Page 280 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 11: CRM Measurements

Notes
Call counts and The number and duration of calls either received or sent, often broken down by
duration call type, which is input by the call centre representative after completing the
call.
Average hold time The amount of time a customer has to wait before being served by an agent.
Abandonment rate The number of calls abandoned expressed as a percentage of the total calls.
These are customers who hang up while waiting for an agent or get
disconnected.
Average The average time a caller waited before abandoning the call.
abandonment time
Adherence The amount of time the agent is “in their seat” ready to take calls, expressed as a
percentage of the total time the agent is scheduled.
Wrap-up time The amount of time, after the call is completed, the agent needs to complete
administrative tasks related to the call.
Average cost per call The sum of all costs for running the centre divided by the number of calls
received.
Average talk time The amount of time the agent spends on the call talking to a customer.
Average handle time The sum of the talk time and the wrap-up time.
Agent utilization The amount of time agents spend on calls versus other internal tasks, expressed
as a percentage of available time.
Blocked calls The number and percentage of calls that receive a busy signal and could not
even get to the Automatic Call Distribution system (ACD).
Service level A goal for call centre performance. A widely used format for the goal and values
is for a call centre to answer 80% of the calls within 20 seconds.
Call quality Companies have devised ways to monitor the quality of a call and the agent’s
abilities. Scores can include vocal intonation, friendliness, promptness,
knowledgeableness, and adherence to procedures.

With the heavy emphasis on internal metrics associated with call efficiency, companies have
instituted balanced call centre reporting that combines efficiency scores with effectiveness scores
(like call quality).
Field Service Operations: Field service operations include a host of post-sales activities, including:
warranty and service contract management, scheduling and dispatching field service agents,
service call routing for inside service, problem tracking and resolution management, service
inventory management, managing the logistics of part fulfilment and replenishment. Measures
are less standard than call centre measures but can cover a wider variety of areas.

Response time Amount of time it takes a service agent to respond
Completion time Amount of time it takes a service agent to resolve a customer’s problem.
Repair fulfilment The amount of time it takes to deliver a requested part or service needed for a
time repair.
Service level This metric is similar identical to the call centre metric when applied to inbound
phone calls. It includes additional measures when applied to all support calls.
Customer Many companies routinely survey their customers after a service call to verify
satisfaction score satisfaction.
Service call priority Service calls are frequently prioritized to comply with service contracts or
warranty terms or to indicate the importance of the request.

Supply Chain and Logistic Operations: Frequently discussed as separate and distinct from
CRM, supply chain management and logistic functions are significant areas of interest for CRM
practitioners. Customers consume physical and digital products. How quickly and efficiently
these products flow through the value chain is of importance, especially when the time it takes

LOVELY PROFESSIONAL UNIVERSITY 275