Call Center Metrics Reporting Should Be Robust and Actionable

Metrics reporting is as important to insurance call centers as the Law of Large numbers is to an actuary. Call centers use metrics reporting on sales and marketing campaigns to measure individual agent performance, track campaign results and more.

Sales and marketing metrics reporting should be robust and dynamic because you can’t manage what you can’t measure.  Dynamic reports should cover all required CMS call center metrics as well as standard call center Key Performance Indicators (KPIs), call dispositions and marketing metrics at the individual toll-free number level.  This in-depth reporting creates a true measure of cost per response, cost per lead, and cost per sale.

No matter how robust the reporting however, metrics are useless if they are not actionable.  At minimum standard reports should include key performance indicators that allow you to take action. Examples include:

• Abandonment Rate, Drop Rate — length of time caller waited before they abandoned the call and the percentage of overall calls that were dropped.  Look at these numbers daily at a minimum and ensure your call center is not missing opportunities through abandoned and dropped calls.
• Average Handle Time, Wrap-Up Time — the average time an agent spent with a caller during the call and in “wrapping up.”  Make sure your call center Managers are examining these items closely and coaching team members who fall outside the norms on these metrics to keep your center working at peak efficiency.  Look for opportunities to streamline your processes in these metrics, too.
• Average Time in Queue — the average time callers waited before being connected to an agent. Look at this metric daily and in aggregate to ensure you aren’t losing opportunities with your callers by keeping them on hold.
• Disposition Reporting — a summary of what happened on the call such as “Enrolled” or “Mailed Materials.” Examine these closely daily and in aggregate to gain insight into the overall campaign outcomes.
• Quality Reporting — how agents scored on each call based on a client’s metrics and/or metrics created by the call center.  Bloom uses a minimum of 13 variables plus 9 pass/fail compliance variables when grading agent performance.  Look at these reports individually and collectively to identify gaps in caller understanding, opportunities for training, and occasions for scripting improvement.

Are the reporting metrics received from your call center clear and actionable?

Resources

The Bloom Call Center is licensed in 48 contiguous states and offers marketing, call center and technology solutions to the health care industry.  Since 2007, Bloom has participated in over 55 million conversations about insurance products, submitted over 200,000 applications for insurance, and set over 150,000 appointments for seniors to meet with Licensed Agents.  Bloom is a proud partner of Gorman Health Group.  Click here to learn more.