered to your contact center procedures. To do that, you need a way to track and see the actions your agents have taken.
In this call center report sample from Scorebuddy, you can see a quick overview of how well a single agent adhered to the company’s processes for the months of July and August. In particular, the dashboard looks at the results of five questions:
- Did the agent provide accurate information and accurate time frame?
- Did the agent have relevant case notes mirroring the interaction with the customer?
- Did the agent take ownership?
- Did the agent offer the case reference number (if applicable)?
- Did the agent follow relevant processes and procedures?
2. Agent Productivity Dashboard
In this call center management report, managers and agents can quickly look at productivity metrics to see how well they are meeting goals. Scorebuddy breaks down success or failure into three simple results: fail, getting there, or well done. In this case, areas for improvement and additional training can be easily identified.
3. Weekly Agent Performance Trend Report
There are many cases within a call center when you need to see a generic overview of agent performance. In this case, you may not be interested in specific interactions. Instead, you need an overview of every interaction and their performance as a whole to see if they are missing, meeting, or exceeding expectations.
In this Scorebuddy agent performance trend report, performance is broken down by week for a quick look at how well the agent handled customer interactions overall.
4. Agent Performance Trend Report by Action
In the above report, you get a quick overview of how the agent is performing as a whole, but it does not give enough specific insight to reveal training gaps or issues. To get this information, Scorebuddy provides an agent performance trend report.
In this dashboard, the agent’s actions are broken down into individual questions with a simple “yes” or “no” answer for meeting expectations. If the “no” is a large percentage of results, then you can identify a training need.
Below is another version of this data, which breaks down the action into specific negative results for a more detailed look at what needs to be improved. This is the Root Cause Analysis in Scorebuddy.
5. Manager Feedback Dashboard
In all of the above call center management reports, the focus was on the agent and general pass or fail results. And while that information is critical, it does not give the whole picture. You also need a call center report that highlights manager feedback to keep an eye on areas that are a priority.
For example, in this Scorebuddy report, three key areas are highlighted for the agent:
- Be careful of your attitude.
- Salutation was not correct.
- The right troubleshooting questions need to be asked.
There is also a word cloud of common comments to see what comes up most often. In this way, it’s easy to spot agent trends that need to be handled.
7 Steps to Analyze Your Call Center Reports
So what are you supposed to do with the above reports? First, take a deep breath. It's only data.
Analyzing call center reports can be daunting if you don't know what you are doing. However, if you follow these seven steps, you’ll be on your way to analyzing the data that you’ve gathered from all your quality monitoring scores.
Step 1: Set Your Goals and KPIs to Collect the Right Data
As an analyst, you know that you can only be as good as the data you are working with. So, first and foremost, you need to make sure that you are gathering the right data based on the KPIs you need most.
Remember to review your overall business and call center goals before setting your KPIs and the data you will collect. And don’t just focus on easily quantifiable data. Customer service-based metrics and questions are just as important.
To get started, there are a few critical questions you should consider:
- How productive and responsive are our agents?
- Is our call center efficient?
- Do all of our agents have the tools and data necessary to perform their jobs?
- Are my agents and managers happy and motivated?
- How financially efficient is my call center?
- How satisfied are our customers?
By answering these critical questions, you can more easily set actionable goals and thus outline the critical KPIs and data you need to track.
Step 2: Organize Your Data by Categories and Date
To make sense of data, you need it to be organized in a rational manner. By reviewing a score here and there, you have no sense of trends or whether the examples you are looking at are typical or not.
Clean, well-organized data is essential for successful analysis. This information will allow you to pull reports for any of these if necessary. Log all the details in the header of the scorecard.
Reports should match the categorizations of your organization: regions, departments, teams, functions, etc. You will need your reports to be organized by dates too. Analyzing is closely linked to watching performance overtime.
Logging quality assurance scores in a detailed manner means that you associate the scores with all the relevant categories; record the date of the interaction, the date of the evaluation, the evaluator's name, the agent, the team they are part of, their location, the channel the customer service interaction was through, the type of query; inbound/outbound/billing/complaint/product.
Step 3: Outline the Top 5 Performance Questions You Need Answered
The head of your call center is a fountain of knowledge. At any time, there are essential questions related to success, productivity, and customer satisfaction that need to be answered. These questions and their answers are critical for quality assurance in the call center.
Now, set up reports to answer these questions. These questions will give you a great overarching sense of performance and will provide a starting point you can work from for all further data analysis. It also allows you to speak the language of your head of call center, which in turn can help you communicate the significance of findings in a meaningful way.
Step 4: Dig Through Headline Call Center Reports
The headline reports (as highlighted above) contain the most important information to your success. Changes in the performance of these will make the biggest impact on your bottom line.
Examine these reports in detail, and if patterns emerge, get to the bottom of them by digging through the levels. You can uncover valuable insights through this method of root cause analysis, identifying small changes that make a large difference.
Step 5: Analyze Quality Monitoring Reports Categorically and Systematically
You need to analyze data by category and have a good system in place to ensure you don't miss anything. To do this, you should list all the categories you want to analyze to check for trends.
Below, we’ve developed a list of categories we recommend reporting on:
- Product Lines
- Compliance Regulations
Analyze individual and comparison reports on each category. Then, tick items off the list as you work through it to ensure nothing is left out. This systematic routine will help you analyze call center reports consistently.
Step 6: Lost in Translation: Present Insights for Humans
When you analyze data consistently, it's easy to forget what it is like for "non-data" people looking at your research. You need to translate all your data findings into plain English and explain what they mean. Point towards the potential impact of each finding and try to give examples.
Step 7: Encourage Discussion Call Center Report Findings and Take Action
Analysis is a waste of time unless decisions and actions are taken based on the results. Many organizations are analytics-driven and directed, which is wonderful. Use your data analysis to start or fuel conversations and see real change.
As an analyst, you might not have all the answers. Yes, you might be able to allude to potential impact or reasoning, but results may resonate quicker with others in the organization who have specialized roles and have their 'ear to the ground' or 'finger on the pulse'. These eureka moments will only occur when people are engaged in positive discussions around a topic.
Knowledge is power; make your role more relevant by being equipped with a powerful quality monitoring analytics tool.