Efficiency in Contact Centers: How to Measure, Interpret, and Optimize Results

Effective contact center management is a crucial element in ensuring high-quality customer service and achieving business goals. With rising consumer expectations and increased competition, companies are increasingly turning to outsourcing contact center services. In this context, the role of Key Performance Indicators (KPIs) becomes particularly important, providing an objective assessment of goal achievement and operational efficiency.

One of the most important KPIs in the contact center industry is efficiency, which indicates how effectively and productively agents are working. This article will discuss the definition of the efficiency indicator, methods of measuring it, and practical actions that can help improve results.

Efficiency Indicator – Definition

Efficiency is a measure of the number of interactions handled—such as phone calls, emails, inquiries, or tickets—in relation to a unit of time, e.g., one work hour. In a contact center, efficiency is a key metric used to assess the productivity of agentss. However, it’s important to note that the number of handled interactions alone is not a sufficient indicator of success. Equally important is the quality of service, which directly impacts customer satisfaction.

How to Measure Efficiency

The measurement of consultant efficiency in a contact center, understood as the number of interactions handled per work hour, can be carried out in three key steps:

• Recording the number of handled interactions

Each interaction handled by an agent should be accurately recorded using dedicated contact center software. This allows for precise data on the number of calls, emails, and chats handled.

• Monitoring work time

Regularly tracking how much time a consultant spends on various tasks provides a better understanding of efficiency. It’s essential to account for time spent on direct customer support as well as time allocated for training, breaks, or other activities.

• Calculating the efficiency rate

To calculate efficiency, divide the number of interactions handled by the number of hours worked. For example, if a consultant handles 100 inquiries during an 8-hour workday, their efficiency is 12.5 inquiries per hour.

How to Interpret the Efficiency Indicator?

The efficiency indicator provides valuable insights into the performance of agents and the effectiveness of customer service processes. Both high and low levels of efficiency offer essential clues for identifying areas for optimization.

High Efficiency

A high efficiency level may indicate that consultants are effectively resolving customer issues during the first contact, positively impacting the First Call Resolution (FCR) rate and overall customer satisfaction.

Another key factor is the Agent Utilization Rate. While a high utilization rate reflects effective time management, an excessively high rate may lead to employee burnout and a decline in service quality. Therefore, it is crucial to maintain a balance between efficiency and employee well-being.

Low Efficiency

A low efficiency rate may suggest that consultants are not dedicating enough attention to fully resolving customer issues, which could lead to repeat contacts. This can negatively affect the First Call Resolution (FCR) rate and customer satisfaction. Low efficiency may also indicate the need for additional training or increased support for agents.

Another consequence of low efficiency is an increase in the Abandonment Rate. Longer waiting times may prompt customers to abandon the call. To address this, contact center companies should optimize operational processes, improve resource management, and implement systems that support better scheduling of agents’ work hours.

In summary, the analysis of the efficiency indicator should be multi-dimensional. Both low and excessively high rates require attention. Optimal results are achieved through continuous data monitoring, providing support to agents, and maintaining a balance between productivity and service quality.

Operational Actions to Improve Efficiency in Phone/Email Support

To maintain efficiency at an appropriate level, companies should consider the following operational actions:

• Training and development: Conduct effective, regular team training and verify knowledge through tests.
• Knowledge management: Provide clear, easily accessible operational guidelines, such as knowledge bases or one-pagers.
• Information flow: Ensure smooth communication of updates, especially regarding new information and changing procedures.
• Task assignment: Match consultants to tasks based on their skills, competencies, and aptitudes.
• Stress management and motivation: Implement clear break policies, support programs, and reward systems.
• Performance tracking: Monitor productivity metrics, such as average handling time (AHT), the number of interactions handled, and customer satisfaction, to identify areas for improvement.
• Automation: Automate repetitive tasks and processes through RPA (Robotic Process Automation).
• Response templates and scripts: Provide ready-made response templates or call scripts for consistent, fast replies.
• AI support: Use AI-based “response prompters” for consultants, as well as smart knowledge bases and chatbots, to minimize the risk of incorrect information being shared.

Quality Actions to Support Efficiency Improvement

Actions for Below-Target Results

• Knowledge assessments: Conduct knowledge tests to identify gaps.
• Feedback and coaching: Provide verbal and written feedback during regular feedback sessions.
• Call monitoring: Conduct live call monitoring to review service quality.
• Supplementary training: Implement refresher training sessions to address identified gaps.
• Goal setting: Analyze performance results and set clear, achievable goals.
• On-the-job training: Use “on-the-job coaching” and job shadowing to enhance consultants’ skills.

Actions for On-Target Results

• Preventive measures: Publish regular guidelines and performance updates via internal communication channels.
• Coaching: Conduct coaching sessions to maintain consistent performance.
• Call monitoring: Continue live call monitoring to ensure ongoing quality.

Actions for Above-Target Results

• Gamification: Motivate teams through gamification initiatives.
• Positive feedback: Provide constructive feedback and recognition for top-performing teams or individuals.
• Team appreciation: Recognize the achievements of top-performing agents during company-wide announcements.
• Ongoing coaching: Continue coaching to maintain and build on high performance.

Summary

Efficiency is one of the key indicators used in managing a contact center. Prioritizing efficiency optimization leads to better customer service, shorter wait times, and higher customer satisfaction.

Operational and quality-oriented actions enable companies to achieve better results and maintain a balance between productivity and service quality. The key to success lies in the conscious management of processes and the continuous adjustment of tools that support consultants’ work to meet current business needs.